19 December 2022 | Digital Marketing

Marketing Lessons To Learn From 2022


Every year, the marketing world is bombarded by an array of incredible campaigns, new movements and big changes to the industry. 

Whenever you see a campaign that grabs your attention, or becomes popular in the media, take a minute and think about the reason why. Is it related to a current trend? Does it talk about a taboo topic? Will it have a big impact on the industry? 

Let’s take a look back at 2022 and think about the marketing lessons we can learn from the events of the year. 

Marketing Lesson 1: The Impact Of Steven Bartlett

All the way back to the start of the year, the BBC introduced Steven Bartlett on Dragon’s Den as the ‘Marketing Mogul’ to the mainstream media. His popularity had already been growing through his Diary Of A CEO podcast, with guests like Jimmy Carr, Molly-Mae and Ant Middleton in 2021, but his Dragon’s Den appearance elevated his status and his impact on the business world.

In the Covid-19 pandemic, many businesses were forced to cut costs and marketing is often one of the first to go, even though effective marketing is likely to help your business thrive through a difficult situation. 

Steven Bartlett demonstrated his expertise in marketing and social media on Dragon’s Den, and whilst doing so, showed the audience the importance of a marketing strategy for every business. 

Marketing Lesson 2: The Evolution Of Video Content

Video content is bigger than ever in the marketing industry, with more and more brands developing a presence on TikTok, the leading platform for short-form videos, and utilising the ‘Reels’ feature on Instagram.

Attention-grabbing videos and the TikTok algorithm go hand in hand. This means that even smaller businesses can achieve great results, simply by investing into their video content creation.

TikTok increased their marketing capabilities in 2022 by increasing the character count in their video post captions to 2,220, making the SEO and keyword search more in-depth for marketers and businesses promoting their content. The addition of this is only following their consumer’s needs, as many TikTok users already said they use the social media platform as a search engine.

Marketing Lesson 3: The Reverse Of Moving From In-Store To E-Commerce

Over the last decade we’ve seen popular retailers become more and more digital. The experience with a brand turned into more than just walking into the shop; it became browsing their website, keeping updated with the brand, and interacting with them on social media. 

However, in 2022, we’ve begun to see the opposite occurring. Most notably, the founder of Gymshark, Ben Francis, started his sportswear brand, in 2012, from his parent’s garage in Solihull, as an eCommerce website. In 2022, 10 years later, he opened the first Gymshark store, in an incredibly iconic location, on Regent Street in London.

This highlights the power of the digital world, through creating a successful online business and presence, Gymshark now has a physical presence for their consumers too. 

Another brand utilising their digital presence to create an in-person experience for their customers is Sisters & Seekers. They have put on pop-up events where their customers can travel to their temporary store and purchase their items in-person. The Sisters & Seekers pop-ups have been to many cities, including Chester, Manchester and Birmingham.

Marketing Lesson 4: The Reliability of Authenticity

In the digital age of anonymity, people are choosing to follow and engage with influencers and businesses who present themselves as genuine and authentic online.

An amazing campaign in 2022 came from Lewis Capaldi to promote his new album. The billboard ad consisted of a quote from the single from the album, underlining the song title ‘forget me’, centred with an image of himself in his underwear and a pair of sunglasses, holding a cocktail in a martini glass. 

Not exactly what you expect for a new music album advertisement, but it’s certain to turn a few heads. Lewis Capaldi is a perfect example of promoting what you sell by being yourself, whether or not it’s directly related to your business.

Consumers enjoy interacting with the face behind the business, because it’s much more trustworthy to know who you’re buying from, instead of just what you’re buying from.

Choose Chameleon For Your Marketing Strategy

If you’re a business wondering where to begin with your marketing, then look no further! At Chameleon, we’re the experts and it’s our job to stay updated with the industry to implement it within your business.

Don’t hesitate to get in touch with us for any queries or if you’re ready to begin straight away!

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