Meeting customers in a cookieless world. He specialises in sales, More. Please enable JavaScript to view the site. By applying these seven trends, leaders can meet the demands of a rapidly changing environment with customer-centric strategies that combine data and technology with the human element. Find a career path with Deloitte, 2022 Global Marketing Trends has been saved, 2022 Global Marketing Trends has been removed, An Article Titled 2022 Global Marketing Trends already exists in Saved items. A holistic approach to purpose, one that is more equitable and inclusive across all stakeholders, requires brands to, Its not enough to market inclusiveness or diversity as. A survey of 556 global CMOs found analytical expertise was cited more often as a key skill than creative expertise in every industry except the consumer industry. Theres a delicate balance between being helpful and invasive when it comes to consumer data. Because all brands need to deliver on these two dimensions, other criteria, including purpose-related factors, then become competitive differentiators. Over the next decade, the relationship between business and the natural world will be a defining one. As we reach the halfway mark since the report was released, the signature trends we studied continued to evolve. Please enable JavaScript to view the site. See Terms of Use for more information. In October, we proposed that you could cut through the noise and resonate with customers by making a holistic commitment to purpose. Supercharging customer service with AI. DTTL (also referred to as Deloitte Global) does not provide services to clients. Deloitte Insights for CMOs couples broad business insights with deep technical knowledge to help executives drive business and technology strategy, support business transformation, and enhance growth and productivity. The pandemic accelerated the shift from physical to digital channels as organizations sought new ways to engage with customers and employees during the lockdownfrom telehealth visits and online shopping to remote work and distance learning. DTTL (also referred to as Deloitte Global) and each of its member firms are legally separate and independent entities. With these insights, marketers can work to optimize artificial intelligence (AI) within the customer experience achieving harmony between the human side of customer service centers and machine capabilities. The abundance of customer data available can lead to a paradox within organizations, with marketers seeking to use that data to create better customer experiences and chief information security officers (CISO) working to adhere to privacy regulations. For the CMO, its less about organizational redesigns and more about a cultural shift one that reshapes how marketers work toward common goals that unlock dynamic creative outcomes. Whats next for technology, media, and telecommunications? Public Relations Many brands are reevaluating why they exist and how they make an impact beyond profitwhether thats creating a more equitable world or reaching net-zero emissions. Or do you? As the consumer population diversifies by race and ethnicity, sexual orientation, or differences in ability, for example its imperative for brands to authentically reflect a range of backgrounds and experiences within their messaging, advertising and brand campaigns if they expect to effectively connect with future customers. Importantly, high-growth brands are taking the lead in the shift to a first-party data environment, as results from Deloittes Global Marketing Trends Executive Survey reveal that 61% of high-growth companies are shifting to a first-party data strategy, while only 40% of negative-growth companies say the same. Please see, Infrastructure, Transport & Regional Growth, Careers in Audit, Accounting & Controlling, B2B marketing: Six steps to thrive in a world upended by COVID-19, A new digital consumer emerges from the COVID-19 crisis. Technological infrastructuresuch as a comprehensive customer data platformimproved use of analytics, and deeper relationships with ecosystem partners can help organizations engage with customers in a cookieless world. Certain services may not be available to attest clients under the rules and regulations of public accounting. According to the survey, young consumers (ages 18 to 25) take greater notice of inclusive advertising when making purchase decisions than do older ones (ages 46 and older). DTTL and each of its member firms are legally separate and independent entities. Please see www.deloitte.com/about to learn more about our global network of member firms. A range of incentives are available to help companies of all sizes to innovate and grow. 2022. Driven in part by the COVID-19 pandemics economic and societal impacts, the coming year will bring intensifying growth in video, virtual, and cloud technologies as well as in media segments such as sports, according to Deloitte Globals latest Technology, Media, & Telecommunications (TMT) Predictions report, which highlights how worldwide trends in TMT may affect businesses and consumers in 2021. DTTL does not provide services to clients. Marketers can integrate this new talent pool to fill skill gaps, bring in more diverse thought, and get geographically closer to their business partners. Deloitte Services LP At Deloitte, our purpose is to make an impact that matters by creating trust and confidence in a more equitable society. How can CMOs and chief information security officers work together to use data appropriately? The highest-growth brands are committed to achieving equitable outcomes across all areas of influenceworkforce, marketplace, and society.. Brands can combineartificialintelligence and customer service to deliver a true end-to-end experience. Follow your ambitions! We encourage jobseekers to exercise caution. Telecommunications, Media & Entertainment, High-growth brands, defined as those with 10% or higher annual growth, that commit to an integrated purpose that mirrors stakeholder needs are gaining a competitive advantage. Brands can build trust with consumers by showing transparency, demonstrating value, and giving users options about their data experiences. Fullwidth SCC. Marketers are constantly evolving with the world around them. Certain services may not be available to attest clients under the rules and regulations of public accounting. 