Business and Marketing Trend 2022: what the data tell us

As the famous futurologist Welsh said, to predict the future you don’t need a crystal ball, you just have to look around. Yet, the past two years seem to belie this statement: we have been swept by profound social, economic, and even technological changes that no one ever expected!

While we do not know exactly what the end of this 2022 will hold for us, we already have many clues as to how the coming months will evolve.

We are talking about critical information especially for you as you do business and need to set your future strategies! So let’s find out together the 6 business & marketing trends 2022.

The challenges of the entrepreneur to date

It’s really true: to predict the future, you don’t need a crystal ball! You need a lot more!

Especially when we consider that the current environment in which every entrepreneur is operating is becoming increasingly complex.

Just think of the sudden outbreak of the Pandemic and the 300,000 businesses in Italy that closed and never reopened after the lockdown. Or to the 200,000 professionals who failed to react to change and innovate in record time, thus exiting the market (source: Confcommercio, 2022 ).

Not to mention the problem of sourcing raw materials! Do you think that according to a study by the EconomieSuisse , four out of five companies surveyed are currently experiencing procurement difficulties in intermediate products.

Almost the entire industrial and construction sectors are affected. But not only that, it also erodes wholesalers and retailers! In short, this is a widespread phenomenon shared by 80% of entrepreneurs in any industry! (We elaborate on this later, read on!)

But it didn’t end there because the war in Ukraine has worsened this dramatic situation, which brings with it a consequent increase in prices. And as if that were not enough then, the galloping increase in inflation puts a strain not only on businesses but also on consumers!

So let’s face it, anyone who wanted to start a business would change their mind by looking at this scenario. Yet there are the more daring ones who are not only just getting started but are resisting all these sudden changes.

To you who are part of these tireless heroes should be applauded! Not to have given up or, even, to have started in spite of everything is quite a challenge.

Admit it though, what a struggle! With these sudden and unpredictable market changes even just surviving is a feat, let alone succeeding!

We at the CMI Team, however, want to give you some hope today and tell you that the solution to overcoming anxiety about staying afloat exists!

Data as a remedy for your anxiety and stress

It sounds crazy but a solution to treat and even prevent your stress, anxiety and secure your business exists today!

And also the Twitter’s “The Conversation” report (2022) says so!

“The world feels pretty unpredictable. Despite the uncertainty, you can still find clear patterns, if you know where to look.”

However, however, what Twitter reports is not enough. True, defeating the uncertainty of the moment is possible. It is correct to say that to do this you have to know where to look. But the real question you need to ask yourself is, “What exactly do I need to look at?”

And so here we can reveal the solution you’ve been looking for: to survive in this unpredictable world, you need to collect, watch, and analyze data!

Not just any data but online Big Data. In fact, by studying them, you will be able to understand what is happening around you; catch even the smallest signs of change; understand how the environment in which you operate and the needs of your customers are changing; and then identify innovative trends.

Concretely then, by analyzing Big Data, you can predict even the unpredictable, make yourself ready in the face of sudden changes and, at the same time, anticipate your competitors by identifying business opportunities before them.

Beware though! So for this activity to yield concrete and effective results, it must not be sporadic. Monitoring and studying Big Data to intercept the trends of the moment and thus be in control of what is happening around you must be an ongoing process!

Only then will you be able to pick up on current trends and use them to your advantage!

Business & Marketing Trend 2022 that you need to keep on top of!

So as you can see, if you take advantage of Big Data, the anxiety and stress caused by the unpredictability of the moment have their days numbered! We tell you this for exeperinza!

Analyzing the data, however, is no child’s play. However, it is not impossible!

To prove it to you, thanks to the Market Intelligence tools that we leverage at Central Marketing Intelligence, we analyzed and monitored Big Data online and were able to identify as many as 6 business and marketing trends that will affect the last months of 2022!

Read on to find out what they are and understand how the world around you is changing.

1st Business & Marketing Trend 2022: new business models are born!

The first trend concerns new business models, which are profoundly changing the very concept of buying and selling.

Among these you’ve probably heard of the Business Model As a Service , which are all those scalable business models that are based on offering products or services, which customers can buy when they need them and for only the length of time they need them.

