Authenticity is everything, and there’s no room for error.
Clients and customers have prized authenticity above most other things for years. Now, they value it above almost anything else.
With the general public aware of issues around racism, inclusivity, diversity and ethics to a degree we’ve never before experienced, there’s no longer any room for error when it comes to brands walking their talk — nor should there be.
Clients want to see authentic marketing, and marketing budgets are reflecting that. A recent survey found that 71% of marketers plan to expand their budgets for branded influencer content, which is seen as more trustworthy and authentic than paid advertising.
Brands that want to stay relevant in 2022 will need to do a values-based reality check. How well do your brand’s actions reflect your stated values or mission? Does your marketing align with what you say you care about? If not, get ready to fix it — and fast.
In other words, brands have to get better at showing customers how important privacy is to them. They need to say it in plain language, in an easy-to-find spot on their website — not buried within terms and conditions.
They also have to get better at collecting data in a way that makes clients feel valued. The answer to this is zero-party data: data gathered directly from the client through options like surveys, content preference forms and email opt-in campaigns.
This, along with the first-party data that brands can collect each time a client visits their website, can create a stronger, more trusting relationship between the brand and the client while also giving the brand better data to work with. It’s truly a win-win.
AI can give brands the critical edge they need to deliver this kind of experience. Marketing in 2022 will be about what marketing should always be about: the customer. Many brands may say this is how they’ve always done business, and to a degree, that may be true.
But it’s impossible to deny that changes in customer preferences and expectations, along with the greater societal changes spurred on by the pandemic, have forced us all to reckon with our commitment to our clients and customers in new ways. Let’s get going.
Remaining at home in the lockdown implies not going to any occasions or not associating with loved ones. This has prompted an uprise in Livestreaming by individuals. Live Streaming is the point at which a video is sent throughout the Internet progressively, not recorded. This can be perceived as live computerized showcasing utilized by advertisers these days in their advanced promoting procedures. This makes a superior client experience and brings a feeling of inventiveness which interfaces business with their clients. Live streaming assists in expanding client commitment with the brand.
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