Five trends that could transform your 2022 marketing strategy

Five trends that could transform your 2022 marketing strategy

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1. Prioritising brand suitability amid a climate of misinformation

esearchers at the Reuters Institute for the Study of Journalism found that concerns about misinformation are on the rise, which is why it’s especially important to think about the context in which your customers interact with your brand campaigns. For example, last year the Bureau of Investigative Journalism revealed that 

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1. Prioritising brand suitability amid a climate of misinformation

dozens of the world’s biggest brands were advertising on websites spreading Covid-19 misinformation, and therefore, unintentionally supporting the proliferation of inaccurate claims about the pandemic and vaccines.  It’s important for marketers to put extra effort into knowing where their ads are seen by their audiences.

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2. Lead by example with values-based marketing

Last year, audiences around the world anxiously awaited verdicts during the Derek Chauvin and Kyle Rittenhouse trials in the wake of a global wave of protests for racial justice that started in 2020.  As a result, many companies and brands embarked on a journey to improve their practices and be part of the solution for a fairer and more just society.

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2. Lead by example with values-based marketing

Similarly, as the mainstream appeal for the fight to protect the planet took centre-stage with films like Don’t Look Up and Seaspiracy, both consumers and businesses alike began to look at ways to decrease their ecological footprint. Paying respect to social movements can be pivotal to delivering an authentic brand 

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2. Lead by example with values-based marketing

message that connects with your audiences’ value systems and beliefs.  Consumers are looking for brands that genuinely align with their values and won’t be easily swayed by companies that merely provide lip service to the issues they care about. That’s why marketers need to shine a spotlight on the concrete steps 

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2. Lead by example with values-based marketing

their business is taking to tackle the world’s most challenging issues.

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3. Hyper-personalised content that resonates

Broad brushstroke campaign messages, even when delivered with the highest content production values, are no longer enough.  We are seeing far more attention being focused on highly specific content that speaks to the unique challenges that each audience segment is facing, with the brand-in-action resolving these.

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3. Hyper-personalised content that resonates

Take a recent campaign from DBS Bank Singapore as an example. DBS produced a TV series that captured real-life scenarios where people found solutions to their unique problems with DBS.  The series not only strengthened the human face of the company through spotlighting real stories and DBS staff, but also proved how .

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3. Hyper-personalised content that resonates

well the company knows its customers and what they need

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4. Moving to the metaverse

When Mark Zuckerberg announced that the Facebook parent company would be rebranded as Meta, he reignited the world’s interest in immersive experiences and the limitless nature of the metaverse.  With the help of influencer marketing, for example Paris Hilton’s virtual New Year’s Eve party, these digital worlds are 

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4. Moving to the metaverse

carving their way into the mainstream. This technology is still in its early phases, but it’s easy to see how the world of the metaverse, NFTs and cryptocurrencies will impact the way marketers reach their audiences. Billboards in these virtual spaces could become as valuable as real-life outdoor advertising, and brands can 

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4. Moving to the metaverse

create and sell virtual items that can be worn by avatars in the metaverse.  We’re already seeing brands like Gucci releasing exclusively digital sneakers that can be ‘worn’ in augmented reality or in online gaming platforms like Roblox.

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4. Higher expectations for experiential marketing

The world of events marketing proved its ability to adapt when conferences and exhibitions were forced online due to the pandemic.  Even though many of these events are returning to in-person settings, the bar is now much higher when it comes to creating hybrid experiences that allow customers and audiences to engage in genuine 

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4. Higher expectations for experiential marketing

dialogue with event speakers and sponsors on a much wider scale. Technology has a massive role to play in creating a diverse set of experiences at events. Event organisers are prioritising features like one-to-one networking opportunities, interactive chats or polls, and innovative branding options to elevate the online event 

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4. Higher expectations for experiential marketing

experience so it integrates seamlessly with the in-person elements of the event.

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