2022 Trend Report: Consumer Attention in Q3 & Q4
At the end of every year, we see SaaS companies and marketing agencies shift toward predictions with tech trends and customer attention. With a recent launch, we’re taking the time to weigh in and take note half way through the calendar year.
With the present buyer psychology, there are two seasonal shifts we wouldn’t have predicted last December.
An ongoing war between Ukraine and Russia and increasing inflation, the psychological value of a dollar has skyrocketed.
What does this mean? A customer will need 2-3x the previous amount of touch points prior to making a purchase. With an overall sense of weariness, strong creative content that showcases aspirational values will cut through the current noise and speak directly to the values of your customer.
Keep reading for our top predictions for Q3 & Q4.
Trend #1: Customers are tired of bad marketing.
Funnels, giveaways and waitlists. Customers (whether digital immigrants or natives have gotten incredibly smart) when it comes to spotting bad marketing. Strong marketing works and rises above the competition every time. Choose to be clear, own your brand’s positioning and make checkouts as easy as possible for your customers.
Trend #2: Lean toward aspirational/inspirational campaigns.
Earlier we spoke to the current buyer psychology. Now more than ever, customers long to escape. Whether it’s a home that looks as if it could be on HGTV or a stunning international getaway they’ve dreamed of for 2+years, they long to escape the everyday and are looking for brands that have built a lifestyle around their offer.
As you look at summer and fall campaigns, focus on sensory details and euphoric images. Help customers imagine a different world and watch your results soar.
Trend #3: Long-form attention will be consistent through summer months in addition to immersive and hybrid experiences.
While virality on Tik-Tok and Instagram reels drive attention to accounts, long-form attention such as streams and podcasting will continue to rise as consumers travel throughout the summer months.
With the return of SXSW and Coachella, brands are thinking past physical sponsorship and parties. Instead they are focusing on interactive hybrid experiences that can be shared by their online audiences - whether at Coachella or not.
Trend #4: In the US, coastal hubs continue to shift to the South.
In 2020, we saw a massive shift from cities to rural and from major advertising hubs of LA and NYC to the South. Cities like Nashville, Greenville, Atlanta and Austin are a hub of expansive growth. With this growth, you will find influencer content that both looks and feels grassroots in nature. As the population increases, brands will quickly find that these cities are becoming influencer hubs - rich with talent and the production workforce to offer necessary support.
Trend #5: Filters, AI, and VR. Campaigns continue to go immersive.
We have split seconds to capture consumer attention. Through immersive experiences such as VR, AR and the metaverse we can create dynamic advertising campaigns that immediately draw in the consumer and blur the lines between imagination and reality.
Head to our blog post on immersive campaigns to learn more and how it applies to your brand.