5 (more) essential statistics marketers NEED to know in 2022! 💡
Last week, we covered some of our top statistics for marketers going into 2022.
And we didn't stop there! We've compiled a list of 5 (more) statistics all marketers should know as we approach the new year.
Let's get started!
1) Virtual events
Virtual events saw a huge rise in popularity in the last couple of years, and it's no surprise why.
Allowing brands to provide exclusivity and a sense of community for target audiences, whilst being safe and convenient for those involved in the event, is pretty much a no-brainer.
However, as more of us return to a (new) normal, the number of marketers leveraging virtual events is expected to decrease by 17%, with in-person events becoming their preferred option once more.
While many trends in marketing that have been strong in 2021 are looking to change for 2022, the trend of virtual events is projected to show the 2nd highest decrease in marketing trends for 2022.
With that being said, the age of virtual meetups, meetings, concerts and hang-outs is far from over.
Going forward, we expect to see more brands take on a hybrid approach to events, and virtual events are expected to be the third biggest trend for marketers next year with 31% of marketers currently favouring them, and a further 9% expected to introduce them to their marketing plans for 2022.
2) Inbound marketing
Inbound marketing involves creating organic content that entrances target audiences with engaging and informative content, to connect with your audience and help them find solutions to problems.
While outbound marketing can be unwanted, inbound marketing works by growing connections between the audience and the brand that already exist.
To reap the benefits of inbound marketing, around 23% of marketers will utilise inbound marketing for the first time in 2022, and roughly 80% of marketers already using inbound marketing strategies will maintain or increase their budget.
3) Paid social
While the prioritisation of organic content is seeing continued popularity, many marketers will choose to increase their investments in paid social.
While 2021 saw 79% of marketers invest in paid advertising, more than 50% of marketers plan to invest more in YouTube, Facebook and TikTok in 2022, with 58% planning to leverage Instagram Reels.
4) Social awareness
More and more, consumers want their purchasing decisions to align with their moral values.
For brands, this means addressing their target audience's wants and needs. In doing so, brands can align their values with that of the consumers'.
According to recent studies, 45% of B2C marketers plan to increase their investment in this trend.
5) YouTube
As the second-largest global search engine and the second most popular social media channel for businesses looking to share video content, YouTube will only increase in popularity in 2022 - for both users and viewers alike.
According to a recent poll, HubSpot found that 44% of marketers plan to add YouTube to their marketing plan for the first time next year.
Will you be one of them?
