Nowadays, as the B2B and B2C landscape continues to evolve, some components of marketing remain timeless. Based on your experience, what are the timeless marketing ingredients in your eyes? As a marketer, it’s wise to stay open, and good planning isn’t just about staying rooted in established rules and best practices. Rather, it is about understanding the ever-changing culture, expectations, and technology. The year 2022 has finally arrived, which means more changes and evolution. Now let’s dive in to discussing five valuable marketing components to do differently in this new year!
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As a result of the COVID-19 pandemic, a large number of in-person events have been canceled around the world. Because of this unexpected health crisis, many brands and marketers had no choice but to adapt accordingly and embrace whatever came their way. The lack of in-person events has led to more virtual events and thus, many organizations have had to adopt flexible frameworks to host online events in a way that effectively attracts their audience.
As business and everyday life begin to resume a sense of normalcy, personal events are likely to make their entry into mainstream marketing again. In general, humans are social animals, and the vast majority of them have been eagerly waiting to meet each other face to face. However, this will not lead to a pause or a complete cessation of online events. It’s safe to say that virtual and hybrid events are here to stay. The transformation that many companies have made and are still making in growing their online presence has eliminated geographic restrictions while also helping marketers gain a wider audience.
From 2022 onwards, hybrid events will likely be an integral part of the standard B2B marketing strategy employed by many brands. For each personal event, there will likely be a virtual version with the option to go live. Keep in mind that whether the events are in-person or virtual, creating an interactive experience for a specific target audience is key.
There have been many significant changes regarding data privacy regulations in recent years, and sooner rather than later, organizations will have to adapt. Organizations will also have to find alternatives to third-party cookies for a number of reasons, but especially because identity-resolving capabilities are likely to become a necessity for advertisers. One of the main challenges here is collecting data across multiple touch points and channels.
Fortunately, identity analysis helps brands target with confidence and reassurance as it collects data from multiple sources in order to identify a specific company and contact. Once identified, it becomes easy to target specific individuals with relevant ads.
3. Social media
Moreover, the target audience of the company found on various social media sites, such as Facebook, Twitter and LinkedIn, does not necessarily belong to them. For example, what if your organization’s social media account gets banned or deleted one day? Even if a brand’s social media account has 10,000 followers, only a small percentage of that audience sees those posts. Both B2B and B2C companies are at the mercy of various social media algorithms as they compete for attention alongside various competitors.
In general, social media is an effective and modern way to interact with many audiences. However, proactive marketers cannot rely solely on social media algorithms. Many of the steps to take consist of building an audience, creating an email list, and capturing and capturing the audience’s attention through specific newsletters, e-books, and email marketing campaigns. Also, it is important for marketers to have an attractive and professional website that follows by leveraging the intelligence of web visitors and deciding how to successfully collect leads and customers.
4. Advertising campaigns
Instead of using resources to create general marketing campaigns that appeal to everyone, try to focus on finding the people who need a specific product or service that your company can provide. Before creating a marketing campaign, it is best to make use of the Golden Circle framework which consists of the following:
- World Health Organization?
- Why should they care?
What may come as a surprise is that Americans see between 6000 and 10,000 advertisements every day. The fact that many do not relate to an individual is why society has become increasingly immune to pressured selling tactics.
Also, it is crucial to understand these five questions: who are you talking to, what message are you conveying, when are they ready, where do you deal with them, and why are you targeting them?
By doing this, brands can potentially break the cycle of creating generic ads, and instead create relevant ads that appeal to specific audiences.
5. Content assets
Generally, people like you are browsing the internet to gain better and more personalized content experiences. Be it Twitter, Facebook, LinkedIn or YouTube, every social media platform has its own template and type of content. Thus, marketers should consider dedicating the time and effort to create specific content according to the content type and template of each social media platform. Even if the goal is to reallocate content, brands can align it with the look and feel of the social media channel they plan to post on. Instead of creating stand-alone content assets, it’s time to create a series of personal and compelling pieces of content for the entire buyer journey. It’s worth looking at the big picture and gaining a new perspective every now and then, and you can get started by reading any of the helpful and helpful articles below!
Creating brands or creating lists of potential clients? For B2B, 2022 should be a smart combination of both
CMO Marketing Trends 2022 – Part 1
CMO Marketing Trends 2022 – Part Two