Deloitte has recently released its Global Marketing Trends Report for 2022. Surveying over 11,500 consumers and more than 1,000 global executives, this report should be what small businesses look to when preparing their marketing initiatives for the coming year.
Based on this report, the LI Group can say one thing for sure: it’s time to put the customer first. From inclusive marketing to purpose-driven brands, the average customer wants more from the brands and businesses they buy from. It’s clear that the global shift from the past two years is going to continue to push marketing to change – at least for the foreseeable future.
This is your breakdown of the small business marketing trends to watch in 2022.
Purpose-Driven Marketing
Are you in the business world purely for profit, or for purpose, too? Purpose-driven marketing is taking the world by storm and it’s clear to see why. Why do you exist? Is it to make the world a better place? Is it to create something for a good other than profit? According to the Deloitte report, (57%) of U.S. consumers surveyed say they are more loyal to brands that commit to addressing social inequities. Of course, price and quality are still essential purchase considerations, but it’s becoming clear that what the company stands for is important, too.
Authentically Inclusive Marketing
Brands need to reflect the diverse audience that they are both representing and selling to. Consumers want brands to actively take stands on important issues. In fact, younger generations are far more likely to take note of which brands pay attention to societal issues.
Ninety-four per cent of Gen Zs expect companies to take a stand on important societal issues, and 90% say they are more willing to purchase products they deem beneficial to society. So, ensure that your brand is up to date on current issues – not only is it important for society, but consumers will pay attention to it, too.
Intelligence in Creativity
It’s becoming increasingly clear that there are huge benefits to basing creative marketing on data and analytics. When creating your next marketing strategy, make sure to create an agile workplace that includes top analytical minds to capture important customer insights. Data-driven marketing is all about putting the consumer first. What do they want to see, how do they want to interact with the brand, and what will make them purchase products? All of these insights can be available to you with the right data, which helps you to create a powerful marketing presence.
Small Business Marketing Strategy 2022
Marketing is clearly becoming more purposeful with a very direct focus on what the consumer wants and needs as well as what is being discussed in society. It pays to pay attention to worldwide events and make a stance. It also clearly benefits your marketing strategy to lead with consumer-driven analytics, so that your creativity can have a maximum impact based on what your customers both want and need. This Deloitte report will lead the way in representing how and what marketing will look like in 2022, and everyone at the LI Group is excited to see it come to fruition.
Author: Meg is a copywriter from England but currently lives in Sydney, Australia. She has been with LI Group for 1 year and loves to write for a variety of different accounts! In her spare time, she likes going for coastal walks where she contemplates life.
