2022: A Year in Review

2022: A Year in Review

December is officially here which means there are only a few days left of 2022. While we can’t wait to jump into 2023, it’s important to reflect on what happened this past year in the marketing and branding world. On this month’s blog, we’re diving into major marketing trends and tactics that were on our radar this year, and some of our recommendations for 2023. 

Social Media 

2022 was a big year for social media. Short-form video content took over platforms like Tik Tok, Instagram, and Facebook. And as of now, video content is currently at its peak and is not showing any signs of stopping. While we don’t recommend everyone jumping on the 30-second video bandwagon, it’s a smart idea to research these platforms and see if your brand can benefit from what they have to offer as well as if your content would fit well there.  

This year we also saw some instability in social media. As Elon Musk took over ownership of Twitter, brands were faced with some major advertising challenges. According to the Wall Street Journal, “Some advertisers have paused their advertising on Twitter, largely either out of concern that Mr. Musk might weaken content moderation, potentially leading to more hate speech on the platform or because of the uncertainty surrounding the company’s direction.”

Although some social media channels faced a lot of backlashes this year, it’s definitely not going anywhere. Social media does a lot for brand awareness and this still is the case going into 2023. So don’t cut ties with your social accounts, just be sure to stay informed about the latest changes and updates. 

Google Ads

With the anticipated growth of search ads (expected to reach $191B in spend by 2024), Google Ads are constantly changing and evolving. We’ve seen considerable changes in display ads this year, with Performance Max aiming to reach the right audience where they are the most active. The Google Display Network continues to grow, reaching 90% of all internet users. And Google PPC still has one of the highest ROIs at an average of 8:1. This year Google Ads turned 22. From their early beginning of testing out newspaper and audio ads, they’ve definitely grown and will continue to grow in 2023 and beyond. 

Think Outside of the Box

We want to encourage advertisers to look at solutions that are a little more outside of their regular comfort zone. Adding video to your marketing plan is a great idea in itself. But, where else could that video be leveraged besides social media and Youtube? What about on connected TV? Take into consideration all of your options and test out new things to see what works best for your brand. 

Although it’s more of an original tactic that marketers have used, is print something you’ve considered for your brand? Due to the rise of digital demand, print marketing is sometimes overlooked. However, direct mail pieces, highly visible print advertisements, and billboards have all proven to be highly effective. Overall, be open to trying out new marketing channels that you might not have used in the past. It’s not entirely about finding a single solution - there is no one solution. It has to be a blended solution of multiple tactics and as marketers, we must be more open to that. As the old saying goes, “Don’t put all of your eggs in one basket!” 

Looking Ahead to 2023

With all being said, we’re excited to see what 2023 has in store for marketing and branding. 

On a separate note, as 2022 comes to a close, we want to remind you to take time for yourself this holiday season. It’s important to take time for yourself to relax, recharge, and enjoy time with family and friends. As a reminder, Brand 3 will be closed from December 23rd to January 3rd. We look forward to serving you in the new year!