BEST PRACTICE
Meaghan Branham
is the managing editor for i4 Business, where she oversees the company’s digital media strategy, handles client relationship marketing for the print and digital magazines, and serves as one of the publication’s lead writers. A native of Brevard County, she splits her time between Central Florida and Nashville, Tennessee.
Marketing
TRENDS OF 2022 WILL HELP PULL US PAST THE PANDEMIC
T
he beginning of the year is a good time to reflect on the triumphs and pitfalls of the past year, as well as goals and plans for the months ahead. That could never be more important than it is now in 2022, which marks two years since Central Florida began dealing with the challenges of the COVID-19 pandemic. As we enter a new chapter, there’s no better time to take a look at what might be around the corner this year. Here are some of the most anticipated marketing trends for 2022:
Hybrid Events
To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others. — Tony Robbins
There’s no question that many of us are ready to gather again in person as soon as possible, but it’s just as true that others are not ready to give up the convenience and added safety of attending events from the safety of their homes. The future of events will bring these two together to meet in the middle, meaning an increase in events that are held in person with an option to stream and attend virtually. Some are even beginning to leverage augmented and virtual reality, allowing more immersion for those who choose to attend online.
Support for Nonprofits
The past few years have seen a huge increase in consumers looking to support brands that align with their values. According to a 2021 report by Groundtruth, 89% of consumers are more likely to purchase from a brand they feel makes a positive impact. Partnering with nonprofits is a perfect way not only to build relationships with other local names, but also to show your audience that you’re committed to your cause.
Content Options
Content is still one of the most reliable marketing tools in your arsenal, though the
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way it is presented and consumed is evolving every day. This year, video is set to continue leading the way in how audiences expect to see their content. Multimedia is another trend leading the way. By inserting video clips or slides into text-heavy pages, you’re more likely to keep audiences engaged.
Augmented Reality
The pandemic has only intensified the interest in augmented reality for consumers. Whether that means allowing them to try a product virtually before buying, offering virtual tours of spaces, or giving virtual presentations to clients, using augmented reality in your strategy shows that you’re on the cutting edge.
Podcasts
According to a report by Edison Research and Triton Digital, the audience for podcasts grew 29.5% between 2018 and 2021. It seems that the once underground and misunderstood platform is now one of the most influential tools for marketers looking to provide more to their audience, partner with other companies, or get their ads in front of a new crowd. Even if you aren’t quite ready to orchestrate your own show, take advantage of podcast ad marketplace tools, like Gumball and Midroll.
Voice Search
The ability to ask Alexa, Siri or even your TV for what you’re looking for is quickly taking over search tools. While traditional search engine queries are likely to be stilted and efficient, we’re more likely to phrase our voice searches in a more natural way with these new tools. That means a search like “Tom Hanks movies” becomes something more conversational like “What movies has Tom Hanks been in?” It means how you
