Both in-person and online purchases are seeing an increase in their respective numbers. No one has a crystal ball, so marketers need to keep thinking as trends start, change and fade. Fortunately, we can use our observations to form a 2022 marketing strategy. Trial and error through 2020 and the first part of 2021 has given marketers a good understanding of what to keep, what to do. change or stop and what to start implementing in their own strategy.
Social media to keep
Social media is one area you can always count on for a solid ROI. The data for the first quarter of 2021 gives a good indication that social media will be in the “keep” and “change” column for everyone’s marketing strategy next year. What’s interesting, however, is that the biggest boom in business hasn’t been where many expected it to be. So of course it’s in the keep column, but you might also want to tweak a few things regarding your social media marketing reach.
Social media to get started
For example, Pinterest now receives up to 5 billion searches per month. That’s a 150% increase from their 2 billion average searches per month in 2016. We’re not just talking about decor-inspired searches. People were searching for real products on Pinterest at a rate twenty times higher than the previous year.
Social media for change
Facebook may still be the most visited social media site, but TikTok has emerged as the number one platform for influencer marketing. It happened so quickly that in early 2020 TikTok influencer marketing wasn’t even an option and often fell under the “other” category. And, while 60% of B2B marketers in the US are finally using Instagram, up from 30% in 2020, the platform has actually seen the biggest drop in influencer numbers, from 80% year-on-year. last at 68% this year.
Experiential marketing to keep
Virtual events are probably here to stay, at least for the foreseeable future. Brands have invested in the increased technology needed to bring consumers together at various events on digital platforms and the good news is that it has worked. In fact, 52% of businesses said they saw equal or greater attendance at virtual events than they previously expected for live events.
Experiential marketing for change
Having invested so much in the technology needed for virtual events, many organizations are likely to create hybrid events, with at least part of the agenda online. This could involve the audience virtually present or the speaker, or a mixture of the two.
Experiential marketing to get started
One thing is clear, especially if you continue to offer more virtual events, and that is the need for an on-demand strategy. Whether it’s a recording of events that have already happened or a schedule of classes, speeches or other events made available to your audience at any time.
A 2022 marketing strategy for live and hybrid events will provide the ability to view remotely for anyone who isn’t comfortable with in-person activities or just can’t make the trip. Statistics show that at least 20% of event attendance is in the form of on-demand viewing. You don’t want to miss out on so many potential customers.
Start delivering seamless multi-channel retail experiences
As more businesses move to a permanent work-from-home policy and consumers revel in the convenience of home streaming, it’s more important than ever to find new ways to reach buyers.
When it comes to a multi-channel experience, shoppers love it, but 90% of them say a seamless experience is where they’re most likely to spend their money. In-store, online, in-app and even outside advertising should work together seamlessly to identify your shopper, determine where they are in the buyer’s journey, and help them complete a purchase without waste time between the different channels they use.
Change where you market on multichannel services
When many think of multichannel, they think of a website, social media, and an app all working together in harmony. Yes, this is important for a healthy multichannel strategy, but it is not all you have available to you anymore. Consider the entertainment streaming services that many consumers rely on now and determine how you might reach new customers there. Traditional ads may be a thing of the past, but Hulu has introduced interactive ads that provide an even richer experience for prospects who are genuinely interested in what you’re selling.
Think about how you could get the most out of outdoor advertising as well. Your first thought may be that billboards and bus signs are dinosaurs, a thing of the past that cannot be brought back to the future. There is a reason outdoor advertising is no longer referred to as “traditional”. Through the use of consumer cellphones, tablets and wearable technology, marketers are able to change the way out-of-home messaging reaches shoppers. And when our digital billboards can sync with the website we visited that morning, well, nothing is more omnichannel than that.