5 growth marketing predictions for 2022 – TechMac

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5 growth marketing predictions for 2022 – TechCrunch

Jonathan Martinez
Contributor

Jonathan Martinez is a former YouTuber, UC Berkeley alum and development advertising nerd who’s helped scale Uber, Postmates, Chime and varied startups.

Extra posts by this contributor

It’s been a loopy yr in development advertising, what with the meteoric rise of TikTok, radical iOS privateness shifts and a staggering $240 billion poured into U.S. startups as of September 30.

All of this new cash has meant heavier investments in development advertising all through 2021. The heavier investments have occurred throughout unsure occasions, with startups scrambling to seek out methods to measure iOS conversions and unlock TikTok as a brand new channel.

Final yr, I wrote a column on my predictions for 2021, which emphasised creativity being key, the inherent improve in attribution points on account of privateness modifications and the ability of leveraging influencers. Whereas a lot has modified on this previous yr, there’s a clear overlap from final yr’s predictions with my development advertising predictions for 2022. I’ll dive deeper on sure ideas like incrementality testing and continued development in video engagement, whereas introducing a brand new prediction on the course of advert platforms.

Incrementality 2.0

Unsure months of countless scrambling would seemingly be one of the best ways to summarizing the previous yr for paid channels like Fb.

As we face industrywide degradation of information, entrepreneurs should turn into extra comfy with working towards incrementality testing — utilizing managed exams to grasp the effectiveness of development advertising efforts. For example, if we needed to check the impression of our Fb efforts, we might pause the campaigns and measure the conversion deltas earlier than and after making the change.

That’s incrementality testing at a macro degree. However advertisers will should be extra subtle now. I prefer to name this the two.0 age of incrementality testing. This new age will improve the precision and understanding of development efficiency.


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