The Marketing Dive Outlook on 2022

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Note from the editor

As the country approaches the start of a third year under a pandemic, marketers still face a raft of new challenges — supply chain disruptions, labor shortages, inflationary pressures — even before factoring in the need to address pre-pandemic issues like Google's planned deprecation of third-party cookies that loom on the horizon.

Despite this continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Consumer behaviors that changed or were accelerated early in the pandemic seem to have become permanent, and areas like social commerce and short-form video still look like sure bets. Plus, the continued rebound of the digital ad market could make life easier for marketers grappling with emerging concerns like the metaverse.

With that in mind, Marketing Dive below looks ahead to the first half of 2022, with insight into topics including:

  • How legacy auto brands will attempt to level the EV playing field
  • What restaurant marketers can do to get digital right
  • How CPGs will rebrand while their ad dollars become the focus of retail media networks

With any luck, 2022 will not be "2020, too," for the economy, consumers and the advertising industry. But marketers must be wary of a still unsettled landscape as they make plans for this year and beyond. We hope these stories help guide your approach on the road ahead.

Chris Kelly Reporter

Looking ahead: 9 trends that will steer marketing in 2022

Marketers face a steep road juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

• Published Jan. 11, 2022

The road ahead: How legacy auto brands will level the EV playing field in 2022

After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.

• Published Jan. 4, 2022

Can restaurant marketers get digital right while facing panoply of pressures?

Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.

• Published Jan. 18, 2022

What a raft of CPG rebrands portend for marketer priorities in 2022

M&M's, Anheuser-Busch and Coca-Cola refreshes serve as a reminder that marketers can connect purpose to brand identity — if it's authentic.

• Published Jan. 26, 2022

Can retailers grab more CPG ad dollars without repeating digital media's mistakes?

While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category increasingly contends with saturation and bumpy transitions.

• Published Jan. 25, 2022

Why agency account reviews are set to continue their rapid pace in 2022

Two years of changing consumer priorities has led brands to rethink how they go to market and the outside expertise needed to get there.

• Published Jan. 10, 2022

The Marketing Dive Outlook on 2022

Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

included in this trendline
  • 9 trends that will steer marketing in 2022
  • Why agency account reviews are set to continue their rapid pace in 2022
  • Can retailers grab more CPG ad dollars without repeating digital media's mistakes?
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Produced by our team of award-winning journalists, the Marketing Dive Outlook for 2022 can help you and your organization navigate the uncertain road ahead in your market.
Davide Savenije Editor-in-Chief at Industry Dive.