Digital Marketing Trends 2022: Focus on Technology and Message Optimization for a More Engaging Customer Experience

The digital marketing transition has accelerated over the past two years, and in many ways the customer experience has improved dramatically as a result. Scheduling appointments online, making contactless purchases in stores, getting real-time online delivery updates – even tasks like getting tires changed are now easier for many people due to the how retailers have adapted to new consumer needs and preferences.

Now is the time for retailers to see where they stand and decide how they can optimize all of these changes, so that they are in the best possible position to retain customers and be ready to pivot for the changes ahead. Most of the trends we’re looking at this year apply to D2C and B2C as well as B2B. As was the case before March 2020, B2B digital marketing lags behind B2C and D2C in terms of optimizing the customer experience, but it has spent the last 20 months pivoting to more digital experiences and more friendly.

Now, earnings consolidation can help B2B and other retailers focus on customer experience to improve loyalty and potentially capture new markets.

Take a Fresh Look at Your Marketing Technology Stack

Many retailers have embraced new technologies since the start of the pandemic to help connect with customers on new channels and to provide new delivery and pickup options. Now is the time to check if all of your marketing technology is seamlessly feeding customer data into a stable repository like a customer data platform, so you can use it to accurately personalize the omnichannel customer experience.

Put personalization goals first

As consumers move into 2022 retain two or three merchants, personalization will remain essential. Understanding your brand’s digital maturity can show you where the brand can (and should) be in terms of personalization now. Whether your technology and data management can support segmented personalization or provide more targeted personalization throughout the customer journey, the most important thing is to avoid the kind of blanket messaging that makes customers turn away.

Embrace SMS Marketing

SMS marketing strategy hasn’t been discussed much in recent years, but it’s now essential. In reality, mobile commerce is expected to grow by 68% This year. Brands can leverage this with SMS marketing and messaging if they get permission from customers to do so. Business text messages have a higher open rate than marketing emails — 81% of American consumers have opened work SMS messages and 43% have initiated SMS conversations with a company.

Like all digital marketing, SMS marketing works best if it’s personalized and delivered at a cadence that doesn’t make the messaging seem spammy. And like email, SMS marketing messages need to be easy to disable, both for compliance and for the customer experience.

Make the most of marketplaces

Creating a marketplace channel can help retailers reach more customers, as 57% of B2C e-commerce sales in the US circulate on the market places. Brands that establish a presence in other marketplaces can expand their product selection to mitigate supply chain challenges and merchandising investments and provide customers with a more seamless one-stop-shop experience. At the same time, retailers can create their own market listing program based on search algorithms that shoppers use to find the brand’s products. This data can be used to refine and personalize digital messaging for market customers.

Adopt alternative payments

Alternative payment methods such as mobile wallets are becoming the norm, especially among smaller retailers, while many larger retailers are lagging behind. When a customer who is used to using their phone to pay in-store with their mobile wallet tries to pay at a large chain, they may not have this option, which hurts the experience customer. This is the year retailers need to align their point-of-sale (POS) terminals with the rest of their digital technology stack, to enable the contactless and mobile payments that customers expect and that many smaller competitors are already offering. .

A glimpse of the metaverse

A note on the hot topic of the metaverse, which includes virtual and hybrid physical and digital worlds that people can access even through connected devices that do not support virtual reality or augmented reality, such as smartphones, consoles of games and computers. The metaverse also promises to break down platform boundaries, so people can bring their metaverse goods and services to any platform they visit, just like a customer who buys a pair of jeans can bring them. carry wherever they go.

For D2C marketers, the metaverse will be a place where users can create, buy, and sell goods, and it offers potential marketing games for product placement, search, social selling, and more.

Evaluate the agility and flexibility of your digital marketing

As retailers take a moment to review the changes they’ve implemented since March 2020, it’s also a good time to take a hard look at the adaptability of your marketing strategies and find ways to become more open. to change. For smaller retailers, this agility is needed to drive customers away from traditional retailers and larger competitors that haven’t embraced new technologies like contactless POS and SMS marketing.

These retailers typically find it easier to implement new digital marketing strategies because there are fewer levels of decision-making in their organizations and they have less – or nothing – invested in legacy technologies and related strategies.

For large retailers, agility is essential to continue to adapt to new customer behaviors and to deliver a digital customer experience on par with smaller, more agile competitors. This is clearly true now, after more than 20 months of constant and rapid change, but it will always be true to some degree as customer behavior and expectations are constantly changing. The most successful retailers will be those that keep up with the changes and adopt the right technologies and marketing strategies to meet customer expectations.

Danielle Savin is Senior Director of Digital Marketing at Capgemini Americas. Savin has over 20 years of experience in e-commerce, direct marketing, and traditional and brand marketing. She combines experience and vision to assess business needs, develop strategy, implement and monitor deployment.