Marketing trends in 2022: Consumer insights and data

The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.

As people become ever more wary of who is collecting their data and how it is used, brands are increasingly leveraging their existing relationships with customers and using first-party data to glean insights into consumer behaviour.

The ‘meta’ 2022 trend...