Whether a startup or an established brand, marketing never stops evolving. We have no time to rest as we approach the next New Year with all our might. 2022 marketing requires careful listening to, and meeting customer needs as competition intensifies.

Treat first-party data like gold.

Advertisers and marketers are in the spotlight as growing consumer privacy concerns push traditional third-party data collection into the ash heap of history. The brand needs to adopt new strategies to connect with its customers. It means “gold,” sitting directly below her nose. Customer data from information sources such as completed purchase, survey, customer feedback, and CRM are valuable for two significant reasons.

First of all, they own it. Second, there is a blueprint for your ideal customers. First-party data can be used to gain critical customer insights, tailor content to customer preferences, and predict customer behavior. 

Use machine learning for paid media.

Speaking of first-party data, one of the biggest challenges is understanding all of this. It helps you determine when your users are most likely to click on your ad and when your site is expected to generate conversions. 

Remove the guesswork from bids for individual keywords. It’s time to throw away the spreadsheet and harness the power of machine learning in paid media.

Focus on personalization.

We all want to feel special. Studies show that customers who receive a customized and carefully selected experience are more likely to purchase. They are also expected to buy from you again. 

How can you provide a more personalized customer experience with these expectations in mind? Of course, the buyer’s needs depend on where they are on the customer journey, but some ideas are. 

• Segment mailing lists by browsing history, past purchases, locations, purchase times, other data points, and more.
• Personalize your email content with images and descriptions of products that your customers have searched for or purchased in the past. 

These and other personalized tactics help attract customers and build brand loyalty. 

Prioritize customer privacy.

Almost 80% of Americans are concerned about how businesses use their data. Online privacy practices can be a thorny issue for brands, but consumers demand them. Brands need to adapt and find new ways to predict what their customers will buy without collecting personal data.

Consistency with first-party data is essential. Content targeting is another strategy. Also, consider offering discounts to your customers in exchange for your personal information. Keep in mind that customers are likely to expect a higher level of customer service in return.

Get your attention with TikTok and Reels.

It’s not uncommon for videos to drive engagement over the years. But now, short, bite-sized video content dominates the world of social media. Traditionally, young audiences have been the primary target, but data show that old demographics are catching up rapidly. 

Select the platform that is most likely to reach your customers. YouTube entered this segment with the launch of YouTube shorts in 2021, but be especially aware that the YouTube user index still shorts. Think about which platform most resonates with your target audience and start creating.

Regardless of brand, product, or business model, one of the above tactics ensures differentiation from your competitors. Whether you’re expanding your e-commerce reach in 2022 or preparing to launch a new business, choose a few methods and apply them appropriately.