The year 2020 posed unprecedented challenges for marketers, but 2021 was even more challenging. Not only has the pandemic stuck around, but changes in privacy policies shaped and impacted key metrics in search, paid social, and online retail. As we enter into 2022, the story continues, but the good news is we have the benefit of experience and information from the past two years to help us prepare better.
In 2020, the e-commerce business grew 32.4%. In 2021, we saw extraordinary growth in CPC as advertisers fought for the attention of consumers on limited digital real estate. As we look forward to 2022, we need to keep in mind some key trends that we saw in 2021 to match key indicators with probable behaviors that consumers will likely display.
First, organic and paid search will continue to grow as consumers are making purchasing decisions mostly online and basing those decisions on online research as we expect the pandemic to continue to affect in-person gathering.
Second, marketers can more easily predict which device consumers will use based on the COVID case numbers.The higher the case numbers, the more people will work from home and stay indoors, increasing the usage of desktop over mobile. This will help us to predict when to increase mobile vs. web type of marketing.
The biggest challenge is going to be from the updates to privacy policies that affect consumer data collection. Businesses will have to spend more money and resources on organic and paid marketing. Those who view this challenge as an opportunity will get ahead, opening up for new marketing tactics to emerge.
Resource: https://martechseries.com/mts-insights/guest-authors/three-factors-that-influenced-q3-2021-digital-marketing-performance/
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