{"id":2184,"date":"2022-01-02T09:24:00","date_gmt":"2022-01-02T09:24:00","guid":{"rendered":"https:\/\/seopolarity.com\/blog\/?p=2184"},"modified":"2022-01-02T18:35:19","modified_gmt":"2022-01-02T18:35:19","slug":"future-proofing-2022-strategies-four-things-marketers-need-to-know","status":"publish","type":"post","link":"https:\/\/seopolarity.com\/blog\/future-proofing-2022-strategies-four-things-marketers-need-to-know\/2022\/","title":{"rendered":"Future-proofing 2022 strategies: four things marketers need to know"},"content":{"rendered":"\n

Two major themes emerged in 2021 and will continue to have an impact on the industry in 2022. The first was The Great Reshuffle, an unprecedented talent migration fueled by the pandemic that forced employees worldwide to reconsider not only where they worked, but also how and why they worked. In the face of disappearing sales leads, the Great Reshuffle pushed us to maintain relationships, forge new connections, and secure customers. The second major theme was\u2014constant change in the privacy landscape, such as Apple’s updated app tracking policy, which forced us to rethink our privacy-led strategies.<\/p>\n\n\n\n

This pair of seismic shifts have no end in sight, as 2022 will be a watershed moment for the industry. Based on what we learned this year, here are four things to consider for the 2022 marketing strategy:<\/p>\n\n\n\n

1. Buying signals will outperform lookalike audiences<\/h2>\n\n\n\n

For the last decade, marketers relied on B2C lookalike approaches to drive success, targeting buyers based on their behaviors. However, in a world where people want more control over how their data is used and third-party data cannot be shared as easily, we must reconsider how to reach out to prospective customers and measure success.<\/p>\n\n\n\n

This is uncharted ground. Brands that are agile and are powered by marketers who test and iterate will triumph and redefine the future of B2B digital advertising. In 2022 and beyond, we must constantly evolve our strategy, assessing the success\u2014and potential failure\u2014of new tactics while paving the way for the industry’s future.<\/p>\n\n\n\n

As the industry shifts more toward privacy, we should leverage the power of buying groups and audience insights. Using buyer intent data will allow us to move beyond lookalike audiences and implement data-driven marketing strategies that will help our company grow.<\/p>\n\n\n\n

2. Trusted brands will be more important than singular products\u00a0<\/h2>\n\n\n\n

Elevating brand awareness, developing an active community, and building trust\u2014rather than pushing self-serving product updates and marketing\u2014will be critical in establishing brand trust in 2022 and beyond.<\/p>\n\n\n\n

Keeping this in mind, we will discover that buyers are less concerned with purchasing a specific product and more concerned with investing their money in a brand that aligns with their core values. Given that only 5% of buyers are actively looking to purchase a product at any given time, B2B brands should spend this year focusing on how they will stay top-of-mind for the other 95% of buyers. To accomplish this, brands must invest in building a community that assists members and provides insights into who they are \u2013 beyond their product or service.<\/p>\n\n\n\n

Read Tag Pages & Content Tagging For SEO: A Complete Guide<\/a>.<\/p>\n\n\n\n

3. B2B advertising is about to get better <\/h2>\n\n\n\n

The future of B2B advertising is uncertain, thanks in part to Apple’s App Tracking Transparency framework and the impending deprecation of third-party cookies. Privacy changes are not going away anytime soon, making it a requirement for success in the new normal. However, not knowing how you’ll reach out to prospective buyers or measure the success of your campaigns can be intimidating, and that’s okay. Privacy changes on the horizon will improve B2B advertising. Regardless of the uncertainties that lie ahead, implementing strategies such as leveraging first-party data will be critical to success. As we chart more, new outcomes-based courses for our organizations, privacy-forward technology will serve as our foundation.<\/p>\n\n\n\n

As the advertising industry deals with changing digital privacy settings and the eventual demise of the third-party cookie, first-party data isn’t the only antidote. In 2022, we will also be able to access zero-party data or information that individuals willingly share with brands. This data helps brands understand user intent, builds buyer trust and delivers personalized experiences at scale.<\/p>\n\n\n\n

4. Zero-party data will emerge\u00a0<\/h2>\n\n\n\n

The buyer self-reports zero-party data, which is inherently trustworthy and automatically compliant. Perhaps most importantly, because activations are based on information directly from the source, it can boost the effectiveness of marketing campaigns.<\/p>\n\n\n\n

In 2022, the industry narrative will be driven by the Great Reshuffle and the evolution of privacy-first marketing strategies. However, we can take solace in the fact that by using digital tools to nurture buyer relationships and increase engagement, we will be better prepared to meet the challenges ahead.<\/p>\n\n\n\n

It is our responsibility to collaborate with our customers to create opportunities that prioritize privacy. To propel the next generation of digital advertising, we must rely on first-party and zero-party data to assist customers in achieving success in the face of a shifting landscape. If our community is committed to success on those levels, we will emerge stronger than ever.<\/p>\n\n\n\n

Need help with our free SEO tools? Try our free Robots.txt Generator<\/a>, Get Source Code of Webpage<\/a>, Domain into IP<\/a>.<\/p>\n\n\n\n

Learn more from\u00a0SEO\u00a0<\/a>and read Four Google SERP features for eCommerce SEO<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Two major themes emerged in 2021 and will continue to have an impact on the industry in 2022. The first was The Great Reshuffle, an unprecedented talent migration fueled by the pandemic that forced employees worldwide to reconsider not only where they worked, but also how and why they worked. In the face of disappearing sales leads, the Great Reshuffle pushed us to maintain relationships, forge new connections, and secure customers. The second major theme was\u2014constant change in the privacy landscape, such as Apple’s updated app tracking policy, which forced us to rethink our privacy-led strategies.<\/p>\n","protected":false},"author":1,"featured_media":2186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[29,24],"tags":[],"class_list":["post-2184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-seo"],"jetpack_publicize_connections":[],"yoast_head":"\nFuture-proofing 2022 strategies: four things marketers need to know | SEOPolarity<\/title>\n<meta name=\"description\" content=\"Two major themes emerged in 2021 and will continue to have an impact on the industry in 2022. 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