2022 Media Trends and NFT
The Media Trends 2022 forecast was released online, where specialists from dentsu X, iProspect and Carat agencies studied business trends in order to determine in what form advertising will develop in 2022. The work indicated ten global media trends:
1 omnichannel will change many industries
Omnichannel is the unification of various points of contact with the client into a common system of interaction with the company. In this particular case, we are talking about the combination of offline and online tools.
2. Shoppable content will develop, which makes it possible to buy something while watching
Various companies are already working to sell content right at the time of human consumption. A shopping tag has appeared on Instagram, YouTube is testing image recognition technology so that it identifies products in a video and recommends them for purchase immediately after viewing.
3. Anonymity is over
Sites force users to register on the site in order to make a purchase, so customer anonymity becomes impossible.
4. The metaverse can change the relationship between brand and customer
The development of online worlds can divide the end customer and the purchaser. People from Russia are not very ready to give their personal data to any brands, but it will be easier for them to share their avatar data.
5. NFT technology of the future
This area has been actively developing over the past couple of years. NFT technologies have already been used by different brands for their advertising and philanthropy. In the future, it will be able to be used in more diverse formats.
6. Flexible work format continues to gain popularity
The pandemic has moved everyone to a remote location, but not all companies are ready to give up their offices. The main compromise in this matter will be partial visits to workspaces.
7. Circular Economy Will Become More Popular with Brands
Young consumers have become more conscious. They think about ecology and responsible consumption. Therefore, brands are beginning to actively rebuild their processes in order to be in the spirit of the times with their customers. For example, Nike and Levi’s collect goods for recycling or discounted resale.
8. Marketing sustainability will take an important place in the promotion
Brands strive to balance between preserving nature, making money, and benefitting people.
9.A cookie-free internet: trust between brand and customer will be paramount
Users are worried about the safety of personal data, so the Internet is gradually abandoning cookies. Ad personalization is now becoming less feasible, so brands need to build strong customer relationships.
10. Content Marketing Will Become More Important Promotion Tool
Without cookies, companies need to collect user data in-house. To do this, the audience will need to offer value through content and their own platforms.