Digital marketing changes so rapidly that it is hard to predict what’s going to happen next. But if you follow new trends, there are always opportunities to outrun the competition. So, we went through the most important trends in 2024 and made a list to save you time. Enjoy!
Finding time to research new marketing trends is difficult. There is always a task with a higher priority. Yet, when marketing results start slipping, priorities tend to shift. Through the years, we've learned that following marketing trends regularly pays off.
For those eager to future-proof their strategies, here's a tip: make sure to invest enough time in self-education. Keep an eye on magazines, blogs, online podcasts, and other professional resources.
For the next year, we have got you covered. The following marketing trends should have the biggest commercial impact on businesses in 2024:
Table of content:
1. Adoption of Artificial Intelligence
2. Data Privacy and Google Analytics 4
3. Automation
4. Customer Retention
5. Video Marketing
6. Sustainable and Ethical Marketing
7. Micro-Influencers
Conclusion
1. Adoption of Artificial Intelligence
Artificial intelligence (AI) is quickly becoming a game-changing marketing trend. Especially in content marketing, where Open AI's ChatGPT has revolutionized in recent months.
No wonder, it can be used to generate large amounts of content and ideas at a relatively low cost, making it an affordable option for businesses of all sizes.
Everyone thinks of ChatGPT when they hear AI content creation. But if you’re looking for help with your content, there are other options.
There are voice cloning tools to facilitate voice-overs. AI can help by enhancing poor-quality audio recordings. It is possible to create artificial avatars that can act as virtual guides in videos, appearing almost human-like. Or image generators like DALL-E.
Another way in which AI is transforming marketing is through the use of chatbots to provide instant customer service, answer questions, and provide product recommendations.
AI is also being used to optimize advertising campaigns. By analyzing consumer behavior and preferences, AI can identify the most effective advertising channels and tailor ads to the individual consumer.
In conclusion, AI has become a huge marketing trend as it helps streamline marketing processes and frees up human resources to focus on more complex tasks.
And it is going to unfairly reward the marketers who adapt quicker. So, consider this:
Gain the Edge with New Tools
Embrace AI's transformative role in technology to gain a competitive advantage. Integrating art, science, and AI tools in your digital marketing strategy is key. Be an early adopter and integrate wisely.
Enhance Content
Beyond just content creation, use AI to enrich your work with unique insights and creativity. Stand out by using AI as a base, then adding your originality in text, audio, and video content.
Capture Insights for Unique Experiences
Prioritize customer engagement for valuable insights. AI simplifies data-driven customer experiences, but the real value lies in the unique details gathered from your customers.
Master AI for the Complete Journey
Marketing now plays a larger role in the customer journey, thanks to AI bridging marketing and revenue. Focus on automating and personalizing the customer experience for success in this expanded role.
2. Data Privacy and Google Analytics 4
Google said goodbye to Universal Analytics on July 1, 2023, and now we all have to use the new Google Analytics 4. But not everyone is using it to its fullest yet, just like the old one. So, what makes GA4 different from UA?
Universal Analytics (UA) used to automatically collect users' IP addresses, breaking GDPR rules as IP addresses are considered personal info. Google Analytics 4 (GA4) wasn't just a response to European laws; it also addressed similar laws emerging in several U.S. states.
GA4 tackles this issue by anonymizing IP addresses and other measures, ensuring compliance with privacy regulations. The measurement logic has shifted to address data collection limitations. Therefore, GA4 leverages machine learning to fill in the data gaps and formulate analytical predictions.
For marketers, working with the new Google Analytics is very different. Instead of being centered around visits, it predominantly tracks individual events that users execute on the website. Which enables better understanding of user interactions. Plus it facilitates seamless tracking across web and app platforms, offering increased segmentation options.
However, working with the system is really different now, so we encourage you to read more about the new interface and how to create new reports.
3. Automation
Ever wondered how to give your marketing game a turbo boost? Marketing automation can be your ticket to success. From AI-powered chatbots to predictive analytics, it's innovation running wild.
It tracks leads automatically, breaks them down by industry, and helps you tailor your messages.
But wait, there's more! We've got the lowdown on the latest marketing automation trends for 2024:
- User-Quality Data: Get insights into how your marketing strategy resonates with your audience. Imagine making data-driven decisions that translate to higher conversion rates and tailored content.
- Lead Capture: Say goodbye to manual effort. Automation tools in 2024 make lead capture a breeze, integrating seamlessly with your CRM for effective nurturing and conversion.
- Marketing Automation Funnel: The B2B buying journey is evolving, and so should your marketing funnel. Personalized content at every step with the help of marketing automation and CRM platforms is the way forward.
- Personalized Content for Users: Stand out in the market saturation by tailoring messaging and offers to users' demographics, interests, and preferences. Customization is the key to gaining a base of loyal customers.
