{"id":110335,"date":"2022-01-28T19:00:00","date_gmt":"2022-01-29T00:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/podcast-rewind-4-predictions-and-pitfalls-for-the-new-year\/"},"modified":"2025-01-03T04:40:50","modified_gmt":"2025-01-03T09:40:50","slug":"podcast-rewind-4-predictions-and-pitfalls-for-the-new-year","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/podcast-rewind-4-predictions-and-pitfalls-for-the-new-year\/","title":{"rendered":"Podcast rewind: 4 predictions and pitfalls for the new year"},"content":{"rendered":"

Time has been hazy the past couple years, but we’ve managed to stumble our way into 2022. We’ll take the victories where we can. Now that the holidays are over, our eyes are on what’s to come in the new year. Digital performance media, Google platform aspirations, in-housing talent\u2014there’s plenty of fodder for predictions. So start the year informed with our rundown on the opportunities and pitfalls impacting the digital world in 2022.<\/p>\n

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  1. \n

    Google platforms are changing. Can digital marketers keep up?<\/h2>\n

    Opportunities<\/span><\/h3>\n

    Content needs to perform across digital spaces, but it especially needs to perform in Google spaces. After all, Google is the biggest platform partner on Earth for digital marketers. According to Google’s Search On ’21<\/a> announcement the latest changes to watch across Google platforms come down to AI integration and algorithms.<\/p>\n

    What do AI-powered algorithms look like? The implementation of Google Multitask Unified Model (MUM)<\/a> from May 2021 gives us an introduction. Intended to reduce redundant user searches and swiftly resolve queries, MUM can understand 75 languages, video, imagery, and audio for user search. The AI comes in with MUM’s multimodal capabilities. For example, if you took a photo of a plant at your local nursery and ask, “Is this a good indoor plant?” MUM can connect the question and image to provide an answer. It’s on you after that; Google can’t help with your serialised plant “accidents”. Algorithms like MUM keep user exploration almost entirely within Google pulling images, videos, content all indexed in their platform. And that’s ultimately what Google wants\u2014to create frameworks that keep users in their ecosystem longer.<\/p>\n

    \u274c Pitfalls<\/span><\/h3>\n

    A side effect of Google keeping users contained in their platform longer is it actively breaks down the need for content silos. That means separate search, shopping, video, and social budgets will make less sense as these silos mingle and meld together. When silos don’t cut it, marketers will have to do more to plan around customers, not just by channel. Now’s the time strategize.<\/li>\n

  2. \n

    Customer-first reclassification of performance media<\/h2>\n

    Opportunities<\/span><\/h3>\n

    It’s not the first time you’ve heard it from us: customer-first media<\/a> is the endgame of our digital age. That means getting away from dividing content into brand media and performance media silos. Full stop. In today’s evolving landscape, all media <\/em>is performance media, even if it’s top-of-funnel. So how should marketers reorganize their thinking around brand media and performance media? When our friends over at Forrester rethought the customer lifecycle<\/a>, they came up with a handy way to unify marketing strategy under the concepts of persuasion versus precision marketing. Here’s the quick definitions:<\/p>\n

    Precision marketing:<\/strong> Functional and made to meet in-market shopper needs when deciding between purchase or, for current customers, evaluating possible upsells.<\/p>\n

    Persuasion marketing:<\/strong> Emotional and made to meet audiences and shape opinions before they make a purchase.<\/p>\n

    In 2022, we’re looking down the barrel at new platforms, experimentation with NFTs, the metaverse, and more new arenas for media. Shifting to customer-first tactics is essential when performance media and performance outcomes matter.<\/p>\n

    \u274c Pitfalls<\/span><\/h3>\n

    Taking advantage of a precision or persuasion function gets marketers closer to a customer-first approach. But this approach doesn’t come without its grey areas. Every piece of media should persuade; every piece of media should be precise. Ensuring everything performs will take careful balancing by digital marketers to make sure all media is designed to give users what they need. It’s not easy, but it is essential to get away from the rigidity of traditional marketing silos.<\/p>\n

    \"Center<\/li>\n

  3. \n

    Time’s slipping away to establish data sets<\/h2>\n

    Opportunities<\/span><\/h3>\n

    The race to build out first-party data sets is on. Businesses will be looking to take advantage any data sources they can, some coming from surprising sources. What we think we’ll continue to see into 2022 is businesses taking advantage of partnerships\u2014specifically brand partnerships\u2014to share second-party data. This opens a world of opportunities to develop comprehensive, audience-360 profiles. Aside from partnerships, in a third-party data vacuum, companies focused on customer data aggregation can expect plenty of business. CDP platforms, it’s your time to shine. Organisations will be moving forward full throttle to collect as much data as possible before that access is lost.<\/p>\n

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