2022 is here and with the new year, we are facing many exciting digital marketing topics. Don't miss out on these seven trends:
1. Cookieless World
A world without cookies? It is coming and it is important to have technological solutions ready early on.
“We already have many campaigns that run without third-party cookies and are based exclusively on first-party data. Thanks to our independent ad server, we are already prepared”. - Victor Eichmann, CEO of Adlicious
2. Big screen experience
35 million CTV households and a daily usage time of 2.5 hours impressively illustrate the potential of connected TV. The big screen experience in particular allows attention-grabbing video storytelling and will continue to accompany us in 2022.
3. Self-determined use of data
Since iOS 14.5, users can decide for themselves whether their data is recorded across platforms and can be used for advertising purposes. More and more users decided to deactivate this. For marketers, this means offering a good in-app experience and tailoring advertising material more thematically to the user environment.
4. Digital shopping experiences
In July 2021, 33% of the Germans surveyed stated that they had now made more purchases online than they had made offline. The pandemic has changed buying behaviour. Omni-channel shopping experiences and a personal digital shopping experience are required. Technological solutions such as live streams, dynamic ads (such as drive to store ads), or augmented reality are becoming more important.
5. Agile influencer marketing collaborations
TikTok has changed the way companies and content creators collaborate. The briefings had to make do with significantly fewer requirements — a challenge for many marketers. In 2022, marketers who give content creators enough freedom to generate authentic and approachable content will also win.
6. Synergistic “way of working”
Increased data protection requirements and the upcoming Cookieless era call for stronger cross-channel strategies. It is important to work together synergistically across channels and to use the strengths of each channel in the customer journey. Users can thus be correctly addressed within their target group with creative options.
7. Reactive content needed!
Reactive content, the answer to current topics and/or (TikTok) challenges, has increased massively this year. Examples include the feta pasta challenge or the BTS hype. In order to take advantage of that content, vitality and buzz in 2022 as well, more flexibility should be allowed in the marketing plan.
