Marketing technology 2021 review: predictions from 463 CMOs

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For 2022, this was the query I requested nearly 500 advertising technologists: what one subject, know-how, or house can be crucial for advertising, and why? The preferred predictions are all centered across the thought of privateness and the execution of selling campaigns in privacy-centric methods.


Table of Content

Listed here are their solutions, in combination:

Advertising and marketing 2022 prediction 1: Web3, crypto, blockchain

Metaverse is scorching and glossy and thrilling, so it obtained a number of votes. Web3 can be scorching and glossy and thrilling, and it has the extra added thrill of creating a number of manufacturers and lots of people a number of cash.

Web3 is basically a loosely-joined conglomeration of applied sciences that at their root are geared toward decentralizing a know-how world that has coalesced across the giants of huge tech: Fb, Google, Amazon, Apple, Microsoft, and extra. Whereas there are some doubts in regards to the actuality of that consolidation, the applied sciences embrace:

  • Blockchain
  • Cryptocurrencies
  • Sensible contracts
  • NFTs
  • DAOs (distributed autonomous organizations)

The core thought is one in all shifting from web1 (learn) and web2 (learn/write) to web3 (learn/write/personal).

Taco Bell, Charmin, Nike, and Warner Music Group have created NFTs. Tesla, after supporting Bitcoin for buying automobiles and backing off that plan because of volatility, has promised to permit individuals to purchase Teslas with DogeCoin. The Web3 basis is constructing messaging, courseware, and extra on decentralized foundations. DAOs are attempting (and failing) to buy copies of the U.S. structure, de-carbonize the atmosphere, re-wild developed land, and rather more, usually fueled by tokens (altcoins) based mostly on Ethereum. And decentralized artwork tasks just like the Billion Zombie Membership are promoting hundreds of items of artwork and elevating hundreds of thousands of {dollars}. (In crypto, after all.)

Is it too early for entrepreneurs to leap in?

Not in line with Yahoo president Joanna Lambert:

2022 would be the yr of on a regular basis crypto for companies and shoppers … as individuals and enterprises spend money on cryptocurrencies, search knowledgeable recommendation, and conduct analysis to make sure that they’re making clever funding selections, crypto is about to impression on a regular basis companies and on a regular basis individuals alike.” – Joanna Lambert, president and GM, Yahoo

Tread frivolously, suggests fractional CMO Atif Kazmi.

“Balenciaga, Adidas, and a number of luxurious manufacturers have already began experimenting with Net 3.0, but it surely stays to be seen how these digital interactions can grow to be extra immersive, extra sticky, and the way they probably translate to gross sales,” Kazmi says. “The way it blends with social commerce can be one thing we’ll all must wrap our heads round.”

However NFTs aren’t simply foolish scratches on paper that seem like one thing your third-grader took residence however had been executed on an airplane serviette by Gary Vaynerchuk and promote for $98,000 or extra.

They are often digital contracts. Tickets. Gateways to experiences.

“Manufacturers will cease utilizing NFTs for foolish restricted version tokens of company greed cashing in on hype, and, as a substitute, begin utilizing them for his or her actual use-case: authenticating possession of a model’s digital property,” says Perch advertising supervisor Nathan Sieminski. “It’s digital asset insurance coverage.”

If that doesn’t strike your fancy, maybe you wish to use the idea of collectibles, which incorporates the realm of NFTs, as a monetization mechanic in your new sport.

On the intersection between crypto and gaming we see early indicators of a brand new enterprise mannequin of play-2-earn and on-chain digital asset possession,” says Keith Kawahata, head of video games for AppLovin. “Non-fungible tokens (NFTs) will develop greater in gaming, changing into a mainstream different to centralized and custodial possession of digital property.”

It’s nonetheless very early for these new enterprise fashions, Kawahata cautions, however he notes that they’re rising exponentially (which is all the time thrilling for a marketer to listen to). Individuals spend greater than $2 billion on NFTs within the first quarter of the yr alone … a 2,100% enhance from the fourth quarter of 2020.

If that development continues … wow.

Unbiased progress advisor in cell person acquisition Matej Lancaric is , but in addition labels the present frenzy a “hypetrain,” and suggests some warning.


Advertising and marketing 2022 prediction 2: ESG

For 2021 an empathic model story for pandemic-bruised clients and cause-based advertising as a method of aligning with the individuals manufacturers serve ranked second and sixth, respectively. For 2022, environmental, social, and company governance takes their collective place.

“Companies are beneath rising strain to measure, enhance, and disclose their ESG efficiency to traders, to shoppers, and to regulators, and their efforts are reaching into each space of their operations, as are the dangers and alternatives that observe,” says the Chicago Board of Commerce’s Kirsten Opsahl.

It’s one of many causes for the shift to digital conferences and the metaverse, says one other marketer.

And in an exceedingly contentious atmosphere that has seen some firms ban discussions on social justice, others consider it’s crucial to cowl.

In 2022, we are going to see a rise within the variety of firms and organizations taking a stand on social justice points,” says RoverPass CEO Ravi Parikh. “The companies that don’t take a stand will probably fall behind people who do.”

