After an unexpected year 2020 which forced fashion to rethink its marketing strategies, brands were faced with new challenges this year.
Among them: less effective digital targeting linked to new privacy measures from Google and Apple and rising prices for digital advertising on Facebook, Snapchat, Pinterest and other social platforms.
“Meta is still the most widely used motorway billboard on the Internet by brands,” says Lore Oxford, Global Head of Cultural Knowledge at We Are Social. However, what has become clear is that the meta-dominated era that has fueled thousands of new direct-to-consumer brands is changing, she explains. Marketers need to think more broadly about where to spend their digital budgets, and from this year’s milestone advertising moments, some are starting to rely less on digital consumer targeting and become inventive in a post-consumer world. cookie.
At the same time, new opportunities have arisen as restrictions related to the pandemic have eased in many countries and customer spending has rebounded. Marketing expenses adapted to adapt to the present moment.
Data from WARC, a marketing intelligence firm, which surveyed more than 1,350 global marketers in 2021, shows that spend in the global marketing industry has grown by a staggering 23.8% to a total of $ 771 billion this year and is on track to reach a value of $ 1 trillion by 2025. Digital platforms are expected to lead this growth, with 66% of ad professionals planning to increase their spend on TikTok next year, while YouTube (61% of marketers surveyed), Instagram (60%) and Google (57%) are also expected to benefit from a increased spending in 2022.
Creating DTC relationships
At Vogue Business and Google Summit in November, Corey Moran, head of fashion and luxury goods at Google, recommended brands consider advertising channels that build direct relationships with consumers and deeper audience engagement. This year, major apparel retailers, including Nike, Levi’s and Uniqlo, have prioritized local stores and community engagement.