Top Marketing Trends of 2022

Pepsi CMO on state of media fragmentation: ‘A double-edged sword’; What this year’s World Cup says about marketing amid political strife; Why NFL sponsors are reevaluating their relationship with the league; Experiments with Nielsen alternatives increase but questions remain, VAB finds View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive’s studioID How Marketers Can Leverage First-Party Data Evolving privacy standards and a looming recession are the top challenges marketers face today. Learn how two experts are still driving growth in this on-demand webinar.   Trends moved at a breakneck pace in 2022. Crypto was the next big thing in advertising until it wasn’t. The metaverse, marketers' favorite buzzword of last year, crashed back to reality. Media moved fast as well, with companies like Netflix breaking a long-standing aversion to ads. Meanwhile, TikTok’s influence spread practically everywhere as rivals raced to replicate its short-form virality. Driving many of these shifts were consumers, more fickle than usual with inflation weighing on budgets. But marketers continued to see promise in Gen Z, a demographic that’s difficult to pin down but rewarding of authenticity. Marketing Dive here has assembled the most standout trends from a period marked by fast pivots. Reflect back on these developments not only to take stock of the past 12 months but also to guide planning for 2023. To support our original journalism, please consider also sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76 Peter Adams Senior Reporter, Marketing Dive Twitter | Email UPDATED Why the media network craze is just getting started Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit.  Pepsi CMO on state of media fragmentation: ‘A double-edged sword’ At Advertising Week, Todd Kaplan discussed the overvaluation of paid media and his view of emergent channels like the metaverse, calling it a “fat word.” What this year’s World Cup says about marketing amid political strife The FIFA World Cup proved challenging for sponsors this year as the event was surrounded by controversy. Deep Dive Why NFL sponsors are reevaluating their relationship with the league This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift. Experiments with Nielsen alternatives increase but questions remain, VAB finds While a majority of the TV advertising market uses measurement alternatives more frequently, advertisers are slower to embrace non-Nielsen options. How Gen Z breaks marketing’s cultural mold In new research, Horizon Media found the group no longer believes in mainstream pop culture, pushing the industry in a new direction.  What brands can do as inflation adds to consumer woes For brands looking to engage consumers amid another disruption, the key will be reducing risks, not just increasing value, according to Kantar. Deep Dive Can brands stay safe in the metaverse? As marketers explore how the metaverse fits into their strategy, brand safety should be top of mind. How YouTube's brewing TikTok rivalry could impact mobile video strategies Recently surpassing 1.5 billion users, YouTube Shorts gives marketers another platform to engage consumers, though audience differences should be taken into account.  Deep Dive Super Bowl LVI ads stick to old scripts as digital innovations prove divisive Celebrities and nostalgia tactics only succeeded when in line with brand identity, while marketers mostly missed an opportunity around purpose.

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