What will be trending this year for marketers?

I advise any marketer to prioritize these three things.

1. Customer Experience.

Make the customer experience a priority.

In 2022, we need to understand what pieces of data live within other parts of the organization.

Marketers typically own customer data, which is why they're in charge of making the CX better.

Companies that activate data from the marketing team to understand their customers will inevitably increase customer retention.

2. Email: Personalization with context.

The 'death of email' has been predicted for years, but the channel is alive and well.

A consumer research study conducted by Opinion Matters shows nearly half (46%) of respondents said email was their preferred form of contact, with the closest alternative coming in the form of text messages (16%).

Personalization is key to making your emails relevant, and data is integral to personalization.

With consumer privacy concerns and a re-focus on trust, marketers must find creative ways to collect customer data, to personalize emails in the future.

Make personalized recommendations to get unique information from customers.

3. Integrating Artificial Intelligence.

There has been concern that AI would be a threat to human job security.

But AI is not a threat.

94% of marketers see using AI to segment data as an opportunity to save time and increase efficiency.

The staffing concern comes when consumer expectations around personalization are at an all-time high.

Personalized content needs to be delivered in real-time, at the exact moment it will make the most impact, and it will need to be done at scale as business increases - all of which is nearly impossible to be done by humans.

AI could never replace the human touch, but it should be woven into the fabric of marketing teams and trusted to assist productivity.

Take these factors into account - it will help you quickly build, launch and scale personalized campaigns.