Red Hot Thoughts | How brands should prepare for 2022
As we arrive at the end of 2021, marketers continue to face a landscape widely disrupted by a pandemic. Whilst, marketing professionals have always lived in a world where consumers’ preferences are constantly evolving and they are forced to adapt, these evolutions appear to be increasing in frequency and intensity.
As the economy continues to gain momentum, many marketers will likely find themselves with bigger, wider challenges. Will people be yearning for a return to the old normal or continue to embrace the habits they developed over the past year? What messaging will resonate and which channels will reach the post-pandemic consumer?
As we begin to look forward, we ask Red Hot Penny Managing Director, David Schulhof for his thoughts about what considerations brands must make as we begin the new year.
Getting on top of your stock ordering early is an absolute priority. It is paramount you are never in a position where you have an audience who want to buy your product and the product is unavailable. Consider an audit and sense check of your analytics data to ensure it is both reliable and valid. Ensure where achievable your platforms are integrated to avoid those last-minute discrepancies and ensure your keep in touch with your agency to ensure ads can be switched off on out of stock items as soon as possible.
Be geared up to be reactive.
As we continue to emerge from the pandemic, we continue to experience unusual peaks and troughs. With this in mind, be in a position to take advantage when the peaks come along. Responding to real-time events, news, topics and even TV shows make a brand appear more relevant and relatable. It’s also likely that the content will receive more impressions than usual, given that numerous people will already be actively engaged with or aware of the topic at that particular time. With this in mind, it is key to reduce the timeline in the creative process. Remove red tape where possible and allow your agency the space to flex if needed.
Look beyond your YOY data.
Over the past few years, we have seen changes in the e-commerce space that have made us all feel like the earth has tilted on its axis. In e-commerce, success has often been measured by growth against the previous year. 2021 has been a unique year and it’s important to remember that 2022 will be a completely new set of circumstances, and don’t let perceived under-performance derail you from your actual 2022 goals.. Look at data in a more granular way and look at it in isolation. Has your CPA improved? Has your ROAS improved? Of course, some e-commerce businesses may not have the same volume that they may have achieved during the various lockdowns. However, what you are trying to achieve now should be the focus on your attention.
Reconsider your audiences.
The Covid-19 situation has created a new generation of online shoppers. Where digital might have been difficult in previous years. New technologies and a renewed focus on the customer experience online has driven a shift of those who had previously been hardcore high street. Whilst you may not have been able to target these groups with your digital marketing 2 or 3 years ago. Now you should consider broadening your market.
Finally, recruit early.
With the increased switch to e-commerce, digital skills are now well in demand. If you don’t have the resources in house to deliver your campaigns, plan, recruit and hire early as recruitment may take longer than you think. This will ensure you are not playing catch up and are able to release the relevant campaigns at the right time.
If you would like to discuss any of the article with David, please feel free to email David.Schulhof@redhotpenny.com.