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Contact UsRevamp your 2024 marketing strategy With nine game-changing hacks
Digital marketing and advertising will undoubtedly experience more transformation in 2024. With the rise of AI, Google algorithm updates, and evolving social trends, businesses and marketers must stay informed and adapt their strategies.
Anticipating future marketing trends is a crucial and valuable part of a business's process, strategy, and ultimately success. We are living through rapid technological advancements and continuously shifting consumer behaviours, so staying updated with the latest marketing trends has become paramount.
To help you navigate these changes, expert advice from director-led performance marketing agency outbloom, outlines nine game-changing hacks such as staying agile, embracing new technologies, and prioritising authenticity to revamp your marketing efforts for success in 2024 and beyond.
Mark Sansum, co-founder and lead consultant at outbloom, says “There is so much for business and marketers to take note of going into 2024. One of the biggest changes we’ve seen in marketing is the adoption of AI. So much so, that if you’re a marketer and you’re not using AI, you’re missing out on the benefits of what is possibly the most transformational technology.
“Alongside the rise and prominence of AI, businesses need to adapt to consumers' shorter attention spans. In general, people’s willingness to read, watch or listen to ads is decreasing. As well as the current economic climate, businesses need to be sensitive that customers are working to tighter budgets.
“How do brands drive growth, whilst staying sensitive in the face of a cost of living crisis? Well, we’ve put together nine actionable tips for businesses to consider that might help with overcoming some of these challenges.”
By incorporating the following actionable advice into your marketing strategy, you can navigate the evolving digital landscape effectively.
1. