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The Growth Guide Marketing trends for 2022The Growth Guide Marketing trends for 2022 01 02 03 04 05 06 INTRODUCTION PAG E 3 HEY BIG SPENDERS: MARKETING BUDGETS FOR 2022 PAG E 8 PAG E 1 1 PAG E 1 8 PAG E 2 3 PAG E 2 7 A NEW MEDIA MIX FOR 2022: WHAT CHANNELS WILL MARKETERS BE SPENDING ON? THE GREAT DEBATE: PERFORMANCE VERSUS BRANDING CAMPAIGNS FACING HEADWINDS: MARKETERS’ TOP CHALLENGES CONSUMERS IN CONTROL: USER ATTITUDES TOWARDS ADVERTISING01 Introduction There’s no doubt it’s been a tumultuous couple of years. COVID-19 has been referred to as a global Black Swan event, an un- pre cedented and unexpec- ted incident that carries an extreme impact. 301 INTRODUCTION While it’s still up for debate whether COVID was a true Black Swan event, there’s no doubt it created huge ripple e?ects through society. For brands, these unpredictable circumstances forced them to discard the standard marketing playbook and re-examine how to connect with consumers in a time of crisis. At DCMN, we wanted to take a closer look at where we stand right now and what impact a disrupted 2020 and 2021 has had on the marketing i