Exploring the Digital Marketing Trends in 2022 and Things Businesses Need to Pay Attention to

Along with the competition that continues to be wide open as an implication of business digitization, it makes every business actor including startups and MSMEs need to properly define their strategy to win the market. One that can be optimized is by utilizing digital marketing -- because apart from following the development of consumer behavior patterns, this method is considered to have various impacts, including exploring insight important basis for important business decisions.

To see how the trend digital marketing and things that businesses need to pay attention to in 2022, DailySocial.id had the opportunity to talk with the Country Director for Marketing Services ADA Indonesia Faradi Bachri.

Starting the conversation, Faradi said that 2022 is an important year for business people to compete in an increasingly dynamic market along with the increasing potential of the digital market. Based on this premise, it is predicted that this year there will be an increase in the marketing budget to optimize business through digital transformation and digital marketing. He also said that there are several digital marketing trends that will develop in several landscapes, including:

1. Bottom of Funnel Focus; sales initiation through the platform E-commerce and investment in content/media will be significant. This encourages the need for advertising technology that refers to data and performance.
2. Activation of 1st Party Data at the Clients; use of third party data is predicted to be very limited, referring to the latest Google and Meta policies regarding restrictions cookies, then it has an impact on the utilization of first-party data for replacement. To streamline the process, the use of services public cloud as martech can open up new opportunities in digital activation.
3. Platform-Centric Implementation; there is a switch from the platform walled-gardens like TikTok, Instagram, Google etc. And the use of business platforms to increase business effectiveness, including various SaaS.
4. Next Generation Messaging; maximize two-way communication between brands and consumers through direct messaging applications such as WhatsApp, Line, etc.; also through chatbot. User bots for activation multi-channel messaging can encourage interaction and build loyalty.

"Furthermore, the demand for digital talent will continue to increase. As businesses continue to move into the digital landscape, the demand for skilled digital workers will continue to increase. Currently, 63% of companies find it difficult to find digital talent with the right technical skills. ," added Faradi.

Digital marketing strategy planning

There are various ways that businesses can do so that their investment in digital marketing strategies can produce results return on investment maximum for your business. According to Faradi, one of the best practices is to utilize data, particularly by processing information that is useful for understanding consumer behavior.

In the midst of digitalization in various aspects, brand could make use of data from various parties -- first, second, or third. But the most important thing is to connect all the points of the data to produce a precise picture of consumer behavior.

"Right now, many brand who started utilizing and managing first-party data. They get this data from consumer activities on various consumer assets/activities that they manage themselves. They also began to use the Customer Data Platform (CDP), to manage the data so that all existing information can be managed into a single file single customer view, where brand can understand customers who interact either with a particular production or service, customers who are loyal to brand them, or even new customers who are ready to buy products that will be launched," explained Faradi.

Further explained, the use of the data can also help brand in many ways, such as optimizing its marketing budget, using the right marketing channels, providing actionable insights right, to the creation of personalized messages for various consumer segments. This optimization helps brand generate maximum ROI.

D2C trends and optimization strategies brand

Today the Direct to Consumer (D2C) model also continues to grow along with the ease of the owner brand to reach consumers directly through digital media. According to a survey, 53% of consumers apparently also prefer to transact directly with the owner brand, especially through online marketplace. However, this large number of D2C players makes competition in the E-commerce increasingly fierce, so special efforts are needed to brand owned can remain visible and relevant to consumers.

In response to this, Faradi has three tips to share. "First, heavy discounting is an easy-out, but leveraging on consumer data is the key," he said. Data is a strategic asset that every business must have to help market their products more efficiently; as well as to formulate strategies to drive sales. The second is related to 'smart targeting'. By relying on the data they have, businesses can create multiple consumer segments. This is to facilitate the process consumer target become easier. And besides, it also needs to be pushed with the right tools.

In order to be relevant, Branding This is also an aspect that needs to be considered by business people. It is undeniable, to win the hearts of consumers is a very important thing tricky, but according to Faradi, it can be faced with several things. First, ensure that the products/services offered can answer market needs and problems. Furthermore, the message echoed must match or represent the intended target market.

Then back to the use of data. This has to do with how brand to distribute messages according to their target consumers, including the use of appropriate promotional channels and projecting an efficient advertising budget. "In addition, the benefits of data analysis can also provide more precise information related to market opportunities, target consumers, to the development of more targeted creative materials/contents," he added.