2022 will see the introduction of some new marketing trends and embracing of some old ones. Getting familiarised with this year’s marketing trends is always a good idea if you are considering understanding your consumer base on a deeper level, and will be fundamental to your success in the coming year. With an increasingly changing marketplace, there has never been a better time to consider the most effective marketing techniques of 2022.

 Personalisation

It’s no wonder personalisation boosts response rates among customers by a whopping 50%. When people feel they are being personally communicated to by marketing approaches that recognise them as individuals, this becomes a highly effective strategy. Modern technology has made personalisation far easier to achieve too, since we can find out the demographic of a particular area and gear our marketing strategies towards that demographic.

Video

If you aren’t utilising video-based marketing approaches, you should be. Not only are videos highly engaging, but they can also convey a large amount of information in a short space of time. Facebook, for example, have reported that video posts on the site receive SIX times greater engagement than posts with only photographs or links.

Consumers in 2022 want to know the voice behind the brand, and so video is a fantastic way to achieve this by building strong customer relationships. This contributes to a sense of loyalty, credibility, and trust among customers, particularly if they are younger.

Sustainability

Trying to find additional ways to improve sustainability (reducing waste, using sustainable materials, using sustainable and local partners/suppliers, reducing energy consumption) is massively important in 2022. By making sure your customer base is aware that you are a sustainably minded business, you instantly attract a more diverse and responsible audience. It is getting increasingly harder for people to connect with businesses that demonstrate an irresponsible attitude towards the environment.

Efforts to raise awareness about the environment and sustainable business practises are going to become more and more commonplace, so it’s best to develop this area of your marketing approach as soon as you can.

 Social media

This really goes hand-in-hand with video, but you probably don’t need us to tell you that social media is now central to the modern marketing approach of almost every business. with 53 million active social media users across the UK, it would be a wasted opportunity to not at least invest some of your time in marketing through social media. Story-driven marketing approaches can be explored on social media to fantastic effect, and social media presents a chance for you to really connect with your audience on an intimate level.

Because social media is such a visual marketing approach, high quality videos and images are essential to properly capture the attention of your audience and improve engagement. Social media is also great if you want to get a message promoted to your customer base in a short amount of time, since a post can be created in a matter of minutes.

Print

Print is not dead. Contrary to popular belief, print is actually considered to be the form of marketing most trusted by the public, with multiple studies confirming this. When you factor in that consumers remember a brand name 70% more if presented to them through print marketing, it becomes clear that having something which can actually be held and physically browsed is incredibly important to many customers. This is particularly true if you have an older demographic, and here at Link Directories we know this better than anyone.

Print can also be personalised for increased effect, and this has been shown to be an extremely effective method of marketing. So remember, print is still alive and well in 2022!

 Link Directories are Gloucester’s leading local independent directory, linking local businesses with the local community.  If you would like more information about how we can help you advertise your local business to your target market, take a look at our website www.thelinkdirectories.co.uk or give us a call on 01452 621496 – we’d be happy to help!

Sarah Gerken
Author: Sarah Gerken