Every year, new marketing strategies arrive to be able to exploit them to the maximum, today we show you some of those that will dominate during the 2022.
2020 and 2021 have been a fundamental couple of years for the development of businesses, both physical and online. According to the study of Digital 2021 carried out by Hootsuite in a joint work with We Are Social, it was shown that approximately 60 percent of the world population has internet access, that is, 7.3 percent more users compared to 2020.
According to the National Institute of Statistics and Geography (INEGI) and its study on Business Demography (EDN), approximately one in five businesses were forced to close their doors due to the pandemic, giving entry to new that were located in the digital world. Similarly, Forbes comments on its site that the decrease in social mobility due to Covid-29, caused the online sales in Mexico will increase up to 81 percent during 2020, representing a value of 316 billion pesos, that is, the equivalent of 9 percent of the retail sector in the country.
The pandemic had as a consequence that those who were already carrying out their marketing strategies in the digital world (if they were carried out efficiently) prevailed, however, it affected the way in which the consumer interacts with the content.
When trying to stay for so long only within the world digital, agencies and other marketing professionals, had to see the need to opt mainly for digital marketing strategies, so they had to adapt their efforts, as well as strengthen their knowledge and technologies to dominate the virtual space with new trends, such as Chatbots, networks social, voice searches, social media sales, influencer marketing and design UX / UI.
Despite this, the consumer is currently taking to the streets more and more, among the main reasons, the arrival of the vaccine and the desire to go out and explore new experiences after having been locked up for more than a year.
Because of this, the consumer has changed, their preferences, their way of being, their needs, their way of buying and their contents, and it will continue to change as the months go by.
Clearly, digital marketing will continue to show its relevance for business, however, the pandemic and consumer change during it, managed to open new options to experiment, which finally managed to get out of the virtual world. Because of this, we must choose 2022 to do “mixed” or “hybrid” marketing strategies, where we can bring together the best of both worlds.
Marketing experiential – This type of marketing that fills people with emotions, will be one of the top strategies to take into account during 2022, since the consumer is eager to go out on the streets again in search of new experiences, and what better way to do it with their favorite brands. From all kinds of experiences, from large to small, slow or fleeting, we must be vigilant and try to implement this as much as possible.
More personal content – For both the ATL and BTL world, the contents that are more organic and warm to society will be the ones that generate the greatest impact. During the pandemic, consumers had closer approaches to campaigns where they showed awareness of the situation that was happening around the world, empathizing with them, a trend that will prevail.
Formats hybrids – Although the consumer has been receiving and adapting to digital content and has already become familiar with it, it also seeks to explore new horizons again, so it will seek the benefits that both worlds provide. Not only will it be enough that the brands are on e-commerce platforms or even with their physical headquarters, but it will also look for the way in which it can integrate both; An example of this, the strategy in the Pick-up service, where they buy online and users pick up their order physically.
More advertising is not better advertising – Consumers have been constantly receiving an incalculable rain of advertising content from different brands, so it has become customary to simply close web pages or completely avoid their attention to them. Being an advertisement more than closing is not an effective strategy, however, if we choose to make messages, designs and other creative products, we will be more likely to stand out from the universe of ads that users see every day. It’s not about quantity, it’s about quality.
Messages and spaces in favor of trends – The world is constantly changing and lately we have witnessed the change of different previously established social customs, which the new generations have been in charge of deconstructing. Among these, (without having any relation other than the trend), are the companies that are inclusive, in favor of diversity and being aware of the need that people have to be with their pets (pet-friendly).
More than selling, educating – As we mentioned a few points ago, the consumer is no longer interested in invasive advertisements; However, a new opportunity arises when creating content, events and others that educate the consumer, giving in a more interesting way a discreet advertising that is not so invasive.
Connections human – Faced with a world full of not warm technologies and services, in addition to social distancing, users seek human interaction more than ever, even within the same digital media. An example of this we have with the implementation of C-Commerce within our strategies, which are effective giving a better customer / user interaction.
These were some of the strategies from marketing that would be worth considering for better campaigns during the 2022, based on the previous experiences of the consumer before the arrival of the pandemic.