Planning for 2022

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 p ro d u c t s

Jeremy Maggs j m a g g s @ i a f r i ca .co. z a

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 ins to re and by combining the two. The report says many other areas of life are Dentsu, a Japanese advertising now becoming omnichannel, developing company, has these tips for hybrid models that mixdigital and in- developing and promoting brands:person participation. Brandsneed to experimentto accommodate this megatrend, Dentsu says. Shopping and ○ Experiment with new ways to sell — payment messages should include target shopping and payment strong, brand-based messages. messages around new contexts

The second megatrend is increased and include strong, brand -basedbrand citizenship. Dentsu says:“B ra n d s are increasingly showing their human messages; side. The rise of social media has meant that many consumer-facing brands now ○ Increase brand citizenshipusing a have a more human tone of voice. They human tone to share news and reply have becomeused to sharing news and to consumer queries; andto replying to queries. Many are … showing a more empathetic and caring ○ Redefine identity and build trust —side.”

The key takeaway for brands is a “n ew brands need to be trusted for people need to be conscious of their consumers’ to agree to sign into their sites or go 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 H e fe r, 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 i n d i ca t i o n s are that into their sites [or stores] or submit e-mail consumer viewing habits have changed addresses to give them permissions to target. p e r m a n e n t l y. 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, t h ey ’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 “b o r row ”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, Zaraanda d i d as have also launched such stores. x