2022 is destined to be a year of continuing transformation for businesses. And, the Water Quality Industry is uniquely positioned to take advantage of this.
According to Alan Murray, CEO of Fortune Magazine, these changes will be fueled by: 1) a technology revolution; 2) a post-pandemic imperative to reinvent office work; and 3) a continuing drive to put purpose at the center of business. The most successful companies will be those that embrace these three interlocking waves of change. And the performance gap between those that do and those that don’t will grow
Technology will continue to revolutionize how we work. From a marketing perspective, think about the printing advances that enable your direct mail to be more cost-efficient. These include digital inkjet printing and hybrid print technology.
In terms of digital marketing, we will see new privacy restrictions on Google Chrome (no more cookies). As a result, advertisers would lose the ability to serve up highly targeted ads based on tracking consumer activity on Chrome. That means advertisers will need to focus more on using their own lists. When you use your own lists, we call this using first-party data. In 2022, you will want to maximize your own data. You will want to make sure all your lists are current. That means correct addresses, phone numbers and email addresses.
From the list perspective, we will continue to see large numbers of New Homeowners. We will also see a higher availability of email names in the marketplace. This gives your dealership new opportunities to reach out to your clients via email.
In 2022, we will continue to see a focus on consumer privacy. Because of this, the major list compilers will be sharpening how they work with consumer privacy regulations, such as the California CCCP as well as the Do Not Call.
New technology in the water industry also includes things like Digital monitoring. Real-time reporting of the microbiological quality of drinking water. Mobile apps for appointment setting, ordering salt and other supplies. Nanofiltration technology.