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AUDIENCE SNAPSHOTS 2022

Insights for the modern marketer

From across 22 of our verticalized Dive publications, we’ve collected and
analyzed our proprietary data to bring you audience snapshots for 2022.

Get your industry's snapshot



UNIVERSAL THEMES

Explore commonalities from across the industries.


DIGITAL DECISION MAKING

Observation



Across nearly every industry, the events of the last few years have pushed
digital transformation into overdrive.

 * In fact, a PwC survey reveals 60% of executives say digital transformation is
   their most critical growth driver in 2022.
 * However, according to ITPro, a third of those tasked with making and
   implementing critical digital transformation decisions are suffering from
   unsustainable stress, and an additional 21% have experienced burnout.



Insight

From better tools for analyzing data to optimized customer experiences,
executives everywhere are recognizing that the right technology has the power to
reshape industries. But digital transformation has become such a buzzword that
many businesses are moving at breakneck speed in the name of keeping pace — and
it’s taking a toll on their (and their team’s) wellbeing.

Action

Help lessen the transformation fatigue by encouraging your audience to
prioritize intentionality over speed. Consider tailored solution breakdowns,
pros and cons, and success + cautionary stories that will allow them to take the
right route to transformation for their particular business and its future.


RESILIENT RESOURCING

Observation

The pandemic has tested global infrastructure like never before.

 * According to a Bank of America tally cited by Reuters, mentions of supply
   chain issues by chief executives jumped 412% year-over-year — and early
   indications suggest 2022 won’t be the year we see stabilization.
 * In addition, businesses are up against resignations to the tune of
   three-quarters of digital employees eyeing the door, looming impacts of
   climate change, and rising security threats.



Insight

The past two years have redefined what it means for a business to be resilient,
and executives have been shown the underpinnings of their businesses hang in a
more delicate balance than they ever could have imagined. Decision makers are
recognizing resiliency isn’t just about the environment, operations, or people —
it’s about understanding the interplay between every aspect of the business, and
ensuring all of it is built to withstand uncertainty.

Action

Provide your audience with content that allows them to get a handle on their
specific threat landscape, stay ahead of the twists and turns to come, and
protect precious resources in the process. The shockwaves are rolling in from
all sides, and decision makers need your help to find a sense of stability
across every facet of their business.




NAVIGATING A REMOTE WORLD

Observation

As more aspects of our daily realities are lived out online following the
impacts of the pandemic, the digital realm has become even more far-reaching.

 * With 52% of executives reporting higher productivity during the prolonged
   work-from-home period, companies have struck a balance between in-person
   requirements and allowing staff to work from anywhere.
 * This virtualization of the office has become a catalyst for other remote
   experiences, including tech-enabled convenience, like curbside pickup and
   delivery, telehealth, and online learning.



Insight

For businesses, these new frontiers represent uncharted territory, which can be
both thrilling and anxiety-provoking. As decision makers venture into the
unknown to build these environments out for themselves, they’re encountering a
slew of new risks and challenges.

Action

Help business leaders navigate the growing pains of adjusting to the way we work
and live digitally today. Provide them with information that will allow them to
find their footing in up-and-coming spaces like the creator economy, the
metaverse, and web 3.0. And as you do, be sure to place emphasis on risk
mitigation and ways to overcome the hurdles in service continuity, engagement,
data protection, and infrastructure they’ll face along the way.


GET YOUR NICHE-SPECIFIC AUDIENCE SNAPSHOTS FOR 2022

Explore your target industry's most pressing issues, most popular content,
industry-wide themes, top-performing formats, approach recommendations, and
more.

 * Business Functions
   * CIO
   * Cybersecurity
   * HR
   * Marketing
 * Education
   * Higher Ed
   * K-12
 * Energy, Sustainability and Building
   * Construction
   * Smart Cities
   * Utility
   * Waste
 * Financial Services
   * CFO
   * Banking
   * Payments

 * Life Sciences
   * BioPharma
   * Healthcare
   * MedTech
 * Logistics / Transportation
   * Supply Chain
   * Transport
 * Retail / CPG
   * Food
   * Grocery
   * Restaurant
   * Retail


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Next

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