- Chatbots & Conversational Marketing: It's time to have real conversations with your customers. Chatbots are your 24/7 companions, starting conversations, answering questions, and resolving simpler issues. Leverage the power of programmed bots, but remember, today's customers are smart and complex.
So, are you maximizing your marketing automation efforts? If not, it's time to ride the wave of innovation and take your marketing campaigns to the next level.
4. Customer Retention
When the economy is uncertain, brands should put their energy into keeping the relationships they already have and bringing back customers who may have stepped away.
Imagine you're running a SaaS company, and you're all about getting new customers. But what if keeping the ones you have is way cheaper and more profitable?
The key is not just getting customers but keeping them engaged, making them grow with your product, building loyalty, turning them into advocates, and even trying to win back those who've left.
There are several practical strategies for each stage. From personalized onboarding to gamifying the experience and implementing referral programs, it's a comprehensive guide.
And let's not forget the power of data. Customer insights are like a crystal ball, helping you understand who's happy, who's about to leave, and who's ready to upgrade. By tracking customer behavior through analytics tools, using CRM systems, and collecting feedback, you can tailor your strategies to different customer segments.
The bottom line?
Customer retention isn't just a buzzword; it's a smart business move. It keeps your revenue predictable, sets you apart from the competition, and prevents the dreaded churn. So, invest in keeping your customers happy, and you'll reap the rewards in the long run!
5. Video Marketing
Videos are more engaging than text alone. This is one of the reasons they have a higher rate of user engagement on Facebook and Instagram than plain text, and why YouTube ranks second behind Google as the most visited website on the internet.
It’s a great way to inform customers about your services or products, answer questions, and give a visual presentation of your offerings.
Now, AI is changing the game and making video creation accessible for everyone. Imagine having a video creation dream team inside your computer:
- Adobe Podcast enhances your voice recordings, eliminating background noise for pro-quality audio.
- Descript not only polishes voices but transcribes audio to text, mimics your voice with a computerized version, and allows easy error correction.
- Synthesia goes a step further, adding an AI-generated video avatar to your speech, perfect for tutorial videos.
- DaVinci Resolve brings AI magic with Superscale, transforming low-res videos into 4K or 8K, and the Magic Mask feature simplifying color grading and VFX compositing.
And the best part? AI saves you time, letting you whip up more content.
Now, onto the golden rule: Keep it short and snappy. Attention spans are shrinking, so be concise, appealing, and authentic from the get-go.
Remember, each platform is a different realm, so tailor your content for Facebook, Instagram, YouTube—they each have their own rules.
6. Sustainable and Ethical Marketing
Growing global concerns about ecology, racial equality, and social issues are increasingly shaping customer purchasing choices based on their moral compass. To connect with your audience authentically, it's vital to show that your brand shares these values transparently.
Learn from mishaps like the Pepsi ad that sparked controversy by appearing to undermine the Black Lives Matter movement and dismiss concerns about police brutality. This incident highlights the need for brands to approach such sensitive topics with genuine care and understanding.
One of the inappropriate examples is the Pepsi advertisement, which was voiced against the Black Lives Matter movement and police brutality.
Demonstrate your commitment by taking action in your marketing—whether through donations or eco-friendly practices. Integrating these ethical practices not only shows dedication to sustainability and social responsibility but also builds a strong connection with like-minded consumers.
Balancing authenticity and action is key to building trust and loyalty, ensuring that your brand remains a positive force in the ever-changing landscape of consumer expectations.
7. Micro-Influencers
Ever wonder about the magic behind influencer marketing? Big names like Kylie Jenner are out of reach for most companies, but there is a very interesting alternative. We're talking about micro-influencers!
Picture this: they may not have millions of followers, but their 1,000 to 10,000 dedicated fans can also have a big impact. And get this, 77% of brand partnerships are with these micro-influencers. Why? Well, they bring something special to the table.
First off, engagement is their middle name. With an average rate of 6%, they have the highest engagement rate of any other type of creator. Trust is another game-changer. Maybe they don't have a million followers, but their audience sees them as relatable and honest.
And guess what? They won't break the bank. Costs are usually ranging from $100 to $500. Some even take products instead of cash. It might be a win-win for both sides.
When you’ll be looking for the right micro-influencer check their brand collaboration history, fall in love with their content, and make sure they're singing your brand's values.
So, don't overlook the micro-influencers. They might not be in the spotlight, but they're the real MVPs of the influencer world, bringing trust, engagement, and affordability to the table.
Conclusion
In every trend discussed, Artificial Intelligence (AI) stands out as a transformative force, significantly reshaping the marketing landscape. From revolutionizing content creation, optimizing analytics with Google Analytics 4, powering marketing automation to enhancing video creation.
In essence, AI is not just a trend within marketing but a fundamental driver across diverse strategies, offering efficiency, personalization, and deeper insights that empower marketers to navigate the evolving digital landscape successfully.
