It is the task of marketers to always adapt to this rapidly changing world. During the last year, the pandemic was an unprecedented shock at the center of everything. Now, it’s all about recovering, repositioning and thriving in a customer-centric marketing world. From this, digital marketing trends and opportunities have evolved that you, as a digital marketer, need to know about in 2022.
A Cookieless World – Work with first-party data.
The last decade was marked by the application of data, collected and used by third-party websites. This served to strengthen the brand-customer relationship and was used extensively in B2C as well as B2B. Big Data, machine learning and artificial intelligence enabled marketers to target customers personally. Additionally, it became possible to measure this impact on the clientele.
Recently, the tide is turning more and more towards data protection. So where do we go from here?
First-party data is increasingly becoming the way of the future. High-growth brands are taking the lead in moving to a first-party data environment. A Deloitte Insights survey says 61% of high-growth companies are moving to a first-party data strategy. Clearly, first-party data needs to uncover the demographics of a customer and what they are buying. At the same time, you’re building a more honest relationship between businesses and consumers.
This is where Brame comes in. Gamification is a powerful tool that allows you to collect data as a first-party and in real time. The approach is subtle. Data sharing is less painful for customers, value is added, and even brings joy when implemented well. Gamified surveys about products or customer preferences are collected along with the valuable data. Compared to conventional methods, the advantages for providers and customers are massively increased.
Personalization – People come first
As can be seen in the trend above, first-party data is gaining a lot of importance. Personalized marketing is powerful as long as it is implemented well. 90% of marketers clearly state that personalization contributes significantly to business profitability. In addition, the global personalization software market is expected to grow from $6.7 million in 2020 to $1.8 billion by the end of 2025.
- Personalization provides better customer experiences. Dynamic, interactive content and personalized product recommendations build trust, give your brand an authentic image, and keep customers more active.
- Personalization increases conversion rates. Send the right message to the right person at the right time, and your sales can skyrocket.
- Personalization reduces shopping cart abandonment. Real-time dynamic pop-ups, browser retargeting, email remarketing, or similar strategies can reduce cart abandonment and enhance the customer experience.
- Personalization addresses Loyal Customer. Once you offer your shoppers a standout, personalized experience, they feel valued and their loyalty to the brand increases and solidifies.
Gamification can be used to effectively solicit marketing endorsements, gather customer input and preferences, and strengthen the brand-customer relationship. Gamified interactions offer consumers a welcome break from the daily grind and data overload, and are more human than traditional data collection.
Digital Hybrid Experiences – Human Behavior Has Adapted
The COVID-19 pandemic was instrumental in accelerating the shift from physical to digital. Store closures and lockdowns led to a search for new ways to connect with customers and employees. According to “Deloitte Insights”, more than ¾ of executives surveyed are investing more in creating hybrid experiences in the next 12 months.
Aligning your channels with customers’ needs enables your brand to offer integrative experiences. Insurance companies, banks, and other service providers are increasingly relying on digital contact. Making appointments online, submitting files online, or updating contract documents on your smartphone strengthens customer loyalty and addresses customer needs. What’s more, you free your customers from store opening hours. If you plan to offer your customers digital hybrid experiences, there are some exciting approaches to do so.
Hybrid events allow people to interact on-site with people from all over the world. Be it at a general meeting, (e-)sports events, product launches or webinars. QR codes in shopping malls, zoos, or museums offer customers in-depth insights into all kinds of topics. Moreover, you can use contests with prizes that can only be redeemed at the counter. This is how you attract potential customers directly and personally to you.
Behavioral economics – changing consumer behavior
Marketers have been using behavioral economics for years, mostly in an unconscious way. However, significant value is unlocked when this approach is systematically applied. Behavioral economics has been influencing our society for longer than you think. Yet, very few marketers are aware of it. Use scientifically based strategies to significantly increase your profit.
One of the most important tasks of marketers is to convince customers to part with their money. If you let your customers experience the positive emotions of buying, without the negatively tinged loss of money, the desire to buy will increase.
So make the cost of a product less “painful”. Furthermore, there is overwhelming evidence that specifying a purchase option as the default increases the likelihood that it will be chosen. And most importantly – don’t overwhelm your customers. Too many choices can confuse and greatly reduce the incentive to buy.
With the help of interactive or gamified triggers, you can make it easier for your customers to select from a wide range of options. You can showcase products in such a tasty way that price becomes secondary. Thinking even further, you can use social media and AR/VR to bring the product digitally to your customers’ homes.
These are just four of an almost infinite number of trends. The marketing universe is more diverse and rapidly changing than any other industry. Your marketing mix in the future must target, pick up and engage data-weary consumers. Differentiate yourself from competitors through interactive and playful interludes, and make sure your personal message is heard and understood.