Marketing Dive - Top Marketing Trends of 2022

Trends moved at a breakneck pace in 2022. Crypto was the next big thing in advertising until it wasn’t. The metaverse, marketers' favorite buzzword of last year, crashed back to reality.

Media moved fast as well, with companies like Netflix breaking a long-standing aversion to ads. Meanwhile, TikTok’s influence spread practically everywhere as rivals raced to replicate its short-form virality.

Driving many of these shifts were consumers, more fickle than usual with inflation weighing on budgets. But marketers continued to see promise in Gen Z, a demographic that’s difficult to pin down but rewarding of authenticity.

Marketing Dive here has assembled the most standout trends from a period marked by fast pivots. Reflect back on these developments not only to take stock of the past 12 months but also to guide planning for 2023.

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Peter Adams
Senior Reporter, Marketing Dive
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