For example, it is recent news from Apple on Techradar . Steve Jobs’ giant is considering offering a subscription for the iPhone 14. Basically, for a given monthly price, Apple customers will be able to enjoy the smartphone and the entire iOS ecosystem (iCloud, iMusic, AppleTv etc.).

By doing so, consumers do not necessarily have to buy the smartphone and subscription to iMusic, AppleTv etc. As is the case now. Rather, they can take out a simple subscription and cancel it if they no longer need it.

🎥 To learn more, watch the video on our YouTube channel – “ New business models “as a service”: how to make any business scalable ”

Then there are the ” platform” business models, which connect supply and demand. We are talking about real platforms that can connect different stakeholders, on which value is created and exchanged.

Emblematic examples of multinational corporations with this business model are Uber , Spotify , Netflix etc.

Why are they so successful? For three reasons:

• independence from the products and services offered by providers: for all intents and purposes, the platform represents a channel of access and not the resource itself;
• Drastic reduction of marginal costs due to the provision of external services or products, without requiring the need for additional front office;
• network effect which, based on the concept of community, sees the value of a service increase as a result of data and particularly as the number of its users increases (we also discuss this in our YouTube video – “ 5 methods to increase the perception of value of your product through data “)

In all of this, however, the important thing you must remember is that you must not under any circumstances in the world get attached to your business model!

In an evening of our Community Boosters , we dealt with this very topic.

In fact, to remain competitive in this complex and unpredictable scenario (which we described earlier), you have to be prepared to adapt it to the context–and if need be even to “blow it up.” By doing so you will be able to evolve your business while staying abreast of the market.

If you would like to discover our Community to stay updated on these issues, click on the banner below! 👇🏻

2nd Business & Marketing Trend 2022: costs are rising!

We have talked about this to some extent before but it is time to delve into this extremely dangerous trend.

In 2022 at the economic level we should return to Pre-Covid levels with GDP growth in Italy of +4.5 percent according to BankItalia.

However, costs will continue to rise. Natural gas, oil, iron, steel, aluminum, but also commodities such as wheat and grain, sugar, oil, and paper are increasing and are expected to continue to do so.

In fact, the total commodity index marks an increase of +72% compared with April 2021 levels. (Source: Price Media ).

Specifically, as you can see from the chart below taken from Price Media , the top spot is held by energy products with a +113% increase in costs, followed by organic chemicals with +53.07%.

In general, however, compared to April 2021, costs have risen exponentially for all products.

Add to this the increase in container fees, which have risen by +351 percent year on year, and it is easy to see how entrepreneurs are in great difficulty. Raw material costs increase, transportation costs increase, and this explains the resulting increase in the final price to the consumer.

But how do you go about plugging this problem and, most importantly, not having the increase in procurement costs borne entirely by your end customer?

First, remember not to look at turnover but at marginality! Second, plan ahead for purchases and renegotiate contracts with customers. By doing this you will be able to absorb the increases. Finally, monitor internal and external data constantly so that you are in control of your business.

I this we can help you, click on the banner below and find out how!

3rd Business & Marketing Trend 2022: more restrictions on privacy!

Let’s not forget the controversial issue of privacy! To date, nearly one in two people continue to feel unsafe online, and as a result, the need for consumers to have greater privacy protections is growing stronger.

Authorities around the world are moving in this direction by increasing restrictions and regulations.

In particular, as of January 2022, the handling of cookies, which the user can block at will, has become more restrictive. All this while Apple and Facebook are reducing the data available to advertisers.

What are the implications for you having a business?

Fear not, this does not mean you will run out of data to study your target customer, market, and competitors. The data does not disappear but it becomes much more complex to collect it!

For this reason you will need to assess in advance what data are really needed and be careful how you collect them.

In this scenario, the following become even more relevant Market Intelligence tools , which are able to provide you with all the data you need to make strategic decisions even without cookies and with full respect for privacy (whether you have a large enterprise or an SME).

We elaborate on this topic in the video on our YouTube channel – “Collecting online data and privacy: how to do it in 2022?“

4th Business & Marketing Trend 2022: focus on environmental sustainability!

We cannot fail to mention the trend of environmental sustainability, which has become even more relevant after the Cop26.

Just think that 66% of consumers are willing to spend more for a product from green companies, and this percentage will tend to rise!

