Why Marketers Should Consider Experimenting in 2022


    With a focus on creating engaging, innovative customer experiences, marketers can enter the post-cookie world confident in proven tools to reach customers and drive revenue.

    The consequence of the death of third-party cookies, is one thing keeping marketers up at night. In a recent survey by Epsilon on Third-party cookies, of more than 70 agency buyers and marketers, 65% of marketers predicted that the sector would be most affected by the depreciation of cookies over the coming year, but less than half of them felt “well prepared” for the change. As a result, the second half of 2022 is expected to see marketers engage in record levels of experimentation.

    The following year may be the final one when marketers may use their tried-and-true playbook of established revenue drivers.

    There will be an increase in the number of marketers using a portfolio approach to their strategies and record reinvestment to diversify top- and bottom-of-funnel methods.

    Setting the stage for experimentation:

    Targeting and retargeting consumers throughout the digital ecosystem now has layers upon layers of complexity and optionality thanks to third-party cookies. Marketers will put more money into new strategies in their absence in order to connect with consumers, understand how they behaved after the epidemic, and communicate with them in a way that is valuable to them.

    Also Read: Techniques for B2B Marketers to Boost Customer Experience and Strengthen Trust

    New platforms and popular players are piquing the interest of advertisers and causing FOMO. If brands move quickly enough, becoming a household name might happen in as little as 60 seconds.

    Success will depend increasingly on themes of flexibility, value, and speed, including the capacity to respond in real-time, whether they are used as bottom-of-the-funnel revenue drivers or top-of-the-funnel engagement strategies.

    Where they’re experimenting:

    Top of the Funnel

    In a poll conducted by InMarket of more than 70 agency buyers and marketers, 14% said they intended to increase their social media spending in the upcoming months across both new and traditional platforms. With the popular social media trends, marketers now have the chance to create memorable moments and experiences for customers while also laying the groundwork for the future. Early brand adopters are experiencing great success thanks to their ability to collaborate with creators and bring in extra customers.

    Marketers have the chance to not only optimize results in real-time across channels but also explore channel-level impact across multiple touchpoints thanks to their coordinated targeting capabilities across omnichannel touchpoints.

    As brands seek to increase visibility and consideration in a world that is becoming more and more identity agnostic, money allocation and experimentation in these top-of-the-funnel marketing strategies, are expected to increase.

    Also Read: How Great Customer Experience (CX) Can Protect B2B Marketers from Economic Downturns

    Bottom of the Funnel

    Nearly a third (29%) of agencies and brands want to increase spending on mobile contextual advertising and e-commerce in conjunction with the new engagement strategies that create detailed customer profiles in order to generate additional sales at the bottom of the funnel, using first-party data.

    Geo-contextual solutions allow businesses to reach consumers when they are actively making a purchase, whether it be in-store, at home, or in any combination. Contextual moments like this rely on value-driven marketing like product details, features, and use cases, making it a well-liked bottom-of-the-funnel strategy to get results. With the help of this experience-driven feature, advertisers may use their own data collection tools while expressing their creativity to the fullest in a medium that doesn’t rely on IDs.

    The main top and bottom of the funnel techniques and methods that will boost an organization’s ROAS should be planned, prioritized, and utilized in 2022. Marketers can join the post-cookie world with confidence in tested methods to reach customers and generate money by treating these initiatives holistically and with an eye toward providing engaging experiences.

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