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10 growth marketing experts share their 2022 predictions and New Year’s resolutions

January 12, 2022

By Miranda Halpern, TechCrunch

This is a quiet period for marketing: End-of-year campaigns are already underway, teams are on holiday vacations and there’s little to do until after the new year.

Setting aside the holiday spirit, this has been a difficult year for growth professionals. Most are still adapting to pandemic-driven changes to consumer habits, but Apple’s new privacy options and the impending death of the browser cookie are making it more difficult to reach the right consumers. Growth marketers have a wide variety of tools available, but which ones do the pros use?

Jonathan Martinez, founder, JMStrategy

What are your 2022 growth marketing resolutions?

In 2022, the companies that come out on top will be those that unlock iOS 14 and leverage influencers. My goal is to continue testing everything on iOS 14, such as optimal account structures, bidding, flows and more. I’m really interested to see how channels/MMPs/etc. evolve and what types of measurement betas they all roll out.

Equally as important to me is to continue leveraging the power of influencers. I think we’re still less than 10% of the way there on how impactful influencers will be in the next decade. Utilizing TikTok’s creator marketplace, platforms such as Billo for UGC content, etc., are all tactics that I’ll be employing.

There was a lot of discussion about influencer marketing in 2021, but is it a fad or a requirement? If it is a must, what types of companies need to invest in this area?

While influencer marketing may have been discussed in magnitudes over the last year, I believe we’re still at the infancy of this tactic. We’ll see channels start to create influencer marketplaces (akin to TikTok’s creator marketplace), which will remove barriers to working with influencers. The pandemic has accelerated people watching even more content from influencers on various channels. These same people are becoming more responsive to ads from a personal voice and increasingly numb to typical brand ads.

Kate Adams, SVP of marketing, Validity

There was a lot of discussion about influencer marketing in 2021, but is it a fad or a requirement? If it is a must, what types of companies need to invest in this area?

Influencers have their time and place — we all saw the “Just Like That” Peloton ad and that was cool and will stay with us for a week, maybe a month. But the reality is that no matter how much you pay or what influencer your brand snags, these are passing moments in time.

As a B2B marketer, I’m much more interested in making customers part of a community and giving them a platform to share their success stories of which we play a part. Instead of going for one person with 10 million followers via a flashy influencer program, why not invite 1,000 people with 10,000 followers to talk about your product? Not every industry has a Kim Kardashian for the moment, and even if they do, it’s not a sustainable model. It’s much more impactful, especially in the B2B world, to have a steady, ongoing drumbeat of customers telling their stories about your brand than investing heavily in one mega influencer.


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