Stepping in 2022, brands should make themselves aware of the post-COVID trends before designing their strategic roadmap.
2021 was seen as the post-COVID era, where brands and marketers hoped to achieve their objectives and goals that they failed in 2020. While the year kicked off with some promising results, the second wave and third again impacted the operations of many brands. However, the lessons learned from previous years enabled B2B marketers to successfully sustain their operations and achieve relatable success when considering the uncertainty in the marketplace.
2022, however, is going to be the year where brands are in a better position to achieve their goals. With boards increasing their marketing budgets and not shying away from investing in innovative technology, brands are more likely to succeed.
Also Read: Three Personalization Trends Brands Should Watch Out in 2022
Here are five post-COVID trends for future-focused brands while preparing their strategic roadmap for 2022:
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Customer engagement in the Metaverse
Even though still in its infant stage, Metaverse has gained popularity among customers. The ability to explore the product and service more deeply while enjoying the customer experience will make Metaverse a go-to place for customers. Additionally, cultures will form around platforms, special interests and geographies with product placement, advertising and sponsorship and much more.
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More conversation, more action on social media
Rebecca Wettemann, CEO and analyst at Valoir, states beyond press conferences, hearings, and manufactured outrage, we’ll see an increasing demand for action to reduce the negative impact of social media, particularly on young people. “Although it’s unlikely we’ll see new Internet regulations in 2022, we can expect the discussion to accelerate,” says Rebecca Wettemann. She further adds, “Individuals and state actors will take action against Facebook and others with specific cases to establish the responsibility of social media companies as more than just tech platforms.”
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The emergence of RevOps
As per Allen Pogorzelski, Vice President Marketing, Openprise, RevOps,” as an organizational structure will become more mainstream, but not for the reasons everyone thinks. “Companies that are struggling to fill marketing ops roles in the age of The Great Resignation and that aren’t able to compete for talent in a seller’s market will consolidate marketing ops and sales ops roles into RevOps in an effort to try to get by with fewer people,” says Allen Pogorzelski. He adds, “Their success will be mixed.”
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Democratization of research
“2022 will be the year to truly drive democratization because the technology is there to enable it,”
Frederic Charles Petit, CEO, Toluna. He adds, “In 2022, as research continues to be technology-driven against the backdrop of constantly changing consumer sentiment, the industry must democratize research within the enterprise, giving marketing and brand teams the ability to access automated research at a scale that can inform key decisions.”
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Emotive experience
The increased isolation has acted as a catalyst for a global mental health pandemic. As per industry experts, the increase in isolation is today matched with the amount of time a person spends online. Therefore, it has become critical for brands to understand how their prospects and customers will feel when interacting online. The emphasis on the emotional quality of their experiences has become a vital part when assessing the value.
Today most of the perceived business value is centered on transactional aspects and digital journeys of customers can end up feeling like a hustle towards the desired goal of an organization. Progressively, customers will expect to feel a positive or pleasant emotive response to their digital experience and long-term positive sentiment towards the brand.
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