THE TOP MARKETING TRENDS OF 2024 AND HOW THEY HAVE CHANGED COMPARED TO 2023
In the era of digital technology, for Marketers, every year that passes they have to witness the birth and demise of many different marketing trends. This can be seen as both a challenge and an opportunity for Marketers to grasp and stay ahead of the rest in the future. However, to succeed in this rapidly evolving and constantly innovating marketing world, you need to prepare the most thorough preparation. Here are the marketing trends predicted to lead in 2024
1. Videos with short content will continue to grow and dominate
Surely all of us have heard of Tiktok, and most of us have spent a lot of time, even hours a day, immersed in the video content on this platform. Besides, it also attracts us to buy products there. According to the most recent survey, up to 56% of American consumers said that they have bought something based on advertisements that they see. they see on TikTok and the remaining 36% said they are willing to spend money on such products.
According to Neil Patel, CMO and Co-Founder of NP Digital, “Video creates a deeper connection with your prospects. From there, brands can easily repurpose video content into podcasts and text-based content.” It’s no surprise, then, that the survey found that 53% of marketers are leveraging short-form videos like TikTok, Facebook Reels and YouTube Shorts by 2024, and 38% are continuing to invest as they did in previous years. For the rest, they choose to cut investment.
2.To retain customers, brands must create content that truly reflects the quality of their products
According to the latest research from Consumer Goods Technology, 82% of shoppers want the product they buy to match the advertised brand value. And of those, 75% choose to stop buying with a brand because the product is not what they said.
From this, it can be inferred that to maintain sympathy from consumers, brands need to create an honest and reputable opinion about the value of their products in the market.
That survey also found that 45% of marketers will increase their investment in creating content that showcases their brand’s value, and 43% will invest even more as they did in 2023. Only 9% will reduce investment.
3. Native advertising content still retains its value
According to a survey from last year, more than a third (36%) of marketers still continue to plan to strongly increase investment in native advertising in 2024. At the same time, 56% plan to continue investing at the same cost as last year. Only the remaining 9% will reduce or abandon investment.
These numbers are enough to show us the extremely large and sustainable value of natural advertising. Let’s talk a bit about the concept, when your brand pays to feature content on a third-party website, you are investing in native advertising. Unlike traditional advertising, which is designed to create controversy and stand out, native advertising is designed to be inclusive and promote your brand to your customers who may not otherwise Now learn about you. Because native ads won’t look anything like traditional traditional ads, consumers are more likely to see and access them – in fact, 50% more consumers view native ads than with banner ads. You can find plenty of examples of native advertising on social media, through search engine results, content recommendation platforms, or in campaigns. For example, Instagram is a popular social media network that frequently partners with brands for native advertising. By taking advantage of Instagram Story features, brands can share posts that look similar to the posting style of the average user, while also promoting products in the most subtle way.
4.Influencer marketing is still very important.
2023 can be said to be a year full of success and hope for influencers or influential people on social networks. They appeared, were everywhere last year. I can’t scroll through social media without seeing influencers promoting all kinds of products. One of the marketing campaigns that had a positive impact for me in 2023 came from skin care brand La Roche-Posay. The brand has teamed up with social media influencers like Jae Gurley to promote its sun protection products at the US Open, where attendees will be out in the sun to watch the games. And keeping up with that, this trend of hiring influencers will not slow down by 2024 and neither will the marketers in our survey. 84% of marketers in our survey (48%) said they will increase their investment in influencer marketing in 2024, nearly the same as last year (89%). When marketers collaborate with influencers and industry thought leaders in their industry, they can expand brand awareness and attract fans from within the influencer’s own audience. . Influencers with 10,000 to 100,000 followers are a more affordable solution and often bring more success than if a brand works with celebrities or macro influencers. Of the marketers working with influencers and creators in 2023, 64% worked with micro-influencers, making them the most popular choice for influencer marketers.
5.Leverage of AI will only increase in the new year.
