adfocus planning for 2022
MEGATRENDS TO WATCH Brands need to find new ways to sell in an era when retailers can use many channels, ideas and concepts to advertise products Jeremy Maggs jmaggs@iafrica.co.za
ý Ahead of what is expected to be another difficult marketing year, the global Dentsu advertising network has identified three megatrends that will go some way towards assisting brands define and chart a recovery. Locally, media buying agency The Media Shop says a cyclical recovery in global economic growth will be felt in SA gradually next year. It says the momentum will likely complement an increase in adspend as digital channels increase their consumption and reach. In a report titled “Reimagine Next”, Dentsu says consumers have become accustomed to the flexibility offered by omnichannel retail — the ability to research and buy both online and instore and by combining the two. The Dentsu, a Japanese advertising report says many other areas of life are now becoming omnichannel, developing company, has these tips for hybrid models that mix digital and indeveloping and promoting brands: person participation. Brands need to experiment to accommodate this ○ Experiment with new ways to sell — megatrend, Dentsu says. Shopping and target shopping and payment payment messages should include strong, brand-based messages. messages around new contexts The second megatrend is increased and include strong, brand -based brand citizenship. Dentsu says: “Brands messages; are increasingly showing their human side. The rise of social media has meant ○ Increase brand citizenship using a that many consumer-facing brands now have a more human tone of voice. They human tone to share news and reply have become used to sharing news and to consumer queries; and to replying to queries. Many are … showing a more empathetic and caring ○ Redefine identity and build trust — side.” brands need to be trusted for people The key takeaway for brands is a “new to agree to sign into their sites or go need to be conscious of their consumers’ views and [to] help them live more to their stores. sustainable lives”. The third megatrend concerns the redefinition of identity. Dentsu says: “It seems demonstrating transparency and empathy.” certain that people’s online identities will According to The Media Shop’s Louise become even more important to them, while Hefer, the lockdown in SA accelerated the being ever harder for brands to access. Brands growth of streaming services and viewing need to be trusted for people to agree to sign behaviour during 2020. “All indications are that into their sites [or stores] or submit e-mail consumer viewing habits have changed addresses to give them permissions to target. permanently. In the war for audience share, Brands can build trust by acting in more there are two categories that continuously tip ethical, fair and sustainable ways, essentially by the scale — sport and local content.”
Tegan Smith
Another trend to watch out for in 2022 is the growing popularity of concept stores. Simone Musgrave from Musgrave Crafted Spirits, which has a boutique gin and brandy range, says the aim of the concept store is to offer engagement spaces and storytelling platforms. “This gives the visitor a haptic impression of the brand, and an emotional experience. Liquor brands, which have always been about the brand experience, are ideally suited to the concept store environment. It offers the consumer the opportunity to immerse themselves in the brand. So not only are they buying the product or merchandise, they’re also bottling their own limited edition, personalising it with their own label or packaging it as a unique gift.” Brands following this trend include French fashion retailer Ba&sh in New York. Its store features a “dream closet” where customers can choose some of the label’s signature items and “borrow” them for 72 hours. And it’s not just luxury brands — in Chicago, furniture and homeware store Crate & Barrel is launching a restaurant in its store. Other brands, like Vodacom, Zara and adidas have also launched such stores. x
December 16 - December 22, 2021
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