Digital Marketing Trends for 2022

Happy Lunar New Year of the Tiger 2022! We wish you a vigorous, successful year and every success in all you do.

2022 is sure to be an exciting year. As countries gradually reopen after the pandemic, the economy will get back on a growth track. The past two years of the pandemic have changed how many people work, live, relax and entertain themselves, and the average time each person spends online is now close to overtaking the hours of the TV era. For businesses, this makes it even more important to accelerate their digital marketing plans and capture the benefits of 2022’s wave of growth.

So what will the digital marketing trends of 2022 be? Which trends translate into plans you can act on right away? And how should you carry them out for better results?

2022 digital marketing trends:

• Implement a CDP
• Raise the maturity of your existing CDP use
• Build the ability to analyze data for insight

Implement a CDP

In 2021, many businesses already began large-scale CDP implementations, and we expect even more businesses to implement CDP solutions in 2022. The main driving forces are:

1. Digital transformation is moving toward a data-based approach
2. Amid the wave of personal data protection, retaining first-party data is becoming more important
3. Consumers and customers have ever higher expectations of personalized experiences

These forces will continue for years to come. That makes implementing a CDP the most important solution for responding to a changing marketing environment.

Raise the maturity of your existing CDP use

If your business has already implemented a CDP, you can refer to this article (the CDP maturity model) to assess how mature your current CDP use is. 2022 will be a good time to take your CDP use to the next level so it can deliver even more value for your business. If you need a consultant’s help with this, you’re welcome to contact us, and we can share ideas on how to raise your CDP maturity.

Build the ability to analyze data for insight

Whether or not you’ve implemented a CDP, building the ability to collect and analyze data and then find the insight in it is a crucial step for any business facing digital transformation. All of that effort is aimed at producing useful insight, and only when it leads to actionable marketing can it create real value.

According to Dr. Kotler’s view in Marketing 5.0, when businesses collect data, they first gather noise, which must be organized and filtered before it becomes valuable data. This initial interpretation still requires experts to be effective, because outliers that seem like noise can sometimes turn out, after expert interpretation, to be exactly where the insight lies.

So to produce real, useful insight, businesses can implement AI and ML (machine learning) engines to speed up turning data into knowledge, but expert involvement is still needed. Only when people and machines work together can effective insight be produced. That’s why developing data scientists with industry knowledge is also one of the important trends of 2022.

Conclusion

Digital marketing is one of the cores of digital transformation, and the knowledge and skills needed across the whole spectrum from data technology to marketing are vast. As you transform step by step, you’ll need a strong MarTech partner by your side. We wish everyone great growth in 2022.