FEATURE
to adapt and react quickly to keep their marketing programmes on top form .
Privacy will continue to be a big theme in 2022 . Marketers need to have plans in place to support the changes already in play and prepare for any new changes heading their way . For example , Apple ’ s Mail Privacy Protection ( MPP ), which came as a major part of the iOS15 updates in September , stops senders from using invisible pixels to collect information about the user and prevents the sender from knowing when they open an email and masks their IP address so it can ’ t be linked to other online activity or used to determine their location . In 2022 , email marketers must keep up to date with their customers ’ marketing preferences and behaviours . Relying on metrics such as subject line testing , email list maintenance and rethinking data strategies can help with the void that may have appeared through lack of tracking from open rates .
There are rumours that similar updates could soon be coming in another major mailbox provider , so marketers need to be prepared that opens could depreciate even more in the future .
Hootsuite expands further by revealing 2022 ' s major social media trends . . .
One essential component of a marketer ’ s toolbox is social media , enabling brands to communicate with their target audience and start meaningful conversations with customers .
• Smart brands are finally getting community right by partnering with creators to connect with new audiences , earn their trust and gain cultural capital
• Consumers are holding brands to a higher standard when it comes to creativity in social advertising – but rewarding those that get it right
• Having seen the value of social in marketing , business leaders are finding innovative ways to extend its impact elsewhere in their organisations
• Social commerce is becoming a mainstream retail channel , with brands of all sizes opening social storefronts and pushing the limits of the online shopping experience
• As demand for customer service over social surges , social organisations are outshining their competitors with better social customer care
“ As the impact of social media continues to grow and evolve around the globe , the market will continue to drop clues about what it collectively wants ,” said Maggie Lower , CMO , Hootsuite .
“ Today , we ’ re all listening and adapting at lightning speed as digital communities become more central to consumers ’ lives and brands are being held to higher standards . We ’ re seeing social make its breakout of the marketing department as social commerce enters full swing and soaring opportunities arise for customer care on our favourite platforms .”
With more than 4.5 billion people now using social media – and with our physical and digital lives becoming increasingly intertwined – navigating the social media landscape has become an even more complex task for brands and organisations .
Though keeping up can seem daunting , Hootsuite encourages readers to dive deep into online communities to find their authentic purpose , think strategically and take risks to defy expectations and outperform competitors in 2022 .
Sam Holding , Head of International at SparkPost
A social media strategy is crucial for ensuring organisations can get the best out of their social channels .
Hootsuite has released its sixth annual Social Trends Report , revealing the five major forces set to shape society as we know it in 2022 . The survey of 18,000-plus marketers – backed by global data and insights from industry experts , customers and partners – has identified that :
“ After turbulent times , when organisations have been forced to operate tactically , it ' s now time for marketers to think strategically again ,” said Tom Keiser , CEO , Hootsuite .
“ Let ’ s consider how to create connected online communities . Let ’ s champion the infinite potential of social commerce and customer care . Let ' s make bold choices informed by data , vision and purpose – and make them wonder how we did it .” x www . intelligentcxo . com
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