5 digital marketing trends to watch by the end of 2022, Marketing & Advertising News, ET BrandEquity
Half of the year passed quickly. And the world of digital marketing is evolving even faster.
Earlier this year, I read this article and wrote about five digital marketing trend predictions that are transforming the industry. Here are his five trend predictions every marketer should be on the lookout for if they want 2022 to end with impact.
1. Content will be as important as ad operations
Over the past five years, advertising operations have become more streamlined and less complex. No surprise, given that big companies like Google and Facebook have invested in his UI and UX power and are working to simplify their advertising operations.
Those experienced in ad ops should not discount the fact that they have the expertise necessary for growth hacking, and recognize that quickly it becomes difficult to distinguish between ad ops skill levels.
In that case, the key differentiator will be content.
With the explosion of digital advertising, brands need to leverage analytics to know what drives their ads in terms of copy and design. If your brand wants to stand out, your content needs to be talked about.
2. Marketing teams get leaner with specialists leading the industry and generalists reaching the end of their careers.
This has been a trend for a long time.
Generalist roles such as marketing manager and digital marketing manager have lost value over the past three years and will continue to do so.
While there are always benefits to understanding the holistic aspects of marketing (representing digital marketing by default), the generalist role only exists at the top of the corporate ladder. Junior and middle-level professionals seeking a generalist profile as a career are looking for fish in bathtubs.
3. Digital marketing for branding like performance campaigns continues to eat away at traditional marketing’s share.
Some might say offline marketing is coming to an end. Some say it’s already six feet down.
Whatever you believe, there is no denying that over the last few years, brands looking to see direct/quick and measurable ROI on their performance campaigns have turned to digital rather than traditional marketing.
It’s not that TV and newspaper advertising aren’t important when it comes to brand building (Dear IPL Sponsorships), but every company has an infinite budget that can be spent on traditional marketing for performance and branding campaigns. It doesn’t mean there is. Additionally, his direct ROI prospects with ever-increasing media clutter and pure performance campaigns make the digital marketing claim all the more powerful.
Connected TV, metaverse growth, digital billboards, mobile and location-based solutions are all mixed. Brands that spend a lot of money on offline marketing have blitz campaigns. In 2022, these blitz campaigns will be replaced by retention campaigns. Because the pandemic has shown that digital marketing for branding can achieve more lasting, long-term impact and cost-effectiveness for brands of all shapes and sizes.
The transition from traditional to digital is clear and growing every day. It would be foolish to think otherwise.
Four. Marketing plans are more focused on ROI
Anyone who says their marketing efforts are effective but unmeasurable is lying.
In today’s world, everything is measurable. Marketing is no exception. This explains why brands today demand to see his ROI projections in their marketing plans. Many marketers have gotten away with providing only qualitative results such as brand recall, equity, views and engagement.
But even branding needs to be measured. Regardless of the objective, the marketing plan should be associated with his long-term, medium-term, short-term and immediate ROI.
Five. New Personal Data Protection (PDP) Bill Creates Privacy Advocates Elevated to New Positions in Organizations
This is bad news for organizations that neglect their customer data.
Under the new PDP bill, organizations will have to hold data protection officers with compliance responsibilities, such as ensuring that first-party data is ethically collected or that customers have appropriate scope to opt out. (DPO) is required. Organizations are responsible for sourcing data from undescribed third-party sources and storing data in a non-compliant manner.
A lot of data is loosely available in today’s market. But this third-party organization that spent its budget procuring his data was throwing money down the drain because this data would be unclassified, unclassified, and useless. With the PDP bill, the industry will get rid of such data, making way for trusted first-party data.
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