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2021, a year that will remain etched in everyone's memory. The health crisis has spared no area of activity, having a lasting impact on our daily lives, our lifestyle, our work, our means of communication and even our consumption patterns. The pandemic has had an impact on the relationship between brands and consumers. It will take time and a solid action plan to get the economy back on track.

Even if we are in a period of crisis, marketing must follow the wave of the perpetual progression of new technologies being a sector on the rise. So what are the innovations not to be missed in digital marketing to be on the page in 2022?

In this section:

Marketing automation continues to evolve

An automated marketing platform is a key resource for deciphering user click behavior. Marketing automation helps marketers in the management of websites, especially in B2B when it comes to optimizing visibility and generating leads.

This process is also effective in analyzing data and key performance indicators (KPIs). It is suitable for different marketing strategies, especially in the development of e-commerce. It guarantees relevant and highly personalized content that nurtures prospects, a qualified contribution to customer conversion and loyalty. This process participates in the growth of the company, while providing an excellent ROI.

Among the digital marketing publishers that offer marketing automation software are:

Webmecanik
Hubspot Marketing Hub
Salesforce Pardot
Oracle Eloqua
Adobe Marketplace

Depending on your business structure, the goals of a marketing automation solution differ. It is essential to choose your tool according to your needs so that it brings together the required specificities: email marketing, SMS campaigns, customer segmentation, DB management, scoring, sales monitoring, reporting, content generation, social media monitoring , etc

Marketing nostalgia: playing on the emotional chord

During confinement, everyone became melancholic: watching old series, listening to songs from the 80s, seeing cult films again, rereading the flagships of literature, etc. Why ? Several researches have shown that nostalgia gives a feeling of balance, that it calms the soul, that it chases away anxiety... It brings meaning and a certain continuity to life and it guides the spirit towards the path hope. Simply comfort.

Retromarketing is currently rooted in all areas, not just digital marketing. On TV, there are advertisements with old mythical figures that we watched in the past in the series and even in the supermarkets many products with kitsch packaging are marketed.

Really, nostalgia marketing is a strategy that relies more on past experiences. It is not a question of anticipating future trends, but of using the consumer's familiarity with certain things to try to market the innovation of the new to them. The nostalgia aroused by the sign will have a real impact on relational marketing. It is certainly an approach that will still be relevant in 2022 for its precision targeting and for each generation its unique springs.

Participatory marketing is making a comeback

Also known as collaborative marketing, it is a technique that aligns the company with its customers in the sense that they are included in the process of specifying and disseminating the offer. A contribution that will help retailers better understand consumer preferences, recommendations and needs. A whole approach that positions potential customers at the heart of the brand's strategy so that it gets closer to its target.

Participatory marketing is generally based on the implementation of a permanent interactive platform that connects the company to its customers or consumers. Communicating on the content of the customers themselves is a very profitable practice for the company. A return of customer satisfaction is by far more striking than an advertisement. The entire exchange scenario between the customer and the company is valuable data to keep for its marketing strategy.

Influencer marketing takes on a new lease of life

Collaborating with influencers allows you to get even closer to your target by creating added value and consolidating the authenticity of your brand. A natural and sincere story that will capture the attention of the audience.

The brands have changed their strategy, it is no longer a question of promoting by sending as many products as possible to influencers, but rather of relying on content that favors Storytelling, social initiatives, education, commitment in order to adapt its communication to this critical period when the public needs more entertainment.

In 2022, the performance of influencer marketing will increase even more with the diversification of content creation features offered by social media platforms. Brands will achieve more sales thanks to this lever, but the communication of content creators to sell and promote products will evolve towards a more personalized discourse. In addition, consumers will become brand influencers themselves, to play the credibility card.

Our web agency, based in Paris, remains at the forefront of web marketing news by offering you adapted services to review your digital presence as new technologies evolve!