Trendspotting: November 2022

Posted on 07/11/2022 by Julie Reid

While marketers used to be tasked with the 4 Ps – product, pricing, place (distribution) and promotion – for most of us over the past few decades, we’ve mostly had ownership of just the promotions side of things.

But our remit has been expanding lately to include more than just marketing and advertising. We’re regaining ground around product and business impact, layering in customer research, identifying customer expectations around their brand experience and adding in the complexities of data and martech stacks.

It’s enough to make your head spin.

So, this month, we’ve highlighted a few trends and opportunities that touch on some of this expanded remit to help you move your marketing activity forward.

Businesses that view marketing as a cost can be quick to cut activity in response to economic downturns. Those that see marketing as a driver of business growth are more likely to continue to invest. We’ve pulled together some evidence to support you in conversations around marketing budgets with your senior leadership.

Demand generation is a robust activity that educates and adds value to potential customers. It’s about laying the groundwork for lead generation. Not only can it help reduce customer acquisition costs, it can also shorten the sales cycle and bring in high quality leads. We’ve looked at six key steps to building a demand generation funnel for B2B companies – digging into that deep customer knowledge marketers need to have.

And we’ve looked at how you can review search data to give you an indication of what’s happening in your customers’ lives and how you can better meet their needs. As customers become more sophisticated in using search, they are adding modifiers to their queries – descriptive phrases that provide context and may serve as early notice of changing demand.

As a reminder, Google is replacing Universal Analytics with Google Analytics 4 (GA4). From 1 July 2023, you will no longer be able to record data in Universal Analytics. The clock is ticking for marketers to make the switch to GA4 and get everything set up correctly so you don’t lose key data. We break down what you need to know and do, and how we can help. 

Finally, we’ve covered a few updates to YouTube’s search tool, the launch of TikTok Academy and ads on Netflix and Google’s move to let users turn off personalised ads. 

You can download the report below and do get in touch if you have questions about anything you read. We love to chat!

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Trendspotting: November 2022

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