In the face of a cookie-less landscape, the next generation of Google’s Analytics and marketplaces’ immense growth, we look at the forthcoming trends of 2022.
In our podcast discussing this topic, I was joined by Maxwell Scott’s International Marketing Director, Julia Munder, along with our own internal experts from paid media, technical SEO, digital strategy and programmatic – Pete Whitmarsh, Leonie Mann, Jimmy McCann and James Kenny respectively.
The full podcast can be listened to below, but if you would rather read a summary of the top five areas we discussed, then here they are.
2021 witnessed another significant dose of innovation and adaptation to the new normal. With a strong focus on education and understanding of the shifts in the market, brands were forced to evolve into digital maturity through new modes of tracking, attribution and everything in-between.
The loss of third-party data has been a catalyst for new innovative ways of getting closer to your audience, as well as a shift to more traditional, first-party marketing. Pushed to find creative methods to collect data, there have been many ways brands have diversified their approach to this including collecting surveys, encouraging subscribing to newsletters and leaving feedback.
Embracing what is available rather than what is lost is a growing theme moving into 2022. With the arrival of many new tech developments and significant shifts in both in-person and online experiences, 2022 is set to be a crucial year in digital.
Tech enhancements continue to evolve towards optimizing the data that is available and adjust to losing what you once had in third-party data. Julia Munder touches on the arising creative methods of streamlining forms, collecting intentional zero-party data via returns, surveys, and more.
The original GA was designed in an era of primarily single device usage and cookie routed tracking. GA4 is built in an entirely new framework of interaction and analysis, optimized for the contemporary multi-device landscape, covering the likes of web, apps, streams, POS, games, etc.
Google is implementing machine learning and advancements in attribution into the new versatile, privacy-compliant edition. The platform is completely user configurable with fully designable reports and dashboards customized to your business or user. For example, marketing could receive a different report than HR. Premium data attribution and raw data features are now also integrated into the free version.
But why transition now? The more data you have in GA4, the quicker you can migrate to the software when it reaches enterprise level. The sooner you make the switch, the easier you will benefit from the innovation having built up a history of data and activity.
Marketplaces have experienced extreme growth throughout the past two years. April and May of 2020 saw more ecommerce growth than the previous decade. 10 years of growth in 8 weeks, and Amazon’s US market share is expected to surpass 50% by the year’s end.
The immense growth of marketplaces is forcing diversification of sales. It is no longer possible to expect your own website to take all leads. The rising number of shoppable social and video platforms are encouraging brands to let go of traditional tracking and embrace diverse, multi-channel lead sources.
74% of marketers in a recent survey advised video has a better ROI than static imagery. The increasing number of video channels, ads and live streams are bringing in better engagement across a multitude of markets. Although, as our Head of Programmatic James Kenny notes, it is vital to lean into the strengths and weaknesses of each platform and create unique strategies that complement the medium at hand.