Measurement will undoubtedly become increasingly important as marketers become more data-driven. Marketing teams in 2022 will assess the performance of their programs, as well as how well they are transitioning and gathering useful first-party data, and how their employees affect the end consumer experience.
In the last 18 months or so, the world has changed dramatically. People are questioning basic principles of life. Questions have also arisen from a business standpoint, as businesses evolve in tandem with their customers. Brands are pondering what’s working and what isn’t, as well as what matters most to their customers and their staff.
Key marketing metrics must be tracked in order to conduct a responsible and effective marketing program. How can marketing teams know if they’re on the right track if they don’t track their performance? However, they must also understand what the right metrics are in order to achieve their larger business objectives.
So, how can measurement help brands in answering the issues above? Three significant measurement-centric themes that will propel martech forward in 2022 and beyond are outlined below.
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ROMI Becomes a Priority
The pressure on marketing leaders to prove the value of marketing is always present, but it is even greater now. With marketing accountability increasing and marketing expenditures decreasing, determining the impact of marketing has never been more critical. In order to properly measure marketing effectiveness, marketing leaders and their teams will be interested in strategies such as optimization, attribution, AI and ML-based reinforcement, and agile learning in 2022.
To complete a brand’s marketing measurement toolbox, these strategies will be combined with voice of the customer and organizational change metrics t. Brands will be able to measure the whole return on marketing investment (ROMI) more effectively as a result of this.
A New Value Exchange Emphasized by First-Party Data
With the third-party cookie’s extinction looming, marketers will embrace not only their first-party data strategy more holistically, but will also develop new techniques to initiate and create a better value exchange with customers. Brands will have to come up with new and imaginative ways to persuade customers to give up their valuable first-party customer data. Marketers will assist brands in developing these distinctive and innovative methods in order to provide value and urge customers to engage in a two-way conversation and consent to digital data collection.
To obtain the data that underlies so many marketing and customer engagement initiatives, brands formerly relied on third-party cookie strategies. This value exchange between a customer and the brand, whether through discounts, incentive programs, waivers, or other benefits, will pave the way for a new sort of brand-to-consumer contact that places a greater emphasis on brand transparency and authenticity. As brands prepare for the departure of the third-party cookie in 2023, building consumer trust will take a big step forward in 2022.
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Employee Experience Informs and Impacts Customer Experience
A frictionless, seamless consumer experience is inextricably linked to an excellent employee experience. As the big realignment of 2021 unfolds, brands in 2022 will place a greater emphasis on designing, tracking, and analyzing employee on boarding, development, education, and remuneration, in addition to employee acquisition and retention. This will be done not simply to retain skilled professionals, but also to improve the consumer experience downstream. When frontline employees aren’t empowered, efficient, or enthusiastic about their jobs, it’s tough for brands to satisfy, if not please, their customers. In 2022, marketing organizations will insist that the customer experience be improved, and other departments will follow suit.
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