2022 Trends Forecast: Planning

2022 is here, and with a new year comes new trends, because in our industry, nothing stays the same for long. But that’s why we love it – new technologies, platforms and methodologiess are always evolving and we enjoy the process of learning and adapting to help our clients grow bigger and better.

So, we asked the agency for their predictions for the coming year. Check out our 2022 Planning predictions below…

Hannah Moore – Integrated Planner:

Banter from brands

I think brands will embrace top banter to connect with consumers on a whole new level this year. I don’t even need to bring up any case studies to refer to what I mean, we all remember the hilarious M&S and Aldi ‘Free Cuthbert’ situation which from a single tweet alone caused uproar and even PROTESTS outside M&S (brilliant). User generated content racked up over 30 million views alone with the organic reach equating to over £5m worth of media spend – without actually spending a penny.

Yes, yes I hear you – you need to consider the brand, their core audience and the potential backlash. I’m not saying that isn’t true. I just think more brands are seeing the benefit of showing a proper solid personality over social media, embracing light-hearted fun and reaping the organic benefits of building real relationships with consumers.

Jay Dickinson – Head of Integrated Planning:

New customer insight is key

The last couple of years have seen the biggest change in a generation when it comes to how people live their lives – work, family, leisure, travel, education etc etc. 2022 will be the year that the turbulence starts to settle and people start to form what the ‘new normal’ (cringe, sorry!) actually looks like for them. If your marketing is based on previous insights formed from attitudinal and behavior data (and it should be) then it’s time to go back to the drawing board and mine new insights for the world as it is in 2022.

Replotting customer touchpoints

Following on from the point above – you can guarantee the touchpoints your customer has with your brand have changed from what they looked like pre-covid i.e. listening to the radio on the drive to work – down, scrolling through the mail online at 11am – up. As customers start to adapt to their new daily patterns, now is the time to re-plot these customer touchpoints and update them for 2022.

Web3, the metaverse, NFTs

I could try explain these to you but, yep, I don’t really know exactly what these mean either. But I know for sure that by the end of 2022 I’ll be more than well versed and likely have moved all my investments into them too.

2022 is going to be an exciting year if this forecast is anything to go by. What do you predict will be big this year, we’d love to know!

Written by:

Georgia.Preston Senior Marketing Executive

Category:

What we think

Date:

04/01/2022

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