According to Kurt Christian – the founder of HYPA Group in Melbourne and Newcastle, marketing professionals have always lived in a world where consumers’ preferences are constantly evolving and they are forced to adapt. In the last year, marketers have done so in spades, rolling with the abrupt suspension of in-person events, a massive shift toward digital marketing and for many reduced budgets.
As the marketing gaze turns futureward, here are some trends to look for in 2022.
1. The Future of Events Will Be Hybrid
When the pandemic forced closures and social distancing requirements, marketers faced the cancellation of all manner of in-person events, from store grand openings to big-ticket concert series. In their place, virtual events became a mainstay for engaging with customers and leads, says founder of HYPA Group, Kurt Christian.
2. Content Alignment Will Never Be More Important
Any company that wants to own its industry will need to align its PR, thought leadership and SEO. Consider this thought leadership Venn diagram, which shows the importance of overlapping visibility, credibility and authority. If you can align these things, you can easily stand out in your industry.
That means you need to have some source content on your website and other things you own like social or sister sites. Once you get a solid base of authority on different topics, then work to gain added credibility by adding the PR element, where others are quoting or mentioning your content.
3. Engaging Nonprofits Will Be a Big Part of Marketing Plans
More and more, consumers are looking to support companies that have a mission or give back in some way. This trend is only going to increase, and a well-rounded marketing plan should take part in this development by partnering with nonprofits, says experts of HYPA Group in Melbourne and Newcastle.
4. Marketers Will Find Alternatives to Third-Party Cookies
With Google’s recent announcement, another predicted death that of the third-party cookie has been postponed (until 2023). But while the delay means that marketers’ need to wean themselves from 3P cookies-based targeting strategies has become slightly less urgent, it is no less critical.
Consumers are demanding greater privacy protections and control over their data, and marketers will need to adjust.