2020 – 2021 were years of adapting. 2022 is the Era of Alignment. Brands need to embrace an adaptive mindset in future business success. Combined with clear and real-time understanding of consumers and their ‘changing’ behaviours, and brands to become well positioned to hone their messages, allocate their ad spend, adjust their media mix, and optimize to drive ROI.
Consumers want brands to know them. Brand building and customer acquisition are almost merging in level of importance.
With real-time changes in consumer attitudes, behaviour and media engagement, the right data is more important than ever. With the complexities of ongoing disruption and media fragmentation, several things remain constant: the need-to-know consumers and clients, what they want from you and how you most effectively and efficiently can engage them as they toggle between devices and platforms with divided attention. But there is always a place and platform where they focus, this is where your Brand needs to be, armed with the right message via the right channel.
Despite the difficulty of the past two years, brands continue to rebalance their marketing efforts after widespread pullbacks in 2020. Brands are spending more than their planned budgets in 2022 already with a planned increase in digital channels as high as 53%.
Consumer behaviour isn’t just in flux, it has changed.
Staying Top-Of-Mind with your customer is most important in 2022 and beyond.
Source: Nielsen Brand Marketing & Ad Intel Study, 2022