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Whilst in lockdown, what were the things you preoccupied yourself with? Did you pick up an online shopping habit? Did you go on a virtual tour to check out a new home? Or, did you at any point click on the CTA of a campaign that promises quick delivery and excellent customer service?

Whichever one of these activities you performed, what’s clear is how B2C marketing has engaged you. In 2021, the same can be said of millions of other consumers online.
Beneath the population of online users and shoppers are trends that have determined the course of digital marketing today. These top 5 B2C marketing trends may foreshadow 2022 marketing trends.

Join us as we uncover the five marketing trends that are likely to shape B2C marketing in 2022.

1. Marketing Is and Will Continue to Be a Game

Feel free to take the above statement literally. Statista recorded more than 1.48 billion gamers in the Asia-Pacific region. Further West, this number more than triples. The number of gamers online continues to rise, even as we speak.

The lockdowns in response to the COVID-19 pandemic are to blame for this — or shall we use the term “thank” instead?

After all, digital marketers have been quick to notice this development. Capitalizing on it, they have seen it as an opportunity to diversify their strategies in the direction of the joystick.

Games are more than anti-boredom platforms. Being reservoirs of action and engagement, digital marketers can take advantage of in-game advertising. Marketers have also gamified their campaigns, launching promos with a game-like format. For instance, e-commerce businesses in Asia — like Lazada — offer redeemable coins for purchases. All the user has to do is “water coin plants.”

2. Immersive Marketing as the Key to Customer Experience

Every interaction or usage of any digital platform is an experience. The capacity for an ad or website to create an immersive experience can make or break a marketing campaign.
Several industries have already spearheaded the process of giving consumers a first-hand look at products. One key industry is the real estate industry. Due to restrictions in mobility and crowds, real estate companies and agents have had to exhaust many options to provide house tours in trying times. One way realtors have done this is through virtual tours. By providing 360-degree footage and videos of homes, home buyers were still able to tour homes without actually being present.

Indeed, the end of the COVID-19 pandemic is in sight. Nonetheless, more industries will catch on, incorporating ways to offer virtual tours and trials of products. According to recent studies, the projected revenue and demand for VR-based marketing are expected to climb until 2023.

3. More e-Commerce Solutions for Piece-Meal Purchases and Installments Emerging

Based on a recent survey, consumers gravitate towards installment or piece-meal payments of goods and services. More specifically, the survey revealed that more than a third of respondents reported that they would be more likely to buy something if:

  • A product is discounted.
  • Installment payments are allowed.
  • Products that are normally in bulk are available per unit.

There are several reasons for this. One of them, according to the same survey, is the intimidation surrounding large purchases online. A large purchase online intimidates roughly a third of the respondents in the survey. If the price is lower — whether by discount or installment — it is enough to offset the perceived buyer risks.

In the future, we may see more companies allowing installment payments for high-priced goods. At the time of writing, various e-commerce platforms like Amazon and Shopee Singapore have installment payment as a payment option.

4. The Socially Responsible Will Thrive in 2022

Companies that place their social advocacies front and center have earned a following for a long time. Just look at companies like Patagonia.

At no other point has corporate social advocacy been more sought for than in 2020 and 2021. Based on CMO’s consumer survey, more than 79% of consumers deem socially responsible companies as companies worthy of support and buyer patronage.

More than the knowledge that consumers aren’t alone in caring for the world, social responsibility elicits trust. As we all know, trust is pivotal to both branding and consumer patronage. Since consumers share the advocacies of socially responsible companies, B2C companies are in a perfect position to take advantage.

Some examples of companies that have leveraged their advocacies are:

  • Canon
  • Disney
  • Lego
  • Nike
  • Netflix

The above-mentioned among others have stepped up their corporate social responsibility game by ramping up customer service experience and product satisfaction. As well, many of these companies have enlisted the aid of payment solutions to reduce payment friction.

5. To-the-Point Content’s Superiority over Long-Form Content

The lockdowns have given many people more time on their hands. Unfortunately, this seemed to have done little to bolster attention spans.

As time goes by, attention spans grow shorter. The ability to stay on one page diminishes with the implementation of more ads and other forms of marketing content. SEO aside, more and more consumers will gravitate towards content consumable within a matter of minutes — preferably below Google’s 2,200-word recommendation.

If the popularity of short ads, 3-minute videos, and “skippable” content has shown one thing, it’s that brevity is the new gold standard.

Indeed, written long-form content has its place, barring any changes Google will make to its algorithms in 2022. Nonetheless, content creators guided by the KISS (keep it short, simple, and sweet) principle may need to explore other marketing mediums like video and audio.

What the Future Holds: 2021 Marketing Trends are Also the Marketing Trends of 2022

The above-mentioned trends characterize how B2C marketing has shaped campaigns during the pandemic. Buyer behavior may change almost erratically. However, if 2021 is any indicator of how people end up in sales funnels, the trends may carry over to 2022 — COVID or no COVID.

Marketing is a perpetual game of catch-up. For marketing solutions that are ahead of the curve, reach out to us at Gold Lion Technologies.