Just a fad? It doesn’t seem so when we consider that the CEO of Patagonia, a company renowned for its commitment to sustainability, donated his $3 billion empire to a nonprofit!

If we then look at the data, these confirm this trend. It’s really true: even the business world is moving toward a more sustainable reality!

In fact, below is some information that shows how relevant the issue is to consumers themselves:

• 71% of consumers seek to make more informed choices;
• 67 percent try to reduce plastic use (by buying refillable detergent and bubble bath or solid shampoo);
• 63% try to reduce their CO2 emissions (by biking to work or eating less meat);
• 57% are committed to buying zero-mile products and
• 41% of proposals for successful green initiatives are proposed by employees of the companies themselves.

In short, this trend seems anything but passing.

It is, therefore, up to you and all those entrepreneurs who, like you, have clients who are attentive to this issue to analyze it very carefully!

The advice? Start thinking now about how to make your business sustainable. How can you reduce waste, encourage reuse or recovery of your products, or offset your emissions?

Again, the data come in handy. In fact, as we say in the video on our YouTube channel – “ Environmental Sustainability: face the ecological transition thanks to Data “, by analyzing them you will be able to face the ecological transition and make sustainability your strength!

5th Business & Marketing Trend 2022: you simplify the buying phase!

The buying stage is becoming increasingly simplified, and the reason is simple: companies want to make the consumer journey as smooth as possible.

Thus, in this scenario, some brands eliminate checkouts through use of biometric data; others allow installment payments for any product or service; and still others integrate specific systems at the time of payment online and in physical stores.

In this context, realities such as Scalapay, the first Italian unicorn that invented the“buy now, pay later” concept, are born. Through the use of this app, consumers can purchase a good or service and pay for it in installments at zero interest!

But why should you, too, pay attention to this growing trend and look for a solution to ease your customers’ buying process?

Again, the data give us the answer. According to several studies, implementing solutions such as Scalapay within one’s sales process can increase the average shopping cart by +48%, conversions on E-commerce by +11%, repurchase rate by +64% within 3 months.

If you want to know more with respect to this topic, we have discussed it in our Community Boosters !

6th Business & Marketing Trend 2022: everything becomes “Phygital”!

Finally, the last trend for today’s article: there is no longer any difference between online and offline in buying, rather the spaces must become “Phygital.”

This is what modern consumers demand. In fact, the more time customers spend interacting with the world through a screen, the more they want to break out of digital confinement.

As a result, especially post-pandemic Covid-19, users increasingly value the human relationship but are unwilling to give up the convenience offered by the online world.

Hence the need for unique, irreplicable and immersive shopping experiences in a Phygital way.

So, you, who have a business, what should you do?

First, you must focus on listening, welcoming customers and personalizing their shopping experience, making these elements a differentiator.

You also need to focus on omnichannelality offering your customer an engaging if articulated path to purchase.

Finally, an essential aspect, you must put your customer at the center. You need to know his most secret needs, his desires, what his problems and needs are. You then need to analyze your target audience to understand what they think, what habits they have, what their mental dialogue is, and develop an ad hoc and personalized buying process accordingly.

If you want to learn more about Customer Centricity, watch the video on our YouTube channel – “ Customer Centricity: putting the customer at the center through Data “

To do all this, however, you need hard, reliable data, software to collect it, and Big Data experts to help you translate the data into actionable information for your business.

For this we can help you!

What do you need to do at this point?

To recap, then, any market today is extremely complex. The scenario in which every entrepreneur operates is highly unpredictable.

However, as you may have guessed, a way to reduce current insecurity exists and even today, despite everything, as the Twitter report also says, it is possible to identify clear patterns that allow you to secure your business.

The solution is to constantly monitor the market through the use of Big Data so that you can spot innovative trends before others; catch hints of change early and thus be in control of what is happening around your business.

In this article we wanted to show you that this is possible and presented you with 6 trends that you can already start tracking and studying.

What you need to do now is just to start monitoring your market and identify what’s new and what’s trending.

However, if you don’t know how to do it, if you don’t have time to do it, if you want to keep up to date and have realized that you can no longer do without it to be able to survive in this scenario, our Community Boosters is for you!

Every month we do an evening, titled “Trend Room & News,” where we present new trends and the latest news from the world of business and marketing. By doing so, you will always be on the ball and in full control of what is happening in your competitive environment!