Successful Marketing in 2022
Digital marketing is already heating up and the year has only just begun. Google has announced that historical search terms will no longer be available and Performance Max is going to be heavily pushed, instead of creating a new type of ad format.
With so many levers being taken away from digital marketers and more planned this year, every advertiser really needs to think about 3 things:
How to stay competitive
How to scale
How to drive and measure impact
These are not particularly new areas for a successful program but existing strategies will certainly need an update this year.
Staying Competitive
Big tech is going to continuously rollout new products and digital marketers will need to learn how these will change their strategies. Most marketers will need to learn the mechanics of each product and how to use them to reach their goals. However, the more complex strategy is to understand how these new products will impact existing campaigns.
Most importantly, every digital marketer will need to master using different products to be competitive even if using these products does not result in anything proprietary.
Scaling Architecture
Time has never been more important these days, especially with so many people moving around and the org structure changes they bring about. And, multitasking more is not the answer. Structural integrity of each campaign and dynamic data flow is what will truly allow digital marketers to spend more time in developing meaningful strategies and driving business value.
Building campaigns to accurately target the right users and capturing data at the right levels is crucial in creating bandwidth for any marketing team.
Driving Value and Measuring Impact
Google has been asking brands for their offline data for over a year now and those who are able to close the loop in their reporting are narrowing the gap between marketing results and financial results. CFO’s will soon enough see the value in marketing and understand how it immediately adds to their bottom lines.
There are many ways in connecting data and, while the more data the better, it is not a sprint but a marathon in building the infrastructure required in bringing offline data next to engine performance.
We’ve chosen these three areas as a focus for our strategies this year. We hope to share them all with you.
Happy marketing!
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