- 1. The Death of Third-Party Data
- 2. The ‘Personalization’ Factor
- 3. The Urge for Flexibility
- 4. Consumers Expect a Smoother Experience
- 5. The Growth of Influencer Marketing
- 6. Content Marketing is EVERYTHING
- 7. Survey Responses Don’t Work Anymore
- 8. The Power of Customer Reviews
- 9. The Growth of Voice Search
Gone are the days of having a philosophical take on the art of marketing.
Although AI (Artificial Intelligence) is taking over 2024’s top marketing trends and lifting every business strategy from scratch,…as a whole it is barely the organic way of branding your business.
There’s an unseen depth added to it.
In this blog post, we'll explore the underrated marketing trends that you need to know about in 2024.
1. The Death of Third-Party Data
Consumers are becoming increasingly wary of sharing their data with businesses. This is making it harder for marketers to rely on third-party data sources, such as cookies and social media profiles.
So what can you do?
- Focus on collecting first-party data. This is data that you collect directly from your customers, such as their email addresses, purchase history, and website behaviour.
- Use surveys and polls to gather customer insights. However, be aware that consumers are less responsive to surveys than they used to be.
- Invest in advanced analytics tools. These tools can help you to make sense of the data you collect and identify patterns that you might otherwise miss.
2. The ‘Personalization’ Factor
In today's crowded marketplace, it's more important than ever for brands to personalize their marketing messages. Consumers expect brands to understand their individual needs and preferences, and they're more likely to respond to marketing that is tailored to them.
How can you personalize your marketing?
- Use customer data to segment your audience. This will allow you to create targeted marketing campaigns that are more likely to resonate with your audience.
- Use personalization tools to create dynamic content. This could include things like personalized product recommendations, email greetings, and website content.
- Encourage customers to create profiles. This will give you more data to use to personalize your marketing.
Note that: Often consumers/customers can find personalization ‘creepy’ or vague while assuming that marketers make them feel valued without thorough research about what makes them who they are. Smart marketers will rely more on behavioural and real-time data and advanced analytics.
3. The Urge for Flexibility
The marketing landscape is on a constant loop of change, so brands need to be flexible. What works today may not work tomorrow. A few tips for being more flexible in your marketing are:
- Experiment with new things. Don't be afraid to try out new marketing tactics.
- Be prepared to pivot your strategy. If something isn't working, be willing to change course.
- Have a test-and-learn mentality. The best way to find out what works is to experiment and see what gets results.
4. Consumers Expect a Smoother Experience
Even minor inconveniences, like slow loading times, confusing checkout processes, or irrelevant product suggestions, can frustrate customers. A staggering eight out of ten consumers report switching brands after just three negative interactions. Prioritizing a seamless experience is a smart business decision. Look at how Tesla revolutionized car buying with their streamlined approach.
5. The Growth of Influencer Marketing
Influencer marketing involves partnering with influencers to promote your products or services. Influencers are people who have a large following on social media or other online platforms.
- Choose influencers who are a good fit for your brand. Make sure that the influencer's audience is aligned with your target market.
- Be clear about your expectations from the word go. Make sure that the influencer understands what you're hoping to achieve with the campaign.
- Track your results consistently. Measure the impact of your influencer marketing campaigns to see what's working and what's not.
6. Content Marketing is EVERYTHING
Content marketing trends are really at their peak level nowadays. This type of marketing is all about creating and sharing valuable content with your target audience. Content marketing can attract new customers, build relationships with existing customers, and establish yourself as a maestro in your industry. There are many different types of content that you can create for your content marketing campaigns, such as blog posts, articles, infographics, videos, and ebooks. The best type of content for you will depend on your target audience and your marketing goals. Here are a few tips for creating content marketing campaigns:
- Create high-quality content. Your content should be well-written, informative, and engaging.
- Publish your content regularly. This will help you to stay top-of-mind with your target audience.
- Promoting your content on Instagram, and Meta-like platforms is one of the benefits of social media.
- Track your results. Measure the impact of your content marketing campaigns to see what's working and what's not.
7. Survey Responses Don’t Work Anymore
Traditional surveys face challenges in today's digital age. Response rates can be lower, and online environments may influence how people answer. While some analysts suggest a potential for misleading responses, it's important to consider alternative explanations. Here's how we can adapt:
- Multimodal Approach: Use a mix of online and offline methods (e.g., in-person interviews, and focus groups) to gather richer data and reach a wider range of participants.
- Engagement Strategies: Curate engaging surveys that are clear, and concise, and incentivize participation.
- Panel Management: Build a reliable participant pool through targeted recruitment and ongoing engagement to improve response rates and data quality.
- Data Validation: Implement data quality checks to identify and address potential inconsistencies.
8. The Power of Customer Reviews
Customer reviews can be a powerful tool for marketers. Positive reviews can help to build trust and credibility with potential customers. Negative reviews can be an opportunity to learn from your mistakes and improve your product or service.
- Encourage customers to leave reviews. You can do this by asking them directly or by providing a link to your review page on your website.
- Respond to all reviews, both positive and negative. Thank customers for their positive reviews and take steps to address negative reviews.
- Use customer reviews to improve your product or service. Pay attention to the feedback that customers are providing and use it to make improvements.
9. The Growth of Voice Search
Search is a main character in the marketing world. Because it all starts and ends with trends that hits the message and make it more appealing to the ears and eyes of your target audience. Voice search is a type of search that is conducted using voice commands. Voice search is becoming increasingly popular, as people are becoming more comfortable using voice assistants such as Siri, Alexa, and Google Assistant.
- Use long-tail keywords. Long-tail keywords are more specific than short-tail keywords, and they are more likely to be used by people who are conducting voice searches.
- Optimize your website for mobile devices. Most voice searches are conducted on mobile devices.
- Use schema markup. Schema markup is a type of code that you can add to your website to help search engines understand your content.
The marketing landscape is vast, and marketers need to stay ahead of the curve.
What are some of the marketing trends that you're most excited about?
Let us know in the comments below! For more updates, follow Brown Men Marketing on Instagram, LinkedIn, and YouTube.
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