Trend forecasts 2022

Cookies and Tracking

The use of third-party cookies has been under discussion since 2017 and has become even more important since the GDPR came into force in May 2018. Now there are more measures in the pipeline from both lawmakers and technology providers that mean that if you haven't already started adapting to the requirements, you will need to do so in 2022.

Third-party cookies (cookies owned by a third party and used to collect personal data and make use of it in other contexts) are widely used in digital advertising for targeted campaigns based on interests and previously visited pages. Ever since the introduction of the GDPR guidelines, there has been ambiguity about how these cookies should be used. But there have already been some changes and today Apple, Mozilla Firefox and Google Chrome have blocked and restricted the use of third-party cookies. It is safe to say that it is only a matter of time before the use of third-party cookies will disappear for good.

A good first step is to move to a first-party data strategy, meaning that you use the information you collect directly from customer relationships - instead of, for example, using information from ex-partners, (second-party data) or buying it from a third party (third-party data) or collecting it via a third-party cookie. The information will also be more timely, creating more relevance in communications with customers and prospects.

The next step is to develop a clear plan for how the data you collect yourself from different sources will be integrated and made available to the whole company, i.e. avoid it ending up in data silos. The aim is to have a well thought-out collection, quality control and use of data that can in turn support your business objectives. For most companies, a first-party data strategy will require more focus on the customer journey itself, on the direct relationship you have with your customers (not through a marketplace or intermediary), and less effort on new customer acquisition and instead more effort on retaining and locking in existing customers.

In 2022, we want to emphasize the importance of working on value-creating content and communication to motivate data collection during the different parts of the customer journey. Having conversion points where you are transparent and clear about your privacy and communication policies will also become increasingly important.

In order to keep up with developments and not risk unpleasant consequences when the opportunity to use different forms of data disappears, our recommendation is that you as a marketer start work on developing a clear data strategy for your first-party data as soon as possible.

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If you want to read more about cookies and tracking, you can do so here.

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Video in action

"A picture is worth a thousand words."

The use of video in marketing and sales is a trend we've been highlighting for the past three years, but it's only now that we're starting to see the power and clear results video can have.

Video production doesn't have to be expensive or time-consuming. With smart solutions such as animaker, Videobolt and Phyron, video production is accessible to businesses of all sizes. Shorter time from idea to production also makes it easier to test different messages across different channels and different parts of the buying journey.

Presentation over video is more effective than any other form of outreach. According to Vidyard a presentation via video is more effective than other communication channels and a subject line containing the word "video" is 8 times more likely to be opened.

Video tracking provides insight into how much of the content a viewer is watching and which parts they are skipping. This provides great opportunities to understand the target audience and tailor further communication accordingly.  

Integration/data platforms

As our lives become more digital and businesses rely increasingly on digital tools and systems, huge amounts of information are being created and stored. Information is also playing an increasingly important role in how businesses are run and products and services are developed. The problem is that information is largely dispersed across the organisation, in different systems and departments. In order to use the information to make good decisions, create relevant communications and build digital relationships with their audiences, they need control over the data. With increasingly clear and stringent legal and regulatory requirements, it becomes even more important to have control over one's data and to create data transparency and data relevance (i.e. that data is in the right place with the right rights at the right time). 

This is where different types of data platforms become very interesting. What these tools or platforms have in common is that they try to help solve various data-related challenges.

A Best-in-Breed solution that allows the choice of different applications within the organisation places higher demands on internal technical skills and investment in integrations as standalone applications act as data silos and make it impossible to offer a seamless customer experience. 

"All-in-one" or "Best-in-Breed"? This has been a recurring question in 2021, but do the two alternatives need to be pitted against each other? By creating a digital architecture that creates flexibility and reduces dependency on individual solutions, both approaches can co-exist and create a better overall solution than either could have achieved individually.

Here are two examples of platforms that can help you create a more integrated data flow and data transparency in your organisation:

Integration platform

The integration platform is crucial to effectively integrate many different data sources and provide control and security through the flow of information.

Customer Data Platform

The more places customer data is stored, the more difficult it is to ensure data quality, integrity and security. Here, the role of the CDP is to be the central location for all information relating to a customer or individual and from which rights to the various linked systems are controlled. This makes it easier to enable each system in the chain to do what it is good at and designed for. For example, for the CRM it is managing relationships with the various Stakeholders the organisation has, for the Marketing Automation system it is managing communication in a personalised and relevant way, the ERP system it is managing financial and economic relationships such as orders, returns, logistics etc. All elements are needed to effectively manage a "customer lifecycle" from first touch to long term customer relationship and even beyond. 

If you want to read more about CDP, you can do so here.

5G, Mobile First & use of Apps

According to a survey conducted in February 2021, almost half of respondents said they spent an average of five to six hours on their phone daily, including work-related smartphone use. The industry now expects to generate over $156 billion in revenue coming from mobile applications in 2022.

The need to adapt communications for mobile phones is nothing new. But is it safe to say that the use of mobile devices shows no signs of decreasing and that demand will continue to grow in 2022!

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From seeing when the bus leaves to booking your holiday trip or checking the agenda for the day's events, all this is now done via a mobile device. The development of 5G technology will make it easier for marketers to use mobile data and get their message across online. 

An application provides opportunities to build unique customer experiences tailored for mobile. It enables personalised settings, services and fast and customised communication. It gives users the ability to choose what communications they want to receive through the app and to receive push notifications directly through the app. The rise of the smartphone has given birth to the modern consumer's "I want it now" or "I want to do" mentality when it comes to digital consumption. This puts a greater demand on value-added and relevant communication. It is more important than ever to understand the customer journey and choose the channel and message based on the customer's needs.