3 Things To Consider When Crafting Your 2022 Digital Marketing Plan

December 20, 2021

In 2020, many companies were forced to make the switch to digital marketing and quickly had to learn to navigate online platforms in order to stay relevant. What was once focused on persuasive copy and beautiful imagery has now shifted into storytelling and creating relatable content.

As you start thinking about your 2022 marketing strategy, here are 3 things to consider:

1. Sustainability

Overall environmental awareness is growing among today’s population, and more and more companies are focused on playing their part in sustainability. This naturally attracts more consumers, as people want to be actively involved and know they are giving back to the community and environment with their purchases.

Sister duo Amanda and Katie have revolutionized the way undergarments are made with their startup company Pantee. They offer full transparency about their products being upcycled from deadstock t-shirts, where they are made, and the production process. They have also taken it a step further with their 1% for the Planet membership. Consumers have raved about their sustainable initiatives, and ultimately start spreading the word about the brand simply because they have a great “why,” and a great product.

At this point, it’s not really a choice anymore. Companies need to take responsibility and use their power to make a real difference in the environmental crisis going on.

2. Health of Home & Self

One thing that going through a pandemic made many people realize, is the importance of having a healthy home environment and self-care. Finding a way to encourage consumers to become their healthiest and happiest selves through using your products and services provides a great opportunity for companies to build up brand loyalty. On the flip side, having an active stance for employee wellbeing will help retain top talent in the company.

Some companies that have had recent self-care initiatives we can get behind:

  • Frankie & Benny’s incorporated a standalone vegan menu, so customers can eat and feel their best without compromising on quality and flavor.

  • Peloton showcases the sense of community that their product has created, and the ability to connect with others around the world. After long periods of quarantine and social distancing, having a sense of belonging is important to many.

  • With the launch of their new pour-over carafe, Nespresso encourages consumers to slow down, and appreciate the small moments in life.

  • Salesforce does a wonderful job of showing client appreciation, by sending amazing care packages. In our house, we always love it when a Salesforce.com package arrives in the mail. We know it’s going to be something good!

3. Power of Content & Influence Marketing

The rise of platforms like TikTok and Instagram have quickly become one of the most effective ways for brands to expand reach and influence. Ultimately, it all comes down to creating experiences that the consumer can relate to and organically engage with. When the content is coming directly from the company, it just feels like another push for sales. When it’s coming from the locally-known home decor blogger in the area, it feels more genuine and authentic.

Partnering with local influencers and bloggers has been a proven success for companies who want to branch out and reach new audiences. Many of these influencers have already built up a large following of people who trust them and actively engage with their content – so, why not tap into that?

Perhaps the most obvious switch to influencer marketing has been McDonald’s. Their recent celebrity collaboration with K-Pop group BTS, helped the company reach sales levels far beyond their expectations, simply by attaching a well-known name to their brand and tapping into their fanbase. The best part about their new initiative is that they aren’t having to create new products to spark interest, they just create new experiences that come with their products.

It’s all about finding the sweet spot.

At the end of the day, you want everything you do to fit in with your brand. Trying to force yourself into a space you don’t necessarily fit into can be detrimental. At Bodhi & Co., we work with brands to find their voice and help create marketing strategies that align with their brand goals.

If you need a little marketing boost, contact us at wearebodhiandco.com. We would be more than happy to help!

Author Headshot

Dani Wilkinson

Dani has a passion for making brands sparkle. From Dyson vacuum cleaners to Pies, she built brands from the ground up and has a strong perspective from both high-level, to actual practicalities and how to get something done.

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