How do our experts believe this will impact marketers in 2022?
Shorful Islam, Chief Data Scientist at Tribal Worldwide:
“Even automotive manufacturers, striving for that holy grail of a fully autonomous vehicles, will be experimenting with AI. Market leader Tesla has done so, to make the driver experience more enjoyable and safer. Assisted technologies powered by AI should become mainstream in 2022 as sales of electric vehicles continue to gain traction.
- Privacy and ethics considerations
- AI and automation
- Personnel
- Cookies are (almost) history: now what?
Privacy and ethics considerations
“And given all that inference is happening in the browser (to negate the need to track users centrally), the effectiveness of those contextual algorithms and in particular how they deploy natural language processing (NLP) to infer preferences and interests will be a critical success factor for relevance.”
For more on what’s on the horizon for 2022, don’t miss Econsultancy’s upcoming briefing, Digital Marketing and Ecommerce Trends For 2022 on 26th January at 3pm GMT/10am EST. Register your place now!
Reviews, and stricter enforcement, of privacy legislation
Data-driven Marketing Best Practice Guide
Andrew Hood, CEO at Lynchpin:
Andrew Hood, CEO at Lynchpin:
Ben Walmsley, Commercial Director of Publishing at News UK:
But marketers are well aware that this is a temporary reprieve. There’s no doubt that the industry will have to do without third-party tracking cookies, and the sooner they are prepared to adapt to this reality, the better. So, what do our experts think will emerge to take their place in 2022?
But marketers are well aware that this is a temporary reprieve. There’s no doubt that the industry will have to do without third-party tracking cookies, and the sooner they are prepared to adapt to this reality, the better. So, what do our experts think will emerge to take their place in 2022?
But marketers are well aware that this is a temporary reprieve. There’s no doubt that the industry will have to do without third-party tracking cookies, and the sooner they are prepared to adapt to this reality, the better. So, what do our experts think will emerge to take their place in 2022?
“2022 will be the year of marketing at scale and the rise of CDPs. While the pandemic has undeniably been a challenging time for businesses, it has also been incredibly enlightening. As technology helped customers access the goods and services they needed, and vice versa, supported companies in providing them, it highlighted how essential digital transformation is to drive recovery and growth.
“Today, consumers want the internet experience to be tailored to their interests and previous online behaviours, but they don’t want to feel followed or frustrated by retargeting activity. So, with that in mind, in 2022 we predict there will be further adoption of addressable, people-based targeting solutions that will achieve this by enabling frequency capping across devices and channels. Further, people-based buys are tied to a value exchange that helps build continued trust with consumers.
“We expect to see the consumer remain the center of attention for targeting strategies. In a cookie-less world, first-party data will be key to success. Brands must find way of understanding the needs and motivations of their target audience, and many brands have already refined their D2C approach in 2021.”
