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Marketing in 2022: Data Privacy, Multichannel Engagement, and Tool Centralization

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As marketers kick off 2022, they should be on the lookout for three key trends: the shift to first-party data, the increasing importance of multichannel engagement, and the centralization of marketing tools currently causing app fatigue.

First-party cookies step into the spotlight

Google may have delayed its forthcoming ban on third-party cookies, but that doesn’t mean marketers should wait to get their ducks in a row. Businesses that previously leveraged third-party cookies (i.e. customer data captured on another website) should adjust their marketing strategies now to focus on first-party data collection. 

In 2022, businesses that are serious about personalizing their customer experiences will lean heavily into first-party data collection, which will entail driving web traffic to their website whenever possible. Tried-and-true metrics like click-through rates and unsubscribes will matter more than ever for marketers eager to learn as much as possible about their prospective and current customers. And, of course, if marketers are hoping to better acquaint themselves with customers, they can do so by asking direct questions through surveys or contact forms. Even seemingly basic information like customer age and geographic region can be supremely useful to marketers as they meticulously construct their audience segments.

The bigger story behind the third-party cookie ban is one of consumer data privacy, and the shift in data capture will ultimately be beneficial for everyone who uses the internet. Customers have made it abundantly clear they want more control over the millions of data points they unwittingly generate online, and marketers would do well to embrace this industry shift proactively and enthusiastically.

Multichannel messaging matters more than ever

Today’s customers are highly connected and use more devices than ever before – and they also have high expectations for how brands engage with them. In 2022, look out for brands engaging via multi- or omnichannel communication, in which one messaging campaign may span multiple channels such as email and SMS (text messaging).

In an era in which our mobile phones also provide email and internet access, customers have begun demanding a seamless digital experience that meets them where they are. While some communications channels, like SMS, have historically been dominated by B2C brands, look for B2Bs to capitalize on the opportunity in an effort to deepen their relationships with prospective and existing customers.

With multichannel marketing, brands can showcase their creativity, resourcefulness, and dedication to creating a personalized brand experience that resonates with customers wherever they are.

Centralized marketing tools reduce “app fatigue”

As we enter the third year of the Covid-19 pandemic, it’s no surprise that many users have experienced “app fatigue” as they navigate endless platforms and communications channels. But marketers have experienced the same feelings of confusion and exhaustion as they manage the numerous integrations and plug-ins that interact with their digital platforms.

In 2022, it will be crucial for marketers to find ways to centralize the dozens of tools they use every day. With tech stacks that are simpler and easier to navigate, marketers will be better equipped to deliver an agile, seamless solution to their customers and prospects. After all the disruptions over the past few years, marketers deserve (and expect) centralized tech solutions that make their jobs and lives easier.


With any luck, 2022 will prove to be a year of stabilization that corrects some of the disruptions of the past few years. At this point, we know that marketing and tech go hand in hand, especially when it comes to communication.

As we kick off 2022, be on the lookout for brands to rethink their approach to data capture, engage in multichannel communications, and optimize their own tech stacks — all in the name of crafting personalized, resonant experiences for their customers.

Gregg Ames is the Chief Commercial Officer at Act-On Software.

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