Prediction of brand marketing trends in 2022

In 2021, the second year of the epidemic, no one predicted that epidemic prevention and control would become normalized, bringing a lot of uncertainty to people.

The emergence of the epidemic has changed the behavioral and consumption habits of most users, forcing companies to accelerate their transformation and upgrading. The sinking market has been fully stimulated, digital life has gradually become normal, and industries have begun to compete in digital capabilities.

In 2021, the education and training industry will not only face the "uncertainty" of the epidemic, but also the "uncertainty" of the development of the entire industry.

With the introduction of the “double reduction” policy in 2021, the education and training industry collapsed overnight, and the development of the industry was forced to pause. Before its implementation, marketing and customer acquisition in the education and training industry, both online and offline, was very crazy and competition was fierce. For those with strong strength, advertising expenses have soared to more than 6 billion yuan, with marketing channels covering the entire network and users covering the whole country; for those with smaller scale, they use radius marketing and promotion, and can cover several surrounding communities.

After the implementation of the "double reduction" policy, in addition to layoffs as one of the measures to increase revenue and reduce costs, reducing or stopping advertising has become a consensus among all companies. The crazy behavior of placing 30 million yuan in advertising a day during the summer vacation is no longer seen. This "uncertainty" has left a deep impression on the entire education and training industry and practitioners.

At the end of 2021, the dispute between Li Jiaqi, Viya and L'Oreal and Viya's tax evasion incident caught many brands off guard.

Judging from the competition between Li Jiaqi, Wei Ya and L'Oreal, this is actually a contest between the brand's private traffic and the KOL's public traffic, or a competition for the right to speak between brands and channels. When a brand leaves its fate to the top anchors, it has actually lost half of its say. Coupled with the high "slot" fees of the top anchors, most brand owners grit their teeth and go ahead with it.

The picture comes from the Internet

Looking at the tax evasion incident of Viya, once the top anchor falls, the brands that rely on the top anchor for more than half of their marketing promotions are like cutting off their left and right hands and cannot move forward. It was this incident involving Viya that completely stimulated the brand's awareness of self-broadcasting.

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2021 has come to an end, and many uncertainties of this year have turned into certainties. In 2022, we will still encounter many uncertainties, but based on the summary of 2021, what we can be sure of is that in 2022, the digitalization of marketing is irreversible. This irreversibility comes from the following predictions.

Prediction 1

The era of keyword marketing is coming to an end

User intent is the future

Search is everywhere. In the past, everyone used Baidu to search, and later used WeChat and Douyin to search. Everyone has become accustomed to using keywords to find the results they want, but the result is: the keyword you want is difficult to completely match with the results of the platform search. I believe many optimizers have felt this deeply. If the words are not accurate, the search will be very difficult, otherwise it will be fast. That’s why optimizers often exhaust their ideas for a precise keyword.

The picture comes from the Internet

In recent years, Google has continued to pay attention to and optimize NLP (natural language processing), and the optimization of precise keywords seems to have lost its advantage. The search volume ranking of precise keywords on Google is getting lower and lower every year, while the search volume of related long-tail keywords is rising all the way.

Google uses NLP to improve the way people express search queries. It believes that future content should focus on a specific topic, and the goal should be to meet the searcher's intent for different queries on that topic, with a focus on user intent. In other words, the era of keyword marketing is about to pass, and the era of theme marketing is about to come. In the future, searches will not require you to write your words very precisely. You only need to roughly state your intentions and the platform will be able to identify the results you want.

Prediction 2

Don’t play on your own between business departments

Playing again will be cool

At present, many companies' departments still exist independently, and the information and data between departments have become isolated islands. In the era of digital marketing, departments "play on their own" and it is difficult for the company to achieve breakthroughs in performance. Let’s take the marketing and sales departments as an example.

The marketing department is responsible for the preparation and execution of marketing activities, creating a communication platform, collecting customer information, understanding customer needs, conducting preliminary screening of participants, and transferring the initial screening leads to the sales department for follow-up.

