7 Marketing Trends for 2022 | The Future Might Surprise You

The future of marketing is hard to predict. Constant twists and turns keep marketers on their toes. However, there are some key trends that are here to stay and will impact the way we do business. Here are seven marketing trends for 2022 digital marketers should be aware of based on what we’ve seen in Q2.

Top 7 Marketing Trends for 2022:

  1. Proliferation of DOOH advertising
  2. CPG brands continuing to shift to D2C models
  3. Convergence of digital and physical commerce
  4. Expanding social commerce applications
  5. Ad-supported CTV platforms driving supply and spend 
  6. Future proofing digital advertising strategies
  7. Reining in ad fraud with smart media buying 

1) Proliferation Of DOOH Advertising

Out-of-home ad spend increased by over 21% in 2021 after a challenging 2020, according to a recent report from the IAB.

This fierce comeback is driven by the increase in foot and highway traffic as people return to work and travel. For brands looking to test out of home advertising, start with digital out of home (DOOH). This flexible medium allows you to achieve similar impact and reach, but in a way that is more targeted and measurable. This can also inform smarter, large scale traditional out of home buys you plan for the future.

If you have questions about launching a DOOH campaign, read this Q&A article featuring insights from Coegi’s DOOH tech partner, Vistar Media, or download our comprehensive digital out of home primer.  

2) CPG Brands Continuing To Shift To D2C Models 

US D2C sales will surpass $151B, with a rapid upward trajectory expected in 2022. In fact, D2C accounts for 1 in every 7 of dollars spent.

Direct to consumer commerce models offer immense value for brands beyond just profitable sales. Why? It’s a key opportunity to create value exchange for consumer data and establish brand loyalty through personalization. Establishing a successful D2C commerce experience requires strategic omnichannel marketing to optimize at each stage of the purchase funnel. 

This article walks through how to draw consumers from awareness to consideration to conversion on your D2C site step by step. 

3) Convergence Of Digital And Physical Commerce

Today’s marketers are faced with an increasingly difficult challenge: how do you effectively blend physical and digital customer touchpoints to create meaningful moments with your brand? Audiences are spending more time on digital platforms, and in metaverse worlds that blend physical and virtual realities. 

For CPG brands, digital advertising is an essential tool to drive in-store sales, in particular for increasing consideration prior to an in-person or online shopping trip. However, crossing the boundary from ad impression to ‘add to cart’ can be challenging. 

Here are four ways to use digital advertising to drive in-store purchases

  • Reach users across various media touch points with an omnichannel strategy.
  • Use loyalty card data to serve your ads in the right place at the right time. 
  • Understand how many interactions are needed before conversion. 
  • Keep previous customers engaged with relevant messaging and offers

4) Expanding Social Commerce Applications

62% of US consumers are shopping more online now than they were before the pandemic. Brands, now more than ever, should explore social commerce to meet the consumers where they are.

The highly visual and community-oriented attributes of social media platforms make them prime for product discovery. The next step is driving purchases of those newly discovered products within the social media ecosystem. 

Instagram, Facebook, and Pinterest have paved the way for commerce-based tactics on social media. Now, other platforms, including TikTok, Snapchat and Twitter, are realizing the revenue potential of social commerce and releasing similar offerings. For more details on each platform, read our Social Commerce 101 blog.

5) Ad-Supported CTV Platforms Driving Supply And Spend 

67% of streaming consumers prefer free with ads, or tiered, subscription models. Consumers are becoming price conscious as they realize the need to invest in multiple streaming services in order to watch all the content they are interested in. This is a boon to CTV advertising, as more ad-supported models are becoming available – even Netflix, who once swore they would never have ads. 

Nearly of all digital ad impressions are now attributed to CTV. Connected TV is planting itself as a staple in the modern media mix, offering the flexibility and control media buyers need in what can feel like a chaotic marketplace. 

For guidance getting started with CTV, view The Advertiser’s Guide to CTV

6) Future Proofing Digital Advertising Strategies

Brands are looking to the future, understanding that the marketing landscape is rapidly changing. Some key ways in which marketers are priming themselves for future success are: 

  • Cookieless targeting solutions – Contextual targeting, ID-based solutions and first party data are all critical components for the future of targeting. Listen to Coegi’s podcast episode on Navigating the Cookieless Future for more insights. 
  • Marketing to Gen-Z – This dynamic and diverse generation is rapidly gaining purchasing power. Make sure your messaging and channel selection is tailored to match these younger individuals. View our top three tactics to reach Gen Z here
  • Redefining ROI and marketing measurement – Marketing results are the product of long-term, strategic advertising efforts. It’s time to redefine ROI as return on INSIGHTS, rather than overnight media results and last-touch attribution.

