What Trends to Keep In Mind When Developing Your 2022 Marketing Plan

Alex Abbott

Alex Abbott About The Author

Feb 10, 2022 8:00:00 AM



Life hasn't been the same since 2020, and most of those changes will continue through 2022. Businesses must continue to adapt to survive and thrive, and to stay on top of marketing trends is one of the best ways to do so. Which trends have emerged in 2022 and will continue to grow? Cohesive marketing campaigns and online events are a must in 2022, but there are a few more marketing trends that you don't want to miss out on this year. 

Read on to learn more about how your business can stay current in its 2022 marketing campaigns.  

Learn More About Measuring Your ROI

Ensure Your Advertising Is Cohesive

In the past few years alone, many businesses have made shifts to make their marketing campaigns more comprehensive and cohesive. In other words, their marketing content across various platforms has similar elements, which makes it easy for consumers to associate your content with your brand. Cohesiveness often means that brands use the same color schemes, language, and logos across their marketing content on multiple platforms.

Of course, different ads may work better on various social media platforms, but it should still be obvious that all your messaging comes from the same company. It also helps to build your brand's credibility, which facilitates a sense of trust in your brand among consumers, making them far more likely to become repeat customers. 

Making your brand's marketing campaign more cohesive will help your brand stand out from the crowd, which is increasingly important as competition intensifies.  

Continue Using Online and In-Person Components

Many businesses that avoided developing an online presence pivoted to establish their websites in 2020. These businesses either adopted or further established the digital realm into their marketing campaigns and event structures. Digital marketing allows companies to reach customers wherever they are, and online events allow you to include a wider audience with your appeals, such as those who reside outside of your geographic area.

You can host online events through social media, such as with a livestream, or include it as an extension of an in-person event. For instance, if you’re marketing your winery and want to hold a tasting event, you could offer a small tasting set for people to order and try at home. Broadcasting your presenters online makes the event more accessible for people with travel and time restrictions and allows them to try it later, at their convenience.

Even if your business hasn't yet delved into online events, it's not too late to build the structures for them. They can be an extremely effective way to form new partnerships and spread the word about all that your brand has to offer, and they can help your brand engage with current and potential customers in a way your brand hasn't been able to before. It also provides you new material to advertise online, helping to spread awareness of your in-person events by reaching your local customers online and on social media. People will appreciate the option to choose based on how their schedule allows. 

Local Influencers Will Have More Impact

Influencers have taken the marketing world by storm, and those with large platforms can significantly impact a company's sales. Partnering with local influencers will become more commonplace, making it more valuable for smaller brands to participate in and may provide even better results for smaller businesses that can't afford to spring on the hottest influencers online. Often called micro-influencers, local influencers have a solid understanding of speaking to local communities, helping them appeal to these audiences better. These local influencers can be bloggers in your area, morning talk show hosts, or lifestyle Instagrammers with a significant following.

Influencers often do this by making videos or social media posts about your brand, giving reviews or recommendations to their followers. They use their following on social media to increase brand awareness on your behalf. When looking for influencers to partner with, carefully analyze their past posts and online behavior to ensure that working with them will maintain the image you want for your brand. You can reach out to influencers on social media to discuss their marketing packages and costs and be sure to get an agreement in writing before proceeding. 

Cause Marketing Will Resonate More

It has always been helpful for brands to impact the world around them positively, but this has become even more true as younger generations get older and obtain more buying power. Gen X, Millennials, and Gen Z all place higher importance on purchasing from eco-friendly, cruelty-free brands, donating to local charities, or helping marginalized communities. Many purposely only buy products from companies with such pledges.

Your brand can positively impact your local community and beyond, which can help your brand form new partnerships with non-profits and charitable causes in the area. It not only increases your brand awareness but can also help your brand appear more trustworthy to potential consumers. 

However, when attempting to use cause marketing, it's essential to do your research to determine which causes will hold your target audience's interest. If, for example, your customers tend to care the most about environmental issues, it would be more effective for your brand to set up a donation program with a local environmental protection group instead of one that focuses on teaching older adults how to use technology.  

Get in Touch with a Media Partner 

Business and marketing trends are constantly changing, and it can feel impossible to stay on top of everything on your own. Fortunately, enlisting the help of a skilled media partner can help you effectively navigate the ongoing changes of 2022 and keep your business at the cutting edge of marketing trends during the entire year and beyond! 

New call-to-action

Topics: Strategic Planning & Research