Top 10 predictions for the advertising, public relations and marketing circles in 2022

As long as a title adds words like "first release" or "unabridged version", you will subconsciously think it is very powerful.

But this little trick is far less powerful than that of my friend Lord Ba.

How powerful is Lord Ba? He is one of the people who is best at making a living from soft articles in the advertising and marketing industry. When he was thin, he was shortlisted for the list of "TOP 10,000 Authors of the Year in the Chinese World's Soft Articles".

Even though I’m fat now, one soft article still earns me 100,000 yuan, and almost every article can make the front page headlines of the advertising scandal.

Of course, this may also have something to do with his work.

He is the new media editor-in-chief of AdChina.

In short, it’s amazing.

Early in the morning on New Year's Day, when everyone else was posting Happy New Year messages on their Moments, he actually posted a prediction for major events in the marketing circle in 2022. I was shocked after watching it:

For some people, occupational diseases are ingrained in their bones. No rest during the Chinese New Year.

I want to learn from him. So, I will make ten guesses based on the image of a tiger.

1. Party A will continue to do Party B’s work, leaving Party B with nothing to do.

Mr. Lu Xun has a famous statement that the over-industriousness of people who switch from Party B to Party A is the main reason why it is becoming increasingly difficult for many Party B businesses to do business this year and even in the next few years.

2. Tik Tok advertising has stopped growing, so the creative spring of vertical screen advertising is really coming.

In other words, the creativity of Tik Tok ads is starting to go inward. The advertisements in the past where the stewardess insisted to follow Wu Dalang back to the village to get married and said that if she didn’t have money she could go to 360 to borrow money should disappear as soon as possible.

3. The ability to advance payments is becoming one of the core competitive advantages of advertising companies.

One important reason why some Party A still needs to maintain a marriage with Party B is to advance money. After all, you are called a creative master! More than 80,000 people in the marketing industry asked me what I wanted to do. But there are not many masters who are willing to pay millions for you.

4. Beijing’s creative capacity will continue to decline, while Shanghai will continue to rise.

This is not because of the outflow of talent from Beijing, but rather due to the lack of Internet giants in Shanghai and the tax preferential policies in Chongming Island and other places (if Viya still has them in the future).

5. "Main theme narrative" is becoming a new creative favorite.

I once thought that the future of social media creativity would be the world of neuro-viral advertising like Thailand. Unexpectedly, the new crown not only hit Thailand's tourism industry hard, but also hit Thailand's advertising industry hard.

From Bilibili's Houlang to Tencent's latest CCTV advertisement that uses digital technology to support the real economy, massage ads that are more suitable for viral transmission on social media have not become popular. Instead, main theme ads that place companies in the context of national sentiments and social development have inherited the trend. McLuhan said that the medium is the message, but in fact he should add that the destiny of a country is the message.

6. Helping Chinese brands with overseas promotion will continue to grow, but the fact that doing business in overseas markets is more profitable can no longer be concealed.

The destiny of a country is the destiny of its talents.

7. The national trend will continue, but some brands may go too far.

We oppose all Western aesthetics, and anyone who does not buy domestic products is unpatriotic. These two "whatevers" are unacceptable.

8. Cuteness is nothing in front of sexiness, and creativity is nothing in front of sales ability.

After the creative hot stores, the ones that are more likely to be sought after by the client should be the hot stores that sell goods.

9. Planting grass has the opportunity to become the "third pole" besides public relations and advertising.

Therefore, after Xiaohongshu, Zhihu is likely to usher in a wave of dividends from hardcore science popularization. The prerequisite is that Zhihu, with an average per capita income of over 100 million yuan, can really bring goods. After all, compared to the ability to sell goods, popular science is nothing.

10. The algorithm of big data advertising has undergone revolutionary iterations.

I hope that it will never be like now, where you just bought a bunch of diapers and immediately received countless diaper ads.

11. We don’t know how the Metaverse can become popular in the marketing industry, but virtual idols will definitely become the new standard for brands. It is so easy for real-life idols to fall from grace.

We don’t know whether virtual idols can help brands make money, but production companies that sell jeans to gold diggers can definitely make money.

12. Focus Advertising’s LED screens in elevators will be sued for allegedly disturbing others by playing videos and sounds in public places.

If sound is banned, Focus Media advertising will lose at least 80% of its brainwashing power.

13. New consumer brands in the elderly market are showing signs of a boom.

These middle-aged and elderly users born in the 1970s and in their fifties are completely different from the elderly users in the traditional sense. Users born after the 1970s will not succumb to Zulijian. Old man shoes, what a joke. If I wasn't afraid of spraining my ankle, I could show you how to pull up onions on dry land by changing hands under my crotch.

Treat those born in the 70s the same way as those born in the 90s.

14. The post-00s officially enter the workplace. The analysis reports in the market and the research on how to impress the post-90s generation will be officially replaced by how to impress the post-00s consumers.

15. Crisis public relations business will make a comeback.

2021 is the year when everyone laughs at this PR company and that PR company. An underwear brand said "win without doing anything" in a live broadcast, a big V said that your state-owned assets are being lost, the spokesperson who was just announced yesterday was exposed by his ex-wife, and the model from two years ago has squinty eyes... You feel that not only are things going wrong everywhere in 2021, but even some industries have gone astray.

Whenever something goes wrong at a company, just call their public relations people pigs. It is foreseeable that crisis public relations talents and companies will usher in a wave of panic spending.

16. There are thousands of creative ideas, but safety is the first.

2022 should be the year with the highest safety awareness in the advertising and public relations industry in history, and it will also be the year when "Xinwen Broadcast" and "People's Daily" provide the most in-depth guidance to the entire industry.

The above is a quick calculation for this year. See you next year.

Author: Aircraft Draft

Source: Aircraft Draft