The need for business digitisation has been precipitated in the last two years by the impact of the pandemic. In this context, it is expected that in 2022 we will see the consolidation and universalisation of some trends that began to emerge in more recent times and accelerated as a result of COVID, while also seeing a major boost in the development and application of new technologies to business, marketing and communication.
“Due to the exceptional circumstances we have experienced over the last two years, we as a society have made giant strides in adopting a digital awareness that would normally have taken us longer to acquire. This is going to cause digital transformation to accelerate more every day, so we foresee a 2022 in which we will see major disruptions in this area,” says Alejandro Domínguez, LLYC’s senior director of Digital Business for Europe.
The report Deep Digital Business Trends 2022, prepared by LLYC, identifies 10 of the main aspects that will mark the digital transformation of companies and institutions this year:
1. AI for good relationships: For all those working in marketing and communication, Artificial Intelligence provides the ability to look beyond, to be able to understand the very different realities of each of its stakeholders and to provide personalised responses. It is a very powerful tool when it comes to defining strategies and the impact of our actions.
2. Democratisation of data: Only 5% of people are satisfied with the data collection and analysis carried out by their marketing and communication department. The COVID has highlighted the need to make these channels more efficient within organisations in order to obtain valuable information more quickly as say agencia de marketing digital en madrid
3. No cookies, no party: We will see the development of business models for creating information that is not based on cookies, which are more transparent and cleaner. For example, through personality tests. The big bet for brands is the construction of a powerful first party data that counteracts the deficiencies that may exist in the prospecting of new audiences.
4. Immersion in the future: The CEO of META, Mark Zuckerberg, assures that in 10 years we will no longer “surf” or “watch” the Internet, what we will do is “live” within it. The pillars of what will become the Metaverse are being laid by many people in a collective movement reminiscent of the beginnings of the network at the end of the 1990s.
5. From the digital to the quantum age: A quantum computer allows us to process, through statistical probabilities, incalculable volumes of information at exponential speed. Technological giants and powers such as China, the USA, Germany, Russia and the EU are already investing large sums of money in the research and development of this technology.
6. Fluid audiences: Tik Tok has revealed that behaviours no longer belong only to a demographic/psychographic profile and respond more to individual positions. The conception of an audience that is not defined by age or gender but by attitude and the community to which it belongs is part of the future of how we understand communication.
7. Multi-cloud architectures: Today the cloud has become more than just an information storage tool. Hybrid and multi-cloud architectures allow for more innovation and automation, more security, reliability, flexibility and cost-effectiveness. It is one of the main allies of technology teams to push business intelligence capabilities to new limits.
8. The time for inclusive marketing: The debate is no longer about whether technology is good or bad, but about how we must bridge the digital divide. Digital marketing must go a step further and focus on the inclusion of every human being. Inclusive marketing thinks about all people, not just the majority. The whole is where diversity is included.
9. Technology in (and for) talent: Finding and retaining digital talent is one of the biggest issues facing HR departments in companies. These professionals may not have a traditional CV or may not even be looking for a job. To reach them, it is necessary to go further. 10. Deep Digital (& Social) leadership: Digitalisation is not only changing the way companies operate but also the way they are led. Transformational leadership requires thinking, acting and reacting differently and, in terms of communication, this is leading to more transparent and conversational models, with leaders actively participating in the digital conversation.
