Personalisation and customisation would play a significant role in 2022 but challenges abound.
With audiences having plenty of options today, brands must make sure that their message reaches the customers in their preferred formats in a personalised manner. At the same time, consumers are also getting more cautious about how companies use their data for this personalisation.
With ad watchdogs tightening privacy regulations and browsers phasing out third-party cookies, this year would be the beginning of a new era of trust and transparency among consumers and companies. Businesses would prioritise data management, user-generated content, positive value exchange and using first-party data.
This year will further fuel the rise of voice search and live streaming wars, with OTT space further heating up and more audiences tuning to streams. The social commerce space will also see massive growth due to the rise in digital natives, smartphone penetration, and the growth of direct selling and evolving technology.
[5 minute read]