As digital marketers, we are always navigating a changing landscape. That means a lot of researching, keeping on your toes and looking for the next big opportunity to amplify your client’s name
Here our Marketing Manager, Sophie Proctor, outlines the key trends and insights that will be dominating the industry in the second half of 2024.
Hyper-personalisation is something that consumers expect to continue growing this year. Consumers relate to recommendations that are relevant to their lives and marketers should be looking to include this in their media strategies in order to achieve their marketing goals.
Precision targeting is available through PPC, Google Ads and social media advertising where we as marketers can choose who to target and when, with specific messaging.
Creating a marketing experience for customers that feels both personal and timely can improve performance and help to build brand loyalty.
Businesses can deliver personalised messaging through multiple touchpoints. In today’s world with the numerous channels available to marketers, it is imperative that marketers use these channels to reach their customers.
However, marketing campaigns have to be cohesive throughout the customer journey. For example, email marketing campaigns should be consistent with the messaging that customers see in social media advertising. Consumers will build brand recognition and trust through consistent messaging via omni-channel marketing.
With most online platforms offering data analytics for their audiences, marketers have a lot of information at their fingertips in order to reach their target audiences at the optimum time.
However, marketers should not only be looking at the data, but also for the reasons behind the numbers.
Why are audiences interacting with certain social media posts? Why are people clicking on particular links in email campaigns?
These measurements and looking at the ‘why’, enables us to align our campaigns with our marketing goals and subsequently, overarching brand goals. This then leads to consumers relating to impactful advertising campaigns.
Video remains one of the most engaging types of online content. Short-form videos are gaining popularity, thanks to the likes of TikTok and YouTube Shorts. But it is not only on these platforms that video content performs well.
Across other social media platforms that allow multi-media content, video still regularly remains the most engaging and we don’t see any chance of that slowing down throughout 2024.
Video content allows us to tell stories and offers an insight into the personality behind brands, meaning audiences relate to this type of content.
As the public awareness of the importance of sustainability grows, it is also key for businesses to understand and demonstrate environmental consciousness – but without greenwashing.
Brands should not only talk about sustainability practices, they should show it through actions. This goes beyond eco-friendly products and branding and should be considered throughout the entirety of all business practices, including within marketing strategies. This means considering the environmental impact of marketing activity such as printing and carbon footprint.
In 2024, consumers are looking for brands to be transparent about their sustainability and their efforts to reduce environmental impact.
Consumers are looking for more privacy and control over their personal information in relation to their online activity. Therefore, as marketers we should be looking to prioritise customers’ data privacy in our marketing strategies.
The phase-out of third-party cookies is not only an opportunity for marketers to prioritise their customers’ privacy and trust and create personal messaging, but also enables brands to build more meaningful connections with their audiences.
Such practices can help to build brand trust with audiences through providing them with transparency and control over their data.
If you would like support to build a creative and impactful marketing strategy for your business in 2024, send Sophie an email: sophie@prominentpr.co.uk.
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