It would be remiss not to mention the huge waves that artificial intelligence will bring in 2023 and the changes it will continue to bring in 2024. In 2023, 48% of marketers reported using AI to create content, such as writing blog posts, website and social media copy, as well as CTAs on landing pages and product descriptions. . Amazon is even starting to use AI to summarize key points from consumer reviews, no doubt helping its customers avoid some questionable purchases. And by 2024, it is estimated that 88% of marketers plan to invest the same amount or more in leveraging AI this year and 15% plan to leverage it for the
AI is especially popular with marketers because of its ability to streamline processes and allow marketers to spend more time pursuing tasks or working on multiple projects at the same time. While there are challenges and concerns surrounding the use of AI, if you want your company to remain competitive in 2024 and keep up with demand, you will need to leverage the power of AI in some job.
6.VR and AR technology may make a comeback
It looks like virtual reality and augmented reality (VR and AR) have the potential to make a comeback in 2024. Back in 2021, 35% of marketers were leveraging AR or VR in their strategy and of those, nearly half plan to increase investment in 2022. But by 2023, more than a quarter (27%) of marketers planned to stop using VR and AR altogether. However, only 13% of marketers plan to reduce investment in VR and AR in 2024, and 84% plan to invest as much as last year or more. In general, this is a trend that marketers may face many limitations in implementing due to the expensive equipment cost and bulky headsets. However, as VR glasses and AR applications become more accessible, this trend is changing and will be more accepted by everyone.
7.Podcasts and other audio content are still on the rise.
It’s safe to say 2023 is a great year for podcasts. According to Edison Research’s 2023 report, 42% of Americans ages 12 and older listened to podcasts each month – up 5% from 2020 and 30% from 2013. Therefore, this is still a form that is expected to grow slowly but surely this year.
8.Blogging is not going nowhere.
At present, professional bloggers have begun to realize that blogging no longer brings them good profits. 92% of marketers in the recent survey said they plan to maintain or increase their investment in blogging in 2024. Blogging has been a popular marketing strategy since brands started building their websites. But the age of this tactic is not a sign that it is outdated. In fact, blogging has been used for a long time simply because it works. So much so that one in three marketers leverage their blog or website to communicate their message to people. And the same research shows that most consumers will read 1-4 blog posts per month and are willing to buy something advertised in that blog post. In addition to providing consumer engagement and potential conversions, blogs also provide an important benefit to your website or online pages: searchability. Ultimately, sites with a strong blog have more search potential and can implement an SEO strategy much easier than sites without a blog.
9.Case studies will continue to drive potential customers and increase brand reputation.
According to the above survey, more than a quarter of marketers (26%) have leveraged case studies as part of their content strategy. Case studies have helped establish transparency and create trust between brands and consumers. They also give potential customers a more unique and in-depth look at how people or brands benefit from a product, service or strategy. Some businesses place them openly on their website to convince potential buyers as quickly as possible. Others can deliver them as free PDF files that require a lead conversion download. No matter how it is implemented, marketers will see the power of case studies in 2024. The survey also shows that 87% of marketers will continue to maintain or increase their investment in case studies in the new year.
10.Marketers will continue to leverage infographics.
Infographics have the shareability and visual appeal of a good photo and are filled with useful data and useful information. This makes them extremely attractive to web visitors as well as social media audiences. 88% of marketers say they will increase or maintain their investment in infographics in 2024.
11. Selling on social networks will further normalize
Many social media platforms are competing to be the top shopping destination. Instagram has Instagram Shopping; Facebook has Facebook Stores; and TikTok is testing new e-commerce and collaboration features. This change has impacted consumer shopping habits. For example, 71% of Gen Z consumers like to discover new products on social media. The same is true for 51% of Millennials. Therefore, it can be certain that shopping on social networks will continue to become a new trend this year. Nearly half of marketers in our survey (47%) will increase investment in social shopping tools. 40% will continue to invest like last year.
12. TikTok will continue to attract brand interest.
TikTok will grow even more in 2024, as 56% of marketers currently leveraging the platform plan to increase their investment this year, the highest of any social media app. Furthermore, nearly a quarter of marketers in our survey (24%) said TikTok delivers the highest ROI breakeven compared to other social media channels. Brands have been trying to harness the true power of TikTok since it started going viral four years ago. With over 1 billion global users, TikTok has positioned itself as an app for many different audiences and marketers. Of course, if you think TikTok is only for young people, think again. According to HubSpot’s 2022 Consumer Trends Report, 50% of Millennials reported visiting TikTok in the past three months, along with 38% of Gen Xers.
