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Digital Marketing Trends to Look For in 2022

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Digital Marketing Trends to Look For in 2022


If marketers want to successfully navigate the ever-changing digital landscape in 2022, they have no choice but to step up their digital marketing game.

In today’s episode, co-hosts Mandy McEwen and Mark de Grasse talk about how much things have changed over the past two years in digital marketing and what that means for the future. The world is a different place than it was, and customers’ expectations are more demanding. The same old tricks and tools aren’t cutting it. People want connection; they want authenticity; they want a customized experience. And if they don’t get it from you, they’re going somewhere else.

Listen in for some encouraging tips on being a successful digital marketer in the coming year.

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IN THIS EPISODE YOU’LL LEARN:

  • How to build a great work culture when you’re not face-to-face
  • Why you absolutely have to embrace video marketing NOW
  • Tips for becoming more transparent and authentic as a company
  • How to give your b2b customers a b2c experience

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

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Thanks so much for joining us this week. Want to subscribe to The DigitalMarketer Podcast? Have some feedback you’d like to share? Connect with us on Apple Podcasts and leave us a review!



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MARKETING

B2B buyers are much more concerned about a company’s values than the general public

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B2B buyers are much more concerned about a company's values than the general public

B2B marketers take note: 72% of your buyers say they are more likely to buy from socially responsible businesses, according to a recent survey. That’s 17 points higher than the general public. 

Additionally, 48% of B2B buyers say they’re “much more likely to” buy from these firms, compared to 29% of consumers. There’s a big gender gap on this among the B2B population, but not the one you might expect: 57% of men are in the “much more likely” group, compared to  35% of women, according to the American Marketing Association-New York “Future of Marketing” study. 

Read next: What are diversity, equity and inclusion, and why do marketers need them?

These folks are more than willing to put the company’s money behind this: 73% say they don’t mind if it costs them more. We’re not talking just a slight increase, either. Some 38% would pay prices more than 10% higher and 17% would be OK with an additional 25% or more. This is a considerable difference from the general public where the numbers are 23% and 10% respectively.

Furthermore, the bigger the purchase, the more buyers who respond strongly to brand purpose. Only 35% of those whose last purchase was under $10,000, are in the more likely to buy group. That group expands to 54% of those who spent between $10,000 and $100,000, and 62% of those whose last buy was over $100,000.

Most important issues

The most important issues for buyers:

  • Being a good employer (34%).
  • Corporate citizenship (27%).
  • Sustainability and environmental protection (24%).
  • Racial equality (23%).
  • Workplace diversity (23%).
  • Protecting voting and democracy (22%).
  • Women’s rights (15%).
  • Criminal justice reform (13%).
  • LGBTQ+ issues (10%).

Workplace diversity is considerably more important to B2B buyers than the general public (23% to 15%). 

While the current group of B2B buyers looks like it usually has, that’s very likely to change. Right now the average corporate buyer is mostly under 40 (65%) and male (60%). However, women make up 53% of the under-30s (as well as 56% of the over-50s). They’re also in the majority at companies with fewer than 50 workers (59%) and those with more than 5,000 (54%). 

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Why we care. The title of the study is “The new B2B: Omni-channel, tech-friendly and woke.” However one cares to define that last word, it is not one usually associated with B2B. That’s very important for focusing marketing and for the world at large. For marketers it means making sales and the C-suite understand that all of the business’s actions have an impact on the bottom line. For the rest of us it means there’s a powerful market force pushing for greater corporate responsibility.


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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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