5 digital marketing trends to watch before the end of 2022, Marketing & Advertising News, ET BrandEquity

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Half the year has passed – fast. And the world of digital marketing is moving even faster.

Earlier this year, I wrote about 5 digital marketing trend predictions that are transforming the industry as you read this. Here are five more trending predictions every marketer should consider following if they want to have an impactful end to 2022:

1. Content will become as important as ad operations

Over the past 5 years, advertising operations have become simpler and less complicated. A natural course given that big companies like Google and Facebook are investing in the power of user interface and user experience, and therefore strive to simplify advertising operations.

Without overlooking the fact that people experienced in ad operations have much-needed expertise in growth hacks, we must recognize that it will soon be difficult to distinguish between skill levels in ad operations.

The key differentiator then will be the content.

With the explosive rise of digital advertising, brands need to leverage analytics to learn what makes their ads work in terms of copy and design. If brands want to stand out, their content must speak.

2. Marketing teams will lighten up with specialists at the head of the pack and generalists at the end of their careers

This is a trend that is long overdue.

Generalist roles like Marketing Manager or Digital Marketing Manager have depreciated in the last 3 years and will only depreciate in the future.

While there will always be merit in understanding the holistic aspect of marketing (which by default means digital marketing), the generalist role will only exist at the upper rungs of the corporate ladder. Junior and intermediate professionals looking for generalist profiles as a career are looking for fish in a tub.

3. Digital marketing for branding – like performance campaigns – will continue to eat away at traditional marketing

Some might say that offline marketing is on its way to its grave. Some would say it’s already 6 feet under.

Whatever you think, you can’t deny that over the past few years, brands that want to see direct/quick and measurable ROI in their performance campaigns are turning to digital rather than traditional marketing.

Not that TV and newspaper ads don’t matter when it comes to building a brand – hello IPL sponsorships – but not all companies have endless budgets to spend on traditional marketing. for performance or brand campaigns. Additionally, growing media clutter and the prospect of direct ROI through pure performance campaigns only strengthens the case for digital marketing.

Connected TV, the growth of Metaverse, digital billboards, mobile and location-based solutions all come into play. Brands that spend a lot on offline marketing run blitz campaigns. In 2022, we will see subsistence campaigns replace these blitz campaigns, as the pandemic has shown us that digital marketing for branding has more sustainable, long-term impact and profitability for brands of all shapes and sizes. .

The shift from traditional to digital is evident and increasing day by day, and it would be foolish to think otherwise.

4. Marketing plans will be more ROI focused

Anyone who tells you that their marketing efforts are effective but cannot be measured is lying.

In today’s world, everything is measurable. And marketing is no exception, no matter the genre. Which is why brands today demand to see ROI projections in marketing plans. Many marketers have gotten away with only offering qualitative results such as brand recall, equity, views, and engagement.

But even the brand image must be measured. Whatever the objective, marketing plans must be associated with a long, medium, short term and instantaneous return on investment.

5. The new Personal Data Protection Bill (PDP) will give rise to privacy advocates who will be elevated to a new status in organizations

For organizations frivolous with customer data, this is bad news.

Under the new PDP bill, organizations will be required to appoint a data protection officer (DPO) to be responsible for compliance, such as ensuring that first-party data has been collected ethically or that ‘there is an appropriate opportunity for customers to opt out. Organizations will be responsible for obtaining data from unaccounted third-party sources and storing data improperly.

Lots of data is freely available in the market today. But organizations that spent budgets to procure this third-party data were throwing money away because this data is unclassified and uncategorized, rendering it useless. With the PDP bill, the industry will be rid of this data and make way for reliable first-party data.

DISCLAIMER: The opinions expressed are those of the author alone and ETBrandEquity.com does not necessarily endorse them. ETBrandEquity.com will not be liable for any damage caused to any person/organization directly or indirectly.

Cathy W. Howerton