Trends in Marketing in 2022

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Change is the one constant in the ever-evolving field of marketing. The field is innovation driven and delivers creativity and novel experience to customers.

This article seeks to give an idea about the trends expected to prevail in marketing, at the onset of this new year.  

According to Mr. Sandeep Juneja, VP, Sales & Marketing, DHL, virtual and digital mediums will continue being the key factors in communicating value to customers. The Indian market has high concentration of young customers which plays a key role in the growth of OTT content as well as apps like Clubhouse.

Communication and content creation in regional languages is made easier, and provides a deeper connect between customers and brands in this regard. 

Jasrita Dhir, Deputy Director, Brand & Communications at The Max Group, shares the view that there will be an even more growth in digital adoption by customers, and consequently, many people will feel the need to undergo a digital detox period.

This will push businesses and brands to innovate ways in which they can provide non-digital, creative ways of services that will satisfy this new-world order needs of the customer. 

Another viewpoint from Varun Ganjoo, Co-Founder & Marketing Director, Baazi Games, is that the year 2022 will be generally promising for the gaming industry with the increased digital presence of people. Influencer Marketing and OTT advertising platforms are two other areas that are expected to grow. 

Raunika Malhotra – President, Marketing and Corporate Communications of Lodha, said that stakeholder marketing will become more pertinent in 2022, wherein creating value for all stakeholders would be an essential feature of a business. People have become more conscious about the environment, and creating value for those around them has become more important now more than ever, in the pandemic situation. 

Dawinder Pal, Head of Marketing at Bikano shares his opinion that the desire for making the marketing process more humane will be a trend in 2022, and this will include the domains of Customer Experience, Employee Engagement and Content Visualisation. 

Experiential marketing, where users get to feel the process in a physical place or an AR/VR platform, will contribute much in this regard. 

To sum up, automation and AI-based solutions are being increasingly leaned upon by marketers, to reach out to all of their audiences in digital world.

They leave no stone unturned, to give a value-driven omnichannel experience to their customers. 

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