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Top 5 market challenges in marketing in 2022

Experiment with the challenges mentioned in this article to understand how important they are. You will see your business flourish and get more conversions in no time.


a woman sitting in a cafeteria with a phone in her hand and a card in her mouth

Each year brings new challenges and opportunities for businesses navigating the marketing sea. Trends come and go, so companies must adapt and use new techniques to keep attracting customers.

By being agile and flexible, you can see your business flourish into a top-tier example for your niche market. Delivering excellent customer experiences should be a top priority for any marketing expert right now.

You can try to elevate your business by personally working on your marketing strategy. Or you can look for a professional ready to do that for you. Let's say your business is located in the UK. It's easy to find popular marketing companies in London willing to work with you face-to-face. You can also contact professionals for online work, if you prefer.

While researching your options, find out more about the five top challenges the marketing field has in store for you in 2022.

1. Improving customer experience

When dealing with marketing, customers are at the center of it all. Their expectations keep increasing from year to year. Accenture says that just 7% of businesses believe they exceed customer expectations. Regular improvements can make your company competitive in the future.

Consistency is key in keeping your business on top. Try to deliver quality content across all your channels. That way, customers can hop on any one of them and experience a unified voice. They can start their journey with you wherever and whenever they desire.

Work on making your website accessible worldwide, on mobile devices and desktops. Be active on social media channels. They are a free way to market yourself to new prospective clients.

Optimize your UX design to make your website easy to understand and navigate through, and help users enjoy their experience on your pages. When they spend more time on your website, they’re more inclined to make a purchase.

2. Engaging in marketing personalization

When showing that you tried to tailor users’ experience, they’re more likely to pay attention to your offerings. Because they have a large pool of online diversions, people become easily distracted. You have to offer them engaging content that keeps them on your platforms. This is where personalization comes in.

Businesses that use AI to collect and interpret data see improvements in revenue and customer satisfaction. And they can also see a reduction in costs.

AI has a positive impact on data analysis and eCommerce marketing. It influences prices, content, product recommendation, content detection and personalization. AI uses algorithms to show personalized prices for different users, enticing them to buy.

You need different data sets and analytic tools when trying to understand segmented audiences. More and more customers perform voice searches when looking to buy things or stay informed. People buy voice devices and use their smartphones for Internet searches.

71% of users prefer to search for things using their voice instead of keyboards. 62% of adult Americans use voice assistants on their home devices.

When you want to excel at market personalization, you must use the latest tech trends. That means using voice technology, artificial intelligence, and machine learning to your advantage.

Make use of the fact that 53% of Americans own smart speakers. Many of them use those devices daily. We can say that voice search technology is on the rise. Work on making it easier for your customers to find and buy your products using voice assistants.

3. Reinventing through digital markets

a person with a pen and clipboard written social media

Tech constantly transforms and improves people’s lives. Social media channels, like Facebook or Twitter, were barely known outside campuses in 2006. Now everyone has their favorite social media channel they can’t live without.

Digitalization means you can’t exclusively use traditional marketing strategies anymore. You have to think of new practices. Because everything is transplanted online, you have to adapt to the niche market when you want to capture more clients.

Marketing has become a tech-dependent process because of its digital importance. Statista says that, in 2021, the global tech-marketing market value was estimated at $345 billion. You can now use social media marketing tools, apps, and software to improve your website and attract more clients. WordPress’ development as a CMS (and other CRM platforms) helped facilitate tech marketing practices.

For example, banking keeps transforming and adapting to better payment systems. B2B companies are dedicated to using Salesforce and CRMs with social media platforms for marketing.

Because there are so many platforms and available tools, the amount of data ready and available for analysis has increased. Marketing departments can struggle to absorb the amounts of data available now. Fortunately, the business technology available on the market facilitates that.

Marketing keeps reinventing itself, adapting to new tools and developments worldwide. When your business responds to change and adapts, it can see how much marketing success transforms conversion.

4. Integrating AI in marketing efforts

a bearded man playing chess with a robot arm

As previously mentioned, AI has become a really important aspect of marketing. Google, Apple, Amazon, Microsoft, and Facebook are some of the big players in the artificial intelligence war. Integrate AI into your digital marketing strategy to set an example in your niche market.

That means using the data at your disposal to set up machine learning and language processing tools. Using all the AI-centric tools at your disposal is key when working towards identifying your customer’s needs. Revolutionize your marketing efforts through AI by working on the following:

  • Content creation: use tools like Quill and Wordsmith to create original content. You get templates and forms where you can enter data and keywords you want to highlight, and the tools create original content similar to that made by real content writers.
  • Email marketing: personalize your emails with the help of AI by using data related to user behavior. Use tools to generate copy and subject lines.
  • Content curation: AI can curate content to help keep users on your website. As a result, they connect with your brand better and see more of what you have to offer.
  • Advertising: many social media platforms use AI learning to see what users are prone to and show them ads related to their interests.
  • Chatbots: they can answer customers‘ questions 24/7 and they collect data while doing so. They’re automated customer service clerks who can solve a larger number of questions at the same time.

5. Considering privacy regulations and GDPR

When the EU passed the General Data Protection Regulation in 2018, it changed the way we see privacy regulations worldwide. The regulation was put in place to improve personal data protection for EU citizens. Organizations that collect and use personal data now have more regulations to abide by.

The regulation applies to any business selling to the EU and tracking the behavior of EU residents. So, even if your business is based outside the EU, you must abide by these rules if you’re active and collecting data within the EU borders.

Your business must take responsibility for the data it collects from target users. It can seem time-consuming to become GDPR-compliant, but after you get that over with, you can think exclusively about marketing and new customers.


Every new thing you implement will impact your marketing strategy and put your business in a better online position.

Experiment with the challenges mentioned in this article to understand how important they are. Conquer them by implementing and testing them to ensure the results are to your liking. You’ll see your business flourish and get more conversions in no time.

Market and Economy

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