We have compiled a list of the top trends and innovations affecting marketers of consumer packaged goods in 2022, integrating them into the RACE Framework to help you plan your marketing strategy.
Our guide to marketing trends for consumer brands in 2022 examines the top consumer branded goods trends through the lens of our five-step strategy of plan, reach, act, convert, and engage (the RACE Framework). Our acclaimed RACE Framework is a favorite among consumer brand marketers worldwide for its pragmatic, data-driven approach to marketing strategy that is optimized for rapid growth. Consider the following.
Continue reading to learn about a few brand marketing trends highlighted in the report and integrated into the RACE Framework. To learn more about how your brand can incorporate the latest trends and innovations into its marketing strategy, why not immediately download your complimentary copy of the 2022 marketing trends for consumer brands guide?
With best practices, case studies, and actionable next steps, this is the guide that every brand marketer should have in their toolkit as we approach 2022. Today, you can obtain a complimentary copy.
PLAN: Digital transformation of consumer brands
Without a doubt, in the last 18 months, the world of consumer marketing has transformed beyond recognition. Marketers of savvy consumer goods brands must factor in digital transformation when developing their strategy for 2021.
Ofcom’s Director of Strategy and Research, Yih-Choung Teh, stated:
“Lockdown may leave a permanent digital imprint. The coronavirus has fundamentally altered the way we live, work, and communicate online, with millions of people for the first time using online video services.”
The modern consumer has higher expectations for service delivery and expects it quickly. Apart from the detrimental effects of Covid-19, it is no longer acceptable to be asked to wait. We are very much a ‘now generation,’ and the digital revolution has accelerated to keep up.
Consumers’ expectations of digital experiences have never been higher as they spend more time online. Due to the fact that activities in the Reach stage of the RACE Framework represent some of the first contacts your audience may have with you, it is critical that this contact is seamless, quick, and of extremely high quality.
Numerous brands were already well on their way to transforming their digital capabilities to better serve their customers, and COVID-19 merely served as the catalyst. Organizations were making strenuous efforts to make the transition to becoming a digital-first business. Others had taken baby steps but were compelled to accelerate their adoption due to necessity. As a result of the pandemic, both businesses and consumers have been compelled to accelerate the process.
Salesforce surveyed consumers following the pandemic and discovered that 88% expect businesses to accelerate digital initiatives in response to COVID-19.