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New Trends in Intelligent Marketing that will shape up the marketing world in 2022
New Trends in Intelligent Marketing that will shape up the marketing world in 2022

February 9, 2022

AI

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As the industry shakes off another year of global pandemic conditions, adaptation to the digital transformation has been an important milestone in the marketing world. The marketing and advertising industry, based on its strategies and avenues, is growing and is expected to grow at a CAGR of 11% to reach INR 1253.2 billion by 2026 as per the industry report ‘Market Report and Forecast 2022-2027’ by Expert Market Research .

AI-driven automation, digital acceleration, social commerce, metaverse, machine learning, connectivity and streaming, availability of first-party data, hybrid business outlook, and a much more digitally savvy, socially aware consumer base have become the most essential and instrumental driving factors for making marketing and advertising decisions in 2022.

In the age of intelligent marketing, marketers not only bring leads, and tell stories but also manage the consumer’s experience through the product lifecycle. Let us look at the new-age technologies that will shape up the marketing world in 2022:

Automation and Artificial Intelligence (AI): 70% of global marketing professionals now use automation. Automation has made customizations possible to such great lengths that AI touches our daily lives and makes it easy. Spotify recommending a song, a Swiggy bot registering customer complaints, and using Siri to make phone calls are common examples of how AI is becoming the flavor of the industry.

Chatbots are one of the most incredible and widespread AI technology that is being intensively used. Almost 40% of marketers use automation to leverage chatbots. Apart from Bots, AI is being used to automate content requirements, Search Engine Marketing (SEM), Social Media Marketing (SMM), website analytics, and advertising.

Influencer Marketing: Social media marketing is exponentially growing, and one of the trends that is here to stay is influencer marketing. Influencer marketing has been a major contributor when it comes to brand recognition, product launches, and customer engagement.

India presently is experiencing a surge in content creators, and video lovers, and hence irrespective of the exact impact on ROI, 56% of marketing professionals want to continue investing in it, and 46% plan to increase their investment. Micro-influencer is another concept that is gaining popularity where the spend is less, but the engagement percentage is relatively higher.

Analytics and Data: Organizations like IBM and Salesforce spend a lot on their data analysis. Now brands can avail a customer’s online and offline data and gauge his/her spending patterns, habits, interests, purchase history, and online presence. A deep dive into one’s campaign performance with this data will show how effective a campaign is, its reach, the conversion rate, and its influence on one’s customer base.

According to the third edition of EY Future Consumer Index, they categorized consumers in five broad categories based on factors affecting buying behavior: affordability first (32%), Health first (25%), Planet first (16%), society first (15%), experience first (12%)

Augmented/ Virtual Reality and personalization: Augmented Reality (that uses a real-world setting) and Virtual Reality (which is completely virtual) are much more trustworthy when it comes to 360-degree marketing terms. This technique gives the consumer a hands-on experience of how the product will look, fit and feel hence facilitating the purchase and boosting buyer awareness.

One simple example will be the shopping experience with Ikea on its app, the user can click a picture of his or her room, and try out how the furniture will look. Augmented reality has taken personalization to another level and with gadgets and apps, this technology is expected to take the forefront in 2022.

Omnichannel Marketing: Omnichannel marketing is a strategy to utilize various channels (offline/online), and create a seamless shopping experience for a customer. It is one of the most noteworthy marketing trends in 2022. A customer may move across devices and platforms, but still, experience a streamlined transaction, and be informed of each touchpoint.

SBI Credit cards collaborating with airports, other fintech, and digital players to reach a larger audience is one such example. The steady shift towards phygital or presence across brick and mortar format and digital world in retail translates to a connected experience for customer.

Geofencing: The Market Research Future’s Market research Report 2021 has predicted that Geofencing helps elevate customer experience and interaction. Geofencing is a location-based marketing service that uses one’s radio frequency, wi-fi signals, GPS, or cellular data to create targeted marketing action or promotion.

The same report points that global geofencing numbers are going to rise to USD 2387 Million by 2023, which denotes a 27% CARG growth in 2017-2023. One effective example of geofencing is Starbucks customer communication which tells the customer the closest outlet and the offer on their favorite purchase.

Voice Search Optimization: Review42 recently shared their data on ‘2022’s Voice Search Statistics’ that found that 55% of teenagers use voice search every day. The adoption of this technology by the youngsters forecasts how massive this will become. 20% of households now have smart speakers like Alexa or Google Home. It has also been projected that by 2022, 40% of online shopping will be conducted through voice results.

The pandemic has given marketing a new forefront of being the consumer’s voice, driver of digitalization, and a key aspect in the product-consumer journey. If marketing can leverage these newfound collaborative and impactful trends, it can lead any brand to its optimum growth and create an innovative culture.


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Dr. Vikram Kumar

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