White Paper
Marketing in 2022: Four Big Bets for the CMO
Calling All Marketers…You need to be thinking about these four massive shifts in the digital advertising landscape in 2022.
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In this white paper, we lay out the four most seismic transformations in digital advertising that are going to affect how successful your marketing is (or isn’t) in 2022.
Topics covered are:
- Privacy. The death of attribution and the rise of first-party data in our new privacy-by-default world
- Convergence. The mashup of Gen Z and QVC as streaming, social media, and commerce all converge into one thing
- Diversification. Moving those media spend eggs into multiple baskets becomes the name of the game as formidable upstarts come for the Triopoly’s pie
- Performance. All marketing becomes performance marketing as nearly every single piece of advertising finally becomes digital and therefore measurable
2021 can be summed up in two wordsーcomplexity and contradiction. A pandemic that was nearly over until it wasn’t. Retail sales growing healthily yet also stymied by supply chain woes. Consumers demand privacy while expecting personalized ads. Digital ad costs soared while attribution only got murkier.
What does this mean for marketers? Brands will have to rethink pretty much everything, but most especially–Privacy, Convergence, Diversification, and Performance. This white paper offers a glimpse of what we at Tinuiti are sure brands need to be focusing on in 2022.
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