The 2022 marketing benchmarks and predictions are in. Use them wisely.

Picture yourself in a client meeting. There’s lively discussion about which marketing tactics to use for a campaign. The conversation involves the entire group — ranging from marketing backgrounds to creative to finance. You’re among the two attendees with broad and digital marketing experience.

The group has reached a critical juncture and the questions on the table are:

1) Which social platforms are best for this campaign? And at what frequency and targeting strategy?

2) What other tactics should be used that are effective yet budget-conscious?

3) What is the CTA and should it vary by the audience?

4) What are other companies or (in my case) universities doing?

5) How (and when) will we track or benchmark success?

This is where you must have sources to draw from especially if years of experience aren’t enough.

Photo source: Bullfrag

When you’re in a room with a mix of stakeholder perspectives and titles, unless people are directly looking to you…