As 2022 comes to a close, it’s time to review the most important industry developments. As part of our yearly Rewind series, Adgully is looking back on the year 2022 for M&E, advertising, digital, marketing, PR, and communications, as well as the top names in the sector.
A review of the year Azul Raja, Executive VP – Global Marketing, Wadhwani Foundation, discusses the importance of 2022 for the PR industry as well as his predictions for the year 2023’s trends.
The year 2022 has been crucial for India’s ecosystem of marketing, advertising, and public relations as companies have had to modify their plans in response to rapidly shifting consumer needs. What is still obvious, though, is how a deeper and more insightful understanding of consumer behavior patterns is reshaping customer engagement as a result of growing digitization. These 12 defining trends span the advertising, public relations, and marketing landscapes:
- Inbound marketing is putting a focus on being customer-centric.
- A 360-degree perspective of the customer is now possible because of hyper-personalization.
- There is now a level playing field for small enterprises as a result of the altered economics of marketing.
- Because there are so many new media outlets, consumers are becoming more and more promiscuous in their brand connections.
- The prevalence of ad blindness is a challenge for online marketers.
- The traditional marketing and PR funnel can no longer account for how consumer interaction is changing.
- The importance of content has overtaken that of creativity.
- For educated decision-making, data-led marketing and PR are the way to go.
- Great frequency and high visibility are necessary countermeasures to clutter.
- Public relations and issue-based marketing are now prominent.
- MarTech is now crucial for analyzing markets, consumers, and PR.
- Campaigns can now be reversed, and moment marketing is currently popular.
In 2022, I put time and effort into omnichannel marketing, which offers consumers a seamless, unified experience and boosts ROI. India’s ecosystem for public relations, marketing, and advertising has experienced a turning point in 2022 as companies adjusted their tactics to satisfy customers’ rapidly shifting needs. I also invested in AI-driven tools that increased productivity and efficiency. It was a wonderful experience integrating communication channels like websites, applications, social media, emails, and chatbots.
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