“In 2022 and past we are going to discover consumers which are much less targeted on shopping for a selected product and extra so trying to make investments their {dollars} in a model they belief, consider in, and that

aligns with their core values,” says LinkedIn VP Penry Value.

Social for Good Co. founder and CEO Kara Hoholik agrees.

“Over the past 5 years, we’ve seen a rise within the client demand for sustainable merchandise and social consciousness from manufacturers and firms. This development has solely accelerated within the final 2 years because of the pandemic, #metoo, Black Lives Matter, and the rising shopping for energy of Gen Z and millennials.”

And that extends to the place manufacturers purchase promoting.


Advertising and marketing 2022 prediction 3: Advertising and marketing fortresses

Eric Seufert coined the time period “content material fortress” to discuss with an more and more frequent mannequin of a platform that generates its personal provide (stock of accessible advert impressions) and fulfills that with its personal promoting equipment for demand satisfaction (gross sales of that stock). Reddit, Snap, Twitter, Fb, and Google are examples.

I just like the time period and have used it, however I’m amending it to “advertising fortress” right here as a result of what we’re seeing isn’t just platforms with content material as we’ve historically outlined it but in addition retail and ordering platforms constructing advertiser entry to themselves, creating in some instances very verticalized advertising fortresses.

Doordash and its on-platform advert community is an efficient instance.

Who would have thought that an on-demand supply service would create an in-house advert community 5 years in the past? (Anybody, I assume, who checked out grocery shops and the promoting they bought through procuring carts, and had an unusual quantity of creativeness.)

Mix this with the on-platform retail buy functionality that Fb, TikTok, Snap, and who is aware of which different platforms wish to have and you’ve got the complete meal deal: all of the elements for a contemporary re-creation of the walled backyard:

  • Content material
  • Viewers
  • Promoting
  • Gross sales
  • Supply

FatTail CEO and co-founder Doug Huntington sees impending competitors between social and commerce platforms.

Social websites proceed to develop and multiply. A excessive and rising share of shopping for selections are made on them. Their commerce capabilities are getting stronger. Customers who reduce their enamel shopping for on Amazon now anticipate to have the ability to purchase something, wherever, and anytime.”

– Doug Huntingdon, CEO, FatTail

That sword cuts each methods. Media firms promote, retail firms promote. Brick and mortar retailers, who misplaced billions of {dollars} throughout the pandemic, sit on treasure troves of first occasion knowledge, says Huntingdon. Which means “retail media spend” will balloon.

It’s one other “huge smush.”

An ongoing collapse of all the things into all the things.

A reinvention of the Chinese language-style superapp into new mega-apps with Western traits. In different phrases, a social app (Fb) that provides classifieds (Fb Market) together with adverts (Fb Adverts) and leisure (Fb Watch) and gaming (Fb Gaming) plus employment companies (Fb Jobs) and retail (Fb Outlets) and … and … and …

Not all of the western platforms are as superior, after all, and never all will select to supply so many companies.

However all with the ingredient for a advertising fortress might, in the event that they select, do precisely this.

The results of this quickly elevated digitalization has been a merging of digital environments, as evidenced by tech giants like Fb and Instagram launching procuring capabilities, and social platforms like TikTok rolling out their very own marketplaces,” says Payoneer director Irina Marciano. “On this super-app, omni-channel, omni-device atmosphere, entrepreneurs who concentrate on person expertise will discover themselves capable of push forward of competitors.”

A merging of digital environments?

Precisely: everybody provides all the things. Each platform turns into a advertising fortress. And discovering methods for entrepreneurs to entry the entire scalably turns into a brand new problem for adtech and martech.


Advertising and marketing 2022 prediction 4, only for enjoyable: Kitchen sink

Any time you ask lots of of individuals a query with restricted context and arcane implications, you’re going to get some odd responses.

Why ought to I’ve all of the enjoyable?

Listed here are among the oddest responses to the query: what know-how, house, or space can be most crucial in 2022? Naturally, I’m not attributing these.

In no explicit order:

  • Product opinions (good to have … most essential?)
  • PR (fairly positive this was from a PR company)
  • Memes (the place’s misplaced John Travolta once you want him)
  • QR codes (reinvigorated due to the pandemic … however …)
  • Conversational advertising (I prefer it, however no)
  • Concentrating on the anti-work crowd (hmmmm)
  • Promoting to the limbic system (have I obtained a neuron for you!)
  • Electronic mail advertising (positive, nonetheless essential. Most essential? Nope.)
  • AMP (sure, accelerated cell pages!)
  • Face-to-face in-person advertising
  • Push notifications (!!)
  • Pricing (?)
  • Artificial knowledge (wanted for AI, unsure crucial for advertising)
  • Inexperienced vitality (I prefer it to, however …)
  • Joyful firm tradition (hey, higher than the choice)
  • Recruiting (hmmmm)
  • Making excuses enterprise (I analyzed this one a bit. It gave the impression to be about offering clients who don’t purchase a legitimate excuse for not shopping for so they didn’t really feel dangerous and have a unfavorable model opinion which might depress future shopping for intent)
  • LinkedIn (okay)
  • Influencers can be sued (perhaps, however unsure how this matches …)


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