Trend scouting 2022

The use of third-party cookies has been a topic of discussion since 2017 and became even more important after the GDPR came into force in May 2018. Now there are more measures in the pipeline from both lawmakers and technology providers, which means that if you haven't already started to adapt to the requirements, you will have to do so in 2022.

Third-party cookies (cookies owned by a third party and used to collect personal data and leverage it in other contexts) are widely used in digital advertising for targeted campaigns based on interests and pages previously visited. Ever since the introduction of the GDPR guidelines, there has been ambiguity around how these cookies should be used. However, there have already been some changes and today Apple, Mozilla Firefox and Google Chrome have blocked and restricted the use of third-party cookies. It is safe to say that it is only a matter of time before the use of third-party cookies will disappear for good.

A good first step is to move to a first-party data strategy, meaning that you use the information you collect yourself directly from customer relationships - instead of, for example, using information from ex-partners, (second-party data) or buying it from a third party (third-party data) or collecting it via a third-party cookie. The information will also be more up-to-date, which creates more relevance in communication with customers and potential customers.

The next step is to develop a clear plan for how the data you collect from different sources will be integrated and made available to the whole company, i.e. avoid it ending up in data silos. The aim is to have a well thought-out collection, quality control and use of data that can in turn support your business objectives. For most companies, a first-party data strategy will require more focus on the customer journey itself, on the direct relationship you have with your customers (not through a marketplace or intermediary), as well as less work on new customer acquisition and instead more effort on retaining and loyalizing existing customers.

In 2022, we want to emphasize the importance of working with value-creating content and communication to motivate data collection during the different parts of the customer journey. Having conversion points where you are transparent and clear about your privacy and communication policies will also become increasingly important.

To keep up with developments and not risk unfortunate consequences when the possibility to use different forms of data disappears, our recommendation is that you, as a marketer, start developing a clear data strategy for your first-party data as soon as possible.

If you want to read more about cookies and tracking, you can do so here.

Video in action

"A picture is worth a thousand words."

The use of video in marketing and sales is a trend we've been highlighting for the past three years, but it's only now that we've started to see the power and clear results video can have.

Video production doesn't have to be expensive or time-consuming. With smart solutions like animaker, Videobolt and Phyron, video production is becoming accessible to businesses of all sizes. Shorter time from idea to production also makes it easier to test different messages across channels and different parts of the buyer journey.

Presentation over video is more effective than any other form of outreach. According to Vidyard, a presentation via video is more effective than other communication channels and a subject line containing the word "video" is 8 times more likely to be opened.

Video tracking provides an insight into how much of the content a viewer watches and which parts they skip. This provides great opportunities for understanding the target audience and adapting further communication accordingly.

Integration/data platforms

As our lives become increasingly digital and businesses rely more and more on digital tools and systems, huge amounts of information are created and stored. Information also plays an increasingly important role in how businesses are run and products and services are developed. The problem is that information is largely scattered throughout the organisation, in different systems and departments. To be able to use the information to make good decisions, create relevant communication and build digital relationships with your target groups, you need control over the data. With increasingly clear and strict legal and regulatory requirements, it is even more important to have control over your data and create data transparency and data relevance (i.e. that data is in the right place with the right rights at the right time).

This is where different types of data platforms become very interesting. What these tools or platforms have in common is that they try to help solve various data-related challenges.

A Best-in-Breed solution that allows the choice of different applications within the organization puts higher demands on internal technical expertise and investment on integrations as stand-alone applications act as data silos and make it impossible to offer a seamless customer experience.

"All-in-one" or "Best-in-Breed"? This has been a recurring question in 2021, but is it necessary to pit the two options against each other? By creating a digital architecture that creates flexibility and reduces dependency on individual solutions, both strategies can coexist and in total create a better solution than either one or the other alone could have achieved.

Here are two examples of platforms that can help you create a more integrated data flow and data transparency in your organization:

5G, Mobile First & the use of Apps

According to a survey conducted in February 2021, almost half of respondents said they spent an average of five to six hours on their phone daily, including work-related smartphone use. The industry now expects to generate over $156 billion in revenue coming from mobile applications in 2022.

The need for adaptations in communication for mobile phones is nothing new. But it's safe to say that mobile device usage shows no signs of slowing down and that demand will continue to grow in 2022!

From checking the bus schedule to booking your vacation or checking the agenda for the day's events - all this is done today via a mobile device. The development of 5G technology will make it easier for marketers to use mobile data and deliver their messages online.

An application provides opportunities to build unique customer experiences customized for mobile. It allows for personalized settings, services and fast and customized communication. It gives users the possibility to choose which communication they want to receive through the app and to receive push notifications directly through the app. The rise of the smartphone has given birth to the modern consumer's 'I want it now' or 'I want to do' mentality when it comes to digital consumption. This puts a greater demand on value creation and relevant communication. It is more important than ever to understand the customer journey and choose the channel and message based on customer needs.