July 12, 2022
After beginning the year in an optimistic mode, marketers quickly had to readjust as Russia’s invasion of Ukraine and related supply chain and inflationary issues amplified existing pressures, like the forthcoming deprecation of cookies and the search for better measurement currencies. The resulting months have seen marketers double down on performance rather than crafting memorable campaigns or exploring innovative ways to build brands.
Brands that did manage to break through the malaise common to the pandemic era were able to connect with consumers around pop culture; devise innovative ways to use mobile technology; and extend purpose-driven efforts around sustainability and inclusion to experiential and esports arenas. That is, of course, when they weren’t dabbling in the metaverse — a still unproven concept that doesn’t actually exist yet.
Marketing Dive below showcases the campaigns, stories and trends that shaped the industry in H1. We hope this package provides deeper insights as planning begins for back-to-school season and the holidays, which no doubt will have their own challenges this year.
As always, thanks for reading.
Chris Kelly
Reporter, Marketing Dive
Email
H1 NEWS AND TRENDS
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Credit: Domino’s
Amid global conflict, domestic crises and the continued effects of the pandemic, many marketers struggled to connect with distracted consumers.
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Once-promising categories like crypto went silent due to an economic rout, while much of media investment flowed to performance channels that don’t inspire much in the imagination.
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Figuring out the new consumer and the best way forward on strategy and structure took precedence for marketers.
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Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit.
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In this four-part series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.
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Despite shifts in marketer priorities and stark warnings from experts, it’s still not clear how advertisers will navigate the landscape after third-party cookie deprecation.
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As marketers rush to plant a flag on the still-nascent space, lessons about what is and isn’t working have begun to emerge.
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