As 2021 draws to a close and we look towards the new year, we decided to take a look at the direction we should expect marketing to take. This includes our predictions for the top marketing trends of 2022. As no one knows for certain what the new year has in store for marketers we can look at growing consumer and marketing trends to help inform us.
1.Get to know your target audience
Improving your knowledge of your target consumers/audience has been predicted to have a large positive effect on the success of a business. You should research your consumers’ preferences and their attitudes and behaviour towards shopping. This helps you to understand them on a personal level. Research shows that 63% of consumers expect businesses to know their expectations. You can then use this knowledge to optimise messaging and go-to market strategies. Being a data driven business makes you 20 times more likely to obtain new customers. Personalised marketing messages that will appeal to your target audience will keep your consumers coming back and choosing your brand over another.
2. Focus on customer experience
This is a top marketing trend as the marketing priority has shifted to providing customers with high quality experiences/service. The growth of online content means consumers can do their own research on your business/brand rather than waiting for you to give them information about your product. For a higher chance of success, brands and businesses should create personalised messages to consumers, listen and respond to them. This creates a healthy relationship. 73% of people say that customer experience is an important factor of a business, however only 49% of US consumers say today’s companies provide a good experience. People value efficiency, friendly, knowledgeable service and easy payment.
3. Prioritise employee engagement
In order for consumers to keep coming back you need them to enjoy and respect the environment of your business. According to marketing insider group, 46% of consumers will abandon a brand due to uninformed and impolite employees. This was highlighted as the No.1 factor leading to the loss of consumers. Employees are as important as customers to a business’ success or failure. You should create a gratifying and enjoyable work environment so both employees and consumers can relish their time interacting with the business. As an employee is a representative of the business/brand, it is important that consumers have a good interaction with them. It keeps that high expectation and the brand will gain a high quality reputation with their target consumers.
4.Look into Social Commerce
In recent years, with the help of COVID-19 restrictions, there has been a growth of online shopping and social commerce. This has given brands the opportunity to promote themselves via a seamless experience within popular social media channels. Over time this has become a consumer expectation as COVID-19 caused people to seek alternative ways to purchase products. Brands should promote themselves on social media sites, with instant links to their website, making it easy for consumers to purchase their products. For example, Instagram, Facebook and now TikTok accounts have been proven to expand the recognition of brands/businesses leading to more sales.
5.Keep it Short and Snappy!
Short, satisfying and visual content attracts the attention of consumers, which is key for brands and businesses. Coloured visuals increase people’s desire to read content by 80%. Additionally, 85% are more likely to buy your product after watching a video about it. We suggest releasing short, punctual content on popular social media sites to attract customers to your product. Posting on these sights regularly will help you to acquire more consumers within your target audience.