A 2022 planning guide for every B2B marketer

3 January 2022

Which latest marketing trends awaiting us in the upcoming year? 

By Kompass International

3 January 2022

The new 2022 is already knocking on the door, and it’s high time to make a forecast for marketing trends that will be relevant next year.

The digital marketing industry is constantly developing, but the last couple of years had made truly radical changes that have greatly affected the relations of companies and customers. However, even in the unstable conditions of the pandemic, digital advertising and marketing professionals have been able to prove that they are in position to adapt and adopt new rules of the game.

What will we have to adapt to in 2022? According to some forecasts, both unexpected innovations and practices already familiar to marketers will be relevant.

In 2020, digital transformation became a reality for all types of business. According to reports, the global pandemic has greatly accelerated the pace of change: the spread of e-commerce has reached 10 year level in just 3 months, and 60% of companies from different sectors over the past year have faced new buying behavior.

We have collected trends of 2022, which should be taken into account by all marketers when making plans for 2022.

1. Content Marketing

The global market of content marketing is expected to increase by $417.85 billion during 2021-2025, with an average annual growth rate of almost 16%.

All because content marketing has the highest return on investment among any digital marketing strategy. In general, it costs 62% less than traditional advertising. In addition, it generates 19.7% more organic traffic than other forms of interaction.

82% of marketers have already reported active use of content marketing in 2021, up from 70% last year.

With a tool like Kompass Booster, your content will really be the king next year.

A study by the Association of National Advertisers of the United States found that the average budget for content marketing increased by 73% for a two-year period. Growth will not slow down, and many experts predict that specialists in this field will have to create more content than ever.

2. Video content

Video content is already a must-have in content marketing, and live video will play one of the most important roles in 2022. Expect more live content next year, from short guides and tutorials to live webinars.

Cisco’s official report predicts that by 2022, 82% of all IP traffic (both business and consumer) will be video traffic.

In addition, with the growing popularity of Instagram Reels and TikTok (where the number of users grew from 500 million to 1 billion in just one year), short videos will remain at the peak of popularity. Such videos are great for keeping the knowingly short attention of today’s customers.

According to Elite content market, 66% of respondents would prefer to watch a short video to find out about the product, and only 18% are ready to read a text article, website or post. And according to the Vidyard report, 68% of people will watch the entire video if it lasts less than a minute.

3. Personalization and user interaction

Personalization of content is not a new trend, but today’s consumers expect more focused and relevant communication than ever.

According to some reports, 67% of respondents are sure that it is important for brands to automatically adjust content to the context, and a whopping 42% of respondents said they are annoyed when messages are not personalized, and this directly affects the decision to make a purchase.

It is a well-known fact that 49% of people will ignore the brand if they consider its advertising irrelevant. At the same time, 36% of respondents are more likely to make a purchase from a company that sends them individualized messages.

Personalized communication with customers – this is the opportunity provided by Kompass EasyList highly-tailored target account list (TAL) generation service.

EasyList is a first step, easy to use tool to build your quick online personalized Target list, however if the you as a marketer want to go further, try Prospecting Solution, which is EasyBusiness tool, offering hyper-segmentation, interaction and follow up with Multicontact option, Personal notes and Business alerts.

4. Analytics and Artificial Intelligence

The pandemic has pushed people to realize that traditional doing business is no longer enough. Therefore, companies increasingly turned to artificial intelligence and analytics to succeed, survive or mitigate the blow to their income.

According to some surveys, 28% of marketers use AI for product recommendations, and 26% to optimize their campaigns. In addition, experts use AI and analytics to collect and study data, as well as automate marketing processes.

Gartner predicts that by 2022 AI will replace about a third of analysts in marketing. In addition, more than 40% of data processing and evaluation tasks will be automated.

That is why, dealing with Data consulting services, it is high time for the companies to partner with a reliable Data provider with expertise to support them on Business analysis and Sales Intelligence.

5. Chat bots

At the moment, this is the fastest growing channel of communication with business. According to a report by Drift State of Conversational Marketing, the use of chat bots has grown by a whopping 92% since 2019. And according to Invespcro, 67% of consumers in the world have interacted with bots at least once in the past 12 months.

The introduction of such mechanisms increases the efficiency of processing requests to the support service through social networks, e-mail and other online platforms. Bots on average handle 68.9% of chats from start to finish and are liked by 68% of consumers because they give quick answers.

According to a study of Global Market Insights, by 2024, the chat bots market will reach $1.34 billion and will become the driving force of business communications.

Dialogue with the bot usually takes place using artificial intelligence (AI) and allows companies to provide the client with a personalized user experience. 87.2% of consumers rate their experience with chat bots as neutral or positive.

6. The importance and value of personal data

Since Google plans to phase out cookies, contextual advertising and search optimization specialists will be forced to develop a new strategy without cookies. 46% of experts believe that depreciation of such files will become their main problem in 2021-2022.

As advertising targeting and behavioral analysis become increasingly complex, the value and importance of personal data will only grow. Users require greater privacy protection and control over their personal data, and marketers will need to adapt to this.

According to some studies, 72% of people believe that almost everything they do on the Internet is tracked by advertisers, technology firms, or other companies. And 81% say the potential risks they face from data collection outweigh the benefits.

So, think well and determine what value you can offer users in exchange for their data.

Some surveys report that 83% of consumers are open to sharing personal information if it creates personal experience and companies are transparent about how data is used.

7. Transparency and credibility

Time has passed for posts with ideally selected aesthetics. More and more people expect authenticity from the brands they follow. Consumers want to look behind the scenes and feel a person’s connection with business: 91% of people are ready to reward the brand for its authenticity by making a purchase.

Transparency is important for all demographic groups. According to a recent survey, 86% of consumers believe that business honesty is now more important than ever, and 73% are willing to pay more for products that guarantee complete transparency.

Transparency and credibility are vital not only for consumers, but as well for B2B segment. And it’s especially true for tendering procedures. Kompass Public Tenders is a tool, offering a 24/7 access to the worldwide bids in public and private sectors.

8. Broadcasting the social and political position of the brand

One of the most important trends of 2021-2022 is how brands will cope with an increasingly polarized social and political climate. A global pandemic, a fragmented landscape of media and social networks will force companies to make difficult decisions about how and where they interact with their customers.

Many top marketing agencies are pretty sure: every advertising dollar spent, every choice of channel and platform, every post on social networks, each conference or exhibition will be evaluated through the vision of what the brand’s marketing decisions say about who they are and what they broadcast.


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