The year ahead presents marketers with a unique set of challenges as well as opportunities, from efficient data collection to motivating teams working remotely.
Though developing and testing solutions for the post-cookie world remains a priority for brands, consumer privacy is just one facet of the data equation. In Digiday Media’s CMO Summit, experts like Saks Fifth Avenue’s CMO Emily Essner said combining data-driven insights with a human touch can be powerful. Based on the summit, brands need to find innovative ways of collecting and using customer data to inform marketing strategies.
Essner said that brands must continue generating new ideas, experimenting with new technology, and testing new formats. They must learn the virtue of early adoption. For instance, brands that embraced TikTok early are now experiencing the benefits of user engagement on the platform. But, while embracing new technologies and opportunities, like the metaverse, marketers must keep consumer needs in mind.
2022 will also expect marketers to respond rapidly to changing circumstances and generate content quickly, in response to cultural moments. When it comes to motivating employees working remotely, brands need to understand that adopting a little flexibility and sharing lighter moments with teams can sometimes prove inspirational and morale-boosting.
[10 minute read]