Five prime marketing trends identified from Google’s most-read content in 2022
In recent times, numerous facets of our existence, such as how we live, shop, and work, have transformed significantly. This holds true, particularly for marketing professionals, whose roles continue to broaden in scope.
The responsibilities of marketing professionals now extend beyond the traditional, reaching into areas such as social accountability, sustainability, inclusion and diversity, and safeguarding privacy, among others.
We delve into some of the most popular articles on Think with Google U.K. from the past year, enabling digital response marketing agencies to discern prevalent marketing trends.
1. Alterations in shopping behaviours and persisting tendencies
The preceding couple of years witnessed drastic changes in the shopping habits of individuals. These transformations were initiated by the pandemic, changing not just what people purchased, but also how they did so, leading to novel and innovative methods of shopping from home.
While physical stores continue to hold appeal, digital marketing platforms such as YouTube and Search are gaining traction as a medium for customers to research and discover new products and brands. Retailers are now tasked with crafting smooth and engaging paths that link the virtual and real worlds to cater to the 'always on' consumer.
We studied how automation aids marketers in capitalising on seasonal interests and harnessing short-form video content. Impressive insights on the evolving retail landscape were shared by industry leaders like Cate Trotter, founder of Insider Trends, and marketing guru Seth Godin.
“I envisage retail to be integrated into all aspects of our surroundings.”
2. Automation and experimentation are driving enhanced performance
Marketers are exploring different strategies in Google Search and automation to remain attuned to dynamic consumer behaviours and to serve their customers more efficiently.
A good illustration of this is the pet insurance provider, ManyPets, who experimented with fully automated Performance Max campaigns, resulting in a 21% surge in sales and a 20% boost in average cost per action.
We also observed HP's innovative approach, which was triggered by a rise in generic search terms. They tested the impact of a strong ad presence on these non-branded search queries, with the results speaking volumes.
3. Technologically driven campaigns bolstered by creativity
The winners of the YouTube HomeShows Award demonstrated how creativity could be employed to bolster tech-oriented campaigns, leading to a substantial reach and compelling outcomes.
One such winner was Avon, which used YouTube to share stories of female empowerment, prompting audiences to view the brand from a new perspective. Another successful campaign was executed by pet food manufacturer, Sheba, which smartly targeted new cat owners.
Sheba also showcased innovation in a YouTube campaign designed to inspire viewers to contribute towards saving the world's fish populations.
The YouTube Global Creative Works team elucidated creative best practices for app campaigns that captivate attention, drawing on significant campaigns from brands like Tinder and Deliveroo.
Moreover, Alyson Lowe, audience growth manager at British Vogue, provided insights on how the iconic brand is using channels such as YouTube to pique interest around their suspenseful cover reveals and shared a plethora of tips for marketers to emulate similar strategies for their product launches.
4. Surpass customer expectations with a privacy-centric approach
Currently, marketers have the capability to utilise extensive customer insights to offer highly personalised experiences. However, the challenge lies in offering these services while navigating a world increasingly concerned about data privacy.
We consulted with experts from three agencies to gain their perspectives on UK privacy and the evolving data landscape. Additionally, Google U.K.'s privacy leads provided invaluable guidance to help marketers adapt to a privacy-first world.
Their core advice centred on a proactive approach towards customer privacy to establish trust and foster sustainable relationships.
5. Marketers are stepping up on sustainability
Advertising, given its significant influence on people’s lives, has a crucial role in steering the world towards greater sustainability.
Digital marketing agencies are stepping up to this responsibility. We discussed the multifaceted role that CMOs now play in driving change – facilitating consumers to associate sustainability with their product categories and enabling better-informed decisions.
“If we can’t expect consumers to demand the change at the pace we need it to happen, then marketers need to work to create the change and drive the demand”
