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THE 9 TRENDS SUCCESSFUL MARKETERS CAN’T IGNORE IN 2022

January 11, 2022 Zeta Global
BlogMarketing Strategy
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Two years into our new normal, audiences no longer feel like they’re stuck in a
moment. Mindsets are shifting as people continue to look forward into the
future. Even with the proliferation of new variants, consumers are shifting back
to old shopping habits as consumer buying trends shift ever upward. But their
shopping habits have changed. Consumers now expect evermore personalized
marketing experiences and brands to meet them where they are—no matter the
platform. Below, We identify the key marketing trends and strategies that will
shape brands’ marketing strategies and consumer habits moving into 2022 and
beyond. 


MARKETING IN A DIGITAL-FIRST WORLD



NOT JUST ACCELERATING TO DIGITAL, CONSUMERS ARE DIGITAL FIRST 

Around 80% of consumers see the world as all digital, with no divide between the
spaces, as of 2022. And the numbers back this up. By 2025 mobile commerce is
expected to make up over 10% of retail sales, a 2.5x increase from the pre-2020
count. Additionally, CTV households will increase to 115.2 Million by 2025 and
ad dollars are projected to keep pace—growing 28.4% year over year. All of this
will result in a data collection of 175ZB. 

NO LONGER OMNICHANNEL, CUSTOMERS WANT OMNIPRESENT

People have gotten used to seamless experiences that can reach them wherever
they are. Whether that’s in the store or on their couches. The goal is to have
an instantaneous digital experience that can reach customers no matter where
they’re located and on whatever device they’re using. Look for a solution that
can help you work across channels to create a seamless experience for your
customers. 

BEST OF BREED ≠ BEST SOLUTION

For a long time, cloud companies have been picking up smaller point solutions as
a way to fill out their tech stack. But that doesn’t necessarily mean they are
the best in class. Instead of looking for the blue bloods, look for the best
solution to fit your business. Companies with dedicated teams to help you
onboard and grow your marketing strategies to success will often be a better fit
than the plug and play solutions that others offer. 

THE FUTURE IS LOW-CODE & NO-CODE

Marketing teams no longer have the ability to implement their own services by
themselves, they’re too busy.The future is having no-code or low-code
implementation so that teams can drag and drop what they need into their
website. It will save time and save money through operational efficiencies. More
than half of buyers for these solutions moving forward will be projected to be
outside of IT moving forward, so making a consumer friendly platform will be
pivotal for brands here.  


HAVE NO FEAR, IDENTITY ALTERNATIVES ARE HERE 



ZERO-PARTY DATA

The industry has often talked about first-party data, and how it’s pivotal to
marketing success. Well, the successor is zero-party data. It’s a way to have
your audience completely opted-in and compliant, while offering them more
personalized content that speaks to their own shopping interests. Enrich it with
valuable customer data and you can see the marketing strategies really take
off. 

THE NECESSITY OF DATA-CLEAN ROOMS

The necessity for data compliance will be a huge talking point as we move
through 2022 and beyond. To meet this challenge, data-clean rooms have
proliferated throughout the industry. They’re the best way to maintain
compliance when it comes to PII, yet only two thirds of marketers are investing
in them. Get ahead of the curve and secure yourself a data-clean room and you’ll
be setting yourself up for success in the future. 

CDPS ARE THE BEDROCK FOR BRANDS

Customers are sick and tired of spray and pray approaches to marketing. One of
the best ways to personalize your messages and reach your customers is through
CDPs. The walled gardens of big cloud companies have accelerated the need to
activate your own data. By having a CDP you reduce the risk of noncompliance
while simultaneously increasing the individualized and personalized approach
that you can have with your customers. 


THE CONSTANTLY CONNECTED CONSUMER 



THE RISE OF NFT’S

Mostly supported by the Ethereum blockchain, NFTs are expected to make waves as
a powerful digital certification across all verticals. Unlike Bitcoin, NTFs are
unique, meaning that they can’t be replaced with an alternative solution—they
represent an ability to own, not rent. Showcasing a break from what has been
historically done with digital assets. Today they are most often used in the art
and collectible worlds. Tomorrow, they might be used across multiple industries,
including: sports, travel, and auto to generate brand engagement and unlock new
experiences. With NFT’s there is the ability to foster a passionate community
and build revenue.

THE RISE OF THE YOLO ECONOMY

It’s been a long couple of years. People are ready to start doing experiential
activities that they didn’t necessarily have the desire to do before. Brands
must break the constraints of channel-based marketing to meet these customers
and their desires where they are. They need a solution that can tell them what
their customers need like never before. In order to best do this, look for a
solution that gives you a 360 degree view of the customer. 

Interested in seeing how you can supercharge your individualized marketing
efforts to drive record ROI in 2022? Reach out to us for a custom consultation
today.


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