As the death of the third-party cookie looms, many of the data sources marketers rely on to understand who their audience is and what they care about will all but vanish. And while it might seem rather cataclysmic, there’s no reason to hit the panic button. First-party data will swoop in to save the day.
In our endeavor to share insights from our own first-party data with you, we assessed engagement trends across 22 of our leading publications to bring you niche-specific Audience Snapshots 2022 — which feature the issues, articles, approaches, keywords, and formats your audience engages with the most.
And as we combed through insights across the industries, a few universal themes bubbled to the surface. So, what is everyone — regardless of sector or specialization — up against this year?
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.
- According to a Bank of America tally cited by Reuters, mentions of supply chain issues by chief executives jumped 412% year-over-year — and early indications suggest 2022 won’t be the year we see stabilization.
- In addition, businesses are up against resignations to the tune of three-quarters of digital employees eyeing the door, looming impacts of climate change, and rising security threats.
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.
- With 52% of executives reporting higher productivity during the prolonged work-from-home period, companies have struck a balance between in-person requirements and allowing staff to work from anywhere.
- This virtualization of the office has become a catalyst for other remote experiences, including tech-enabled convenience, like curbside pickup and delivery, telehealth, and online learning.
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.
📸 Create better content for your niche audience. Get your industry-specific Audience Snapshot for 2022.
