Rather than setting resolutions, our focus this year is reflecting and reframing the way we look at integrated communications for our clients in 2022. A successful integrated communications program is not built overnight, but rather than reinventing the wheel, we believe success is rooted in swinging back to the basics.
What’s that look like? Four of Franco’s resident experts broke down their top tips, tricks and trends to help you explore each portion of the PESO Model™ as it relates to your organization’s integrated success throughout 2022 and beyond.
Although it’s positioned last in the PESO Model title, let’s say it together: We’re prioritizing our owned media strategies in 2022! We’ve shared plenty of thoughts on what owned media is and why it matters, but simply put, without putting owned first, all your other marketing efforts will fall flat and fail to reach their full potential. This is what I believe will drive the most sustainable success for brands in 2022:
47% of website visitors are abandoning their journeys after viewing just one page on a website.
There are some social media/digital trends that I’m confident will continue into 2022 (and really, they’re so woven into the fabric of social/digital now that they really aren’t trends anymore). Here’s what I believe will be a key focus for social media channels in 2022:
69% of marketers plan to disburse more money on Instagram influencers than any other market this year.
Source: HubSpot 2022 Social Media Trends
While earned media – or media relations – is often viewed as a more traditional component of public relations, our integrated approach complements and improves our clients’ existing marketing and communications programs. After more than a decade working with nonprofit clients, as well as staying up-to-speed with Franco’s efforts across all industries, there are a few earned media trends I believe will be key to success in 2022:
Almost half of all journalists (47%) cover five or more beats and nearly the same amount file seven or more stories each week.
Paid media will play a bigger role for B2B and B2C brands alike in 2022. According to BIA’s 2022 forecast, paid media spend is expected to increase by 11.4% compared to 2021, driven by heavy growth in digital advertising. But as the old adage goes, mo’ money, mo’ problems.
Faced with increased competition for eyes (and clicks), a saturated market and growing pressure from above to deliver, knowing where, why and how to invest paid media budgets will present new challenges and opportunities to marketers in 2022.
29% of marketers plan to invest in short-form video content for the first time in 2022.
Interested in putting these tips, tricks and trends to work? Contact us.