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2022 – The year for market­ers to embrace a maybe

“You can’t turn a no into a yes without a maybe in between.”

I have always loved these words from Frank Underwood, perhaps the most layered character I have seen on the screen. These words sum up how the world has coped up in the last two years. Many Nos were turned to Yeses by planting a maybe in between. Can the world built enough resilience for the next black swan event? Maybe, with a re-set of priorities and investments. Can we all bond as a team while being apart? Maybe with human to human connect through virtual game nights or virtual happy hours. Can it all be the same as before? Maybe with the right combination of human touch and technology adoption.

The marketing domain too answered many questions by planting a maybe. The challenges posed by shifts in consumer behavior and sudden acceleration in technology adoption were handled well. However, 2021 threw some challenges that are yet to be answered. In 2022, a lot of strategies are revolving around concentration and personalization. Personalization, which creates better connection with the audience by making the content relevant to their personality, works great. But it has one assumptive flaw – that people behave in a consistent manner. All of us know how our mood swings our personality. There are sharper focuses, approaches and a keen eye on the mood of a customer. This year is about personalization or even better – moodalization. Here are five fundamental things that are defining the marketing landscape in 2022.

Metaverse marketing – Success lies in catching the mood right
The Metaverse is becoming real. In fact, it is said to be an USD 800 billion opportunity for technology businesses. It will be the virtual world where Web, blockchain, virtual reality, and augmented reality intercept. As more money is being pumped to create Metaverse, marketing teams are lining up to be the first movers. Engagement will be the KPI in Metaverse. Therefore, a lot needs to be done to personalize the engagement. Creating interactive atmospheres and environments and building communities maybe a way.

Influencer marketing – Micro is mega
Influencer marketing has been around for some time and questions over its effectiveness have been raised. While big social media influencers are relevant, micro-influencers are becoming more important. At a pandemic-struck time when marketing teams are looking to balance budget and ROI, micro-influencers have become a viable option. Niche following and more organic messaging are helping their cause.

Content effectiveness – Less and genuine is the trick
For me, less is more if the message is clearly conveyed. The traditional type of long-form content on any platform may not survive. Real, short, different content lives to tell the tale. Case in example, CRED ads.

Social media marketing – Not pervasive any more
The days of marketing on pervasive social media platforms are ending. Niche social media platforms have become the talk of the town. Instead of targeting a platform, the marketers should look to choose the mood and mentality of its customers and then decide on a platform. Manish Sinha in the morning maybe in the mood for yoga classes, but he maybe looking for guitar sessions in the evening. Choose the platforms accordingly.

Responsibility – Make it easy and cool
Responsible messaging goes the distance when it is complemented with an activity that is easy to do. Save the Earth? Switch off the light for five minutes. Reduce the use of plastic? Crush the bottles after using them. With the pandemic and climate change threatening us, marketers need to send out several socially responsible messages. Best way to make them? Make them look easy and, even better, a cool thing to do.

Marketing and ROI? Maybe sharper focus is required
With budgets and ROI set to play a relatively more important role, everything needs to be measured. Marketing teams are focusing on the scores. The sharper-focused marketing will marry creative content with data analysis and technology, churning out desired results. More budget will also be moved to retention strategies.

2022 is about charting the new territories. While doing that, marketing teams will have to be more agile, responsive, and need to keep an open mind. The Nos of the pandemic will remain. All they have to do is embrace a maybe and move along.

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