For the third consecutive year, Deloitte publishes its “Global Marketing Trends” report and identifies seven new trends for 2022.
Commit to grow.
According to the study, the two main purchasing criteria of respondents are the price and quality of the products. So what other criterion to stand out? ? L’engagement. Mission-driven companies manage to stand out thanks to their involvement in corporate social responsibility. “Corporate social responsibility (RSE) is a concept in which companies integrate social concerns, environmental, and economic in their activities and in their interactions with their stakeholders on a voluntary basis” (definition of the Ministry of Ecological Transition).
Diversity and inclusion.
Remember this term because you will see it more and more. In June, I spoke at a conference bringing together more than 1,600 people across Europe and the Americas on diversity and inclusion and it was extraordinary. Being an inclusive brand, it is an authentic reflection of diversity (Ethnicity, sexual orientation, social origin etc.) in its internal and external communication, in the visuals and messages used and advertising campaigns. 63% of French people who responded to the survey would be more inclined to buy from a brand fighting against social inequalities.
Combining creativity and analytics.
It seems that the time has come for the union of skills rather than opposition. Create symbiosis between teams and benefit from it.
Meet customers without cookies.
The digital world is changing, requiring a rethink of customer marketing and digital strategy linked to data collection. La first party data (own data) is the strategy applied by companies that wish to “get ahead of the change in consumer sentiment regarding data confidentiality” according to Deloitte.. Design a human-centered data experience.
“There is a delicate balance between usefulness and the intrusiveness of consumer data. For marketers, This means carefully designing data-driven experiences that foster trust and create value for the customer.”, tells us the Deloitte team.
Combine hybrid experiences.
A hybrid experience combines hybrid and digital commerce. Keywords to interact with consumers, especially young people, are customization, innovation and connection.
Artificial intelligence in customer support.
“Brands can combine artificial intelligence and customer service to deliver a true end-to-end experience. » concludes the study.
For this survey, 1,099 marketing professionals and 11,500 consumers responded to Deloitte's questions, full information on which you can find on www.deloitte.com