7) Reining In Ad Fraud With Smart Media Buying 

The operating system of open-exchange ad buying has vulnerabilities, which leaves brands susceptible to fraud – skewing results and wasting money. Marketers are quickly becoming hyper-aware of this as more light is shed on the programmatic industry. 

Automated buying needs additional guardrails in order to maintain brand safety, as well as campaign efficiency and effectiveness. Here are some ways brands are combating ad fraud through their media buying practices: 

  • Diversifying media buys with direct and private marketplace deals
  • Applying carefully curated whitelists and blacklists to open exchange buys
  • Investing in premium placements that offer quality engagement 

Read here to learn additional ways to maximize your media investment. 

Identify opportunities to lean into these top marketing trends for 2022 to take your marketing to the next level. 

Stay tuned for more marketing trends in Q3. In the meantime, contact Coegi to learn how to implement these tactics for your brand.

The Top 7 Digital Marketing Trends We’ve Seen in 2022

The digital advertising world moves fast, are you struggling to keep up? In this article, we debrief the top seven digital marketing trends from Q1 to prime the rest of your 2022 marketing plans for success.

The Top 7 Digital Marketing Trends of 2022

  1. The metaverse becoming mainstream
  2. Use of AI as a key tool for media efficiency and optimization
  3. Proliferation of retail media
  4. Replacing attribution with advanced measurement and modeling
  5. Preparation for a cookieless targeting solution
  6. Challenger brands continue to rise 
  7. Brand authenticity is priority, especially with younger generations

Continue reading to learn the factors driving these trends and how to capitalize on them to drive your brand’s marketing success. 

#1 The Metaverse Becoming Mainstream

The metaverse may reach upwards of $1T in value by 2024, according to a Grayscale report.

Consumers are spending more time in these blockchain-based communities of decentralized transactions, immersive digital worlds, gaming and much, much more. Therefore, the metaverse marketing potential is boundless. Brands should start exploring these technologies now to capitalize on the advantages of being first movers in the space.

For tips to start marketing in the metaverse, view this article or view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

#2 Use Of AI As A Key Tool For Media Efficiency And Optimization

45% of users believe AI creates competitive advantage in marketing.

AI takes data analysis to the next level by making predictive models about future performance and then suggesting ways to prepare for those events. In 2022, we will see more media buyers release control of media optimization and personalization to AI. As a result, this will provide more time to spend on strategic planning and analysis. For more benefits on using AI in your marketing, view this video

#3 Proliferation Of Retail Media

of all ecommerce digital ad spend is now on retail media. With 50% YOY growth in 2021, this figure is only expected to grow. 

Retail media is a must-have tactic for CPG brands to drive ecommerce sales in 2022, but the value extends beyond CPG alone. It allows advertisers to be more data-driven. Also, it provides a reliable targeting solution through first party shopper data and closed loop measurement solutions. View our full POV on retail media and connected commerce

#4 Replacing Attribution With Advanced Measurement And Modeling

Media mix modeling and advanced measurement studies are critical in 2022 and beyond. As cookies go away, it will be even more important to have a data-driven lens. Use these tools to aggregate marketing metrics and see how changes in spend and channel mix impact the business. Without these holistic campaign views, it’s easy to get lost in vanity metrics

Additionally, advanced measurement studies answer meaningful brand questions such as: 

  • Did my campaign improve brand recall? 
  • Did my campaign drive sales lift? 
  • Is my audience considering my brand over competitors?

To implement a more strategic measurement plan, view our 5 Step Guide to Successful Marketing Measurement

#5 Preparation For Cookieless Targeting Solution

Marketers are prioritizing first party data collection in 2022. As ROAS and attribution will decrease without cookies, greater rigor and strategy will be needed. Having a data-driven system for audience-based media that is tied to an integrated measurement solution will be critical to see marketing success.

Cookieless Prep Tips

  • Benchmark your current performance 
  • Experiment with alternative targeting and measurement solutions
  • Use predictive analytics to identify best performing marketing tactics 
  • Place more emphasis on directional business and sales performance data

#6 Challenger Brands Continue To Rise 

Challenger brands are on the rise, especially as brand loyalty to household names is dwindling and consumers are seeking new brands to try. 

