Communication

Communication and Marketing: an ongoing research

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Keeping abreast of the platforms and actions that are trending gives us an advantage over our competitors. In addition, the ever-changing society in which we live has meant that the way in which consumers relate to brands, and purchase services or goods, has also progressively changed.

In this way, marketing and communication gurus carry out annual studies to predict what the trends will be and thus be able to rethink and adapt their marketing and communication strategies for 2022.

In terms of communication, the creative agency Evercom published the seventh edition of its report ‘Top Trends Communication and Marketing 2022‘, in which they analyze this year’s trends. The basic prediction is that companies will drive their transformation with responsibility and their environment, applied to different areas, as the key axis. In this way, we present the key trends focused on the communication sector.

Citizen companies

This refers to corporate citizenship, which will further crystallize as an intrinsic part of organizations, their management and business activity. In this way, this trend encompasses other inclinations, such as the preference for storydoing. The development of brands with a not very credible storytelling has caused us to begin to see certain symptoms of wear and tear. Therefore, in 2022, brands that create experiences around their products to make their discourse real and tangible will triumph. In addition, intangible assets such as environmental management, social and community management, as well as transparency and ethics in corporate governance will increase this year, with what experts call ESG (Environmental, Social and Corporate Governance).

Cross-cutting communication strategies

According to social communicator Jemie Reyes, this type of strategy consists of “those steps and elements that intervene inside a company, to then make them known externally”.

One of the ways to create this type of communication strategy is by combining communication and talent. Therefore, one of the challenges faced by companies is to find and retain the professional profiles needed to develop their strategic business activities. Likewise, this year innovation communication will offer a double opportunity for companies: firstly, innovation for fundraising; secondly, the role of innovation as a reputational asset.

Social networks: the moment of truth

According to the Executive Director of iLifeBelt and columnist in Forbes Central America magazine, Jose Kont, through digital platforms is achieved, among other things, digital reputation. The expert explains an approach to the term in which “its relevance lies in the fact that today perception circulates at a higher speed”.

The constant changes in consumer habits, especially after the pandemic, have led to the development and consolidation of online platforms, especially those linked to entertainment. Streaming formats and video on demand are part of the new consumer’s daily life and are growing continuously. Another novelty in this territory is the so-called metaverse. Alarm bells went off when Marc Zuckerberg announced the switch from Facebook to Meta. He himself defines the term as “the next chapter of the Internet”, denoting the next generation of the Internet.

In order to show you the trends in the marketing sector, we have consulted the new edition of The Marketer’s Toolkit 2022: Global Trends Report, launched by WARC, which bases its results on interviews with industry professionals. The following are the 5 key conclusions drawn from the study.

1. Pandemic still influences marketing strategies.

The first conclusion is linked to the effects of the pandemic. With it, consumers have changed their buying patterns. As a result, 97% of marketers believe that these behaviors influence their strategies.

2. It is not only economic results that matter

Forty-six percent of respondents stated that the environment and economic growth are of equal importance in their strategy.

3. Challenges in measurement after the disappearance of cookies

54% of marketers say that market penetration is the most important metric for measuring the effectiveness of their strategies.

4. The commitment to
social commerce

75% of respondents say they will expand their social commerce budget by 2022.

5. Increased investment in
e-commerce

78% of the professionals who participated in the study expect to increase their investment in e-commerce.

If you want to see past trends, check this article: Digital communication: A new era.

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