MKT 2022 They will change the world
Following the COVID-19 pandemic, global economic recovery has been very slow. However, it is expected to strengthen by 2022 and achieve the necessary upturn to restore millions of jobs.
Digital marketing has been no exception. According to Group M, growth in the United States is expected to be 23.3% year-on-year, excluding political spending. For this reason, knowing which trends experts believe will grow is essential for businesses and industries.
Here are the trends that inspire the most confidence for the CMO Council.
PRODUCT TO SERVICE, AT HOME
The world's leading companies are seeking to bring home everything that used to be a way of life, such as gym routines. In various European countries, such as Germany, the Netherlands, and France, smart mirrors have become a trend, and for €30, they allow you to follow a routine as if you were at home.
Just as they do, different industries will seek to reinvent themselves to enable experiences that previously could only be had by leaving home.
EXPERIENCES WITH BRANDS
Closing the gap with your customers is undoubtedly the most complicated task, but being able to give them an additional experience with something they are buying is a bonus that will give you more than just followers.
Callaway Golf Company, a premium golf company, purchased Top Golf, a themed golf park where you can not only play the sport, but also enjoy other activities for different audiences. It realized that only 49% of its visitors were active players, so it exploited its market to provide them with the experience.
Can you imagine Martí encouraging you to play sports in Mexico?
SOCIAL AWARENESS
Big brands know that there are millions of consumers, but not all of them care about what they think of them. Dozens of cases of brands that simply fail to empathize with people lead them into various crises, such as Coca-Cola with water in Chiapas or cosmetics companies that test on animals.
Nowadays, leading brands no longer focus on creating content to sell; they sell simply by existing: Nike, Play Station, Adidas, Coca Cola, Starbucks, CEMEX, Apple, Samsung, Sony, L'Oreal. These are companies that are now slowly beginning to raise awareness, to prevent people in extreme poverty or suffering from the reality of neoliberalism from having a more dignified life.
The study reveals that brands that are not socially responsible are doomed to cease being leaders by 2025.
GET BETTER PRODUCTS FOR LONGER
Previous generations consumed milk in returnable glass bottles, used their own dishes to transport food, and sought to ensure that pollution would not be a factor for future generations. Climate change has left us with terrifying natural disasters, and some companies have joined forces to change this.
From detergent companies that charge you less if you bring your own containers to food companies that give you significant discounts if you don't use plastic or paper in their establishments.
Can you imagine arriving at the cinema with your container and being charged half its cost?
Or go to the supermarket to buy food and not be charged 30% of the total.
Some people also ask about the lifespan of what they buy, such as furniture, mattresses, or other items, and seek out memberships so they can continue paying companies to maintain their products.
For example, Amazon has focused on selling a wide variety of items, and within its sections, you can purchase and view the years of maintenance they may have. It has also included sales of everyday products, which have been very successful.
The best recommendation for your business is to focus on your consumer, find out what they need, and leverage your good reputation to capitalize on market trends.
By 2022, companies are expected to increase their revenues, and millions of jobs are expected to improve, achieving economic stability not only in the field of digital marketing, but across all industries that have been affected by the terrible pandemic that struck humanity in 2020.