Emerging brands have historically focused on challenging the competition, but today that has shifted to redefining the customer experience. Cultivating a strong brand community and culture drives word-of-mouth referrals and builds reputation among core audiences.

To compete with national brands, maximize marketing spend by leading with strategic digital marketing tactics rather than solely relying on mass media placements. 

#7 Brand Authenticity Is A Priority, Especially With Younger Generations

Today’s shopper is looking for authenticity. If a person loses trust in a brand, they are quick to pivot to a different brand offering a similar product. 

To find your brand’s magic, first take a step out of the data to examine qualitative signals of where authenticity lives for your brand. Understand where your customers feel your brand is most trustworthy to inform your channel placement. 

Authenticity is often less about the brand and more about the consumer. With this in mind, your messaging should be fluid and strategically adjusted depending on the audience segment you are targeting and where they are in the consumer journey. Additionally, the creative content you make for each platform should be adjusted to feel authentic to that placement. 

 

Use these trends to analyze your current marketing strategy. Then identify opportunities to lean into these high growth areas and take your marketing to the next level. 

Stay tuned for more trends in Q2. In the meantime, contact Coegi to learn how to implement these tactics for your brand.

Marketing Tactics to Drive Travel Bookings

The travel marketing industry is rebounding in 2022 as Covid restrictions loosen around the globe. Stir-crazy leisure travelers, vacationing families and business travelers are eager to explore new places and experiences. How can travel and tourism brands ensure they are incorporated in those travel plans? 

Here are 5 ways to drive travel bookings:

1) Show Up In The Research Phase

The purchase funnel for travel brands is shrinking as travelers are shortening the trip planning process. 

Speed and agility is crucial for travel brands to ensure they appear as a top option for their relevant audiences during the research and discovery process. Optimize digital discovery and drive travel bookings by doing the following: 

  1. Optimize paid search presence to show up for relevant, high value queries
  2. Activate audience search retargeting on display and social to stay stop of mind as the customer moves from research to the planning and booking phases
  3. Work to gain quality reviews on owned websites and travel sites

2) Segment Customers To Provide Personalized Offers

Carefully segment your existing customer list and use AI to inform personalized messaging to each group. Understand their unique motivations and deliver the offer most likely to resonate with them. 81% of consumers say personalized experiences are very important when vetting travel and hospitality brands. 

So, consider who you are talking to. Are they solo travelers seeking adventure? Or young families seeking a cost effective, kid-friendly trip? Or are they foodies looking for luxury and avant garde dining experiences?  

Once a trip is completed, the customer journey should not end. This will leave you constantly scrambling to find new audiences to fill your funnel rather than cultivating brand loyalty. Instead, explore how you can entice past travelers with a new trip or experience based on their past interest. 

3) Adjust Creatives And Channel Placements To Reflect Your Target Audience

It’s important that you don’t create a one-size-fits-all approach when marketing to future travelers. Consider demographic attributes such as age and lifestage to choose the most impactful channels to reach them on when making travel plans. 

Key stats and trends shaping the travel and tourism industry today

Not accounting for differences in media consumption and sources of authority will inevitably cost your brand dollars. Instead, carefully tailor your campaigns to reach audience segments on the channels they are most active on and deliver the style of content they trust and are already seeking out. 

4) Look Beyond Standard Media Metrics To Gauge Success

How can you measure the results of these campaigns and make sure your carefully tailored campaigns are driving the desired results? Simple media metrics, like impressions and clicks, often do not tell the whole story. For travel brands, incorporating advanced measurement studies such as foot traffic lift can provide a clear view of how marketing tactics impacted incremental increases in visitors. 

5) Use Non-Media Data To Understand The Travel Climate

In a 2020 report, Google analysts stated that traditional data and analytics for travel patterns “do not account for more immediate upper funnel demand drivers, such as the progression of COVID-19, government travel sanctions, and dynamic flight availability.” Using more advanced, macro-level data can help brands gauge the travel climate from an industry-wide perspective. 

Coegi worked with a tourism client to create a proprietary data solution to track Covid-19 and consumer interest in travel using CDC data and real-time interest indicators. We used this tool to score geographies based on the safety and likelihood of travel within each region. This allowed for real-time insights to inform media buys and campaign flighting strategy and media planning. 