2022. DTTL and each of its member firms are legally separate and independent entities. Elevating the hybrid experience. And, importantly, brands can utilize the principles of human-centered design to make their physical and digital experiences as agile and flexible as consumers have come to expect. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. The phasing out of third-party cookies can hinder marketers ability to effectively engage with customers in myriad ways, but organizations that pivot toward using first-party data in combination with digitalization can work around this issue to continue their strategic initiatives. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. For example, more than half (57%) of U.S. consumers surveyed say they are more loyal to brands that commit to addressing social inequities, and nearly one-quarter say data privacy is a key consideration in banking decisions. Please enable JavaScript to view the site. By designing and deploying an AI strategy that helps brands meet customers in their moment of need, marketers and customer service leaders can create an end-to-end customer experience that seamlessly blends AI and human service ultimately, to better serve their customers and their bottom line. Deloitte Touche Tohmatsu India Private Limited (U74140MH199 5PTC093339) a private company limited by shares was converted into Deloitte Touche Tohmatsu India LLP, a limited liability partnership (LLP Identification No. See how high-growth brands gain a competitive advantage through a holistic purpose. The Deloitte Global Boardroom Program brings together the knowledge and experience of Deloitte member firms around the world in the critical topics of universal interest to company boards and the C-suite. A collection of Butterfly Effect stories highlighting how our Deloitte professionals are positively impacting the lives of women and girls around the world, 2022 Global Marketing Trends has been saved, 2022 Global Marketing Trends has been removed, An Article Titled 2022 Global Marketing Trends already exists in Saved items, Executives are balancing productivity with increasing engagement with customers, employees, and society. +1 646 971 4104, We live in a world where people continuously toggle between digital and physical channels, making linear customer journeys almost a relic of the past. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (DTTL), its network of member firms, and their related entities. Most importantly, we want your insights on whats new and notable for each trend in your industry. SSO is not available for IE11 and Edge browse, First name and Last name doesnot allow special characters, Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (DTTL), its global network of member firms, and their related entities. These are some of the findings from Deloittes 2022 Global Marketing Trends research, an annual report exploring seven trends that can help business leaders navigate an increasingly complex environment and better serve customers, employees, and other stakeholders. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. With over 13 years of experience working in the technology sector, Ludwig is responsible for Customer & Marketing service line within Deloittes Consulting Business in Malta. Now, as more businesses reopen, many brands are challenged with creating hybrid experiences that integrate the best of physical and digital worlds. As business becomes more complex, CMOs and their C-suite counterparts are challenged to rethink everything from product delivery and brand messaging to employee and community engagement. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (DTTL), its network of member firms, and their related entities. +1 617 763 9593, Kathryn Zbikowski In this new blog series, we will focus on one trend per post, offering fresh perspectives along with a look on whats ahead. Barbara Venneman, principal, Deloitte Consulting LLP and Global Advertising, Marketing and Commerce offering leader, Deloitte Digital. Designing a human-first data experience. Socio-economic impact of the Pro League on the Belgian economy. SeeTerms of Usefor more information. However, this isnt a one-to-one swap of creative skills for analytical and technical skills, its about CMOs building greater collaboration on teams, both internally and externally. Consumers are increasingly wary of brands that seem to follow their every move and there is a fine line between helpfulness and intrusiveness when it comes to consumer data. Building the intelligent creative engine. Share your thoughts with the team here. 2022 Deloitte Touche Tohmatsu India LLP. DTTL and each of its member firms are legally separate and independent entities. Please see www.deloitte.com/about to learn more about our global network of member firms. Simultaneously, the