It’s that time of year! As we move into the new year, brands and businesses across the globe assess, analyze and revise their marketing strategies. To help you get a better grasp of what’s likely to come, we’ve gathered a list of growing marketing trends we expect to see take off in 2024.
AI-Driven Content and Conversations
Picture this: personalized content that’s practically a mind-reader and tailored just for you. Thanks to increasingly sophisticated artificial intelligence (AI), marketing messaging, chatbots and online conversations will move forward with ease, making it seem as though each virtual interaction is designed perfectly for clients and customers.
While not all businesses will make the jump to fully AI-driven content creation, many will likely start or continue using AI to predict and stay ahead of trends, making content creation more adaptable, fluid and timely.
That’s not to say humanization isn’t required when harnessing AI-driven content. It can often come across as robotic and inauthentic, which is why incorporating human touch is crucial.
Customize AI-written content to make it unique, decipher whether an AI-predicted trend is worth your time and investment and analyze AI-fostered online conversations to ensure they come across as genuine.
Authenticity is Key
As many consumers are no longer swayed by perfection and beautifully curated content, authenticity is likely to be a key driver of growth, engagement and sales moving into 2024. In the era of transparency, consumers aren’t just buying products—they’re investing in brands that they trust and genuinely connect with.
How can your business embrace authenticity? Expose the human side of your brand, build a strong foundation of credibility and foster enduring relationships with your customers and clients with marketing materials, content and service that represents your company and people accurately.
Eye-Catching Animated Marketing
Introducing animation into your marketing strategy offers a unique blend of creativity, innovation and visual appeal that captures the attention of today’s fast-paced and visually-oriented audience. Plus, it’s really fun to make and watch!
Compared to video marketing, which is still an effective tactic, animated marketing is not only more accessible and implementable for everyday brands, it’s also short, sweet and to the point—ideal for younger audiences with shorter attention spans.
For inspiration, check out this simple, animated graphic Giant Voices posted for New Year’s Day.
Human-Centric Approach
Hyper-personalization will be a key part of marketing in 2024. No longer are we viewing our audience as “customers” or “clients.” Instead, marketers are seeing them for what they truly are: humans that need help solving a problem.
Coinciding with AI-driven content and conversations, expect to approach each and every client and customer interaction with care, authenticity and a unique solution to their challenges. You can do this by leveraging creativity, humor and emotion within your marketing campaigns—in a way that aligns with your brand, voice and—more importantly—your audience.
Ethical and Sustainable Marketing
Ever heard of ESG marketing? Also known as environment, social and governance marketing, this strategy highlights how well a brand is meeting its ESG goals, using specific benchmarks, KPIs and reporting metrics.
With a strong ESG strategy, you can bring attention to your energy and water management practices, greenhouse gas emissions, charitable contributions, workplace diversity, company culture and responsible supply chain management practices.
Rather than simply talking about ESG in company meetings, bring it to light and showcase your efforts in an impactful ESG marketing strategy, as sustainability will be an important consideration for younger generations during the purchasing process.
Ethical and sustainable marketing also applies to your recruitment and retention strategies. Ensure that your hiring process is fair, consistent and purposeful, and implement meaningful retention tactics that make your employees feel valued, respected and unified. This will help you build a strong, impactful team that moves you forward year after year.
Short-Form Video Content
With the rise of TikTok and Instagram Reels—and, as such, much shorter attention spans—short-form video content is becoming more and more relevant in today’s dynamic online world.
We expect to see brands roll out easy-to-make, short-form video content on a regular basis in 2024. Everything from quick tutorials and tips and tricks to influencer collaborations and utilizing user-generated content (UGC) with the help of content creators.
Harnessing the Power of Analytics
Relating to our earlier mentions of AI-driven content and human-centric marketing, we expect brands to better harness the power of analytics to get exceptional results.
Deeply understanding your target audience, how they operate, the type of content they enjoy consuming, their purchase behavior and other vital components is crucial for building out a strong human-centric strategy (which, as we mentioned above, will likely be a 2024 marketing trend).
At Giant Voices, we utilize data to improve everything from social media engagement and email opens to click-through rates, brand experiences and website interactions. Our team truly believes that data is one of the best tools businesses can harness to create growth-driven results.
Utilizing Influencers and Creators
In the last few years, influencers and content creators have upheaved and transformed the social media landscape. With more influence and leverage than ever before, online figures have the power to make or break your brand.
When used correctly and intentionally, influencer marketing can grow your brand’s reputation, following, sales and revenue rapidly. On the flip side, if your product or services aren’t up to par, just one influencer’s strong review can seriously hurt your business.
Capitalize on Better Marketing in 2024
By modifying your 2024 marketing plan to integrate one or many of these predicted trends, you can capitalize on better marketing strategies that deliver long-term results. Questions? Reach out to the Giant Voices team. We’re here to help.
