Vox pop: New Year's resolutions for the marketing industry

Vox pop: New Year’s resolutions for the marketing industry

The past few years have each been particularly transformative for the advertising industry. Many agencies may be hoping for a slightly more stable year 2022 – so as individuals make commitments for the year ahead, what should the industry commit to?

Are there any technologies, beliefs or ways of working that we should give up? Difficult changes that we must make in the service of good long-term health? Or other bitter pills to swallow? The Drum Network has met with some of its members to find out what they plan to prioritize in 2022.

George Ioannou, Managing Partner, Foolproof

Consumption of digital media and experiences is expected to remain high in 2022. In light of this, we need to start thinking about immediacy differently. While immediacy is helpful, faster doesn’t always equal better. There are some great moments that happen online that require careful consideration. Of course, unnecessary clicks and friction should be considered, but what about the necessary ones? Those that help punctuate information, promote understanding, and give customers time to think and reflect, whether it’s someone using Buy Now-Pay Later or ordering their third package for delivery this week.

We strive to help people make smarter decisions that aren’t just driven by our business goals. Immediacy is just one of many metrics for businesses looking to deliver the best all-around brand experience, and for some, the pursuit of instant gratification can ultimately prove to be counterproductive. One way to think about it is in terms of the customer’s lifetime value, as opposed to just the next order, although that could also mean rethinking what “value” means to customers.

Izi Singleton, Content Manager, Espace & Temps

This year, we are focusing on five key areas:

1. Consumer demand for quality and trustworthy content: Google’s top updates, page experience and web essentials, and anti-spam initiatives continue to raise the bar for marketers who want their content to be visible in searches. Google’s desire for expertise, authority and reliability in searchable content will continue to influence the minds of content marketers throughout 2022.

2. Renewed focus on understanding consumer intent: Marketers and SEO professionals who are always hyper focused on keywords are missing out on a rhythm – to really connect with their audience in a meaningful way. Understanding not only what people are looking for, but also why they are looking for it, is essential for planning and creating content that speaks directly to customers and meets their needs.

3. More data-driven content planning: Savvy marketers go beyond using information about past performance as a roadmap for the future of their content. Today, there are more touch points and interactions that content marketers can possibly track and analyze on their own. We are adopting a more fluid content strategy for 2022; instead, we prioritize the people, processes and tools in place to analyze and act on data to inform our content throughout the year.

4. Balancing the art and science of storytelling: Creativity and human connection have never been more important in content and SEO. Savvy content marketers learn to harness data without giving up the empathy that drives the best content in the home. The right tools help analyze large amounts of data created by a myriad of consumer touchpoints, but we’re also looking to bring in the right talent to create stories around that information and inspire audiences to take action.

5. Training: Every day is a school day, so the saying goes. Participate in training to learn or hone our storytelling skills, get the tone of voice and personality of our clients, write and create content that packs a punch and delivers results and analyze data to inform your ever-evolving strategy; this is what we want to focus our energy on in 2022.

Lee Wilson, Head of Services, Vertical Leap

The past two years have seen companies take a step back and make a mental leap when it comes to people. In the marketing industry, we are better positioned than almost any other industry to put people at the front of everything we do – from the people we employ, empower, support and trust with empowerment, to customers with which we support, develop and develop our services. .

Then there are the people we reach through our marketing messages. Traditionally, there are many metrics driven marketing that can dehumanize what we are trying to achieve through data. Data is essential, but the way we work to understand and apply it can have much more impact. And we aim to keep the human experience of users in mind.

The more marketing companies can commit to activating the person at the end of the metric, the greater the impact, value, and value of the interaction becomes. This leads to better results, repeat commitment, and longer term success. We know that the marketing industry can become more human and more empathetic if it comes down to putting people first.

James Addlestone, Chief Strategy Officer, Journey Further

As a result of the pandemic, businesses are becoming increasingly myopic, driven by a survival mindset where short-term goals trump balanced prospects. Two years is a long time, and we never got to the new normal that we expected. To tell the truth, it never existed. But the pace of change has accelerated, and with it a perceived need to be more responsive.

I believe this is the year we fight reagent. How to retaliate? By rethinking teamwork.

As we rethink the way we physically connect in the workplace, with less office space and fewer office days, the pace at which we organize ourselves into leaner, agile, and cross-functional teams will increase out of necessity. This is an opportunity to reset the way we imagine our organizational structures and to create new agile teams that can be untouched by short-term distractions and build on a vision.

Sean Cotton, President and CEO, Coegi

Many fear the loss of third-party cookies and the convenient tracking they have provided us with for years. But I think it will have a very important positive side effect – marketers will be forced to take a deeper look at what really effective metering entails.

There is so much pressure today to get the ROI straight away. Last touch attribution provides a clear number, but we know it is often misleading and does not give the full picture. It takes more rigor and analysis to see how different digital and traditional marketing tactics working together impacted business results. With less algorithmic data available in a cookie-free future, we can’t trust a single metric to inform future media spending or define success.

In 2022, digital marketers should continue to use data and machine learning, but apply it to a new signal rather than the last click or last view. Instead, look to the media mix to show holistic results, and consider advanced metrics, such as brand growth or sales growth to track incremental growth against a benchmark. It’s time for digital marketers to rise to the challenge of rethinking measurement and moving away from the ‘easy’ button.

Kineta Kelsall, Senior Manager, Training (Social Media), Jellyfish

Use of TikTok has exploded during the pandemic, but brands have been slow to adopt and integrate the platform into their digital strategy, mostly due to misconceptions about the age of users. However, TikTok recently overtook Google as the most popular website, so marketers would be foolish not to consider the platform. TikTok is still hugely popular with Gen Z, but there has also been a significant increase in the number of audiences categorized as millennials or beyond time spent on the platform.

Average engagement per post is 8% (vs. 0.09% on Facebook and 1.6% on Instagram Stories), with the potential to go viral without a paid media budget. Success can be achieved organically, regardless of the size of your business. TikTok algorithms promote the exchange of value, not the number of subscribers.

TikTok is known to sell products in an instant. Popular trends like #TikTokMadeMeBuyIt are an example of how brands can leverage the platform to drive consideration and conversion. TikTok users kick off trends organically, sometimes without brands even knowing they are involved, like TikTokers’ tendency to put up £ 8 Dunelm mirrors in their homes, although the brand is not a part of them. .

Brands don’t have to be with kids to be heard on TikTok; they should treat it like any other platform. This year, we are working to push clients to use TikTok by identifying their audience’s wants / needs and the strategic role the platform will play.


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