With the new year around the corner, now is the time to learn about global marketing trends that are going to shape 2022.
The way we do business is constantly changing. Staying relevant is something marketers and business owners need to be aware of at any time. But how exactly do you stay relevant while standing out in a sea of competition?
Fact is, with millions of emerging businesses fighting for a spot in the market, it has become more difficult than ever to maintain a competitive edge.
That’s without the additional pressures the covid-pandemic has put on businesses. With rapid changes becoming the norm, we need to be ready for anything. At all times. Because that’s how you maintain a competitive advantage.
Enough talk about needing to be ready, let’s GET you ready!
Learn about the six most important global marketing trends for 2022 and see if your business is ready.
The 6 Global Marketing Trends
1. Purposeful Business
It is safe to say that the covid-pandemic was an unprecedented shock to everyone. Throwing everyone’s life upside down, many individuals have taken the time to reflect and consider their purpose in life. This is something that businesses have to take into account.
Doing business for profit is long gone. Today it is all about meaningful business.
Individuals want to see that a business is considering their social, environmental and economic impact. They want to be certain that businesses take corporate social responsibility (CSR) – and this is becoming increasingly important.
It’s simple: Consumers want to live a purposeful life, hence they want a business that shares such views.
You can strengthen your CSR in many ways. You could implement cause-related marketing strategies. For example, collaborating with a not-for-profit organisation and help them while increasing your own sales is a great way to build your CSR.
Don’t worry if you’re only just starting up. Cause-related marketing doesn’t always mean donating money. You can also help by raising awareness of the cause. It’s just about showing that you care.
Going forward, taking a holistic approach to doing business will become more and more important. So if you can think of ways to incorporate this now, you’re already one step ahead.
2. Embrace Authenticity
The global marketing trend of being “real” is getting more crucial as individuals want authenticity over perfection. There are more and more movements where individuals express their voices for causes such as anti-racism, gender diversity, gender equality, people’s freedom, people’s rights… The list goes on.
As a business, the best way you can be real is being transparent. In front as well as behind the camera – always be truthful. Integrity goes a long way. Also think about diversity, equity and inclusion (DEI) and ways of incorporating that into your day-to-day business.
Doing DEI driven business means that you respond to this global marketing trend, for example by having an inclusive work environment where diversity is embraced.
3. The New Way of Work
As remote work has been forced upon many businesses, it is something that has stayed due to its popularity. Moreover, it opens up many opportunities for business growth. Think about the global talent pool that remote work has made possible!
Whether you’re thinking of expanding or bringing on new ideas, employing people from diverse backgrounds living in different countries can be super beneficial. It widens your horizon from filling skill gaps to bringing on fresh ideas.
Another factor that will drastically change the way we work is Google turning off cookie tracking by late 2023. This means that you have to think of other ways to collect consumer data. 61% of big brands have already shifted to a first-party data strategy. What’s your strategy?
4. Create Human-First Data Experiences
It is nothing new that more and more businesses are endorsing a customer-centric approach, where the customer is put at the core of business.
Taking this approach means that every decision and strategy revolves around the customer, considering how it will affect their experience. This also involves the way you collect and use consumer data.
Being helpful versus being intruding is a tight balancing act. It is crucial to design data-driven experiences that promote trust and create value. For example, consumers find sales alerts from frequently visited brands highly helpful. Even follow up emails reminding the consumer they forgot something in their cart is being considered as helpful.
But have you ever received an offer for a high-tech vacuum cleaner after talking to your friend about it? Not cool. Just creepy. Please don’t do that.
Focus on human-first data experiences where you’re being helpful and embrace consumer trust.
5. Hybrid Experiences
Maybe you’ve heard of hybrid customer experiences before. If this is new to you, don’t worry, I’ll explain.
Hybrid experiences combine both online and in-store customer experiences. For example, many businesses offer to return an online order at one of their local stores. Often you can also pre-order a product online for a pick up at a local store.
The aim of hybrid experiences is to elevate customer satisfaction by introducing a more convenient, seamless experience.
This trend will further develop in the way of using unique selling platforms to promote your products and services. Think of Instagram or Pinterest for example.
Have you ever bought anything off one of these platforms?
The chance is high that you or someone you know has. And even if not, your customers are probably browsing right now – grab your chance to show off your offerings.
Incorporating hybrid experiences lets you offer more personalised customer-focused experiences. Plus, consumers will feel more connected and included, enhancing their relationship with you.
6. Boost Your Customer Service
Customer service is essential to every business. Dealing with customer complaints and feedback swiftly is crucial to your overall success. In the end, if you don’t listen to your customer you risk losing them. With no customers, who are you offering your product or service to?
There are many ways you can enhance your customer service. Your best way is to integrate artificial intelligence in your customer service.
Combining the two will allow you to display the right offers to the right customers at the right time as well as providing greater post-sale customer service. Think about email direct marketing (EDM), social media marketing, chat bots, and even feedback surveys.
These are all ways of using artificial intelligence to improve your end-to-end customer experience.
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