Marketing and tech trends in 2022

Assaf Baciu, Chief Operating Officer, and Lisa Spira, Head of Content Intelligence, from Persado talk about marketing/tech trends and predictions for 2022.

Assaf Baciu, Co-Founder and Chief Operating Officer says:

Changing privacy laws will accelerate marketing innovation and out-of-the-box thinking:

The proliferation of privacy laws is thrusting brands into uncharted territory that requires quick innovation to ensure results. Investing in data infrastructures to leverage and activate first-party data is how brands can deliver personalized content amidst these new privacy regulations.

Marketing and tech trends for 2022

A customer-centric mindset accelerated digital transformation, and greater investment in personalization needs to be top of mind for CIOs headed into the new year:

The COVID pandemic has significantly hastened the long-overdue digital transformation, and CIOs are under more pressure than ever to deliver meaningful results. Showing results solely in terms of efficiency is no longer sufficient, CIOs must also tie their investment choices to what drives revenue growth and maintains customer loyalty over the long term. In particular, CIOs need to prioritize a customer-centric strategic approach, more investments in digital capabilities, and a keen eye toward personalization to not fall behind.

Enterprises will adapt to consumers’ increasing digital savviness to better understand them and serve their needs:

I was definitely surprised by just how quickly COVID accelerated the digital economy. Even non-digital natives are now taking advantage of curbside pickup, which was previously unheard of. With customers across all demographics relying more and more on digital capabilities for transactions, it’s critical for marketers to use this increasingly entrenched digital savviness as a central guidepost for their upcoming product rollouts.

Marketers will rely more on personalization to prepare for the Metaverse:

The Metaverse may feel like something out of a distant sci-fi future right now, but it’s headed our way, and probably faster than we think. As the Metaverse rolls out, more and more marketers will start to see the synergies between artificial intelligence and augmented reality and need to prioritize investing in these capabilities early on. You don’t want to be the one stuck in the mud still figuring out your various touchpoints while other brands are already successfully interacting with their customers in the Metaverse.

Communication automation is the revolution needed to tackle today’s digital marketing complexities:

Today, companies are challenged with replicating the same personal, intimate experience that customers find at their favorite stores in the digital realm. Sounds impossible, right? Communication automation, fueled by the power of artificial intelligence, is the key to scaling to this level of complexity while still maintaining the unique aspects of your brand’s voice that customers love and want to keep coming back to.

Customer Data Platforms will explode in popularity:

I thought 2021 would have been the year we’d see Customer Data Platforms take off in popularity, but I think that day is quickly approaching. These platforms provide a comprehensive view of the customer, so I predict they will come into play more and more as highly personalized and customer-centric experiences become top of mind for marketers.

Lisa Spira, Head of Content Intelligence says:

The in-person experience with brands will be negatively impacted by trends like skimpflation (less service for the same price). Brands will need to rely more heavily on digital touchpoints to build positive customer relationships.

Brands that built up digital infrastructure during the pandemic will have a leg up on customer relationships even as we emerge from the pandemic.

In an economy short on workers, seamless, digital self-service will be invaluable. Companies will need to invest in communication strategies that enable customers to help themselves.

All companies are tech companies, whether they want to be or not. Companies will live and die on their ability to craft digital experiences, including digital messages.