{"id":2138,"date":"2022-01-14T11:03:53","date_gmt":"2022-01-14T11:03:53","guid":{"rendered":"https:\/\/bbrand.biz\/?p=2138"},"modified":"2025-08-26T10:06:00","modified_gmt":"2025-08-26T10:06:00","slug":"outlook-2022-how-will-marketing-and-communication-change-2","status":"publish","type":"post","link":"https:\/\/bbrand.biz\/en\/outlook-2022-how-will-marketing-and-communication-change-2\/","title":{"rendered":"Outlook 2022: How will Marketing and Communication change?"},"content":{"rendered":"<p style=\"text-align: right;\">\u201c<em>Creativity is intelligence having fun<\/em>&#8220;.<\/p>\n<p style=\"text-align: right;\">A. Einstein<\/p>\n<p>&nbsp;<\/p>\n<p><strong>The end of third-party cookies marks a moment of profound transformation in the entire marketing and communications ecosystem<\/strong>. Established in 1994 as a way for websites to store, recognise and retrieve information about users, cookies will be phased out by Google. This is a crucial change that companies need to address with foresight and proactivity.<\/p>\n<p>&nbsp;<\/p>\n<h1>Permit marketing finds new momentum<\/h1>\n<p>Buried the cookies, 2022 opens the door to permit marketing. There is nothing new: it has been around for a long time. It is based on so-called <strong>zero-party data, <\/strong>data that<strong> does not belong to anyone except the consumer<\/strong>, as they are simply asked for it. Every time a potential customer leaves their email address to <strong>subscribe to a newsletter<\/strong> when they fill in a questionnaire in exchange for a discount when the company offers to send them free information that interests them, based on their tastes and needs.<\/p>\n<p>Perhaps through a platform over which the customer can exercise control because what he needs today may change tomorrow. <strong>Enhancing CRM tools is therefore becoming more and more of a must considering the imminent deactivation of monitoring<\/strong>.<\/p>\n<p>If there is one thing that will not change in 2022, it is the importance of<strong> producing original content<\/strong>. In an increasingly digital world, the content remains the most important weapon for a brand that wants to stand out. SEO <strong>will continue to play a key role<\/strong> in this process: there can be no digital growth without investing in SEO (search engine optimization) writing.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>What will be the winning marketing strategies for 2022?<\/strong><\/h2>\n<p>2022 will bring some fundamental changes to the way companies market. The death of the<strong> cookie<\/strong> <strong>is a big issue for digital advertising that many companies had relied on<\/strong>. And while we don&#8217;t know what impact it will bring, one thing is certain: consumers will continue to become more demanding.<\/p>\n<p>That&#8217;s why it&#8217;s best to start adopting <strong>alternative communication methods<\/strong>: experiment, measure and make sure they work. To help you face the New Year successfully and develop Marketing &amp; Communication strategies that differentiate themselves through creativity and efficiency, we have compiled a <strong>small vademecum<\/strong> of tips.<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>\n<h3><strong> Think out of the box<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Consumer <strong>habits<\/strong> have changed due to the pandemic. <strong>Competition<\/strong> has increased exponentially. The marketing approach used up to now may no longer deliver the desired results. It is an excellent time to <strong>explore new avenues and think outside the box<\/strong>. Our suggestion, therefore, is to go beyond what has worked so far and look for new, unconventional ways to market products and services, focusing on truly original<strong> storytelling<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Knowledge of your audience is power<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Did you know that today over 6 million companies use Facebook ads to reach their target audience and that over 500 million Tweets are sent every day? In a <strong>context so overflowing with information<\/strong>, where <strong>attention spans<\/strong> are so short, it becomes essential to <strong>&#8216;own&#8217; your audience<\/strong>, in the sense of knowing them perfectly to produce personalised content that is what they need. 2022, as we explain further below, will most likely be the year of<strong> personalised content<\/strong>. Therefore, we urge you right now to develop an even stronger connection with your customers to create.<\/p>\n<p>&nbsp;<\/p>\n<h3>\u00a0 \u00a0 \u00a0 3.<strong> Increasingly digital<\/strong><\/h3>\n<p>After a year and a half of pandemic, <strong>digital awareness<\/strong> has grown in every area of communication. In particular, <strong>online events<\/strong> have become a great way to introduce the brand to existing and potential customers. For 2022, we recommend that when it comes to events, you increasingly <strong>combine the on-site experience with the digital one<\/strong>, because we believe <strong>the future will be in-person and digita<\/strong>l, and <strong>directly gathering data on the audience<\/strong> that attends will always remain an asset.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"4\">\n<li>\n<h3><strong> Hyper-personalisation<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>In 2022, the number of <strong>channels<\/strong> that customers can access for marketing content will multiply. <strong>Videos, online articles, podcasts<\/strong> are just some of the ways brands will communicate with their customers. Our recommendation, therefore, is that you get to know your audience so you can <strong>tailor your messages<\/strong> to them on the channels they prefer.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"5\">\n<li>\n<h3><strong> Spotlight on the great forgotten: B2B content<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>How many potential customers are lost due to a company&#8217;s decision not to publish<strong> B2B content<\/strong>? Today&#8217;s trends are changing so fast that even B2B <strong>managers<\/strong> are Googling for clarification and guidance. So don&#8217;t hesitate to produce content that meets the needs of B2B &#8211; <strong>results will follow soon enough<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<ol start=\"6\">\n<li>\n<h3><strong> Marketing Automation, the key to success<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Customers are becoming much <strong>smarter and savvier<\/strong>. In general, it&#8217;s time to think about conversational (<strong>marketing<\/strong>) automation to build stronger relationships and learn more about them.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>And after this brief guide, we hope we have helped you consider all the opportunities for innovation that the loss of third-party cookies offers to the world of marketing and communications.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cCreativity is intelligence having fun&#8220;. A. Einstein &nbsp; The end of third-party cookies marks a moment of profound transformation in the entire marketing and communications ecosystem. Established in 1994 as a way for websites to store, recognise and retrieve information about users, cookies will be phased out by Google. This is a crucial change that [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2128,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[],"class_list":["post-2138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Outlook 2022: How will Marketing and Communication change? - BBrand<\/title>\n<meta name=\"description\" content=\"2022: how will Marketing and Communication change after the death of cookies? 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