Global Marketing Trends 2022 | Customer & Marketing | Deloitte Netherlands

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Introducing the 2022 Global Marketing Trends

Thriving through customer centricity

Marketers are constantly evolving with the world around them. If the last year was about recovering from an unprecedented shock, this year is about responding, and for those best positioned, thriving in a post-pandemic world. We explore seven trends to help marketers and those charged with building dynamic customer experiences rethink their people, data, and experience strategies.

This year, we have tailored the Global Marketing Trends to better serve our Dutch audience, by conducting an executive survey across 100 CMO’s based in The Netherlands. Based on these findings, we explore seven trends to help marketers and customer experience leaders in the Netherlands rethink their people, data, and experience strategies.

Purpose – A beacon for growth

Challenge: The expectation that the purpose of businesses should go beyond maximizing profits is becoming more common as organizations 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.

2022 Global Marketing Trends Report

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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.

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Building the intelligent creative engine

Challenge: As the speed of customer messaging accelerates, the role of marketing becomes complicated. Within the organization, 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.

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: High-growth companies are often deploying more sophisticated first-party use cases relative to their lower-growth peers, such as dynamic creative optimization and programmatic media.

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.

Elevating the hybrid experience

Challenge: With many businesses looking to invest in hybrid experiences to increase personalization, 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 center 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.

Supercharging customer service with AI

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

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

About this report

The 2022 Global Marketing Trends Report surveyed 100 CMO’s based in The Netherlands, polled 11,500 consumers across the globe and conducted 18 in-depth interviews with executives from leading global brands. Our findings explore what brands can learn from their highest-growth counterparts to thrive amidst the world’s unprecedented complexity. we identified seven trends that marketers and customer experience leaders should be thinking about over the next 12-18 months.

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