{"id":15694,"date":"2022-02-21T20:49:05","date_gmt":"2022-02-21T20:49:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/marketing-trends-in-2022-webinar-recap-qa\/"},"modified":"2022-02-21T20:49:05","modified_gmt":"2022-02-21T20:49:05","slug":"marketing-trends-in-2022-webinar-recap-qa","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/marketing-trends-in-2022-webinar-recap-qa\/","title":{"rendered":"Marketing Trends in 2022: Webinar Recap + Q&A"},"content":{"rendered":"

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Dramatic shifts in consumer behavior (and life in general) over the past few years has <\/span>brought about new marketing trends and expedited the evolution of digital marketing efforts. But with so many options, marketers have found planning and navigating these changes to be a bit of an unmapped obstacle course.<\/span><\/p>\n

With the impending <\/span>loss of the third-party cookie<\/span><\/a>, the <\/span>demand for personalization<\/span><\/a>, the growing number of platforms and channels, and the increased need for <\/span>agile marketing<\/span><\/a>, brands struggle with the best ways to be effective and authentic in their approach.<\/span><\/p>\n

Where should marketers focus efforts and ad dollars? How can they be more fluid in their approach and avoid unforeseen roadblocks?<\/span><\/p>\n

We invited some top marketing executives to discuss the marketing trends they think deserve marketers\u2019 attention, and how to get the most out of them this year.<\/span><\/p>\n

Read on for some of the highlights of their panel conversation, led by our own Chief Marketing Officer, Melissa Sargeant, and featuring Michael Villareal (Director of Marketing Operations at <\/span>LinkedIn<\/span><\/a>), Ellina Shinnick (Chief Marketing Officer at <\/span>HUB International<\/span><\/a>), and Kara Trivunovic (Managing Director, Messaging at <\/span>Epsilon<\/span><\/a>).\u00a0<\/span><\/p>\n

Click here to watch the full webinar recording on-demand<\/a><\/strong>. Have more questions? Head over to the <\/span>Litmus Community<\/span><\/a>.<\/span><\/p>\n

Q&A<\/span><\/h2>\n

What can companies do to create personalized engagements that customers expect?<\/h3>\n

Michael:<\/strong> Be clear on if you\u2019re personalizing for the sake of <\/span>saying<\/span><\/i> you\u2019re personalizing with your teams, or if you are truly giving value to the customer.\u00a0<\/span><\/p>\n

Start with categorizing and measuring your audiences for B2B and B2C, which we do at Linkedin. A recipient might straddle as a consumer, as well as being a field prospect or customer. You\u2019re definitely going to want to make sure you categorize, as well as make sure that your messaging for the campaign is relevant for them, based on where they\u2019re at in their customer journey.\u00a0<\/span><\/p>\n

From an outbound point of view, have procedures to ensure touchpoints are consistent so that customers aren\u2019t getting duplicate messages from different parts of your business. Propensity models might be developed on the propensity to convert\u2013but not all prospects are ready to buy. Ensure you\u2019re giving your team\u2019s different business units the opportunity to build awareness with your prospects.<\/span><\/p>\n

Make sure that your campaign experience is consistent if a prospect or customer sees an ad or gets an email, and they click through the microsite. If the look and feel is completely different and the messaging is completely different, you\u2019ve done harm there.\u00a0<\/span><\/p>\n

What are some strategies that organizations can take now to get ready for the big privacy shifts?<\/h3>\n

Melissa:<\/strong> You can\u2019t talk about personalization without talking a little bit about <\/span>privacy<\/span><\/a>. And we\u2019re soon going to be working and living in a post <\/span>third-party cookie<\/span><\/a> world.\u00a0<\/span><\/p>\n

Ellina:<\/strong> First, evaluate your mix. How much of it is dependent on third-party data and how can you evolve? Second, figure out what you can control today (and double down with) in regards to developing and attaining <\/span>first-party data<\/span><\/a> that is yours, that you can action on.<\/span><\/p>\n

