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Welcome to the brink of 2024! Feeling the year-end fatigue? Join the club.
As we approach the finish line, who has the mental capacity to ponder next year's marketing strategies?
Well, I do!
I've delved into the trends that might shape our marketing landscape in 2024.
These aren't just trends I've observed gaining traction; some are intuitive whispers backed by over a decade in the marketing sphere.
If you haven't planned your marketing for 2024 yet then you will find this useful.
Let's dive in!
Unashamedly AI Content: Expect a shift in embracing AI-generated content across various platforms, breaking away from the stigma of 'too artificial.'
Bigger Brand Collabs: The era of unique cross-industry collaborations, like The Barbie Movie, is on the rise, transcending industry boundaries.
Better, Smarter Chatbots: Elevate customer service chatbot experiences now to meet the expected surge in chat-based interactions.
'Spend Your Way' Loyalty Points: Personalised loyalty programs, allowing customers to save and spend points on desired items, will gain momentum.
Staggered Discounts: Move towards phased discounts rather than singular offers to boost customer retention, as observed in strategies like HelloFresh's.
Native Subscriptions: Engage users on social platforms with native subscription models, aligning with their existing communities.
Flywheel > Funnel: Watch the paradigm shift toward the flywheel model, emphasising customer experience over conversions.
Early VIP Releases: Premium access to new products, events, or launches will become a more prevalent strategy for engagement.
RIP Facebook Events: Despite Instagram Events' impending arrival, Facebook events remain indispensable for social gatherings.
Luxe Meets Low-End: The fusion of high-end with low-end aesthetics will be a growing trend, blurring traditional distinctions.
TikTok Takes the Lead: TikTok's no passing trend. The platform stands as the world's second-largest advertiser, generating a 3.2x ROI from its $19.2 billion spent in 2022. It's become a key search engine for younger generations, even integrated into Google's search results.
LinkedIn Shines: LinkedIn isn't to be overshadowed. It aligns with emerging trends, embracing native subscriptions and employee advocacy. TikTok and LinkedIn are forecasted as the dominant social platforms in 2024, so prioritise them in your marketing mix.
Behind the Scenes & Point of View Videos: Expect a surge in behind-the-scenes and point-of-view content in 2024. Shorter, unedited, and authentic videos posted more frequently will resonate with audiences.
Micro and Nano Influencers: The influencer landscape is shifting. Smaller, engaged influencers are gaining ground, emphasising engagement rates over follower count, thanks to TikTok's influence. * These influencers are your accounts that have around 1k - 30k followers.
Enhanced Profile Control: Brands winning hearts are those granting users full profile control. Customisation, subscription adjustments, and snooze options are the new personalisation benchmarks.
Customer Surveys: Regular in-depth surveys are pivotal. These extensive insights should drive your business strategies, dictating future moves.
Employees as Brand Ambassadors: Beyond the C-suite, employees are representing brands authentically, attracting new talent, and reshaping company narratives.
Reduced Reliance on Google Analytics 4: The shift from Universal Analytics to GA4 has prompted a reevaluation. Expect marketers to challenge conflicting attribution models, opting for more tailored internal reporting rules.
Subverting Reviews: Brands are navigating broken review systems, embracing 1- and 2-star reviews, and leveraging authenticity in consumer feedback.
Low-fi and Flash Photography: A return of film cameras and point-and-shoot digital cameras is reshaping content creation. The 'photo dump' trend is fading, making way for more curated content.
Strategic QRs: QR codes continue their resurgence, finding innovative uses and promoting engagement.
Threads' Persistence: Despite initial hype fading, Threads remains a platform to watch, recently rolling out new hashtag features that promise an engaging user experience.
These trends merely scratch the surface of what's anticipated in 2024.
Follow me for more marketing tips.