For more strategic tips to drive travel bookings, view our complete Travel and Tourism Marketing Guide

Increase B2B Conversions Using Account Based Marketing

Account based marketing (ABM) is a focused strategy that blends sales and marketing efforts to reach high potential B2B customers. However, many brands struggle with achieving the level of personalization and automation needed for effective ABM at scale. Thankfully, there is a solution: programmatic ABM. Using automated buying tactics, brands can serve targeted ads to thousands of highly segmented B2B consumers within target organizations using technology and data for personalization. 

Why Account Based Marketing?

B2B marketing has historically emphasized quantity of leads generated first (Marketing Qualified Leads), with quality to follow (Sales Qualified Leads). Unfortunately, this method has led to 79% of leads never becoming customers, not to mention wasted media dollars. The account-based approach instead focuses on decision makers in target companies rather than mass outreach. By doing this prequalification, the sales funnel becomes shorter and every customer touchpoint is more intentional and personalized. This is why 77% of marketers believe ABM is their top driver of sales and marketing success. 

Zeroing In On the Target

Emarketer data shows that one key barrier to successful ABM is the inability to efficiently and effectively personalize marketing at scale.  We know this is a critical issue to solve as, 40% of company executives in e-commerce report that personalization directly affects their sales and company revenues.” Once you have your ideal customer profile nailed down, how can you make sure you are reaching these individuals?  Can you reach them at scale, with personalization and within your given budget? Here’s where programmatic activation comes in.

Programmatic Account Based Marketing: Powered By Technology

Programmatic advertising automates the ad buying process. Just because you are targeting individual business accounts, you don’t have to have massive teams calling or emailing accounts one by one to succeed. With proper campaign segmentation, you can tailor ads to feel highly specific and relevant to individuals within these companies. AI-powered creative learning takes this one step further by determining which combination of imagery and copy will be most effective for different audience segments and adjusting in real time. Programmatic and AI also allow agility and flexibility across channels. You can take a social ad and run it on digital or test a top performing display video on CTV – all while being confident your media spend is serving ads to real, qualified decision makers. 

Activation: First-Party First

When available, campaigns should start with leveraging your existing CRM data. Activate against this high value pool of leads who have already shared their information with you via content downloads, newsletter sign-ups, or other acquisition activities. Carefully segment these individuals so you can serve highly relevant and personalized ads to them based on their industry, level of seniority, interests, geography, etc. Work with a programmatic agency to activate these segments across various digital channels and media publishers. Track user behavior and data trends, then use AI tools to create lookalike audiences to expand the targeting pool.

To expand further, strategically incorporate third party data. Various data partners can be tapped to reach decision makers across digital channels. Keep in mind that with third party data in particular, it is important to have a smart targeting strategy. 

Start by refining your audience. Yes, you want to achieve scale and pack the lead funnel for your sales force, but the way to do that effectively and efficiently is by ensuring you understand what the ideal customer looks like. Your cost per lead may be higher when you narrow the targeting parameters, but you can expect a greater return by reaching audiences with the highest potential lifetime value and reducing wasted hours sifting through unqualified leads. Layer your targeting with firmographic, job title, and seniority parameters that indicate a high potential account. Look at your best customers  – what do they have in common? Segment your target personas into specific buckets so you can tailor your creative and messaging accordingly – adding the personalization now expected by B2B buyers.

Some targeting tactics for B2B accounts to consider are: 

  • Intent targeting to identify individuals and organizations who are actively searching for a particular topic or solution
  • NAICS job title targeting to reach specific job titles or organizations 
  • IP/Geo-Targeting to target specific business locations or industry events
  • Social targeting by skill/title/industry/location across platforms

Using programmatic activation with a digital partner allows brands to reach these highly sought after audiences with efficiency of both budget and time. 

B2B Channel Strategy: Time To Diversify?

Companies are placing the highest investment for their ABM strategies into digital, with the majority of spend occurring on social media, paid search and e-newsletters. These are all key ways to reach buyers, however, other channels such as programmatic display, CTV and audio are gaining more share of wallet year over year. Consider some of these more untapped spaces to allow your brand voice to be heard without competing with the noise. 

When choosing your channel strategy, don’t put all your efforts into one high-performing channel, such as LinkedIn. Instead, activate ads across a variety of channels based on the media consumption habits of your target audience and other behavioral insights. Use data-informed programmatic placements to meet the audience wherever they are active online.

