The time has come again to collectively look at each other and see what our possibilities are for the coming year.
What Google leaders say and what are their predictions for 2022:
-
Identity is multi-layered (Karina Govinjdji)
That is, the pandemic and the events caused by it have more than ever pointed to inequalities and the need to reduce them while at the same time respecting and differentiating them.
To be representative you need to understand the many identities that are important to the people in your market.
Each person is made up of multiple identities and each one must be taken into account because people are discriminated and oppressed on multiple levels or just one. However, oppression is oppression.
The bottom line for digital marketing is: people are not defined in just one way and one identity.
Therefore, it is best if your campaign has more nuances to better blend with your avatar. Do not assume only one identity of your avatar because there are more than one.
Try to offer a spectrum of shades.
To develop in 2022 pay attention to it what identity represents in your market and then adjust the style and design and language, the whole creative process.
People develop with experiences, especially those on a global level.
Don't let it be your marketing run over time.
Incorporating diversity and equality into marketing is the most important trend.
-
Privacy Matters (Matt Brittin)
Privacy on the Internet is becoming more and more important every year.
As many as 73% people reported that they only use highly secure sites, and again, personal information is necessary for marketers to reach consumers in the best possible way.
Data helps shape meaningful and memorable messages that make the online experience better, and help reach the right customers and even exceed their expectations.
In 2022, we should focus on building a protection strategy customer data.
What matters is how personal data is obtained and whether consumers have control over it, because they should.
Be correct when collecting data, explain to your consumers how and why you use their personal data and protect it as much as possible.
Trust builds a relationship.
-
Measurement: Gaps (Thomas Bering)
It turns out that marketers working in companies are losing funding because funders can't see the value line due to measurement gaps.
Because if something doesn't immediately bring value and conversion, why should we do it?
But work needs to be done and a layered system should be created to avoid gaps.
Video ads may not lead to conversions right away, but they will help get the word out and your offer will be considered.
When they search online again, you'll be on their radar which positions you much better than if they don't know about you at all.
If you measure all the layers and efforts independently, of course it will look laborious and unprofitable, but they work as a whole, so look at them that way.
There is no single tool or approach that is effective and automatically provides all the answers and maximum profit.
Applying a layered approach you reduce the gaps.
-
Relevance is as important as reach (Linah Maigurira)
For your brand, create messages and values that are clear, true to your values and relevant to people, reflecting their needs.
Relevance is just as important as reach.
Don't neglect either.
Brands can, by relying on the purpose of the band and expressing their value, better connect with the audience it also leads to business results.
A good example is Zara and Sephora. It has been clear to customers for years what they offer and what their experiences are, and that doesn't change, it just gets modified a little bit.
So in 2022, focus on values and authentic purpose.
It will develop your brand and establish it in a changing and crowded market.
-
Purchasable Content (Pauline Butor)
The world is changing, last year online shopping grew by 30%. accordingly, new ways to make online content more "buyable" are emerging.
People can now buy products directly from social media posts, while watching shows or relaxing on YouTube.
Storytelling is paramount to creating content that people will buy.
Effective creative ads should follow the ABCD principles (PBVU):
Attention: "hook" customers with an impressive story
Branding: brand early, often and heavily
Link: Help people feel and identify
Instruction: Get them to take action
When you create content for 2022, focus on storytelling to drive purchase.
Be a great storyteller and therefore excellent salesman.
-
Environmental Sustainability (Jenny Fernandez)
Since the pandemic, environmental sustainability has moved up the list of priorities.
People expect bands to lead the way in environmental sustainability.
They won't think about sustainability in addition to other things, so they expect that from brands.
The brand is expected to include this concept in its offer.
For example, Google and Addidas introduce environmentally sustainable routes on maps or sneakers made of recycled materials.
Brands and marketers need to show how their brand and work solves everyday problems sustainability such as, for example, reducing waste generated during packaging or delivery. The time has come for sustainable solutions to be part of the norm.
Introduce recyclable packaging or offer supplements to your products that also reflect sustainability.
These are global and principled trends that world leaders recommend in order to keep up with the world and the demands it imposes.
If you still need a more specific application of new principles without analyzing the statements of world experts, contact!
Source: ThinkwithGoogle
