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:
- Proliferation of DOOH advertising
- CPG brands continuing to shift to D2C models
- Convergence of digital and physical commerce
- Expanding social commerce applications
- Ad-supported CTV platforms driving supply and spend
- Future proofing digital advertising strategies
- 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 full DOOH 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 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 ⅓ 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.