2022 Agenda: Mark the Events Your Brand Can’t Miss
- Estudio CKS
- Feb 18, 2022
- 5 min read
For marketers, keeping up with consumers’ ever-changing interests can be quite a challenge. But even in an unpredictable scenario, they need to plan the key moments of the year to support consumers and stay present throughout their journey. Use this calendar as a guide to design relevant strategies that connect with your audience in 2022.
In a world still navigating uncertainty, consumer needs and interests are changing rapidly. We know that the purchase journey changed irreversibly after the pandemic and that, while e-commerce will continue to consolidate, in-store experiences will evolve to create a truly omnichannel reality.
We also know that people are increasingly conscious of their purchasing decisions—not only the channel and timing, but also the criteria that guide product and brand choice. Sustainability, brand purpose, respect for privacy, and personalized shopping experiences are some of the demands marketers cannot overlook if they want to connect meaningfully with their audiences.
With these insights in mind, here are some key takeaways to help you design an agile marketing strategy in 2022, tailored to the needs of each important date. Summer and Winter Holidays
42% of Latin Americans plan to travel within their own countries this summer, and the trend of reconnecting with nature will continue throughout 2022—not only in winter, but also during long weekends. “Microcations” (short getaways) seem to set the pace for consumer behavior. Staying up to date with what your users are searching for in such a dynamic environment is essential. In this sense, Google Trends is a great ally for building a successful Search strategy, helping you measure consumer search behavior and gain real-time competitive insights.
Valentine’s Day
Extended lockdowns and social distancing led people to seek more meaningful and original gifts, especially for their partners. Weekend getaways and romantic dinners rank among the top choices this year. Remember that video is one of the most influential tools when it comes to decision-making. Being present with a message on YouTube can be a great idea. If you’re unsure what to communicate, consider leveraging content creators to talk about your brand in the language of your target audience.
Back to School
Each country has already announced the minimum number of school days for 2022. With this academic calendar in hand, you can anticipate and address the concerns your customers may have as they prepare to return to classrooms. For inspiration, keep in mind that over 1 billion learning-related videos are watched on YouTube every day, and video tutorials are a powerful resource for responding to new needs. You don’t need to be a professional filmmaker—these insights can guide your content creation.
Father’s Day and Mother’s Day
When designing your sales strategy for these dates, remember that your brand can help highlight diverse family models and break stereotypes. To create campaigns that truly reflect diversity, incorporate multiple voices into the creative process to portray the realities of different mothers and fathers across the region. Did you know, for example, that many women search for tips on how to organize their time to manage everything? The tension between work and family life intensified during the pandemic.
International Pride Day
Marketing has the power to reinforce or break stereotypes. That’s why brands play a key role in developing campaigns and actions that respect diversity. This commitment should be maintained throughout the year—not only on special dates. When creating campaigns for LGBTQ+ audiences, avoid rainbow washing. Simply changing your logo colors or using symbols is not enough. Use your communication to demonstrate deeper awareness, a clear connection to philanthropic causes, or tangible benefits for the community.
National Holidays
Regional cuisine, traditional dances, and family or social rituals will once again take center stage during several 2022 celebrations. Revisiting these dates—their origins and symbols—can help you add a fresh, inspiring twist. YouTube recipes can enhance family gatherings, while content creators can spotlight individuals who revive the values of each country’s historical figures.
FIFA World Cup in Qatar
For those unable to attend matches in person, feeling close to the players and all the action will be essential. Exclusive, high-quality video content will make the difference. It’s also worth noting the growing trend among Latin Americans to invest in products that enhance home comfort. Connected TVs and co-viewing experiences will tip the scales this year.
Discount Season
Did you know that 25% of Latin Americans start researching products 2 to 3 months before discount season? While e-commerce is expected to continue growing in 2022, the importance of omnichannel experiences remains critical. Ahead of key dates like Black Friday and Cyber Monday, retailers must focus on values that matter most to consumers, such as privacy, payment security, and reliable delivery.
Year-End
82% of total sales by 2025 will come from physical stores. Beyond serving as distribution centers, these spaces continue to offer direct product interaction. At the same time, marketers must base decisions on consumer insights: online shoppers prefer marketplaces (especially in Argentina and Mexico) and websites (notably in Chile and Peru), while purchases made directly through apps are also increasing.
Ultimately, the key is to be present at every decision-making moment throughout the purchase journey. This means not only providing high-quality information about what people are actively searching for, but also offering inspiring content that sparks interest. Providing multiple options and flexibility is the best strategy to meet expectations and optimize customer experiences.
Vicky Fernández Gerenta de Data, Insights y Optimización, Google Hispanoamérica
fuente: www.thinkwithgoogle.com
Fuentes (10)
1, 13 Google/ Euromonitor, “El futuro de retail 2021-2025”, Brasil, México, Argentina, Colombia, Chile, Perú, febrero-mayo 2021. 2 Ipsos, Global, Essentials Report, encuesta realizada en la plataforma en línea Global Advisor, 14.500 adultos de 18 a 74 años en CA y EE. UU. y de 16 a 74 años en AU, BR, CN, FR, DE, IN , IT, JP, MX, RU, ZA, KR, ES y UK, n = 11.523, 26 de agosto de 2021 al 29 de agosto de 2021. 3 Google Trends, Argentina, del 29 de noviembre de 2020 al 27 de noviembre de 2021. 4, 11, 12, 14, 15 Estudio Google/Ipsos, “Temporada de Descuentos 2021”, México, Argentina, Chile, Colombia y Perú. Ola 1: n= 1000 entrevistas por país, Julio 2021. Ola 2: n= 500 entrevistas por país, Agosto 2021. 5 YouTube Creator Academy. 6 Google Trends, México, del 6 de diciembre de 2020 al 27 de noviembre de 2021. 7 Google Consumer Survey LATAM, octubre 2021. 8 Esta fue la estrategia de la campaña ganadora de YouTube Works 2021 Gran Rubí, Think with Google Latinoamérica. 9 Google Trends, Argentina, del 6 de diciembre de 2020 al 27 de noviembre de 2021. 10 Google/Ipsos, YouTube FastFacts, México, Aug 2021, n=1000.
