Hybrid is here to stay. The war for digital talent intensifies. Connections become more direct.
These are the new normals for 2022 in digital and marketing, according to founder Ashley Friedlein, speaking at Econsultancy’s first quarterly trends briefing of the year (subscribers can watch in full).
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He referred to 2020, 2021 and 2022 as, respectively, the ‘Great Shock’, ‘Great Reflection’ and ‘Great Reset’.
In the ‘Great Shock’ of 2020, “large companies in particular were surprised at how fast they could move when they really had to,” and we saw 10 years of digital transformation in a single year. Then came the ‘Great Reflection’ of 2021, where firms asked ‘Has all this changed our business model?’, and many employees reflected that actually they didn’t want to stay in their jobs (the ‘Great Resignation’).
In the ‘Great Reset’ of 2022, said Friedlein, “we have to recognise what has changed for good and what we need therefore to get used to and get good at.”
Hybrid is here to stay
Research shows how preference for hybrid work is shaping employer policies, with Friedlein referencing The Economist’s The World Ahead 2022 report. The report states that before the pandemic 5% of work in America was done remotely and 27% of employers offered flexible hours. Now 40% of work is done remotely and 88%, virtually all, US employers offer flexible working hours.