13. Most Marketers will focus on 3-5 social media platforms this year.
On average, Marketers will leverage three to four social media platforms in their role. Facebook is the most used social media platform, run by 57% of marketers, followed by Instagram (55%), YouTube (52%), X (39%), and finally TikTok (42% ). The estimate of managing three to five platforms is realistic. This range allows brands of all sizes to expand their reach to different audiences, while also providing social media marketers with a practical list of platforms to master. without increasing bandwidth during the work week.
14. Web teams will always be associated with applying video and image SEO.
SEO doesn’t just involve changing the text on a website, but it can also include choosing and optimizing the right videos or images to help that website rank in Google images or search engines. search engine video transmission. Currently, 53% of marketers leveraging SEO have a video and image optimization strategy. Of them, 49% say image and video optimization is their most effective SEO tactic.
15. Link building will help brands increase reputation and search rankings.
When sites with solid rankings start linking to your site, Google crawlers will note that your site is probably trustworthy and also has a solid reputation in its niche. Friend. This can then trick your Google rankings into going up. Ultimately, this is the goal of link building – or getting other websites to link to yours. While writing highly shareable content, reaching out to share it with other sites, or ensuring that your posts have links can be time-consuming and challenging, research shows that this time and effort will pay off. In the survey, 48% of SEO marketers use backlinks and link building, 63% said this is the most effective SEO tactic for their brand.
16. Historical optimization will help your old websites get new traffic.
Instead of developing new ideas, marketers or website maintainers will take what has worked in the past and optimize it for the present. In SEO, updating content and that content is full of richness and appeal will outperform old work that needs the relevance of keywords with statistics or old links. Not only that, but taking existing content and repurposing it for new podcasts, webinars, or blog posts can be an effective way to keep it relevant across engines. search. While one in four SEO marketers leverage historical optimization in their strategy, 29% say those marketers use it as an effective SEO strategy.
17. Voice search optimization could become a top priority
41% of marketers plan to increase investment in voice search optimization by 2024, and I predict this could become a top priority by 2024. More than a quarter (28%) of marketers said they would stop taking advantage of voice search optimization by 2023. However, that number has dropped to 14% compared to the 2024 plan. their.
18. Chatbots will continue to streamline conversational marketing.
As a marketer and as a consumer. And like most consumers, I hate waiting. In a report from Tidio, 53% of respondents said waiting for a response too long was the most annoying thing when interacting with businesses. The same report found that 62% of them would rather talk to a chatbot than wait 15 minutes for a response. Bots are powered by a computer program that automates specific tasks, usually by conversing with users through a chat interface. Artificial intelligence makes bots possible, helping them understand complex requests, personalize responses, and improve interactions over time. Bots bring awareness and dedication to the 1:1 service experience of working with hundreds of customers – something no other customer service representative or team can do.For Consumers Hate to repeat yourself to multiple sales or service reps, listen up – chatbots are and will continue to make your life easier. If used properly, they manage conversations at scale and aggregate data from multiple data sources, from calendars to knowledge bases to blog posts and videos.
19. Brands will need to give customers more control over their data.
In the Marketing world, data is always considered highly valuable. Whether it’s email addresses, credit card information, or smartphone locations, consumers view their data as precious and privileged, and it’s your responsibility to manage it. Every business operates using data, whether it’s a software company, a bank, a government agency, or a lemonade stand. It’s the lifeblood of marketing, sales, service and more. However, when valuable information is misused or slipped into the wrong hands, there is a strong loss of trust in businesses and consumers are likely to be taken advantage of. That is why the General Regulations on data protection (GDPR) was issued. Under GDPR, organizations must ensure that their data is collected lawfully and securely, and that those collecting and managing said data protect that data and respect the rights of users. consumption. Complying with GDPR guidelines may seem like a burden, but being fined for non-compliance is much more severe; Fines range from 10 million euros to 4% of a company’s annual global turnover. And the survey revealed a surprising 87% of marketers plan to maintain or increase investments in giving consumers greater control over their data.
Reference source: Hubspot https://blog.hubspot.com/marketing/marketing-trends
