11. Advertisers and publishers embrace targeting alternatives
Imran Masood, country manager of DoubleVerify, A/NZ, predicts more privacy-friendly solutions that provide precise forms of measurement outside of cookies open up a new approach to targeting.
Magnite senior vice president and head of JAPAC Juliette Stead advises advertisers and agencies to develop and test new identity solutions in the coming year to ensure a smooth transition to a privacy-compliant, consent-driven world.
Even as first-party data becomes the name of the game, the industry will need ways to target consumers who can’t or don’t choose to be identified. Xander account director Cecilie Moseng says brands will learn to love “anonymous users” in 2022 and beyond.
But for this to become a reality, Lotame A/NZ chief executive Luke Dickens says identity partners will need to “stop the infighting”.
12. The commercial-first social approach prevails
Another growing trend set to accelerate in 2022 is the commercialized society.
Another 2021 Bazaarvoice survey found that nearly three-quarters of consumers agree or strongly agree that they are more influenced by social media when shopping than they were before the pandemic.
For AKQA’s Vella, ‘Social Commerce’ will no longer be about creating opportunities and avenues for commerce within existing social environments. “Instead, we will see the rise of social spaces that prioritize commerce. For example, beauty apps, Flip, and Taobao, a Chinese aggregator,” he predicts.
As a result, it's no surprise that FatTail's Huntington predicts competition across e-commerce and social platforms.
With e-commerce being considered important, 2022 will therefore be a year of getting more creative with commerce.
13. Booming Market
Then there’s the explosion of e-commerce marketplaces to compete. Again, this trend is driven by the acceleration of online shopping, rising expectations for personalized shopping experiences and rising customer acquisition costs, said Impact.com APAC managing director Adam Furness.
For Alpha Digital chief commercial officer Tobey Bower, marketplaces give brands more digital outlets to dominate, and brands are also starting to see the potential to position themselves in the data wars.
14. NFTs and Blockchain Grow Strong
Labrys founder and CEO Lachlan Feeney sees the marketing industry harnessing the power of blockchain on a massive scale in 2022. One big way is through non-fungible tokens (NFTs). Whether it’s global brands like Nike, Coca-Cola or Dolce & Gabbana getting involved with NFTs or local shopping malls in Sydney or Melbourne, NFTs are set to emerge as a fun, creative and experiential marketing medium in 2021.
According to We Are Social's Think Forward report, 8% social media users worldwide have purchased NFTs, while a third of Gen Z on social platforms have spent money on digital clothing.
Beyond the NFT hype, blockchain has broad benefits that have excited digital marketers for years, Feeney argues.
15. A Growing Marketing Supermarket
Complementing this is the metaverse. Facebook’s rebranding of the Metaverse in 2021 and significant investments in commerce, gaming, and virtual reality are a strong indicator of the growing importance that mixed reality is gaining in consumer/brand engagement. All of this promises new placements, ad formats, audience reach, and innovation opportunities from 2022, Forrester Research says.
Doddle CMO Kitty Poole believes that content that is interactive and connects with consumers visually leads to higher purchase propensity and greater brand loyalty. “AR and VR are providing ways to make content interactive.”
Sachin Bhatia, Lenovo ISG Asia-Pacific CMO, says gamification is another way to cut through the noise, especially for B2B marketers.
16. Connected TV becomes more programmatic and transparent
Alongside traditional digital media channels is a growing array of connected TV options. Index Exchange’s regional managing director, APAC, Adele Wieser sees programmatic TV as the centerpiece of digital marketing disruption by 2022.
Such innovation has Alex Spurzem, general manager of Samsung Ads Australia, touting smarter insights and more powerful measurement tools that allow brands to form a clearer picture of total TV viewership.
Lotame's Dickens sees 2022 as the year of CTV. And 2023, 2024, and 2025. “There will be more inventory as identity and connectivity solutions come to the fore. And, bless you, there are no third-party cookies to contend with. Ever.”
TV Squared’s Convergence TV Report found that 26% Australian buyers plan to advertise on six or more TV platforms by 2022. However, 94% agree that TV needs to be more easily transacted across linear and streaming platforms.
17. Sustainability concerns spill into digital supply chains
With the clear shift towards purposeful marketing, there is a need to think holistically about sustainability across the entire supply chain. For this reason, AKQA’s Vella expects business leaders to pay more attention to the carbon footprint of their online properties in 2022.
DoubleVerify’s Masood links this to a movement to “invest in media for good.” “Advertisers are increasingly focused on investing in responsible media – paying attention to ESG [environmental, social and governance] issues when deciding where to put their money,” he says.
18. The return of holistic, brand-based marketing strategies
Therefore, a more comprehensive marketing strategy and investment approach will be required in 2022 to reposition the role of digital marketing across the entire channel.
Marketers will look to refine their digital marketing strategies in 2022, says Eileen Tan, director of field marketing for Asia-Pacific and the Americas at Nintex. The list includes paid search, digital advertising, content syndication, social media engagement and more.
Ground Control CEO Phil Zohrab goes further, predicting holistic marketing approaches on a larger scale.
Rachael Townsley, head of APAC marketing at Quantcast, sees increased brand awareness driving growth in digital media investment.
19. Market mix model overhauled
As organizations tap into tools and AI to drive revenue growth and improve efficiency, marketers will need to embrace what Kramer labels a “culture of analytics.”
“In 2022, organizations will redefine what it means to build an ‘analytics culture’ and change the paradigm by delivering insights in a more digestible way, moving to methods and solutions like embedded analytics that don’t require them to learn new skills or invest additional time,” he said.
EmploymentHero CMO, Tasman Page, points to enhanced insights into marketing as part of this analytics approach.
“Insights enable marketing to empathize with customers and create more relevant experiences and content that demonstrate that we know what we’re talking about,” he said. “It allows us to drive business strategy when combined with performance results. Instead of just looking at consumer behavior, we can understand which customers are not buying and throw away some real meat.
Original post: https://www.cmo.com.au/article/693898/19-digital-marketing-predictions-2022/?pp=2
Translated by: Phan Cong Duy
