5 Media Trends To Watch Out For In 2022

How You Can Combat It: First things first, the content creator revolution is not a problem for your business, it’s an opportunity! By collaborating with creators in your sector, you can create real connections with your target audience, allowing your brand to be a part of the conversation in a way that’s never been possible before. Combine this with the power of social listening and CRM tools and you’ve got everything you need to build an army of loyal customers and brand advocates.

How You Can Combat It: This one is actually pretty simple: be honest. Consumers know that their data will be used for some things (think important communications and the very occasional marketing email), but they want to know that it won’t be passed on to other advertisers or sold off to an injury law firm that will then call them four times a day for the rest of their lives… Create a simple, easy-to-read privacy policy and share it with your customers, then explain to them in as few words as possible how you will endeavour to keep their personal information safe. And while you’re at it, make sure you’re geared up with all the cyber security you need to keep that promise!

As our Founder & CEO Steven Paul puts it: “The seismic shift from offline to online channels has brought many new players to the digital media landscape in the last two years. New opportunities continue to evolve as competition heats up, those who win will deliver an integrated, personalised and omni-channel experience.”

How You Can Combat It: By investing in an advertising strategy that seamlessly weaves together all possible touchpoints (with data capture and retargeting where possible), you can create a truly omni-channel experience for your target audience, making them far more likely to engage and convert. For an even more effective experience, manage your marketing processes through an integrated ad management, marketing automation and CRM system like Salesforce Marketing Cloud.

How You Can Combat It: To address this concern, marketers need to improve the connection between all their key touchpoints — both online and offline. Take Disney, for example. When you watch Disney+, your favourite shows are stored in your account to help you find the same or similar content later down the line. This data can then be passed into your other Disney accounts to help make product recommendations, save you money on trips to Disneyland and/or let you know where you can go to watch the latest Disney movie. Whatever device you’re on and whatever way the brand is communicating with you, the information you’re providing at all touchpoints is helping to make your experience with Disney more personal and more enjoyable. It’s the antithesis of the data privacy concerns we mentioned in point 2, but its the reason brands collect data in the first place. Wondering how you can create a similar experience for your customers? You’re in the right place… Get in touch to find out how to make it happen.

How You Can Combat It: This all sounds pretty negative, we know. But there are still ways to capture the attention of a modern audience. Brands simply need to work harder, smarter and faster to get their message across. This could be by promoting unique and interesting creative (copy or imagery), using an unusual method of communication (think guerilla marketing), implementing prescriptive technology, or refining targeting methods through carefully-collected first-party data.