To determine the best channel mix, it’s critical to build a cycle of testing and learning into your measurement strategy. This enables ongoing learning and optimization to improve the lead nurturing process by identifying what is working and what isn’t. Ask questions and test various tactics to find answers so your brand avoids stagnancy and reduced efficiency in the sales cycle.

Key Takeaways

  • Account based marketing doesn’t have to be tedious. Taking a programmatic approach enables efficiency and scale for brands with large target account pools.
  • Refine targeting criteria and segment key audience groups to personalize creative accordingly. 
  • Capitalize on your first party data, then expand reach with high quality third party data to reach verified decision makers.
  • B2B brands can benefit from an omni-channel media approach and considering non-traditional B2B media placements

Start reaching hundreds to thousands of B2B leads today by working with Coegi to build a programmatic ABM strategy. Download our guide to B2B Marketing to learn more. 

2022 Consumer Trends: What They Mean For Digital Marketing

Consumer brands must constantly be getting to know their evolving audiences in order to personalize digital messaging and strategy across channels. In the US, “over 3 in 5 consumers say they have changed their shopping routines,” according to a YouGov report. So, CPG brands, it’s time to meet your new customer. Here are some of the key consumer trends for 2022 and how you can tailor your digital strategies to capitalize on them. 

7 Consumer Trends in 2022

  • Customer first approach
  • Brand loyalty risk
  • Omni-channel activation
  • Social commerce dominance
  • B2C to D2C
  • Smart technology adoption
  • Influencer growth

What do these consumer trends mean?

Customer first approach

Putting customers first is no longer an added value proposition, it is an expectation. Household brands are finding unique ways to engage consumers and insert their brand into the consumer’s story. A Netscribes article quotes that brands must, “go beyond the commodity to fuel engagement and advocacy by delivering context-specific interactions at the right junctures of the consumer journey.” 

Takeaway: CPG products can’t be treated as commodities anymore. Build a relationship with customers, no matter what your product is. Prioritize 1st party data through loyalty programs to understand where your customers are and better serve them with a custom experience.

Brand loyalty risk

Consumers are more open to trying new brands and have less stringent loyalty to major household brands. A YouGov.com survey showed 71% of grocery shoppers tried a new brand in 2021. Brand names are losing their power among household products as curious consumers are trying new things and preferences shift towards value, price and convenience. 

Takeaway: Use brand awareness campaigns to reach open, younger audiences who are willing to try something new. Engage current customers through various channels to maintain brand favorability and showcase your brand’s value.

“Adults surveyed anticipate that a year from now, they will be shopping in person and online equally.”

Omni-channel activation

Online and mobile purchases are sharing the limelight with brick and mortar. Verizon’s Look Forward study on consumer trends stated, “Adults surveyed anticipate that a year from now, they will be shopping in person and online equally (42%).” Consumers are split between online and brick and mortar shopping, so retailers have to give both channels equal emphasis and ensure they work together smoothly. With e-commerce numbers steadily rising year over year, more traditional brands and retailers must work rapidly to improve the integration of their online stores with every other customer touchpoint. 

Takeaway: Look at your marketing strategy holistically and build touch points with smart retargeting and customized creative to maintain your customers’ attention from the consideration phase to point of purchase. Blend traditional and digital channels across all funnel phases to be at every key customer touchpoint. 

Social commerce dominance

Social commerce is on the rise with platforms such as  Instagram, TikTok, and Pinterest adding and testing new in-app shopping features. And for good reason. According to the Global Web Index, 37% of users use social media to research products and brands. Enabling a quick and easy shopping experience lets brands engage customers when they are actively thinking about making a purchase.

Takeaway: Explore different features and tools to utilize social commerce, making it as easy as possible for a customer to add your product to their cart. Consider retargeting engaged social audiences from paid or influencer campaigns with shoppable ads and a seamless in-app purchase process.

“Putting customers first is no longer an added value proposition – it is an expectation.”

B2C to D2C

More brands are moving to D2C options cutting out the store entirely and connecting directly with customers. Sales numbers are still insignificant, but will continue to rise as, “20% of consumers aged 18-40 years prefer to buy directly from a brand’s website, as opposed to a marketplace or third-party retailer.” 

Takeaway: Use D2C channels to build a loyal following and speak directly with your customer. Build brand equity and loyalty – not just a Shopify store. Use these direct channels to bring your like-minded customer base together creating a sense of community. 

