The year 2020 turned the marketing world upside down as the COVID-19 pandemic deeply affected the market strategies as well as the consumer behavior. While nations swung in and out of lockdowns, it was hard to imagine how the ‘new normal’ would look like. However, the year 2021 gave some idea about the upcoming marketing trends in 2022 as technology interventions set the tone for a market revival. The focus primarily shifted to digital channels in 2021, owing to the unprecedented crisis.
After months of multiple lockdowns in 2020, the Indian market started preparing for the new normal. Brands focused on creating more enhanced consumer experiences online while they waited for physical stores to open. Apart from that, they also expanded their digital presence as consumers became used to exploring online stores through mobile phones.
Let’s have a glance at expected marketing trends in 2022:
Impeccable customer experience
Today, the marketing concept concentrates on delivering a satisfying customer experience. The phenomenon will be a priority for brands in 2022 as well. Brands always want that people associate with them for longer. Similarly, every customer expects to get everything served in a silver platter. Therefore, tools like personalized messaging are being used by brands to connect effectively with customers, besides helping them with solving problems or arriving at a buying decision. So, a quality customer experience may drive growth for most businesses in 2022.
Employee engagement or employee activation
According to a study, if the employees are not aware about the product or service they are offering, then 46% of consumers may lack their interest in doing business with the company. Similarly, an unprofessional employee attitude is another big obstacle for brands that may affect the business. Employees are responsible for delivering efficient service for a good customer experience. Therefore, concentrating on a connect between employees and consumers must be a key marketing strategy. Brands should build a solid foundation of employee engagement. They should take measures to ensure that every employee in the organization understands the mission of a brand and its values.
For brands, activating employees is yet another step towards delivering a great experience to customers. Activation includes training employees so that they are ready for any change in technology, besides informing them on latest trends.
Content visualization
As per research, visual content is more stimulating to the readers. Content visualization is another crucial marketing element to enhance growth and sales of consumer products. This area has also been witnessing technological advancement with advent of smart speakers and voice search recently. Platforms like Instagram and Pinterest are just proof of visual appeal for marketing strategy.
Also, visuals are easier to remember and understand. Adding images, infographics, and videos to marketing text makes it interesting, besides delivering your key message.
Experiential E-Commerce
During the pandemic, E-commerce helped the consumer brands sail through the financial woes amid an unprecedented crisis. Experiential e-commerce is yet another emerging of virtual sales and will be essential to all companies that are selling their products online. The implementation of interactive and experiential ways of selling products online will be a necessity in 2022 and many years to come.
Consumer products sector in 2022
The year 2022 may witness strong financial performance for the consumer products (CP) industry, according to a Deloitte report. Driving more and more revenue is the top priority for executives, says a Deloitte’s 2022 outlook survey (93%), as with last year. These obstacles, however, may get away gradually. 2022 will also likely see a fight for trust for which leading brands will work towards increasing transparency, expanding digital engagement, and investing in the future of work. The overall view for 2022 has strong indicators for a robust growth in consumer products.
Article is authored by Amrinder Singh, Director, Bonn Group of Industries.
