2022 Emerging Trends: Major Updates for Marketing, Media Industry Agility and Transparency for 2022

By Jay Kulkarni, Founder and CEO, Theorem

Over the past two years, rapid changes across the marketing technology industry have pushed teams to pivot strategies to adapt quickly and efficiently. As brands look ahead to 2022 and beyond, it’s clear that the new normal is here to stay — especially in the current endemic landscape.

Because of continued bandwidth and supply chain issues, consumers will call for even more transparency from brands. Brands must enter 2022 with a future-proofing outlook and be better prepared to connect with consumers.

But what does future-proofing mean for current brands, and how can brands ensure their executives are taking the necessary steps to do so? Let’s take a look at some of the industry predictions for 2022 to help in determining what steps brands should take to enable success and scalability in the immediate future and beyond.

Automation Will Reign Supreme

Brands will see a rise in automation integration across the marketing tech (martech) industry to accommodate growth, enable scale, and significantly decrease error rates. Automation — a once-feared topic in the martech community — is now the industry’s go-to resolution, ensuring adaptability and future-proofing businesses.

Integrating automation methods is especially relevant within the publishing and streaming industries, where repetitive manual processes directly negatively impact business revenue and growth.

Beyond processes such as order-to-cash (a newcomer to publishing and media), there are countless other automation integrations that marketing teams can integrate to streamline processes and enable the scalability of their business.

For instance, creative automation allows teams to optimize marketing and advertising creatives to enhance performance and personalization while simultaneously increasing bandwidth for teams.

Data Strategies Will Adapt to Meet Market Demand

The ever-evolving data compliance regulations coupled with privacy changes brought forth by Google and Apple are working in unison to change the way data is viewed and leveraged. These shifts in compliance to privacy fuel the consumer demand for more transparency from their favorite brands. To adapt, many marketing teams are leveraging Customer Data Platforms (CDPs) to streamline collection, management and utilization across all data sources.

The imminent demise of the cookie is a significant driving force toward building innovative data solutions. As privacy regulations evolve, all marketing technology teams must be ready to provide clients and consumers the option to analyze data without putting their privacy at risk. The development of data connectivity systems and similar technologies will allow teams to connect and match data sets in a controlled and privacy-compliant manner.

In addition to adhering to privacy regulations and providing transparency to consumers, these new data aggregation solutions (CDPs) will be an integral part of enabling deeper personalization and customization that drives consumer engagement and retention for brands across the industry.

Building Relationships Will Be Key

Establishing strong relationships and consumer loyalty are two keys to a successful strategy. As the impact of the endemic market continues to evolve, strong relationships and consumer loyalty will only become more prevalent. The marketing technology industry needs to begin the new year with strategies that will ensure positive relationships and long-term loyalty among both their customers and partners.

To establish long-term loyalty, many marketing teams are creating strategies with transparency and performance at the forefront — taking into consideration elements such as consumer interaction and feedback.

Allowing customers to guide the way in terms of what type of messaging they respond to and ensuring brands the correct type of connection with their target audiences. This practice is the foundation of building trust and brand loyalty while securing customer retention.

In the same vein, brands are seeing changes across the marketing tech industry in terms of partnerships. While consumer trust and loyalty are just the beginning for marketing teams, it is imperative that brands also lean into partnerships that will grow their business and meet their ever-changing goals.

As a direct result of the pandemic, many teams had to downsize and rethink their strategies — just as companies began leveraging partners to help meet consumer demand. These budding strategic partnerships are helping brands evolve and better future-proof their businesses for what is coming in 2022 and beyond.

The overarching theme of the new endemic era for the year ahead is agility. As we anticipate what to expect in 2022 and beyond, it is clear that the ability to adapt to the ever-evolving demand of consumers will be the key to success. Brands who begin pivoting their strategies toward future-proofing their business are enabling scalability and ensuring prosperity in 2022 and for years to come.

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    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

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