Audience snapshots 2022

Insights for the modern marketer

From across 22 of our verticalized Dive publications, we’ve collected and analyzed our proprietary data to bring you audience snapshots for 2022.

Get your industry's snapshot

Universal Themes

Explore commonalities from across the industries.

Digital Decision Making

Observation

Across nearly every industry, the events of the last few years have pushed digital transformation into overdrive.

  • In fact, a PwC survey reveals 60% of executives say digital transformation is their most critical growth driver in 2022.
  • However, according to ITPro, a third of those tasked with making and implementing critical digital transformation decisions are suffering from unsustainable stress, and an additional 21% have experienced burnout.

Insight

From better tools for analyzing data to optimized customer experiences, executives everywhere are recognizing that the right technology has the power to reshape industries. But digital transformation has become such a buzzword that many businesses are moving at breakneck speed in the name of keeping pace — and it’s taking a toll on their (and their team’s) wellbeing.

Action

Help lessen the transformation fatigue by encouraging your audience to prioritize intentionality over speed. Consider tailored solution breakdowns, pros and cons, and success + cautionary stories that will allow them to take the right route to transformation for their particular business and its future.

Resilient Resourcing

Observation

The pandemic has tested global infrastructure like never before.

Insight

The past two years have redefined what it means for a business to be resilient, and executives have been shown the underpinnings of their businesses hang in a more delicate balance than they ever could have imagined. Decision makers are recognizing resiliency isn’t just about the environment, operations, or people — it’s about understanding the interplay between every aspect of the business, and ensuring all of it is built to withstand uncertainty.

Action

Provide your audience with content that allows them to get a handle on their specific threat landscape, stay ahead of the twists and turns to come, and protect precious resources in the process. The shockwaves are rolling in from all sides, and decision makers need your help to find a sense of stability across every facet of their business.

Navigating a Remote World

Observation

As more aspects of our daily realities are lived out online following the impacts of the pandemic, the digital realm has become even more far-reaching.

Insight

For businesses, these new frontiers represent uncharted territory, which can be both thrilling and anxiety-provoking. As decision makers venture into the unknown to build these environments out for themselves, they’re encountering a slew of new risks and challenges.

Action

Help business leaders navigate the growing pains of adjusting to the way we work and live digitally today. Provide them with information that will allow them to find their footing in up-and-coming spaces like the creator economy, the metaverse, and web 3.0. And as you do, be sure to place emphasis on risk mitigation and ways to overcome the hurdles in service continuity, engagement, data protection, and infrastructure they’ll face along the way.

Get your niche-specific audience snapshots for 2022

Explore your target industry's most pressing issues, most popular content, industry-wide themes, top-performing formats, approach recommendations, and more.

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