How Marketers Win in 2022: Through Influencers, Analytics, and Omnichannel Strategy

The digital space is ever-expanding. Marketers need to be agile and stay abreast of  all digital marketing trends in order to navigate successfully. If you are wondering what the secret sauce is, you’ve come to the right place. 

Emeritus in collaboration with Kellogg School of Management Executive Education, explored how marketers can win in 2022. This webinar featured prominent keynote speakers who provided insights into what it means to be a successful, modern marketer:

• Choosing the right marketing channels
• Leveraging technology and data to reach marketing goals
• Building valuable relationships through influencer marketing

Let’s go back to the beginning. What does it mean to be a modern marketer?

Today’s marketing is very different from what present CMOs had learned in their business schools. Yiota Evraam, one of the keynote speakers at the webinar, a Northwestern alum herself, highlighted that first and foremost, you must love what you do. A passionate marketer will need to be on top of digital marketing trends at all times. No B-school or online certification can help with this. The idea is to keep evolving and learning every day. 

A couple of quick tips:

• Observe digital marketing trends across various platforms
• Include relevant, recent trends such as influencer marketing in your plan from the get-go
• Listen to your customers both personally and through marketing data and analytics
• Allocate space for everything while creating your campaign budget – don’t discount influencer marketing as a one-time expense; look at it as an investment

A word of advice to marketers aspiring to move into leadership roles: Love what you do and develop a new skill set with every opportunity.

What’s the role of feedback in your growth as a marketer?

Red Bull’s Senior Vice President – Brand Marketing, Akerho Oghoghomeh, boasts a diverse academic and professional background. His foremost tip for growing as a marketer, irrespective of the seniority of your position, is networking and being receptive to feedback. 

While everyone loves positive feedback, it is constructive criticism that most of us fail to receive graciously. Through his experience, Oghoghomeh highlights the importance of taking complete responsibility for your decisions and the impact it can have on your team members, especially if you’re in a leadership role. 

A couple of quick tips:

• Find your core in a strong and clearly defined measurement framework
• Employ data to drive ROI on your campaigns
• Know your business objectives before you create any marketing plans

A word of advice to marketers aspiring to move into leadership roles: Be confident in yourself and go the extra mile to upskill.

The complete webinar on How Marketers Win in 2022 is now available for viewing. 

How are companies leveraging digital marketing trends in 2022?

#1: By working with influencers

Influencer marketing has been around for decades. However, the accessibility to influencers has dramatically increased in recent years. Today, a viral TikTok creator can star in a campaign featuring greats from diverse industries and backgrounds. So how can marketers develop a strategy to work with the right influencers for long-term success? Consider an online influencer marketing course from a top university! Let Kellogg Northwestern’s online program Influencer Marketing Strategy ​for Brands, guide you! 

Related Content: How to become an influencer.

#2: Using extensive data analytics

To become an effective modern marketer, you need to understand how to extract value from mountains of historical data. With the gap between virtual and real closing in rapidly, it becomes imperative to learn how to utilize the data that is presently available. Kellogg Northwestern presents Applied Marketing Analytics, an online program to help modern marketers learn between good data and great data to drive ROI on campaigns.

#3: Taking up an omnichannel approach to marketing

Did you know that consumers use an average of eight different touchpoints when interacting with a brand? However, more information is not necessarily better—it is the experience behind the number that defines the customer journey. So CMOs are considering omnichannel marketing as one of the ideal marketing methods. With Kellogg Northwestern’s online program Omnichannel Marketing: Driving Customer Value & Business Growth, you can gain incredible insights into using this type of marketing to your advantage.

Kellogg Executive Education has collaborated with online education provider Emeritus to offer a portfolio of high-impact online programs. By working with Emeritus, the university is broadening access beyond their on-campus offerings in a collaborative and engaging format that stays true to the quality of Kellogg. 

Looking for more online courses from Kellogg? 

By Iha Sharma