Briana Lopez Siguencia
The future of marketing lies in consumer engagement.
As we fully transition into another hectic year full of work and spending, it is safe to say that keeping a keen eye on the marketing industry isn’t such a bad idea. Our practices transformed our old norms into more modern marketing initiatives that consider the challenges of the pandemic’s imprint on our society. As a result, business-to-consumer marketing (B2C) has moved towards digitalization. Several vital trends demonstrate an increase in online shopping, more significant support for local and independent businesses, new normality of omnichannel marketing, and the merging of consumer feedback with the customer experience. As companies attempt to satisfy consumers’ needs through a more personalized and digitalized interaction, it is necessary to consider the potential challenges that could be faced due to this ever-growing digitalized era.
Consumer marketing has experienced a rapid and severe transformation over 18 months prior to the beginning of 2022. As we move ahead, the marketing landscape will continue to be altered due to these changes, considering the reality that we will most certainly see new technologies that promote automation and data refining. Through a new approach, new initiatives for making consumer items stand out will be required as successful marketing efforts. In this sector, one thing is sure: consumers want less direct engagement, with about 20-30% of purchasers preferring to interact with representatives in person.
On the contrary, Business to consumer brands should honestly evaluate the market research involving personalized content, advertising and branding, industry competitors, and other factors that could help strategy and development for a company’s profile. For consumer items to survive, marketing diversification is required. Diversification, as it has in previous years, will be a daunting issue for many B2C marketers in 2022, yet omnichannel marketing will undoubtedly remain the key to the future. Farissa Knox, the founder of RLM Marketing, believes that “whether it relates to privacy, how we represent folds within marketing content or the things we create to move the needle, it is truly a time of renaissance.” Knox’s words serve as an inspiring message to drive creativity and strategic innovation in the years ahead. And despite the Covid-19 pandemic, our new digitalized practices have provided us a platform to change the industry and the consumers’ experience effectively.
While diversification is vital, we also know that some strategies are more effective than others to increase visibility. We know this because we have mountains of data to back it up. For example, SEO optimization, content generation, customer experience personalization, and website refinement are potent tools in every B2C marketer’s toolbox, which is unlikely to change in 2022. Many marketers, fortunately, excel in these areas and may use their previous knowledge to maintain exposure, which will be critical in the future year. The proportional importance of data is another crucial component that will not alter in the coming year. All marketing operations revolve around data. It guides the concept, development, and execution of campaigns relevant to a brand’s target demographic. Fortunately, B2C marketers have a long history of working with data and using it to their advantage to reach their target audience with a compelling message.
The future of marketing begins with a stronger focus on a more memorable customer experience, as we see with Millennial and Generation Z. They care deeply about social and environmental issues and hold a substantial share in purchasing power, which is why Marketers will need to guide their companies to prioritize what they genuinely care about for the good of society and not just for profit. Whether it be a customer or product experience, every detail counts. The scrutiny of how role influencers, social media channels, advanced technology, and overall care for social/political issues will help engage not only a targeted audience but the world of how one’s Business will change the world.
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