Merkle Shares Key Consumer Trends for Marketers in Latest Media Insights Report

December 14, 2021 at 09:00 AM EST

Q1 2022 areas of focus include the next generation of consumers, DEI, gaming, and social commerce

Merkle (www.merkleinc.com), a leading technology-enabled, data-driven customer experience management (CXM) company, has released its 2022 Q1 Media Insights Report. The report, which analyzes recent research on consumer trends, provides key considerations for marketers to maximize success in early 2022 and beyond.

“The past two years have been defined by a global pandemic, social unrest, and loud cries for equality and justice. As such, it is unsurprising that consumer sentiment has changed dramatically over that time,” said Erin Spice, senior director of media strategy at Merkle. “Moving forward, marketers need to understand how those defining moments have impacted consumer sentiment. Our Media Insights Report provides key learnings marketers can use to reevaluate their strategies, remain ahead of the curve, and better reach their audiences.”

As marketers enter 2022, Merkle highlights four key areas of focus:

The Next Generation’s Influence on Parents’ Purchases: Born between 2010 and 2025, Generation Alpha is proving to be one of the most influential generations for purchasing decisions. Their digitally native and socially conscious upbringing is a driving force behind their rapidly changing sentiments. Gen Alpha is already influencing parents’ purchasing decisions and developing its own values that are different from past generations.
Diversity, Equity, and Inclusion: The past year was defined by calls for social justice and equality, leading companies to put greater emphasis on their own DEI initiatives. Marketers should partner with brands to find authentic ways to promote these initiatives and influence positive social change – such as more inclusive audience strategies, messaging, creative, and content development.
Gaming: Digital gamers in the US are on track to surpass 180 million in 2022 and, accelerated by the pandemic, gaming platforms are increasingly serving as digital communities for users to connect and socialize. With the gamer population becoming more diverse, there is ample opportunity for brands and marketers to reach key audience segments in a fresh channel based on their preferred platforms, devices, and interests.
Social Commerce 2.0: Driven by the pandemic and shifting shopping behaviors, US social commerce sales saw 36% growth in 2021, reaching $36 billion. As social platforms continue to develop innovative commerce solutions in 2022 and beyond, marketers should consider social commerce, driven by original and authentic creative to reach the right audiences, as an integral part of their media strategy.

On Wednesday, January 26, 2022, Merkle will host a webinar to discuss market factors and essential considerations that marketers need to inform their media strategies. You can register for the webinar here.

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With more than 13,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.