2022 is considered a tumultuous year for business and marketing activities of businesses with new trends being constantly updated. Let's look back at the past year to see which marketing trends have received the most attention from global marketers, and what benefits they bring.
Budgets are increasing, so more marketers will be looking for solutions to optimize their Martech stacks in 2022. CDP Customer Data Platform (37%), Segmentation & Targeting Solutions (32%) and email marketing platform (32%) top the list of places marketers will focus their budget investments in 2022. This is a sign that data-driven marketing continues to grow in terms of importance. The focus for marketers will be on investing in technology that collects, organizes and uses data to improve customer experience, automate processes and drive ROI.
Marketers also said that their next big technology investment in 2022 is testing & optimization solutions. This signals their constant need to improve efforts and maximize outputs.
Email marketing platforms and content management systems (CMS) are also essential to modern martech and are among the top solutions most trusted by marketers.
A STORY ABOUT DATA
Collecting data is one thing. But harnessing the power of that data to turn insights into action requires a holistic view. CDPs enable marketers to deliver experiences based on real-time data.
88% marketers said they will have access to the right data set to make effective decisions in 2022. However, they are also worried that they will miss out on one aspect of digital marketing, which is the maximum use of customer data. . The ability to turn data into action will differentiate marketers. It shows the difference between customer experiences least and good customer experiences.
Even the most successful marketers say delivering a good customer experience is a top challenge. Fragmented data and seamless processes negatively impact customer experience. So it's no surprise that the majority of those surveyed say a CDP is the top marketing solution they need.
Marketers also feel they can improve their performance with data on customer service (40%) and customer loyalty (36%). They believe in integrating this datay into your current Martech stack will have the biggest impact on your success.
B2C companies were the first to adopt loyalty programs, but B2B companies are just starting to pay attention to the issue. B2B (33%) and B2C (43%) marketers are optimistic about the impact of customer loyalty programs. Loyal customers are more likely to repurchase, recommend, and try new products. These are all goals that marketers are trying to achieve. There are even more opportunities to impact growth with the integration of loyalty program data into Martech Stacks.
FOCUS ON ARTIFICIAL INTELLIGENCE (AI)
AI can optimize, automate, predict, and measure many marketing tasks and tactics. Research shows that marketers can apply AI in more places and in more tasks to optimize their marketing activities.
Marketers across all segments are adopting AI to perform marketing tasks. 47% marketers of those surveyed reported that they trust AI for ad targeting. And other top activities they will trust AI to handle include: personalizing content and creating real-time offers, optimizing email delivery times, and calculating probability of conversion. change. When AI completes these tasks without human intervention, it can provide more flexibility in marketing activities.
It can be seen that AI adoption is on the rise, but not for small-scale marketing organizations. Most organizations report that they have enough data, but smaller marketing organizations still do not trust AI for most marketing tasks.
CONTENT & PERSONALIZATION
Quality content and the ability to personalize that content for customers is a powerful combination.
This is the number one tactic that both B2B and B2C marketers will continue to implement in the coming year. However, scaling content and maximizing its performance across channels remain major challenges.
Research shows that marketers will meet this challenge by investing in CMS. 32% marketers think that CMS is very important and necessary. 29% believes that this is one of their most invested solutions in 2022.
MARKETERS PAY VERY ATTENTION TO CUSTOMER LOYALTY PROGRAMS (LOYALTY PROGRAMS)
24% marketers say that loyalty marketing solutions are absolutely necessary and important. Marketer 42% plans to add a loyalty program in 2022.
Data is an important part of customer loyalty programs. 36% all marketers who want to integrate data from their loyalty program into their martech system. Adding data from loyalty programs gives marketers cross-channel insights into members interacting in-store, in-app or with online touchpoints.
As loyalty programs grow in popularity, marketers must leverage technology and data to deliver consistent customer loyalty experiences across multiple channels.
Source: Oracle & Ascend2
Read the full report at: Marketing trends 2022: Marketers tell all about successes, struggles, and solutions
