Reassure, Comfort And Engage: Three Marketing Trends In 2022
Three Marketing Trends In 2022 : The year 2020 would almost lack superlatives to be accurately described in all its complexity. The consequences of this very special year have turned all sectors upside down without exception. Marketing strategies are no exception, they are at a turning point in order to adapt to a changing world that is now caught in the middle of a spiral of uncertainty. Here, we explain the key three marketing trends.
They must also evolve to reflect the behavioral changes of consumers who need more than ever to be reassured, comforted and to feel confident in these gloomy times.
Brands must reinvent their marketing strategies that could revolve around 3 key pillars to make a difference and recreate links with their consumers.
Nostalgia Marketing Trends Is Needed To Reach Customer Feelings
The brain has this ability to associate the past, in the best of cases, with positive feelings and well-being. Thus, any human being who experiences an experience of uncertainty will feel the desire to relive certain moments that he will associate with the “good old days”. If nothing is ever perfect, nostalgia has the particularity of plunging us back into an almost dreamlike state in order to face a little better the reality of the present.
In marketing, nostalgia adopts the same patterns, except that it sometimes incorporates a hint of humor. A way to disconnect for a few minutes from reality and immerse yourself in memories that make you laugh and reassure. For example, McDonald’s recently brought one of the iconic haircuts of the 1990s “up to date” through an offbeat advertisement, in order to associate it with its famous logo in M. If it makes above all smile, it also allows the consumer to immerse himself in his past to associate happy memories, and at the same time to create an emotional attachment to the brand.
Appearing in the 1920s at the time of the Great Depression, with a return during the Great Recession (caused by the financial crisis) of the 2000s, nostalgia marketing is a safe haven for brands but also for consumers. The exceptional health crisis we are experiencing with the COVID-19 pandemic suggests that 2021 will mark the return of nostalgic marketing, and perhaps for several years.
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The Societal Footprint In The Marketing Strategy To Show Its Values
Consumer behaviors change based on events and awareness. For several years, personalized marketing has been the road to follow to retain and hook the consumer.
Today, health and environmental crises, struggles for social justice and gender equality have so permeated people’s minds that consumers realize that in order to make profound changes in society, it is their behavior that must also be changed. Of course, it’s always important to send personalized messages to your customers, but what’s even more important is to show them that a brand understands them and shares common values.
A consumer will more easily identify with a company that carries a strong and engaging message, especially if it is not perceived as commercial recovery. On the contrary, it is by drawing on its history that a company will demonstrate why it is involved today through important causes, and how it wants to contribute to the building to act for a better future for future societies. It is also an opportunity to restore the overall image of marketing, so that it is no longer only perceived as a tool that drives consumption, and can also really become a source of value for brands.
It’s one thing to speak up to highlight your values, it’s even better to demonstrate that promises are materialized by concrete actions that will have an impact.
Conversational Marketing For More And More Human Exchanges
COVID-19 has really accelerated the trend of conversational marketing. Although this practice is relatively new, the integration of the conversation between brands and consumers has been democratized for several years, on many channels. According to research 45% of companies say they have already integrated chatbots to support their marketing strategy.
Today, the goal is to create relational mechanisms through personalized content that will make it possible to establish a lasting and meaningful relationship between a company and a customer. This objective is on the same level as with other marketing tools in order to address a consumer directly, to guide and advise him as best as possible.
But in a world where social distancing is now becoming a social norm, it’s becoming increasingly difficult to create spontaneous connections. In the real world, wearing a mask prevents us from showing all of our facial expressions, and this can create frustration.
Conversational marketing helps to keep the link between people when it is broken on certain levels. The biggest challenge ahead will be to add features to further humanize this practice.
In 2020 the COVID-19 pandemic weakened social ties. There is no need to hope for a return to normal by 2021 because consumers have already changed their habits and expectations have evolved. They are looking for meaning, optimism and comfort. Therefore, brands must quickly rely on reassuring, positive and responsible values to create links, and maintain them throughout the crisis, in order to give it meaning in the long term.
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