highest-growing brands are reducing the cultural and demographic distance between the makeup of their teams and the markets they aspire to reach. The pandemic and societal reckonings of the past eighteen months have irrevocably changed consumer expectations. Do not delete! To stay logged in, change your functional cookie settings. Exceptional organizations are led by a purpose. From purpose-driven marketing to integrated creative teams, we let you in on the strategies and secrets of high-growth organisations in the 2022 Global Marketing Trends Report. Results from Deloittes Global Marketing Trends Consumer Survey show 57% of consumers are more loyal to brands that commit to actionably addressing social inequities and consumers want to support brands that represent them and their values. Further, our data tells us that high-growth brands are more frequently establishing key performance metrics for diversity, equity and inclusion (DEI) objectives than their lower-growth competitors. DTTL (also referred to as "Deloitte Global") does not provide services to clients. by Jennifer Veenstra, managing director, Deloitte Services LP. Our survey of 1,099 global executives revealed that many are prioritizing productivity, digital acceleration, customer engagement, and employee wellbeing as top outcomes to achieve over the next 12 months. Marketers should design more agile team structures and rethink external relationshipssuch as those with agency partnersto capture the most important customer insights and reach consumers in the moments that matter. This paper, based on our analysis of the responses, proposes key interventions for health care providers to increase engagement with consumers and prepare their organisations for the post-pandemic world. But while AI can help ensure that the right offer reaches consumers at any touchpoint along their journey, it often isnt sufficient in creating a dynamic customer experience. For those high-growth brands, purpose not only inspires product and service delivery, but also guides employee decision-making and corporate social responsibility investment strategy. According to Deloittes 2022 Global Marketing Trends Consumer Survey, when asking people why they chose to purchase from a specific brand across eight different categories, price and quality were individually cited as top-three purchasing criteria anywhere between 61% and 86% of the time. DTTL (also referred to as Deloitte Global) does not provide services to clients. Read the full 2022 Global Marketing Trends Report on purpose-led growth. Social login not available on Microsoft Edge browser at this time. When we surveyed 556 global chief marketing officers (CMOs) in Deloittes Global Marketing Trends Executive Survey and asked them to identify the top skills of their highest performers, analytical expertise edged out creative skills in almost every industry, except for the consumer industry. High-growth brands are ahead of their lower-growth peers in several ways, including activating purpose more holistically, measuring diversity, equity and inclusion (DEI) efforts across the organization, and deploying more sophisticated first-party data strategies. change your targeting/advertising cookie settings. As the consumer population diversifiesby race and ethnicity, sexual orientation, or differences in ability, for examplebrands should authentically reflect a range of backgrounds and experiences in their messaging to effectively connect with future customers. Certain services may not be available to attest clients under the rules and regulations of public accounting. To stay logged in, change your functional cookie settings. Telecommunications, Media & Entertainment. Consumers shop more with brands that make a commitment to addressing social inequalities. Purpose a beacon for growth. This message will not be visible when page is activated. Access to our network of boardroom program is available on the Global Site Selector below. At Deloitte, our purpose is to make an impact that matters by creating trust and confidence in a more equitable society. Thats why leading companies are managing trust as a 360-degree challenge across technology, processes, and people. Notable findings from the report include: Kori Green By being true to their purpose in customer interactions, companies can connect with individuals in areas they care about and can position this as a competitive differentiator, capturing a new kind of growthone that reflects the values of all stakeholders. AAE-8458) with effect from October 1, 2015. Combined with the insights from 500 India consumers, we see seven trends rising to the surface that can help marketers refine their approach to meeting the needs of people inside and outside of the organization, better navigate their data and technological environments, and deliver more holistic experiences for the humans they serve. Together, these trends highlight that marketing is a powerful force for growth in designing customer experiences that foster trust and meet human needs. Social login not available on Microsoft Edge browser at this time. Kathleen leads the Marketing and Commerce Offering within Deloitte Digital. All required fields are marked with an asterisk (*). A dynamic experience for customers means delivering the assistance and information they need, when, where and how they want it. 2022 Global Marketing Trends interactive site, How Enterprise Values Drive Human Experience, TMT Predictions 2021: The COVID-19 Catalyst. Indian millennials and Gen Z report being resilient and optimistic during the CVOID-19 pandemic. Social login not available