What marketers can expect in 2022 amid continued uncertainty

Linda J. Dodson

As the country approaches the start of a third year under a pandemic, marketers still face a raft of new challenges — supply chain disruptions, labor shortages, inflationary pressures — even before factoring in the need to address pre-pandemic issues like Google’s planned deprecation of third-party cookies that loom on the horizon.

Despite this continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Consumer behaviors that changed or were accelerated early in the pandemic seem to have become permanent, and areas like social commerce and short-form video still look like sure bets. Plus, the continued rebound of the digital ad market could make life easier for marketers grappling with emerging concerns like the metaverse.

With that in mind, Marketing Dive below looks ahead to the first half of 2022, with insight into topics including:

  • How legacy auto brands will attempt to level the EV playing field
  • What restaurant marketers can do to get digital right
  • How CPGs will rebrand while their ad dollars become the focus of retail media networks

With any luck, 2022 will not be “2020, too,” for the economy, consumers and the advertising industry. But marketers must be wary of a still unsettled landscape as they make plans for this year and beyond. We hope these stories help guide your approach on the road ahead.

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