Marketing Strategy 2022, a few things to consider

Daniel Nikolla

Daniel Nikolla

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Marketing strategy 2022 - Danielnikolla.co.uk

It’s that time of the year where marketing managers and business owners ‘strategise’. It sounds like they’re inventing the wheel, but it is just the process of using common sense in a way that delights a company’s stakeholders, and that creates commercial benefits for the organisation.

Brexit, Covid, Crisis, masks are some of the keywords marketing managers have now become accustomed to…but what to consider when planning for 2022.

Please don’t forget digital, sustainability, video, communications and sure… privacy!

It’s that simple, and if you get them all right, you should see some progress. Start with breaking them down into SMART objectives in a way that appeals to your senior management team. There you are – ready for January. (Don’t forget your masks, though!)

 

Digital a.k.a digital transformation

Many businesses have been going through ”digital transformation” since the pandemic started. Even a gardener in my area has now got a website and a 24/7 live chat!

If you are heading up the marketing team of a business, and you haven’t implemented digital before – you’re either lucky to still be in the job, or the company is set in the 15th or 16th century when the Ottoman Empire nearly took over the whole of Europe and beyond.

Please, embrace digital. Not just for your commercial benefits, which I promise are vast, but to make life easier for your customers, sales, and support teams. Create a digital footprint in a way that helps customers find what they need, right here, right now.

Do not over-promise and use a simple language that is professional enough to be ranked on google.

When you decide that digital is for you (better late than never! Remember how amazon wiped out physical bookstores), I would suggest you keep an eye on:

  1. Measurement – If you don’t measure, you won’t be able to convince your SMT to push more investment your way. Moreover, you will be making uninformed decisions. 
  2. Agility – In my experience, digital requires a set of processes and a good plan. Cut off whatever creates more hassle than good!
  3. GDPR – ensure you read GDPR regulations! Hefty fines have been given to companies across the UK for breaching the rules.

 

Sustainability

Talk the talk and walk the walk! I suppose, don’t ‘greenwash’ your customers if you still print 100-page documents to go to a meeting with the rest of the team. Sustainability is quite a broad term, and it may mean different things to different organisations – but you need to find a way to incorporate it into your one year and three-year marketing plan.

Here are a few things you could do:

  • Stop printing when you don’t need to! Get a computer, a big screen and an HDMI cable. That’s all you need to go paperless in your meetings. It just takes a few times, and you will learn to put down organised notes, too. 
  • Share your authentic success story; emphasise the power of your environmental changes in a measurable way. Whether you believe in global warming or not, think environment – make it part of your organisation’s guiding principles and value proposition.
  • If you are an SME, shout about the excellent work you’re doing – it goes a long way!

Be innovative!

According to New York Times, Northwest Airlines saved half a million USD a year by slicing its limes into 16 slices instead of 10. 

Video

Video is a very powerful tool. According to research I run on LinkedIn, video performs at least 2x better than any other type of content. Product videos, FAQ videos, demos, production videos, testimonials, etc.  

 

Communications

Whatever you do, think about effective internal and external communications. The global uncertainty during 2019, 2020 and 2021 has increased the demand for quality, cut-through communications. With working from home becoming a trend, it is imperative to ensure you have an internal communications plan in place for 2022.

External communications are also critical. Digital, videos, sustainability and Privacy all require good comms. Make sure to keep your customers engaged with memorable and meaningful communications. Don’t overdo it! For more, refer to the paragraphs above.

Respect Privacy because you may concede a hefty fine from the authorities if you don’t.

Read GDPR rules here. Over the last two years, I’ve realised that some prospects or customers would prefer emailing or WhatsApp-ing over phone calls. Do your best to understand the preferred communication means of your customers – it may make someone’s day.

Note:

If you haven’t come across them before, read about the 5S of Digital marketing (Sell, Speak, Serve, Save, Sizzle) and Mendelow’s Matrix for your stakeholder management.

It’s not hard, but it takes quite a bit of effort and dedication. Create a team and delegate. You can’t do this, all by yourself.  

 
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