We predicted the future!

Or did we? 

Last year (almost exactly to the date), we made our marketing predictions for 2021.

One year later, how did we do?

Let’s see what we hit and what we missed in 2021.

While we’re at it, we might as well point out some meaningful takeaways for marketers to consider in 2022. Just feels right. 

So, if you’re running a business or leading a marketing department, check out these takes from our team:

 

Lisa HinterbergerGraphic Designer

PREDICTION “I believe we’ll see a surge in content marketing, which will call for people, brands, and businesses to create meaningful content that users can relate to or benefit from more than ever before.
REALITY In July 2021, 82% of marketers reported actively using content marketing in 2021, up 70% from 2020.

Source: “The state of content marketing in 2021 [stats & trends to watch]” by Kirsty Daniel of HubSpot. 

By December 2021, it was reported that “92% of marketers have seen an increase in personalized marketing.

Source: “12 content marketing trends you need to follow in 2022” by Michael Brenner of Marketing Insider Group

TAKEAWAY Double-hit for Lisa!

Not only did content marketing trend upward in 2021, but it became highly personalized, too. 

That means companies used data collection, analysis, and automation to engage customers.

Examples of personalized marketing include: 

  • Targeted emails
  • Custom video messages
  • User-specific content

Ever hear of Spotify Wrapped? It’s a marketing campaign that lets Spotify users see a compilation of all the audio they engaged on the Spotify platform throughout the year. 

How will your business personalize content marketing in 2022?

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Steve Lingle CEO

PREDICTION “The long-term benefit of a customer-for-life built on mutually shared values far outweighs the short-term benefit of a quick sale based on price and promotion. I think you’ll see more companies recognize that.”
REALITY By October 21, it was revealed that “values-motivated consumers” made up 18% of the U.S. buying population.

This group is made up of consumers who don’t just claim to be motivated by values-based marketing—they act upon those motivations, too.

Is 18% of the U.S. buying population a lot?

According to the research, it’s not as high as we might have thought, but it is “still a significant slice that ought to command any marketer’s attention.

Source: “Values-motivated consumers make up 18% of the US buying population” by Dipanhan Chatterhee of Forrester.

TAKEAWAY Chalk up the W for Steve!

But what did he miss? What else do marketers need to know about values-motivated consumers?

It looks like these consumers are no different than any other U.S. online adult. Gender. Income. Education. It all averages out to be the same, more or less.

So, what’s the difference?

Age.

One out of 10 Baby Boomers are reported to be motivated consumers, whereas one out of four Millennials said the same.

As younger consumers displace their elders, brands will have no choice but to lean into values-based marketing.

What values are important to your customers? How are you letting them know that you know what their values are?

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Tyler McElhaney Graphic Designer

PREDICTION “As virtual events and digital content take precedence among consumers and content providers, marketing teams will need to be prepared with the skills needed to accommodate and execute.”
REALITY In July 2021, a comprehensive list of video conferencing statistics was revealed. Some key stats included:

67% of companies planned to increase their spending on web & video conferencing in 2021.”

97% of remote workers would like to work remotely at least some of the time for the rest of their careers.”

61% of workers said they would use video conferencing more after the pandemic because it was as effective as meeting in person and saved time.”

Source: “84 current video conferencing statistics for the 2021 market” by Mandi Sadler of TrustRadius

TAKEAWAY Was Tyler right? Sort of.

While it is true that a commitment to video conferencing efforts trended up in 2021, it is not clear whether marketing departments invested spending on video conferencing professionals.

Rather, the money did—and will likely continue to—fall into the laps of major software companies that support video conferencing capabilities.

As we enter 2022, marketing professionals should prepare to pay for new tech features and tools form companies like Zoom, Google, and Microsoft, among others.

What sort of video conferencing preparation do you need to make in 2022?

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Jerry Lee Marketing Strategist

PREDICTION Video, specifically as a subset of content marketing, will prove to be a top-of-mind tactic for marketers in 2021.”
REALITY As early as February 2021, 96% of marketers surveyed said they’d plan to increase or maintain their spend on video marketing, which was up 1% from the previous year. 

That’s not a huge increase, but consider this: 69% of marketers who said they didn’t currently use video said they would start to do so in 2021. That figure is up 10% from the one reported the year before.

Source: “What video marketers should know in 2021, according to Wyzowl Research” by Adam Hayes from HubSpot.

TAKEAWAY It was a bit of a softball, but Jerry hit it out of the park.

Video marketing isn’t going anywhere but up, up, up.

On YouTube, people watch one billion hours of video every day.

On the Gen-Z favorite, TikTok, the average user spends 46 minutes a day consuming content.

Your audience will almost always dictate the types of videos you make—and the platforms you choose to share them—but in general, good uses of video will feature:

  • Tutorials
  • Product demos
  • A look behind the scenes
  • Customer testimonials
  • Company culture
  • Employee profiles
  • Branded narratives

What sort of videos will be a part of your content marketing strategy this year?

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James Colombo Copywriter & Content Strategist

PREDICTION “Our clicks and likes and shares—and all the content that is driven from those—will (continue to?) permeate our consciousnesses until we (d)evolve into semi-sentient cyborgs that are fueled solely by the faces and flavors with which we are infatuated. 
REALITY Welp, it happened. Er, it’s happening. Uh, it will happen?

In October 2021, Facebook rebranded itself as Meta and planted its virtual flag in “the metaverse.”

What? What is that?

The metaverse is “the next evolution of social connection” consisting of “3D spaces that will let you socialize, learn, collaborate and play in ways that go beyond what we can imagine.”

An entire augmented reality UNIVERSE in which we can engage only those entities we choose to engage? Jeez.

Did James predict the metaverse? No, he did not. But he wasn’t too far off, maybe?

From a business perspective, at some point—like in the next five or 10 years—your business will need to determine whether it should open up shop on the augmented streets of the metaverse.

Should you? IDK. It looks like the metaverse could help your business: 

  • Create new spaces for customers to engage your brand
  • Introduce new currencies for your business to exchange
  • Create new tools for your employees to collaborate

But you’ll have to read more about that here.

 

Are you so impressed?

Maybe just a little? Come on, you’re at least a little curious about we get down to business around here. Which is why you should contact us online or at 716.926.9266.

Even better, let us know what you’re looking for and get a quote today! We’d love to work on a project together.

Until then, check us out on LinkedInFacebook, Twitter, and Vimeo!

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