on Microsoft Edge browser at this time. Please seewww.deloitte.com/aboutto learn more about our global network of member firms. The Equity Imperative continues to grow across multiple business sectors, with 94% of CEOs reporting diversity, equity, and inclusion are strategic priorities for their organization. Ultimately, the CMO should work with the CISO to cultivate customer trust through better data practices, designing experiences that create value, provide transparency and empower customers to control their own data journey. Brands must work even harder to build dynamic, strong connections with their customers in order to thrive. In an increasingly complex world, brands have to rethink the way they engage with their customers. Smart technologies such as geotracking and device listening can help marketers deliver personalized experiences to consumers, but they can also erode trust when consumers view them as intrusive. While consumers may appreciate relevant ads, many also have concerns about how their personal information, purchase preferences and browsing habits are being used. Don't care about a challenging career in tech? Deloitte Digital Endnote:1. A majority oftheuniversity-educated workforce shifted to remote work during the pandemic. Cut through the noise and resonate with customers by making a holistic commitment to purpose. Growth leaders are rethinking customer marketing and data strategy in a rapidly changing digital world that will increasingly shift to first-party data strategies. Macro trends, from the integration of digital and physical channels to the sunsetting of third-party cookies, are upending the marketing function. Deloitte Digital supports clients from digital strategy and experience missions, to deployment of digital customer, commerce and content platfo More. Purposea beacon for growth. Jennifer Veenstra, managing director, Deloitte Consulting LLP and executive leader of Deloittes Global CMO program. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (DTTL), its network of member firms, and their related entities. Consumer privacy concerns have recently led to stricter privacy regulations and decisions by some major tech companies to discontinue their support of third-party cookies, which track users activity as they browse the internet. 2022. DTTL (also referred to as Deloitte Global) does not provide services to clients. With salespeople stranded at home and face-to-face interaction stymied in a world upended by a pandemic, the traditional B2B model is no longer adequate. This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. And whats happening in your industry? Explore Deloitte University like never before through a cinematic movie trailer and films of popular locations throughout Deloitte University. DTTL and each of its member firms are legally separate and independent entities. News Corp is a global, diversified media and information services company focused on creating and distributing authoritative and engaging content and other products and services. Our Global Marketing Trends research uncovers critical shifts in customer expectations to inform how brands can continue to move beyond point solutions to address the entire customer experience including activating purpose and overhauling customer data strategies to reap the success of being a high-growth organization. This requires collaboration across all functions of the organization, with leaders working together to create 360-degree engagement encompassing people, data, and experiences. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. By moving beyond point solutions to a 360-view that cohesively integrates people, data and experiences, leaders can utilize marketing as a powerful force for growth that fosters trust and meets human needs. Deloittes 2021 Global Marketing Trends research shows how companies can balance the demands of organizational efficiency with the need to understand human values and build relationships with customers, employees, and other stakeholders. The last 18 months forever redefined customer engagement strategies for brands and led to unprecedented challenges internally and externally for organizations as they grappled with a complex environment. Winning over your future customer takes a commitment to DEI both in front of and behind the camera. Every aspect of the organization thats disrupted by technology represents an opportunity to gain or lose trust. As data becomes more critical to informing customer strategies, marketers are increasingly hiring individuals with analytical skills. DTTL does not provide services to clients. Many brands are using AI to help predict customer behavior and deliver more personalized and creative marketing messages. We polled over 1,000 marketing executives and more than 11,000 consumers to discover which trends are shaping interactions with brands the most this year. In response, regulations have tightened, and many web browsers and tech companies are disabling third-party cookies, i.e., becoming cookieless. CMO Today delivers the most important news of the day for media and marketing professionals. As they lessen their reliance on third-party cookies, many organizations are increasing their use of first-party data to deliver relevant ads to consumers. Please see www.deloitte.com/about to learn more about our global network of member firms. Results from Deloittes Global Marketing Trends Consumer Survey reveal that 68% of consumers said they found it helpful when a brand they regularly shopped with provided them alerts when items went on sale, but conversely, 53% of respondents