While consumer marketing has historically included everything from customer loyalty to creating a personalized experience to generating grassroots movements, marketing practices have evolved to conform to the new norm in recent months.
In 2022, the consumer marketing landscape and playbook are expected to look significantly different. The industry’s challenges and pitfalls—along with its strengths and advantages—have evolved in lockstep with the massive changes that have swept through marketing over the last several years. The bottom line is that consumers can anticipate marketing to take on a new look in the coming year.
In this market, one thing is sure: consumers desire less direct interaction, with only a few buyers willing to speak with representatives personally. However, consumers still want more personalized digital interaction, that can help to generate and deliver relevant and informative content. So, some of the significant pitfalls—or challenges—that businesses may need to anticipate as they fully transition into 2022 are:
Also Read: Intent Data – Key Ingredient for Boosting Revenue in 2022
Key Marketing Challenges
Keeping Up with Technology:
Keeping Up with Technology: How businesses, employees, and consumers interact with marketing have shifted dramatically, and this won’t change any time soon. B2C marketers must continue their digital evolution to stay ahead of the competition and provide more value to their customers.
Investing the Time to Conduct Thorough Market Research:
Consumer marketing requires extensive market research. It powers everything from audience segmentation to content personalization. In reality, they conduct thorough research results in more compelling content than relying on insufficient research and data sets. If marketers don’t pause and research—to honestly evaluate what the data is telling before jumping into creativity and production, the efforts won’t be accurate. Incorporating the latest research will take more time, but the results will be impressive.
Diversification:
Diversification of marketing is critical for the continued success of consumer products. On the other hand, diversification will continue to be a formidable challenge for many B2C marketers in 2022 — although omnichannel marketing will undoubtedly remain the way of the future. Whatever B2C businesses did previously to generate new business/new customers cannot be their sole strategy in the future. It could be included, but additional ingredients will be required.
Also Read: Four Best Practices to Leverage Account-Based Marketing (ABM) in 2022
While 2022 could well be another year of change and challenge for marketers, relying on familiar elements can provide several benefits.
In 2022, B2C Advantages Will Be Significant
Rely on Time-Honoured Techniques as Well as Innovative Concepts:
While diversification is critical, specific methods provide a more significant boost to visibility than others. SEO optimization, content creation, customer experience personalization, and website refinement are all powerful tools in the arsenal of every B2C marketer — and this is unlikely to change. Fortunately, this is a skill many marketers have, and it can be used as experience to ensure constant visibility in the coming year.
Data Continues to Be Critical:
Another critical factor that will remain constant over the next year is the importance of data. All marketing activities are data-driven. It guides the strategy, development, and execution of campaigns relevant to a brand’s target audience. Fortunately, B2C marketers have historically been highly adept at working with data and utilizing it to their advantage to communicate with their typical consumers effectively.
Growth Will Be Fuelled by Innovation and Agility:
Regrettably, the pandemic forced the closure of numerous businesses, including marketing firms and professionals. Those who were unable to adapt to the dramatic changes in the market and operations could not function in the current market. While this is unfortunate for many businesses, the conditions ensured that only those with a track record of strategic innovation and operational agility remained. The mediocre cannot thrive any longer.
As a result of market transformation, these times are akin to an industry rebirth—and that metamorphosis will continue to fuel imagination and innovation in the months and years ahead.
Without a doubt, the coming year will be one of continuous change and evolution. B2C marketers must be prepared to address the challenges mentioned above while capitalizing on all attributes that could help them remain relevant and effective in the marketplace.
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