Marketer’s Toolkit 2022: Global Trends Report, examined and predicted advertising spend over 100 markets including APAC, EMEA, and North America.
Around 97% of marketers expect consumer behaviour spurred during COVID-19 to shape their marketing strategies in 2022. The changes in consumer behaviour will "significantly impact" strategies in 2022, according to 73% of brand owners.
24% believe the changes will "have at least some impact”. The article also states that consumers are spending more time at home and are becoming increasingly worried about their environment. Additionally, 46% of marketers believe both environmental and financial growth are equally important.
However, 25% see sustainability as a "general" goal, instead of using specific metrics to measure it. Around 42% of marketers feel that new technology is needed to measure audience. Moreover, 54% of marketers consider market penetration/customer gain as the most important metric in marketing effectiveness.
[3 minute read]