If you\u2019re thinking about things like SEO, that\u2019s terrific because they\u2019re searching: You can write content; you can start to use insights.<\/span><\/p>\n

In the world of social commerce and creator economies, leverage partnerships, whether it\u2019s across social or strategic partnerships, to get in front of the right buyers at the right moment in time. Evaluate that tactic as well as channel and really start to dabble in that area if you\u2019re not doing that today.<\/span><\/p>\n

Broaden how you\u2019re engaging with customers and think about what value you\u2019re delivering to them, so they are willing to give you the data you need to act on.<\/span><\/p>\n

What big shifts\u2014things like agile marketing\u2014have you seen that are here to stay and now part of the DNA of modern marketing?<\/h3>\n

Michael:<\/strong> I might not refer to this as a big shift, but it would be to simplify and automate as much as possible.<\/span><\/p>\n

In the past, we might have been guilty of making campaigns and programs complex because we wanted to maximize the use of a system. We might have over complicated the customer experience, as well as how we use that system.<\/span><\/p>\n

Another would be to always be testing and seeking micro optimizations. Oftentimes, through <\/span>automation<\/span><\/a>, we have a \u201cset it and forget it\u201d mentality and so it\u2019s easier said than done when we\u2019re shifting and chasing new priorities. But we definitely need to reinforce learning and do different tests\u2014not just what we\u2019re learning from ourselves, but what our other peers are doing in another industry with their campaigns.<\/span><\/p>\n

Ellina:<\/strong> I agree with everything Michael said and echo the points as well. This idea of agility and sprint mentality is certainly permeating many marketing conversations.<\/span><\/p>\n

To me, in order to be agile, you have to understand where to be agile, why to be agile, and where the world is going. We do this on our team: Every third Friday of every month, we dedicate a couple of hours to learning and cross-functional learning. The team\u2019s coming together looking at ideas, because that\u2019s the fuel for how you will be agile in a more creative way and not just optimizing the things you have developed in your arsenal.<\/span><\/p>\n

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\"Going\n

Discover the irresistibly small ways to be agile<\/strong><\/p>\n

Complete with a detailed agile email workflow process chart, our micro-efficiency tips, and bonus ways you can go the extra mile\u2014our guide will help you kick start your agile email marketing journey.<\/p>\n

Start Today<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n


<\/b>Customers are gravitating toward companies that support socially important endeavors. What can (or should) marketers do to bring purpose to the forefront, and their organizations?<\/h3>\n

Kara:<\/strong> We have a lot of localization efforts and opportunities for small groups and different parts of the business to come together and support a purpose or cause that is personal or unique to them.<\/span><\/p>\n

When we think about it a little more holistically as an organization, we tend to be a little quieter. The way that we think about it is: purpose comes from two places. An organization is either founded on a purpose or it\u2019s time-oriented (there is a purpose or a cause and the market, or that\u2019s happening in the world or society, that really resonates with the organization).<\/span><\/p>\n

It\u2019s not that one approach is inherently better than the other. The intent has to be authentic, though, and it has to be very meaningful. It has to be a core pillar of what the organization does and how it sees itself.<\/span><\/p>\n

We have a leader of diversity, equity, and inclusion (DEI) in our organization, and one of the things that she always says that hits home for everyone is if you can\u2019t really tap into what drives someone and what motivates them, you\u2019re not going to have a purpose driven culture. You\u2019re not going to have a culture that\u2019s aligned or attached to anything or anyone. And so, it\u2019s really about finding the importance of that kind of activity and how it all comes together. Not only for forward-facing purposes, but for how you bring your organization together and make it a very meaningful thread in your culture as an organization.<\/span><\/p>\n

Want more ridiculously smart content for marketing leaders like you? <\/span>Click here to join our monthly newsletter<\/span><\/a>.<\/span><\/p>\n<\/p><\/div>\n