2021 was the year of nostalgia, trust, humanization, and participation!
As 2022 is fast approaching, let's take the time to consult the marketing oracles to anticipate the new trends to integrate into your marketing strategy.
Let's get started!
⅔ US marketers plan to use the video format like TikTok for their marketing strategy by 2025
The exponential growth of video and its use today has absolutely transformed everything. If there was a winner in 2020, it would almost certainly be video. Because everyone is always online, video has become more important than ever for marketing and communication.
This notion is not new: businesses need a video marketing plan. What has changed is the importance of video across all platforms and channels.
We can take the example of TikTok, the most popular platform at the moment. In only 4 years, the Chinese social network Tik Tok has succeeded in imposing itself on the biggest names by attracting a very large audience. This success develops many opportunities to target a younger audience.
The opportunities for ad tech in the post cookie world in 2022
After two years marked by the health crisis, the advertising market is recovering: net advertising revenues for all media amounted to 10.3 billion dollars in the first nine months of the year and should reach 31 billion dollars in 2021 (Source BUMP). The crisis has nevertheless accelerated the digitalization of society, boosting online advertising and its ad tech stars.
Otherwise, in the third-cookies world, the number of consumers refusing to receive personalized advertising will inevitably increase despite the precautions taken by publishers or brands. The advertising market has to pay attention to this situation.
Marketing focuses more on gen Z
Marketing to Generation Z is about to kick into high gear over the next few years. It seems like yesterday everyone was focused on Millennials. What happened?
According to recent research, the world's youngest generation already has $44 billion in buying power, makes up 26% of the population, and will represent 40% of all consumers by 2020.
The consumption behavior of gen Z is also different from the other generations. This generation values brands that emphasize authenticity and transparency. They still like to shop in stores! It turns out they do a combination of digital and in-store shopping. Gen Zers research products online, then go to physical stores to verify if it's worth it.
Stores must create an engaging experience if they want to attract Generation Z. In-store demonstrations, free classes, and more can be used to enhance the shopping experience and encourage two-way interaction.