Top Digital Marketing Trends For 2022: Oracle Survey Results

To say the stopping point two years have been disruptive for marketers would be a massive understatement .
Agility, adaptability, and ceaseless initiation are now table stakes for marketing organizations of all sizes, across every sector .
Delivering an exceptional customer experience in this environment is a top precedence and besides the most permeant challenge for marketers right now, according to the new Marketing Trends 2022 report card from Oracle and Ascend2 .
Oracle ’ s survey of over 850 market professionals in leadership and management roles reveals that 94 % feel their 2021 marketing efforts were successful – and for 48 %, extremely so.

What challenges lie ahead and how make marketing leaders plan to meet them head-on this year ?
Read on to explore the top challenges and commercialize solutions on marketers ’ minds, arsenic well as which AI solutions they trust, how they plan to replace third-party data, and other key trends to inform your own selling strategy .

Top Challenges for Marketers in 2022

Oracle ’ s review revealed the top market challenges for respondents right immediately :

  1. Maximizing performance across channels – 38%
  2. Ability to change/adapt to circumstances as they arise – 36%
  3. Delivering exceptional customer experiences – 35%
  4. Aligning marketing and sales efforts – 32%
  5. Segmenting and targeting audiences – 32%
  6. Ability to scale programs, content, personalization – 31%
  7. Proving marketing attribution and ROI – 31%

Which Performance Metrics Matter Most In 2022?

Data-backed insights are all-important in resolving the above challenges. But which performance metrics are marketing organizations using right now to measure success ?
Oracle report - marketing metrics survey results highly successful selling organizations say their top performance metrics are :

  • Sales and revenue attributed to marketing.
  • Customer lifetime value.
  • Cost per lead (CPL) and cost per acquisition (CPA).

All other market organizations are more likely tracking “ Marketing ROI ” and customer acquisition and retention .

Marketing Solutions We Can’t Live Without

When it comes to the most significant martech solutions that power contemporary organizations, customer data platforms top the tilt .
Which marketing solutions can you not live without? Email commercialize platforms, content management systems, commercialize automation platforms, and testing and optimization tools round out the exceed five.

How Marketers Plan To Replace Lost Third-Party Cookie Data

When asked which first-party datum sources will become most valuable in the wake of third-party cookie losses, the top five selected by marketers were :

  • 36%: Customer purchase history
  • 32%: Social media profiles
  • 31%: Website registrations
  • 26%: Survey respondents
  • 26%: Mobile app usage

CRM and call center interactions, loyalty programs, user residential district members, newsletter subscribers, and SMS message besides made the number .

AI Will Bring Agility & ROI – At Least, To Those Who Trust It

Adapting to circumstances as they arise and being able to change run on the fly was identified as a top challenge, and this is where AI shines .
even so, market organizations have varying levels of reliance in the engineering .
Smaller market teams are less confident in AI, and those on teams of 30 people or less said they only trust it for scoring leads and writing submit lines .
Across the sketch set as a whole, marketers are most comfortable using AI for ad target, real-time content personalization, optimizing electronic mail sends, and estimating conversions .
When asked, Which of the watch activities would you trust ( or already use ) artificial intelligence to do for you ? Marketers responded :
Which of the following activities would you trust (or already use) artificial intelligence to do for you?

Other Key Marketing Insights For 2022

Among their more concern findings, Oracle revealed that :

  • 37% of marketers are confident, 31% are hopeful, and 24% feel excited about their chances for marketing success this year.
  • 82% of marketers plan to make changes to their tech stack this year, either adding, removing, or replacing components.
  • 24% of marketers said they absolutely couldn’t live without their loyalty marketing solution.
  • 40% of marketers want to add customer service insights and 36% loyalty insights to their marketing program.
  • 88% of marketers are confident they’ll have access to the right data for effective decision-making this year.

Download the full moon Marketing Trends 2022 report from Oracle to learn more .
Featured image : Shutterstock/BAIVECTOR

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Category : News


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