There’s no denying that the past two years have been tough to navigate, but in many ways, they’ve been transformative, too. As we were forced to find new ways to live and work, with our meetings, socialising and just about everything else moving online, we’ve also had to rethink the way we do business – with many luxury and high-end brands and business professionals alike left with little choice but to adapt quickly in order to stay afloat.
Challenged to find new ways to reach customer bases and target audiences, it’s been an ongoing battle to remain at front of mind and ensure that they were not forgotten during the repetitive lockdowns that forced many bricks-and-mortar establishments to close. And it has been no less challenging for online businesses, either, with the surge in online competition making it a task to stay relevant and ahead when everyone else is clamouring to do the same.
But, thanks to some forward thinking PR and marketing techniques some front-runners have managed not just to retain their market position, but to exceed previous sales targets, too, driving the kind of revenue they have never seen before. As a result, the demand for skilled marketing and PR professionals is at an all-time high, and with the economic revival set to continue into 2022, we can expect to see some even more innovative approaches to staying ahead as the industry gets more creative than ever before.
These are the top marketing trends we can expect to see shaping the landscape as we head into the new year – so if you’re a business owner, then take note.
Hybrid events
The concept of virtual events has come into its own over the course of the pandemic so far, born of the need for businesses to find new means of marketing virtually when face-to-face events were off the cards. A powerful tool for connecting with global audiences, the role of online conferences, seminars and ceremonies has been cemented for the long-haul as a result, and will continue to prove invaluable for businesses eager to reach new market shares and expand outside of their base nations – but as the world continues to return to normality, we can expect to see them take on a hybrid form in the new year.
Instead of being entirely virtual, we’ll see in-person events incorporate a strong digital component, with attendees having the option of how they’d like to attend. Not only will this keep numbers high, but it is also a more inclusive approach, and from webinars to trade shows, all types of events will be getting involved.
Personalisation
Mass marketing has served its purpose for many years now, but today’s more discerning customer is a tougher nut to crack and demands more from the brands and services they use. Companies that can prove that they know and understand their customers and can cater to their wants and needs most effectively will continue to come out on top, and website personalisation is an emerging trend that has already seen early adopters reporting a positive impact on revenue.
Gone are the days when building basic online personas was enough, and new generation CRM systems, along with artificial intelligence, are set to up-level the process in 2022. Sophisticated online data collection techniques will provide brands with the information they need to cater to their customers’ needs through multiple touch-points including social media, video content and blog articles in a way that feels tailored specifically to them.
Over the coming years, we can expect to see around 88 per cent of all companies prioritising a more personalised customer experience, which means there’s no time like the present to jump on board and get ahead of the game.
Data finder tools
Every good marketer knows that the key to reaching your target customer effectively is working out where to find them, and from the social media platforms they use to the times they are typically online, this is unlikely to change anytime soon.
But locating precise and real-time verified contact information has long been a challenge for recruiters, sales professionals, and marketers alike – particularly in the face of the GDPR regulations that have been implemented over recent years.
But, depending on where in the world your company is based, things could be about to get a little easier, with email finder tools like Signal Hire set to simplify the process as we head into 2022. Offering browser extensions that allow users to find anyone’s verified data by name – including emails, phone numbers, social profiles on LinkedIn, Facebook, Twitter, GitHub and MeetUp – they are set to revolutionise digital marketing processes across the globe.
Affiliate marketing
For years affiliate marketing has been regarded by many as the poor relation of the online advertising family. Tracking networks and technology firms have typically sold the channel as a sort of no-frills, “no-win no-fee” way to finish off marketing plans. But with commerce moving rapidly online, an increasing number of luxury brands are now taking full advantage of the benefits affiliate marketing can bring.
The channel, once associated with lowly voucher codes and poor quality cashback websites, has evolved massively over the last few years and today luxury brands are using sophisticated and high quality groups of content publishers such as Luxury Lifestyle Media Group Limited and Condé Nast to promote their products and services to an affluent, intelligent and highly targeted audience.
This is now performance based marketing conducted through deep affiliate partnerships, distributed via quality editorial content that not only inspires but ultimately leads to a fantastic ROI for high-end brands.
