B2C marketing is shifting. Are you ready?

As small businesses everywhere are gearing up for the holidays and closing out a tumultuous year, it seems the future will be bringing some notable changes. As the B2C companies ramp up for what hopes to be a huge next six weeks, B2B companies are starting to prepare for next year. But, what is on the horizon for the B2C’s? In some recently published research, Hubspot has zeroed in on just where B2C digital marketing will be going in the coming year. The following comes directly from that published research report:

  • Short-form video took off in early 2020 and shows no signs of slowing down. his is good news for brands, as the short-form video trend content offered the second-highest ROI for B2C marketers in 2021, behind influencer marketing. three key goals B2C brands will have when running marketing campaigns in 2022, will be increasing brand awareness (49%), advertising products (44%). and increasing revenue (43%).
  • For most B2C marketers, the power of influencers is clear. In 2022, 61% of B2C marketers surveyed in the study plan to leverage it in 2022. In fact, it’s the third-highest trend they plan to prioritize, behind short-form video content and inbound marketing.

A chart shows B2C Trends and Tactics with Highest ROI which include influencer marketing, short-form video, permanent social content, and SEO respectively.

  • Data suggests that video is the leader when it comes to content marketing. However, audio is slowly creeping up into the mix. According to the survey, only 19.1% of B2C marketers use podcasts or other audio content in their marketing. Of those who do use it, 37.4% find it to be one of their most effective trends. Roughly 43% of B2C marketers plan to increase their investment in podcasts in 2022 while 38.4 plan to keep it the same. Another interesting fun fact is that this particular piece of data is virtually the same for B2B marketers.

B2C Marketing Campaign Goals 2022 Chart shows that the top B2C campaign goals are increasing brand awareness, advertising products, and increasing revenue.

  • Behind short-form video, inbound marketing is the top trend marketers will invest in next year. In fact, over 80% of marketers plan to keep the same budget or add more for this strategy. This is done by following the “Attract, Delight, Engage” model that leverages content marketing, SEO, marketing automation, social media, and more to nurture consumers at every stage of the buyer’s journey.

-Written by Kevin Sawyer