reacted negatively when it appeared their social media feed showed them an ad because their device was listening to them. Sourced from Deloitte interviews conducted between May and August of 2021 as part of the research for the 2022 Global Marketing Trends report. Robotic Process Automation (RPA), cognitive and artificial intelligence have the potential to make business processes smarter and more efficient. Now that brands are more adept at digital delivery, the next challenge is providing the best integrated physical and digital, or hybrid, experiences. What can brands learn from their highest-growth counterparts to thrive? We surveyed leaders and consumersaround the globe and discovered the seven trends that make high-growth brands thrive. DTTL (also referred to as "Deloitte Global") does not provide services to clients. See Terms of Use for more information. Whether youre studying human and social sciences, medical sciences, languages, communication Discover why you should join our growing firm. Organizations must examine what comprises the basis of dynamic customer experience people, data and experiences and holistically rethink every engagement a brand has with their customer from start to finish. See Terms of Use for more information. Exceptional organizations are led by a purpose. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. Please enable JavaScript to view the site. Grounded in in-depth research, this years Global Marketing Trends Report pinpoints seven trends unfolding in the marketing function, uncovers how high-growth brands across the business landscape are leading the way, and arms executives with fresh insights to help navigate the path forward. This is a profound opportunity for business and marketing leaders to steer their organizations strategies to move ahead in their industries. Weve taken a comprehensive look at the future of the marketing function following a year and a half of some of the greatest challenges and changes to the business landscape most organizations have ever faced. They can start by understanding which transactions consumers find useful. Deloitte Releases Third Annual Global Marketing Trends Report: Thriving in the Era of Customer Centricity: Data-driven Insights Into Key Trends Upending the Marketing Function has been saved, Deloitte Releases Third Annual Global Marketing Trends Report: Thriving in the Era of Customer Centricity: Data-driven Insights Into Key Trends Upending the Marketing Function has been removed, An Article Titled Deloitte Releases Third Annual Global Marketing Trends Report: Thriving in the Era of Customer Centricity: Data-driven Insights Into Key Trends Upending the Marketing Function already exists in Saved items. While price and quality still rank among the top-three purchase considerations for most consumers, purpose-related criteria are becoming more important. 2022. Explore Deloitte University like never before through a cinematic movie trailer and films of popular locations throughout Deloitte University. A repository of Deloitte perspectives focussed on giving solutions to businesses in India to help them navigate through the challenges arising due to the COVID-19 crisis. In our new blog series, we will focus on one trend per month and ask: Whats new? For marketers, this means carefully designing data-driven experiences that foster trust and create customer value. 2022. Consumers, especially younger ones, are interacting with and purchasing from brands on emerging channels. See Terms of Use for more information. DTTL (also referred to as Deloitte Global) does not provide services to clients. Marketers are constantly evolving with the world around them. A 300% increase in Black buying power over the last few decades points to huge opportunity on the horizon. Mergers and Acquisitions Transaction Services, Telecommunications, Media & Entertainment. In fact, in Deloittes Global Marketing Trends Executive Survey, 75% of global executives said they will invest more in delivering hybrid experiences over the next 12 months, with many executives looking to hybrid to increase personalization (43%), innovation (43%), customer connection (40%) and inclusion (38%). Please see About Deloitte to learn more. Click here to access an essential advisory for career aspirants. See Terms of Use for more information. Executives look to hybrid to create morepersonalisation, innovation, and connection. Your perspective could end up informing one of our 2023 trends! To stay logged in, change your functional cookie settings. How can they achieve this? Three-quarters of global executives surveyed say they will invest more in creating hybrid experiences over the next 12 months, with the goals of improving personalization (43%), customer connection (40%), and inclusive experiences (38%). Clickhereto access Deloittes Global Principles of Business Conduct. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the Deloitte name in the United States and their respective affiliates. Our latest research explores what brands can learn from their highest-growth counterparts to thrive amidst the worlds unprecedented complexity. In July, well revisit the "Authentically Inclusive" marketing trend, with fresh insights from our team on how to design new technology and marketing initiatives with culturally intelligent insights and best practices in mind. By studying the strategies of high-growth brands, weve uncovered insights that can equip business and marketing leaders with a roadmap for using marketing as a force for creating exceptional customer experiences and delivering growth for their organizations.