Buckle up! Tech is taking off in 2024. That doesn’t necessarily mean we’re all zooming into a virtual future. With every reaction, expect an equal and opposite. Watch closely as micro-trends pop up to counteract the big ones.

But as we move into 2024, rapid technological advancements, changing consumer behaviours, and the ongoing effects—and aftermath—of the global pandemic are shaping a new marketing landscape.

Here are some stats from Hubspot that shed light on what most marketers have planned for 2024:

• #1 highest ROI of any marketing channel are blogs, social media shopping tools, and influencer marketing.
• 90% of marketers using short-form video will increase or maintain their investment this year.
• Video is the most popular and effective media format for the fourth year in a row.
• 86% of marketers report that data privacy changes have impacted their overall marketing strategy over the past year.
• 88% of marketers who already do SEO work plan to increase or maintain their investment this year.

And here’s a guide to ten of most significant marketing trends and strategies set to dominate this year.

1. Artificial intelligence and its impact on marketing

As AI revolutionises marketing, its impact will only grow stronger in 2024. With AI-powered tools and technologies, brands can automate repetitive tasks, analyse vast amounts of data, and gain valuable insights about their target audience.

AI-powered chatbots, for example, can provide instant customer support, improving customer satisfaction and reducing response times. Machine learning algorithms can analyse customer behaviour patterns and deliver personalised recommendations, enhancing the customer experience.

As AI technology becomes more accessible, brands that leverage its power will have a significant advantage but also need to take an ethical approach towards how this technology affects their customers and employees.

2. Personalisation and customer experience in marketing

Customers have grown used to and expect tailored experiences catering to their unique needs and preferences. By gathering and analysing customer data, brands can create personalised marketing campaigns that resonate with their target audience behaviours.

From personalised emails to dynamic website content, personalisation allows brands to deliver the right message to the right person at the right time. Moreover, personalisation extends beyond content. It also encompasses personalised customer service, seamless user experiences, and customised product recommendations.

By prioritising personalisation, brands can build stronger customer relationships and drive long-term loyalty.

3. Video marketing and its growing significance

Video has become an increasingly popular medium for brands to engage with their audience, and this trend will continue to grow in 2024. On platforms like YouTube, TikTok, and Instagram, video content is more accessible and shareable. According to HubSpot and Wyzowl, 92% of marketers using video consider it an essential part of their strategy, and 83% say video has directly generated leads.

Brands can leverage video marketing to tell their brand story, showcase their products or services, and connect with their target audience on a deeper level. From explainer videos to behind-the-scenes footage, the possibilities are endless.

Brands that invest in video marketing will have a competitive advantage as video content continues to dominate social media platforms and capture consumers’ attention.

4. Voice search optimisation and its role in marketing

As voice assistants like Siri, Alexa, and Google Assistant become increasingly integrated into our daily lives, optimising for voice search is becoming essential for brands. Voice search allows users to perform searches using natural language, and it’s expected to account for a significant portion of all searches in 2024.

To leverage voice search, brands must optimise their website content for conversational keywords and provide concise and relevant answers to common questions. Additionally, you can create voice-activated skills or actions for voice assistants to engage with users directly.

By embracing voice search optimisation, brands can enhance their visibility, improve search rankings, and reach a broader audience.

5. Influencer marketing and its effectiveness

Influencer marketing has emerged as a powerful strategy for brands to authentically connect with their target audience. In 2024, the effectiveness of influencer marketing will only continue to grow.

Consumers increasingly turn to influencers for recommendations and advice, trusting their opinions. By partnering with relevant influencers, brands can tap into their engaged and loyal follower base and leverage their influence to promote their products or services.

However, brands must go beyond simply partnering with influencers with large followings. Authenticity, transparency, and relevance will be critical factors for successful influencer marketing campaigns.

By identifying the right influencers and building genuine relationships, you can harness the power of influencer marketing to drive brand awareness, increase customer trust, and generate tangible results.

6. Social media marketing trends

The social media marketing trends shaping the industry will continue to be:

Short-form video content: With the popularity of platforms like TikTok and Instagram Reels, short-form video content will continue to dominate social media in 2024. Brands can leverage this trend by creating engaging and shareable videos that capture the attention of their target audience.

Social commerce: Social media platforms increasingly integrate e-commerce features, allowing brands to sell products directly to their followers. You can leverage social commerce to streamline purchases and drive conversions.

