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A year in review: how marketing changed in 2022

30th November 2022 |

To say that 2022 has had its ups and downs would be an understatement of drastic proportions. Changing social standings meant changing attitudes, which in the world of marketing means a very close eye must be kept on campaigns. Ill-timed information and misplaced messaging can soon get people’s backs up and, ultimately, tarnish a hard-earned reputation.

A close eye had to be kept on marketing output this year. Trends, as ever, came and went, with some sticking around and others passing on by. Here’s what we think is here to stay in the new year.

Personalised messaging

One of 2022’s biggest trends was the rise in personalised messaging. Marketers have been getting as much as they can out of datasets for some time now, but this year saw things taken to new heights. Social media advertising is a sharp weapon in the armoury of any business, and TikTok’s seemingly unstoppable rise has made that all the more important. The ability to target individuals, not only on apps but across websites, email and now streamed television too, will see marketers dig even deeper in 2023 and beyond.

Digital experiences

The Metaverse is coming, but large parts of it are already here. Marketers are making the most of digital experiences to add engagement and interactivity to their campaigns, giving customers the chance to ‘physically’ experience their product or service, rather than relying on sales spiel. Ford, for example, created an online showroom in virtual reality to show customers their range of vehicles from the comfort of their own home, going as far as being able to take a test drive! This not only meant fewer people in showrooms, but it also widened customers bases beyond their location.

Influencer marketing

Youtube walked so that TikTok could run. Influencer marketing is nothing new, but TikTok open-to-all content creation policy now means that anyone and everyone can be an influencer. Brands that are quick to act will reap the rewards of TikTok’s fast-paced nature, such as reaching a previously difficult-to-pin-down younger audience. We could provide an example or two, but just by opening TikTok you’ll see them every few swipes.

A more careful Christmas

As this year’s festive adverts begin to emerge, we’re seeing a notable change in tone. John Lewis, whose Christmas messaging is always eagerly awaited, have exemplified this by using their platform to highlight the importance of foster families. O2 have done something similar, leaning into the cost-of-living crisis to promote messages of support within the community. Asda have played a slightly different tact, using Buddy the Elf to put a smile on people’s faces, but done so in a careful and considered way. While the festive season is normally filled to the brim with overzealous marketing, most advertisers have read the room this year.

So much has changed, and yet so much has stayed the same. Trends change – and change quickly – but many will have a lasting impact on the work of marketers in 2023 and beyond. Whether these are here to stay or not is yet to be seen – shall we check in again next year?

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