December 22, 2021
It’s that time of year again where we take a look back at the digital trends of 2021 and hedge our bets for what’s likely to be a successful move for our strategies in 2022. We were lucky enough to get our hands on the predictions of Google leaders from across Europe, the Middle East, and Africa (EMEA) so here’s the key 6 trends & predictions set to shape 2022...
Identity
Your consumers aren’t defined by one sole characteristic - They are more likely to resonate with your brand and offering if they see a reflection of themselves in one way or another, be that their perspectives or experiences.
With that in mind for 2022 you need to dig deep into what identity means in your market and include your findings into each stage of your creative process - things like language and designs are particularly important here. The focus here is to build solid campaigns that are inclusive. Diversity, equity, and inclusion are factors that should not be overlooked in your marketing strategy.
Privacy
Online privacy and data protection are an increasingly important consideration for today’s consumers and this isn’t likely to change as we step into 2022. In fact, according to Google, 73% say they use online services which promise high data protection, such as encrypted emails and privacy-protecting search engines.
In 2022, you need to focus on developing a data protection strategy that’s genuinely customer-first. It will involve switching up your methods for measuring and reaching audiences, but it will mean that your consumers will feel more comfortable knowing they’re able to manage the data they share with you.
Measurement
Google highlighted that research shows 45% of Chief Financial Officers (CFOs) have actually turned down or not shown full support for a marketing strategy that didn’t show a clear line to value. You need to bear this in mind when pulling together your proposal, and include a single measurement owner to tie these efforts back to business value.
A proposed method of tying measurement efforts back to business value is the “Swiss cheese model” that connects, coordinates and layers solutions to enable marketers to increase performance.This “Swiss cheese model” recognises that there is no silver bullet to cover all aspects of the riskier areas of your digital strategy, but views each element like a slice of ‘Swiss cheese’ that delivers protection against specific high-risk/potential problem areas and has holes when it comes to other issues. Google’s example of this was:
‘Video ads may not drive immediate conversions, but if done well, they will likely get a customer to consider your offering. When they search online, your brand will be on their radar and they will be more likely to buy it. If you measure these efforts independently, one will be a massive expense while the other will look overly successful. Neither is true, but your CFO will most likely prefer the latter.’
Relevance
Getting your brand the visibility it deserves amongst the complex consumer purchase journey can be a tough nut to crack. If you’re serious about standing out from the rest in 2022, you need to communicate your value and authenticity as clear as day, by creating messaging and experiences that are a true reflection of your brand and relate to the needs of your consumers. Here Google has stressed that relevance is as important as reach.
In doing so, you’ll allow for meaningful connections with your audiences that actually drive business results. Businesses highlighted by Google’s Sector Lead for Retail,Travel, Tech & Gaming, for smashing relevancy with a clear value proposition are Sephora and Zara. Their customers know what they stand for and what experiences they offer with their products. In every engagement with consumers, they express their point of view across all touch points.
“Shoppable” content
Ecommerce was always on the rise, but the results of the pandemic have pushed our reliance on online shopping through the roof. In fact, global ecommerce sales grew by 30% last year and along with it came a multitude of new ways for making online content ‘shoppable’. Today’s consumer now has the convenience of being able to buy products directly from social posts, tv shows and YouTube content.
Google have stressed that in order to get your consumers to buy from your content, your marketing strategy needs to involve story-driven content that’s true to your brand values and is anchored in the ‘ABCD’ framework (that’s drivers are shown to increase short term sales by 30%):
- Attention: Hook and sustain people with an immersive story
- Branding: Brand early, often, and richly
- Connection: Help people think and feel something
- Direction: Ask them to take action
Eco-friendliness
The pandemic has seen a significant shift in shopper behaviour, with recent research highlighting that more than a third of consumers are now more conscious of the environmental impact of their purchases, and a further three quarters saying that they plan to continue with their newly changed shopping habits. The one thing they don’t want to have to do however, is conduct in depth research to find out how sustainable your brand is.
You can make this process effortless for your consumers by incorporating sustainability benefits into choices people are already making. For example, Google is introducing eco-friendly options on Google Maps, which makes sustainable travel routes the default, while Adidas’ popular Stan Smith trainers are now made using recycled polyester.
Update your messaging and policies to show the actions you are taking — e.g the use of recyclable packaging (H&M) or offering refills for old product bottles (Dove) — and being transparent about what happens to returned products!
If you need any help or guidance with your paid campaigns in the New Year get in touch with our team here.