Marketing trends in 2022 are expected to remain similar to those of 2021, with a greater focus on the foundations of how messages are received, and how to better reach audiences.
Neuromarketing has been a content marketing buzzword for the past few years, and it looks likely to stay on trend in the coming year. The reason for this is its success as a strategy for marketing analysis. When the data is collected from neuromarketing campaigns, it yields rich information that can help marketers really understand how to connect with audiences in ways that influence customer behavior.
Influencer marketing has been evolving for many years. In 2022, the face of influencer marketing will again change, as the gap between celebrity endorsements and consumer acceptance begins to close again as countries reopen at the easing of the pandemic. The brief period of disdain for luxury, wealth, and opulence will come to a close as life in public resumes.
Content marketing will remain a staple in connecting with audiences. The way content is delivered will need to continue to mature to remain relevant, however, the desire for information remains strong among consumers in all industries.
Marketing is all about influencing behavior. A marketing campaign aims to connect with audiences to influence them to purchase a service or product based on motivating factors like need or desire. Neuromarketing focuses on understanding the systems and processes that lead to decision-making.
When neuromarketing is used as the basis for campaign development, the use of data and research to better understand the psychology of purchasing decisions is used to form the foundation of the marketing strategy.
These insights help marketers better understand what type of language (i.e. emotive, persuasive, etc.) word use, sentence structure, UX and UI, and social channels motivate sales. All this information can be gleaned from data your business is already generating.
Neuromarketing gains insight into consumers’ motives, choices, and judgments, which leads to creative advertisements, product development, website design, and customer engagement.
While smaller-scale operations can apply the theory of neuromarketing using quantitative and qualitative data, larger brands with enormous budgets use brain scans to measure neurological activity, and physiological tracking, which tracks eye movement, to analyze customer responses. These research findings are often published and can be made applicable to your brand and marketing objectives.
For many years, influencer marketing has been central to the success of brands. In B2B, influencer marketing takes the form of collaboration with knowledge leaders, while in B2C, brands often use trending internet stars and user-generated content to reach audiences.
The power of community cannot be underestimated. Consumers seek reviews about products or services, and these reviews often sway consumer choices far more than advertising and other marketing tools.
This is why influencer marketing hits home for most consumers. The idea that a person who is part of our community, or the community that we want to be associated with, endorses a brand or product that we can possess brings us closer to that community identity. Tribalism is part of marketing. Capitalizing on the desire for connection that influencer marketing can generate is a proven effective method that can take form in many ways.
Social media posts, blogs, interviews, brand advocates, and other ways of reaching audiences with influencer messages have been elevated in recent years to techniques like webinars, masterclasses, TED talks, and other platforms for industry leaders to be authorities.
Premium content marketing
High-quality content is the key to high-ranking SEO scores in Google. Making your website findable using target keywords, video content and images elevates your status on search engines.
Content in all its forms needs to not only be creative and highly polished, but it also needs to be relevant and deliver on the promise of providing something of value to your target audience.
Content has progressed from the words on your website and posts on social channels. Video content is becoming more important as younger generations prefer to interact with brands through this medium. Business leaders want fast access to white papers, reports, and research that benefits their businesses. Consumers want visual displays that stop them from scrolling. The content that is in demand changes from industry to industry and consumer type, but overall, the message for marketers is that it must conform with search engine optimization criteria, and add value to target audiences.
How to apply neuromarketing, influencer marketing, and content marketing tools
The Baby Gaze
Content that includes images of people is proven more effective than those that exclude human elements. Images and videos featuring newborns tend to elicit longer and more concentrated attention from potential customers. However, eye-tracking technology has revealed that the image of a baby is not enough to drive sales.
Researchers found that when the baby stares directly at the camera, viewers pay attention, but if the infant is looking at the product or text, the viewer will be drawn to the content.
For marketers, this would suggest that the use of an influencer baby, combined with quality content should be a winning combination for advertising success. It isn’t that simple though. A newborn looking at a bottle of vodka might get the attention of an audience, but it is not likely to be the type of attention that a brand wants. The research is helpful but needs to be applied accordingly.
Neuroimaging has been used by big brands to reinvent their packaging. Researchers showed subjects packaging in studies, and recorded their responses as good, negative, or neutral in response to color, text, and images.
Research findings can be used by brands to rework packaging, as consumer preference changes over time. If brands discover customers prefer their brand in red rather than yellow, making the change can mean the difference between success and failure.
Colors can elicit a wide spectrum of emotions, with research regularly demonstrating a link between specific colors and specific emotions. Consistency is an important aspect of brand development and generating awareness, and using color to influence emotion is a well-known technique.
The Problem with Choice
According to a Columbia University study, having too many choices may deter potential customers. They found that displays that provided a wide variety of choices did not attract sales.
Simple and direct messaging with premium choices makes it easier for customers to make a purchasing decision. This applies to services and products. People want only a few choices as too many to become overwhelming. Keeping product lines simple and answering customer pain points is key to attracting sales.
EEG imaging has been used in studies to determine an individual’s emotional response to stimulus, including by brands in product development and advertising.
Researchers measure the engagement or emotional response to a product, service, advertisement, or many other things related to a brand. These metrics are used to improve the subject. For example, if customers browsing a website express a high level of irritation in response to navigation, it indicates that there is an issue that needs to be addressed. Customer satisfaction is obviously a huge factor in brand success and even simple testing such as surveys and A/B testing can transform your business growth.
The predicted trends for marketing in 2022 are not much changed from the past few years, they are instead advancing. The tools and research in neuromarketing are becoming more available to all levels of marketers. Influencer marketing is becoming more focused on people of worth who are experts in their fields, over 2-dimensional characters creating toxic environments online. And content is transforming from short blogs into high-quality reporting, video, and imagery that conveys stories. The trends that marketers are likely to follow are those that elevate content marketing using tools that add value to the experience that customers receive online.
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