Relationship marketing trends for 2022
Posted: Wed Dec 11, 2024 7:21 am
In recent years, marketing and the way we treat each client have changed a lot. These changes have been more than evident in recent months. The pandemic has accelerated processes that were delaying their entry into the market, such as teleworking, but it has also set relational marketing trends for 2022.
Technology applied to customer relationship building allows us to more effectively reach out to different audiences. These approaches enable us to have a greater relationship with each of our customers on many levels, which is especially effective in creating long-lasting relationships with them.
Relationship marketing and data collection
Having a closer relationship with customers is one of the objectives of relational marketing, which seeks to put customers at the center of the company. That is why relational marketing values elements such as brand loyalty, purchasing behavior and user experience.
To carry out these relational marketing strategies across all channels, what is needed from customers is data. There is a dialogue between brands and consumers, where companies listen to collect data, but the value of this data also helps them maintain more effective relationships with customers, obtaining greater loyalty, retention, sales and profitability.
What are the relationship marketing trends for 2022?
Marketing is no longer one-way, but rather a form of active and proactive relationship marketing. Companies now listen to their customers, interact with them or carry out social listening practices. In this way, they collect data efficiently and quickly, joining the trend of immediacy that characterizes today's consumers.
These are the trends that will set the guidelines for relational marketing strategies in 2022 and with which we will be able to satisfy consumers.
Preparing and revamping marketing in a cookieless environment
Cookies may be first-party or third-party. First-party cookies, also known as first-party data, are intended to improve the user experience by recording data and information about communications or content preferences. Third-party cookies, on the other hand, are intended to collect information and data from users of as many websites as possible in order to offer personalized advertising.
As such, a direct-to-consumer (D2C) strategy is necessary to eliminate third-party cookies by 2023, and understanding consumers will be essential for market innovation and customer loyalty. First-party data becomes important, but to get the data we need traffic and this is done by engaging consumers and generating participation.
New era “back to basics”
Hybrid and omnichannel communication gambling data india phone number will be the protagonist in 2022. Combining physical channels (remember that it is the least annoying advertising medium) and digital channels in the communication of promotions and offers, with the aim of attracting traffic to points of sale, places of consumption or the online store.
From an advertising perspective, more possibilities open up when launching mixed marketing campaigns or media campaigns that combine offline formats such as brochures and catalogues with online formats. Together with the so-called drive-to-web effect of brochures, it allows the communication of special offers, launches, e-commerce traffic attraction campaigns, geolocation of points of sale, etc.
Here, playing with formats and optimising the QR code, undoubtedly the main protagonist of 2021, can make a difference and go “beyond” our traditional communication. It is about evolving our physical and digital catalogues towards a more interactive and hybrid model.
Marketing with purpose
Consumers are increasingly demanding and choosing brands with social and environmental commitment. Companies must be able to communicate their purpose in terms of equality, sustainability or in line with the 2030 Agenda. To do so, they will have to look for different and familiar formats and channels to do so. Some options:
Interactive catalogues , where you can embed a brand video, more “corporate” and non-promotional messages…
Find more sustainable packaging for your containers
It's not all about packaging. Displays, PLVs and all promotional material can also be eco-designed .
Direct to consumer
The trend is to bring the brand to the consumer directly without necessarily going through the distributor. This year we have witnessed how, for example, spirits or beer brands have brought their product to the consumer with a direct promotion at the place of consumption: bars and restaurants.
The brand was brought closer to the consumer with a direct promotion and also a benefit of attracting traffic for the HORECA channel. Likewise, the dynamics of attraction to the brand's website and its e-commerce play an important role, but DTC solutions can also be provided at the point of sale (digitally dynamizing visual merchandising with access to games, contests and raffles) or through consumer clubs with special promotions.
Technology applied to customer relationship building allows us to more effectively reach out to different audiences. These approaches enable us to have a greater relationship with each of our customers on many levels, which is especially effective in creating long-lasting relationships with them.
Relationship marketing and data collection
Having a closer relationship with customers is one of the objectives of relational marketing, which seeks to put customers at the center of the company. That is why relational marketing values elements such as brand loyalty, purchasing behavior and user experience.
To carry out these relational marketing strategies across all channels, what is needed from customers is data. There is a dialogue between brands and consumers, where companies listen to collect data, but the value of this data also helps them maintain more effective relationships with customers, obtaining greater loyalty, retention, sales and profitability.
What are the relationship marketing trends for 2022?
Marketing is no longer one-way, but rather a form of active and proactive relationship marketing. Companies now listen to their customers, interact with them or carry out social listening practices. In this way, they collect data efficiently and quickly, joining the trend of immediacy that characterizes today's consumers.
These are the trends that will set the guidelines for relational marketing strategies in 2022 and with which we will be able to satisfy consumers.
Preparing and revamping marketing in a cookieless environment
Cookies may be first-party or third-party. First-party cookies, also known as first-party data, are intended to improve the user experience by recording data and information about communications or content preferences. Third-party cookies, on the other hand, are intended to collect information and data from users of as many websites as possible in order to offer personalized advertising.
As such, a direct-to-consumer (D2C) strategy is necessary to eliminate third-party cookies by 2023, and understanding consumers will be essential for market innovation and customer loyalty. First-party data becomes important, but to get the data we need traffic and this is done by engaging consumers and generating participation.
New era “back to basics”
Hybrid and omnichannel communication gambling data india phone number will be the protagonist in 2022. Combining physical channels (remember that it is the least annoying advertising medium) and digital channels in the communication of promotions and offers, with the aim of attracting traffic to points of sale, places of consumption or the online store.
From an advertising perspective, more possibilities open up when launching mixed marketing campaigns or media campaigns that combine offline formats such as brochures and catalogues with online formats. Together with the so-called drive-to-web effect of brochures, it allows the communication of special offers, launches, e-commerce traffic attraction campaigns, geolocation of points of sale, etc.
Here, playing with formats and optimising the QR code, undoubtedly the main protagonist of 2021, can make a difference and go “beyond” our traditional communication. It is about evolving our physical and digital catalogues towards a more interactive and hybrid model.
Marketing with purpose
Consumers are increasingly demanding and choosing brands with social and environmental commitment. Companies must be able to communicate their purpose in terms of equality, sustainability or in line with the 2030 Agenda. To do so, they will have to look for different and familiar formats and channels to do so. Some options:
Interactive catalogues , where you can embed a brand video, more “corporate” and non-promotional messages…
Find more sustainable packaging for your containers
It's not all about packaging. Displays, PLVs and all promotional material can also be eco-designed .
Direct to consumer
The trend is to bring the brand to the consumer directly without necessarily going through the distributor. This year we have witnessed how, for example, spirits or beer brands have brought their product to the consumer with a direct promotion at the place of consumption: bars and restaurants.
The brand was brought closer to the consumer with a direct promotion and also a benefit of attracting traffic for the HORECA channel. Likewise, the dynamics of attraction to the brand's website and its e-commerce play an important role, but DTC solutions can also be provided at the point of sale (digitally dynamizing visual merchandising with access to games, contests and raffles) or through consumer clubs with special promotions.