As more consumers and investors push businesses to reveal their environmental, social, and corporate governance (ESG) performance, brands must incorporate ESG initiatives into the mix.
When it comes to marketing tech predictions for 2022, privacy takes centre stage followed by story, AI, metaverse, web3, ESG, and marketing fortresses, according to 463 marketing professionals and CMOs. In 2022, marketing leaders believe that investing in privacy is imperative.
Cookies, identifiers, first-party data, and other impediments for delivering personalised experiences could be resolved with mass personalisation, audience segmentation, and contextual targeting. As companies try to build their brand and boost sales, video, live-streaming, audio, and podcasts will be essential for storytelling and content. AI will play a key role in assisting CMOs in delivering tailored customer experiences (CXs), attaining scale in real-time, informing decision-making, and more.
While metaverse is growing in popularity, companies should avoid spending all of their marketing budgets on this one technology as metaverse is still in its infancy. Web3 technologies including, blockchain, cryptocurrencies, smart contracts, NFTs, and more, as well as walled gardens are also expected to grow in 2022.
[10 minute read]