User-generated content: User-generated content (UGC) has become a valuable brand asset, as it showcases real-life experiences and builds trust. By encouraging their audience to create and share content related to their brand, you can amplify their reach and strengthen their online presence.

7. Content marketing strategies

Content marketing continues to be a powerful tool for brands to attract, engage, and retain customers. In 2024, the following strategies will shape the future of content marketing:

Interactive content: Interactive content, such as quizzes, polls, and calculators, allows you to engage your audience and provide a personalised experience. Brands can increase user engagement and drive conversions by incorporating interactive elements into their content marketing efforts.

Long-form content: While short-form content has its place, long-form content allows brands to showcase their expertise and provide valuable insights to their audience. In 2024, you can leverage long-form content, such as in-depth guides, white papers, and case studies, to establish thought leadership and build trust with your target audience.

Content distribution and promotion: Creating great content is just the first step. Brands must focus on effective content distribution and promotion strategies to ensure their content reaches the right audience. From social media promotion to email marketing and influencer collaborations, you need to develop a comprehensive distribution plan to maximise the impact of their content. PR is still a huge benefit for most brands.

8. Data analytics driving marketing trends

Data analytics is critical in understanding consumer behaviour, measuring marketing performance, and driving solid marketing strategies. Brands that harness the power of data analytics will have a competitive advantage based on knowledge and understanding of their customers, industry and future trends.

From tracking website analytics to analysing social media metrics, brands can use data analytics to optimise their marketing strategies, allocate resources effectively, and drive business growth.

Dashboards and software abound for tracking and analysing your data. The trick is finding the one that works best for your business. Data privacy and compliance are also essential to keep your customers and employees safe from breaches and cyber attacks.

9. Harnessing the power of user-centric marketing

User-centric marketing involves putting the consumer at the heart of all marketing efforts. This approach focuses on understanding the consumer’s needs, preferences, and behaviours and tailoring marketing strategies accordingly.

There is a growing trend towards promoting users over products. Brands will increasingly leverage user-generated content, testimonials, and reviews in their marketing efforts. They will also foster online communities and facilitate customer interaction, building brand loyalty and trust as people begin to lose trust in mainstream social media platforms.

To implement a user-centric marketing approach, brands must listen to their customers, understand their needs, and engage with them on a deeper level. This involves leveraging data and insights, fostering online communities, and prioritising customer feedback and engagement.

10. Sustainability and Social Responsibility 

During 2024, sustainability and social responsibility will remain paramount for consumers, and brands should listen.

Aligning with these values isn’t just a choice; it’s a strategic imperative, offering brands a competitive edge.  Consumers want to support and engage with brands prioritising ethical and sustainable practices, aligning their choices with their values.  From eco-friendly packaging to fair trade sourcing, marketing is as much about values as it is about value.

It’s also about connecting with customers to show them that you understand who they are, what they want and are a human with empathy and compassion. As tech continues to dominate, human-centric qualities will take centre stage.

Implementing Marketing Trends for Your Brand Success

Understanding marketing trends is one thing, but implementing them effectively is another. To successfully navigate the marketing landscape of 2024 and achieve business success, consider the following steps:

Conduct a thorough audit: Start by assessing your current marketing strategies and identifying areas for improvement. Understand your target audience, their preferences, and the channels they engage with the most.

Set clear goals: Define and align your marketing objectives with your overall business goals. Whether it’s increasing brand awareness, driving website traffic, or generating leads, having clear goals will guide your marketing efforts.

Customer surveys and data: Conduct a selection of surveys and review customer behaviour data. Use data to inform your marketing strategy before you commit to implementing any new tools or campaigns.

Develop a comprehensive strategy: Develop a comprehensive marketing strategy incorporating the latest techniques and tactics based on the data you gathered. Consider your target audience, budget, and available resources when crafting your strategy.

Execute and measure: Implement your marketing strategy and closely monitor its performance. Use analytics tools to measure key metrics and make data-driven adjustments to optimise your campaigns.

Stay agile and adaptable: The marketing landscape is constantly evolving, and brands must stay agile and adaptable. Continuously monitor industry trends, consumer behaviours, and technological advancements to identify new opportunities and pivot your strategies accordingly.

Conclusion

As we enter 2024, these new and evolving marketing trends will continue to shape the industry and provide new opportunities for your brand.

Get in touch to find out how Umgum Marketing & Media can help you with all things branding and marketing.