I’ve worked in and for many marketing teams.
The lack of operations has always been an issue, but never a focus (or an intense need) as it has been now in the ever-changing, trend-based landscape.
We’re experiencing a shift. More experienced marketers are needed in ops roles across companies and digital businesses alike.
Here’s what I’m predicting for ’22 (and despite being two months in, I’m still backing these points):
- More marketers will become operations specialists.
- More customers will decide on the systems-ready option.
- More content businesses will fall without operations.
- More content creators will prepare for creating agile content.
If you’re a content-first business, seek our marketers with technology backgrounds and skillsets. Marketers are your best bet at understanding content flow, and in identifying the gaps in tech and operations.
In 2022, marketers think in strategy, workflows, and operations.
More marketers will become operations specialists.
Does this create more competition for me, as a marketer with a technology background and mindset?
But I truly believe a) there’s room for everyone, and b) myself and my technology agency, Ultraviolet MKTG, have filled a much-needed gap in the digital business area that no one else is currently providing (or leveraging).
But, this is all to say… its the way of the future for marketing technologists.
If your marketing role (as a service provider) means you're developing systems to deliver content or analyse data, you're going to see a very clear shift in what clients expect from you.
Not ALL marketing positions will move towards operations. That’s not what I’m saying at all. Simply more opportunities will be present, in both organisations and for entrepreneurs. The market need = there.
In 2022, it will be more important than ever to provide a customer experience that is automated.
More customers will decide on the systems-ready option.
Lag time causes indecision and uncertainty.
It’s only going to be more prevalent this year that people are going to expect instantaneous communications — and by no means that will need to be a manual, 24/7 slog for you.
Whether you work with business owners or you're B2C, you have two things to consider here: a) you have more opportunity to provide an incredible CX for your services, programs, and products than ever before, and b) you may be left behind (or not become a viable option) if you lack the systems and structures to support your clients and customers.
Personally, I saw this as I moved from being the entire brand to shifting into an agency model in September ’21. The focus for me was on client management, yet the leads were still hitting my inbox.
Leads fell through the cracks with NO surprises at all that they went with the systems-ready option.
By that I mean, the agency/biz owner that can automatically provide everything the client needs to book in > wait time via slow contact forms.
Get this sorted ASAP in 2022 and you’ll always be the most viable option above the rest.
Client experience = your first/main priority.
In 2022, content-first businesses will need to evaluate operations with their content strategy.
More content businesses will fall without operations.
As multichannel content strategies become more about volume as much as they do about quality, digital businesses will need to have systems to support their efforts beyond a traditional content calendar.
Traditional content calendars lag, fail to retain structure and consistency, and often mean double-handling by team members and across platforms.
For content-heavy businesses or teams to be able to produce output in the digital world in 2022, their content strategy must be operationalised — now, rather than in 6 months' time.
Businesses simply cannot rely on just content teams or people. They need the operations specialists with marketing experience (or vice versa) AND the systems in place.
As mentioned previously, you’ll see more jobs and biz opportunities for marketing technologists in 2022. The need is there, because content-first businesses won’t survive without it.
In 2022, content planning will become more and more agile.
More content creators will prepare for creating agile content.
Gone are the days where you can set up a client with a 4-week content plan and expect marketing success.
The digital game has changed and so have our abilities to prior plan down to the exact date. However, this is not to say that content creators won’t be focused on creating systems that allow them to be ahead when it comes to the trend-based nature of Instagram Reels and TikTok.
It’ll be important for personal brands especially to see their content in two streams: 1) the core content that can exist evergreen and be structured in advance, and 2) the agile content that relies on workflows for research, ideation, filming, editing, and publishing in short sprints.
This means that creators of reach-focused content will need to be prepared, even (especially!) when it’s unexpected.
Internally, more content workflows will lend towards the ever-changing social worlds and less towards a monthly-based structure that the traditional social media manager providers (hint: SMMs, focus on better ops… stat!).
Learn something new? Got a prediction to add? Continue the conversation over on IG: @amiefinlayson — I’d love to chat 💌