2022 Global Marketing Trends

Thriving through customer centricity

Marketers are constantly evolving with the world around them. As the past year was about recovering from an unprecedented shock, this year is about responding, and for those best positioned, thriving in a post-pandemic world. Our latest research explores seven trends to help marketers and those in charge of building dynamic customer solutions rethink their people, data, and experience strategies.

1. Purpose – A beacon for growth

Challenge: The expectation that the purpose of businesses should go beyond maximising profits is becoming more common as organisations rethink everything from product delivery to employee and community engagement.

Opportunity: High-growth brands that holistically commit to an integrated purpose that mirrors stakeholder needs are gaining a competitive advantage.

2. Authentically inclusive advertising

Challenge: As the consumer population diversifies (by race and ethnicity, sexual orientation, or differences in ability, for example), it’s imperative for brands to authentically reflect a range of backgrounds within their messaging.

Opportunity: The brands that activate their DEI initiatives across the workforce, marketplace, and society are the fastest-growing brands in our study.

3. Building the intelligent creative engine

Challenge: As the speed of customer messaging accelerates, the role of marketing becomes complicated. Within the organisation, this environment is changing the skills makeup and processes of the marketing function.

Opportunity: By rethinking internal team structures and external partnerships, brands can fuel intelligent creative and work at the speed of culture. This can range from standing up agile teams that marry creatives with data scientists to repositioning social influencers from product spokespeople to creative agents.

4. Meeting the customer in a cookieless world

Challenge: As third-party cookies sunset, marketers should rethink their digital prospecting, customer outreach, and measurement strategies.

Opportunity: Growth leaders are rethinking customer marketing and data strategy in a rapidly changing digital world that will increasingly shift to first-party data strategies.

5. Designing a human-first data experience

Challenge: There’s a fine line between helpful and creepy when it comes to deploying customer data. And for marketers looking to build these dynamic experiences, numerous considerations should be weighed to help ensure they are cultivating trust along the way.

Opportunity: Marketers can cultivate trust through better customer data practices. This means designing experiences to create value, doing so with transparency, and, ultimately, empowering the customer to control their own data journey.

6. Elevating the hybrid experience

Challenge: With many businesses looking to invest in hybrid experiences to increase personalisation, innovation, and connection, they should consider how these strategies can be both coherent and cohesive as the proliferation of channels adds another layer of complexity to the process.

Opportunity: By putting human needs at the centre and rapidly innovating with customers as cocreators of the experience, brands can make their physical and digital experiences as agile and flexible as consumers have come to expect.

7. Supercharging customer service with AI

Challenge: One of the primary methods of assisting customers that rose to importance during the pandemic was contact centres, as they became a primary conduit for customer interaction. Yet many contact centres are built on antiquated models.

Opportunity: Brands can implement and optimise AI within the customer experience to empower, rather than replace, the contact agents and, in tandem, elevate contact centres from cost centres to revenue drivers.


2022 Globale Marketing Trends - Download the full report in English

About this report

The 2022 Global Marketing Trends Report Survey polled 1,099 C-suite executives from global companies located in the United States, United Kingdom, France, Japan, and the Netherlands in April 2021. This survey asked chief executive, marketing, information, finance, operating, legal, and human resource officers their thoughts on a variety of topics driving the evolution of the marketing function. As this report focuses on marketing and customer experience leaders, 50% of the respondents consisted of chief marketing officers or those with similar titles (such as chief experience officer and chief growth officer), with nearly equal distribution across the other C-suite roles.

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