What Marketing Leaders Are Investing in This Year

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In 2018, the market for marketing automation is forecasted to reach $2.8 billion dollars in revenue. Marketers continue to innovate and integrate personalized technology into their campaigns, leading companies like Zendesk and Hubspot to become some of the fastest-growing firms in Silicon Valley over the past few years. In order for marketers to get ahead this year, they’ll need a focus on high-performing customer acquisition strategies that harness data and AI predictions about future behavior trends.,

Email deliverability is the measurement and understanding of how email messages are received by a recipient’s email server. This metric is important for marketers because it allows them to know what marketing channels are effective.

What Marketing Leaders Are Investing in This Year

Marketers would have endless funds to spend in experimental projects and new programs in an ideal world. After all, the environment of client acquisition and retention is changing quicker than ever. The problem is that marketing expenses are generally constrained by what has been proved to work in the past, which varies from business to company.

That is why having access to industry data is so critical. We’ll be better positioned to identify areas of potential if we know where we are in relation to our peers and rivals. This is particularly essential given that 48% of marketers anticipate an increase in their marketing expenditure in 2022.

In this piece, we’ll talk about the data-backed areas where marketers are putting their money in 2022.

→ Free Report: The Executive Marketing Leadership Survey [Download Now] 

What Are Marketing Executives Putting Their Money Into This Year?

Protecting the privacy of customers.

Consumers are becoming more worried about their digital privacy and data security. As a result, Think With Google predicts that in 2022, marketers will need to spend more in privacy solutions and respecting people’s data choices.

Consumers want to know how you’re using their data for marketing reasons, and they want to be able to access and control it, as well as opt out if they want to.

When you gather information from customers for various marketing purposes, they want to know why you’re doing it. Consumers are eager to provide their data to firms they trust, according to Google data, as long as they know how it will be used.

Podcasts and other audio options are available. 

There are about 2,000,000 podcast programs and over 48 million episodes as of April 2021. 

Audio content is in high demand, and brands are taking advantage of it. In 2022, around 43% of B2C marketers aim to raise their podcast spending, and the statistics is almost same for B2B marketers. 

Marketers are also taking advantage of other emerging alternatives, such as Clubhouse and Twitter Spaces, which provide audio-only platforms for consumers to engage in voice discussions with others. 

Other platforms, such as Instagram Live Rooms, are investigating and testing similar features inside their applications (also incorporates video). According to TechCrunch, LinkedIn is also exploring a similar function. 

Marketing Diversity and Social Responsibility 

Businesses were forced to deal with themselves in early 2020, as greater attention to social justice problems was at the center of discussions throughout the first few months of the year. Furthermore, COVID-19 brought attention to workers’ difficulties at work, and customers worry about how companies they purchase from treat their employees. 

These concerns have remained severe areas of interest for consumers globally over two years later, and they care more than ever about the stands companies take on public issues, demanding change and awareness from brands on issues of diversity, equality, and inclusion. Diversity marketing and a commitment to social responsibility are two ways they want to see this reflected in business. 

In light of this, 82 percent of marketers said they expected to keep investing in social responsibility at the current level or increase it in 2022. 

It’s a worthwhile commitment for marketers to make, given that consumers are more inclined to explore a product after seeing an ad they feel is diverse or inclusive, and 64% of people take action after seeing an ad they believe is varied and inclusive.

In a same spirit, it’s even more important for firms to be honest about the diversity efforts they take. Consumers can see through the spin, and according to Edelman, 59% of consumers believe that firms must follow through on their diversity claims with tangible action or risk being seen as exploitative and opportunistic. See examples of firms that have exhibited the practice of inclusive marketing in this article.

Social Media Content That Will Never Go Away

You’ve probably heard of Instagram Stories, which are short bits of material that expire after 24 hours unless they’re saved as a highlight. 

While this sort of material is vital, marketers will also be leaning towards permanent social media content in 2022, according to HubSpot Blog statistics, with 85 percent of marketers planning to increase or maintain their efforts. 

Permanent social media material stays on your many accounts for people to discover for the first time when they follow you or to return to on a regular basis. This may include in-feed posts, videos, or anything else that has a long shelf life and can be watched days after it was published. 

Marketing with Influencers 

Influencer marketing was once a fad, but with 86 percent of marketers planning to maintain or increase their efforts, it’s now a standard marketing strategy. Its appeal stems from the fact that working with influencers pays off — the return on investment for influencer marketing is $5.78.

Furthermore, many influencers are experts on how their platforms function and the sectors in which they work, so they know what works best on their favored platforms and how to communicate with their followers.

Marketers get exposure to their audiences when they work with influencers, which helps to raise brand recognition among followers and provide social proof.

Videos in the Short-Form

According to a HubSpot Blog poll, 89 percent of marketers expect to keep spending in short-form video content at the current level or increase it. 

To refresh your memory, short-form video is defined as any video that is less than 2 minutes and 30 seconds long. Because of trend culture, where it’s simple for a video to become viral and be repeated over and over again, marketers are likely to increase their spending. 

TikTok, for example, only allows users to upload films that are less than three minutes long. Many companies that utilize the platform use it to immediately tell customers about their goods so they can get started right away. 

Putting Money Into Marketing Technology

60 percent of marketers said they planned to raise their marketing technology spending in 2020. According to a HubSpot Blog research of over 1,000 global marketers conducted in 2021, 70% of marketers now utilize marketing technology in their jobs, with 33% planning to do so in 2022. 

The phrase “marketing technology,” sometimes known as “martech,” refers to the software and technology used to acquire and retain consumers. Many martech platforms assist marketers in automating time-consuming marketing operations, such as sending emails or scheduling social media postings. Marketers will have over 8000 martech products to select from by 2021 to suit their automation demands.

Join other market leaders in capitalizing on these developments.

Marketers are focused on and investing in the trends stated above for 2022, albeit this is not an entire list. Learn how each one will effect your company and join other marketers in making these investments.

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The “improve email deliverability” is a phrase that has been trending in marketing for the past few years. This year, marketers are investing in this trend and hoping to improve their email deliverability.

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