Smart technology adoption

Expect greater adoption of smart technologies in 2022, including voice technology and virtual/augmented reality. These technologies are being refined and retailers are jumping on board due to the abilities for personalized customer experience. Voice shopping and chatbots particularly stand out. The number of voice shoppers is expected to increase by 55% by 2022 and roughly 91% of internet internet users interact with a chatbot on a daily basis

Takeaway: Utilize AI machine-learning to customize the customer experience. Use interactive ad formats and promotional activities to engage the customer and gather more meaningful data. For digital campaigns, use AI-models and tools to predict a customer’s likelihood to purchase, and tailor the creative messaging accordingly. If possible, explore voice shopping applications for your product with smart speakers such as Google Echo and Amazon Alexa. 

Influencer growth

Influencer spend and impact is still on the rise. Social platforms are improving ways for influencers to monetize content and work with brands, which helped pave the way for the social commerce trend mentioned above. In 2022, the influencer market is projected to reach up to $15B

Takeaway: Blend influencer marketing into your media mix model to build authenticity and trust in your brand. Use your media agency to help blend influencers into your holistic digital strategy. Also, consider using influencers for bottom funnel campaigns as well as awareness campaigns.

Data Storytelling: How to Act on Analytics

Turning data into stories transforms brands. Take an inside look at how Coegi takes data from our custom dashboards and crafts a story with actionable recommendations for our clients by finding the human element in the numbers.

As marketers, we now have access to vast amounts of data. There’s been a major influx of analyst jobs in the last several years as a result.  But are we telling compelling stories with that data and adjusting our strategies based on the insights? If not, what’s the point? The true value in data lies in how we use key insights to take informed actions for businesses. In other words, with data storytelling.

Here are four steps you can use to set up that process within your organization.

Gather: Set up a measurement framework to capture metrics that matter most

First, set performance KPIs that ladder up to your business goals. For more information on how to do this, feel free to reference our Marketing Measurement Playbook. Then, prepare a learning agenda to determine the types of information you are looking to understand from your campaign.

Are there hypotheses you want to validate? Assumptions you want to challenge? Audience learnings you want to gather? Use the agenda to help answer these questions.

Learn: Capture and visualize data to pull key insights

Once the campaign is running, you begin to gather data: this is your “what.” Now, it’s up to you and your media partners to uncover the “why.” Look at the underlying narrative running through your data to build a meaningful story arc.

A great way to do this is by visualizing the data in a way. This method of data storytelling allows you to easily identify trends and understand performance relative to goals. Consider layering campaign data with third party data to see a holistic picture and identify outliers or interesting correlations. Look at the data from a macro lens. This helps weave the micro data points into a cohesive story makes sense to both marketers and external team members like the sales team or the executive suite.

We often talk about blending art and science in our marketing strategies – that same concept applies to data analytics. When communicating results to internal stakeholders, qualitative information with direction from quantitative data often speaks volumes for executives. But only if you tell the right story. You want to layer in context, feeling and understanding – the human emotion and behavior will amplify the data you’ve collected. Knowing the audience and tailoring your story to their point of view will help ensure the information resonates.

Brent Dykes, author of ‘Effective Data Storytelling’, says “Your data may hold tremendous amounts of potential value, but not an ounce of value can be created unless insights are uncovered and translated into actions or business outcomes”. This leads us into the next step: application.

"Your data may hold tremendous amounts of potential value, but not an ounce of value can be created unless insights are uncovered and translated into actions or business outcomes"

Apply: Transform insights into actionable strategies, and repeat. 

Data storytelling provides an opportunity to connect the dots between various media spend across channels and show how they work together to reach your customer when and where it mattered. If done right, it will also show areas that didn’t succeed. Those failures can guide new messaging or creative on particular channels, or the adjustment of certain tactics and spend reallocation. Additionally, it should highlight any gaps between customer touch points and eventual conversion or retention. Lay out clear, actionable steps based on analytic insights to transform your digital marketing strategy.

Refine and Repeat

Marketers create an infinite cycle of improvement through this data feedback loop. The digital ecosystem is constantly in flux. New platforms, privacy laws, consumer behavior and more, creating twists and turns in the media landscape. This process is never perfect. But, by using performance marketing data to tell your brand story, you can ensure it is always evolving and being refined. This practice minimizes media waste and allows marketers to make more informed decisions and craft winning strategies.

“Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” – Stephen Few

If you need help finding the story in your data, Coegi is here to help. Set up a discovery call with our team to explore opportunities for your brand.

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