The unpredictability of everything, from staffing woes to supply chain challenges, not to mention the rearing-its-ugly-head-again COVID-19 virus, has all of us peering into an uncertain 2022. While we never know for sure what a new year will bring, it’s particularly perplexing this time around. With minds in a whirlwind, crunching numbers, and attempting to make budget and marketing decisions, a crystal ball would sure be handy right about now.
Questions abound. What will be the name of the game in marketing this year? What strategies will be effective, and which ones will fall flat?
We’ve rounded up some guidance from the marketing world about promising strategies for 2022.
Jon Bauer, Solutions Consultant, Technology Partnerships, FFW, speaks of personalization’s continued effectiveness.
“We all know that personalization has been a trend and has become the norm over the past ten years, but what we’re seeing now is that it really is essential for organizations that want to capture the attention of new customers and existing clients. We’ve all gotten so used to a personalized experience in everything from Facebook to Amazon that if we don’t get that personalization, we’ll immediately leave and find another option that provides us with that personalized experience.”
Mark Schaefer, strategy consultant, keynote speaker, and author of Marketing Rebellion, addresses the overall customer connection.
“In 2022 and beyond, marketers will be challenged in an era of unintended consequences. Let me explain what I mean. Going into the pandemic, we guessed wrong about everything. Who could have predicted we would have shortages of lumber, electronics, and housing amid a global crisis? Similarly, we will be challenged to “guess right” coming out of the pandemic because a complex cocktail of new consumer behaviors will dramatically impact how we use the web and social media. For this reason, it is a time to reconnect with customers, question all assumptions we had about what works, and be humble in the face of changes we are just beginning to understand.”
Heather Campbell, Director of Marketing at Search Engine Journal, sees LinkedIn as the destination for B2B. In 2022, “marketers will really see the opportunity of LinkedIn for raising awareness, growing, and engaging with their community. Business-to-business (B2B) organizations are finally seeing the value of marketing like never before. And LinkedIn will be the social destination for B2B organizations looking to build their authority and attract new customers and partners. Whether local, regional, or global, this is the platform for organizations of all sizes to showcase their thought leadership.”
Marketer Edgaras Katinas stresses the importance of owning your audience.
“In reality, Facebook, Twitter, Instagram, or any other social media network owns your audience. You don’t own them. So even if it has been working quite well for you, you should be worried — and should start owning your audience. I know it’s easier said than done, but in the long run, you’ll be able to achieve some great results. Newsletters are compelling. Think about it. Your audience’s inbox is a personal space, and if they are keen to let you in, you’re likely to get their undivided attention.”
At ASJ Partners, we make it our business, 365 days a year, to be on top of the best marketing strategies for the recruiting and staffing industry. Because this industry gets our entire focus, we can remain on the cutting edge even in these tumultuous times. So let our team be your agency’s marketing partner.