Based on the clues provided by the marketing department, the sales department will conduct another round of communication, understanding and visits with customers. After these processes, two different sales funnel paths will be separated. Customers with intention will move towards closing a deal, while customers who temporarily lack intention will often be abandoned by sales staff, and these sales leads will be lost to a large extent.

While this organizational structure made sense in a non-digital world, today’s customer journeys are not sequential, and metrics must be blended together to yield more accurate analytics and the best possible user experience.

Prediction 3

Brand owners pay more attention to marketing effect analysis and input-output ratio

The baptism of the epidemic in recent years has affected the global economy, and companies' marketing budgets have tended to be conservative. But in 2021, most companies found ways to compete in the epidemic environment, and marketing investment continued to grow. However, digital advertising is now more expensive than ever, and traditional channels, such as in-person conferences, are often becoming unfeasible, so brands are increasing their spending on digital marketing.

The picture comes from the Internet

The "2022 China Digital Marketing Trends Report" shows that 54% of advertisers believe that China's overall marketing investment will increase in 2022, an increase of 7 percentage points compared to 2021, of which 10% believe that it will increase significantly. Among emerging advertisers, 58% believe that marketing investment in China has increased, and 88% of advertisers believe that the investment is for brand goals, namely to strengthen brand image and enhance brand awareness.

Marketing digitalization is on the fast track, and marketers have generally paid attention to brand effectiveness and the input-output ratio of marketing. In 2022, we will see an increase in industry demand for performance indicators, and brand owners will prefer to measure the effectiveness of digital marketing through traceable and effective data to decide on further marketing budgets.

Prediction 4

Don’t take advantage of data security and data compliance loopholes, or you will die miserably

In 2021, with the successive promulgation of two important laws in my country's digital security field, the "Data Security Law of the People's Republic of China" and the "Personal Information Protection Law of the People's Republic of China", it is of milestone significance both for national data security and personal privacy protection. At the same time, it has put forward many rectification requirements for our digital marketing industry, such as not excessive collection of personal information, limiting it to the minimum scope to meet the processing purpose; sharing of personal information must obtain separate consent; and "big data killing old customers" is clearly prohibited.

The picture comes from the Internet

Under the new governance system, both advertisers and service providers have begun to be cautious in the use of data. We see that this year's digital marketing and advertising technologies are moving towards safety and controllability. We see more digital marketing service providers improving their service strategies in accordance with legal regulations and using marketing service tools like Jiuzhilan to review and monitor the compliance of their data collection. In the new year, I believe that more advertisers, agencies and service providers will consider purchasing relevant technical tools to regulate the management of their digital marketing services. In addition, we have also noticed that the emergence of new technologies such as privacy computing and federated learning will also promote the compliant mining of data value.

Prediction 5

Don't worry about it.

Your marketing strategy can actually come from this

Due to changes in the marketing environment in the past two years, everyone has moved their marketing activities online. Online marketing activities are highly favored by enterprises because they are not restricted by geography, time, or display form, and they create different value for enterprises.

Take retail companies for example. Although their offline stores were closed due to the epidemic, they were given online sales windows. Whether following a top anchor or broadcasting on your own, the operational data generated daily is hundreds or thousands of times more than the operational data of stores in the past. Companies can use the data generated by marketing activities to understand and influence their next marketing strategy and budget.

Online marketing activities will increase significantly in 2022, which will generate a large amount of available data. It will be a new ocean for enterprises. Marketers will discover new value points in it, such as understanding which data is important and how to use this data to influence the company's overall marketing strategy.

Summary: Epidemic prevention and control has become the norm. The certainty in the uncertainty is: in 2022, the string on our heads still cannot be let go so easily, and recovery will be the main tone of this year.

If an enterprise wants to make greater progress, it must start to pay attention to the input-output ratio. It is best to know the output of every marketing expense. Otherwise, "standing still" will only be your biggest progress this year.

Author: Jiuzhilan Network Marketing

Source: Jiuzhilan Network Marketing