Five of the best: What dominated ClickZ headlines in 2022? - ClickZ

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2022 has been a twelvemonth similar nary different for integer marketers. A little scan of the ‘trends that volition signifier integer selling successful 2022’ published astatine the extremity of past twelvemonth promised plenty, from the emergence of the metaverse (thanks chiefly to Facebook’s rebrand to Meta) to the value of video content.

Many of these trends person carried brands to caller heights. From Duolingo’s metaverse motorboat to Publicis Sapient’s video storytelling division, ClickZ has spoken with marque leaders crossed 2022 astir their palmy campaigns and what made them tick. But nary 1 could person predicted what 2022 would look like.

2022: A genuinely unpredictable year

Rising inflation, and mixed fortunes successful societal media platforms person created a challenging scenery for selling leaders. Many, including Meta’s Mark Zuckerberg, were hoping for immense maturation successful post-pandemic consumption. Instead, we person seen important layoffs, and whilst determination is immoderate optimism astir fund maturation successful 2023, the past fewer years person taught america to anticipation for the best, but program for the worst.

The bully quality is that this twelvemonth has delivered immoderate genuinely fantabulous lawsuit studies and thought leadership. This has offered selling leaders the champion practices they request to thrive successful the adjacent 12 months and beyond.

From aboriginal occurrence successful the metaverse to influencer selling connected TikTok, let’s look astatine ClickZ’s astir fashionable articles from 2022. *

5) From cellphone to cybersecurity: How BlackBerry transitioned from B2C to B2B strategy

From a small-scale SaaS level implementation to a monumental displacement from B2C to B2B, translation is an arduous task for marketers. It requires prioritization, collaboration, and cautious execution, with plentifulness of mistakes and opportunities for learning on the way.

Indeed, BlackBerry’s displacement from B2C to B2B is possibly the champion illustration of a company-wide pivot. Mark Wilson, Blackberry’s CMO, sat down with ClickZ to tally done the learnings of this singular transition. Its merchandise solutions are present utilized everywhere, including implicit 195 cardinal cars and the International Space Station.

Learn from Wilson astir this best-in-class illustration of transformation. Filtering lawsuit insights done each signifier of the process, from archetypal USP find to martech implementation, the underlying principles down this modulation are an fantabulous usher for integer translation successful 2023.

4) Growth selling trends that volition impact however businesses program for 2023

It’s inactive not excessively precocious to signifier your strategy for 2023. Indeed, if it’s thing similar 2022, incremental adjustments volition beryllium indispensable to respond to the ever-evolving scenery of integer marketing. Indeed, factoring maturation selling into your concern program is simply a way to owning your manufacture successful 2023.

Author, keynote speaker, and co-founder astatine Calendar.com, John Hall looks astatine 3 maturation selling trends that volition signifier the coming 12 months and beyond, including:

1. Strategy integration
2. Preparing for a marathon
3. Understanding the worth of experts

Learn however each inclination should necktie your selling strategy to your concern goals, successful this exclusive impermanent column.

3) Cancel civilization and what brands should beryllium doing

Regular ClickZ columnist Ann Smarty has tackled respective topics this year, from cross-team collaboration to vacation marketing. In this piece, she looks astatine the arguable taxable of cancel culture.

2022 has seen respective brands caught up by cancel culture. H&M has faced accusations of greenwashing, and Balenciaga is successful the midst of a child exploitation scandal. This has near galore marketers worried. 57% of integer marketers fearfulness of being canceled if they get an advertisement wrong.

Smarty provides a step-by-step usher to debar falling foul of cancel culture, from a thorough communications program to investing successful a sub-brand. Yes, prevention is amended than cure, and taking steps to debar contention is simply a captious plan. But learning however to admit mistakes and program for a amended aboriginal has been a non-negotiable for selling leaders successful 2022. Moreover, it volition beryllium successful the years to come.

2) Turning TikToks into publication sales: Penguin Random House’s influencer selling masterclass

In September 2021, TikTok announced it has implicit 1 cardinal monthly users worldwide. And it’s not conscionable impacting the mode consumers behave connected the app. Instagram rolled backmost changes to its app pursuing accusations of copying TikTok.

Duolingo and Taco Bell are conscionable 2 brands racking up millions of views and marque emotion connected the societal media platform, but fewer trends tin lucifer the powerfulness of ‘BookTok.’ Penguin Random House, a 95-year-old publishing company, is showing that bequest brands can, and should, see TikTok arsenic a level for assemblage engagement. Partnerships with TikTok influencers person seen singular in-app engagement and realized a 7x betterment successful publication sales!

Learn astir their three-year travel to the apical of the TikTok histrion from Associate Director of Social Media Alyssa Castaneda, and Associate Director of Digital and Social Media Marketing Felicity Vallence.

1) 2 Billion Metaverse Impressions: How Heineken brought its virtual brew to life

What other but the metaverse? Love it, loathe it, oregon fearfulness it, metaverse activations person consistently made the headlines successful 2022. But whilst the likes of McDonald’s & Chipotle person launched virtual worlds, for galore marketers it feels similar consumers whitethorn not beryllium acceptable for this caller frontier of marketing. How tin we program for Web3 erstwhile we are inactive wrapping our heads astir Web2?

Heineken struck the cleanable mean by bringing their “Virtual Beer”, launched successful Decentraland, to life. This run was a existent masterclass successful blending integer and carnal channels and showed that metaverse launches don’t person to conscionable mean (albeit eye-watering) impressions.

Rob van Griensven, Global Digital Director astatine Heineken, pulled up a stool and shared the communicative down this activation that had it all: A metaverse launch, ‘phygital’ integrations, personalization, influencer marketing, and each successful keeping with Heineken’s marque values. And we’ll portion to that.

2022 lessons tin assistance marketers hole for 2023

Whilst articles specified arsenic these 5 large hitters held value successful 2022, trends specified arsenic integer translation and metaverse activations volition proceed to support selling leaders up astatine night. 2023 volition beryllium astir uncovering the equilibrium betwixt absorption connected semipermanent brand-building exercises, and shorter-term show selling that volition maximize ROI and guarantee each dollar oregon lb is spent carefully.

Certainly, the mistakes you made, and champion practices you discovered, should usher your attack to 2023. If selling leaders are to marque it done 2023, it volition beryllium done assemblage and shared learning.

From each of america astatine ClickZ, person a fantastic vacation season. We look guardant to addressing the aboriginal of integer selling erstwhile again successful 2023!

*Based connected full unsocial leafage views.

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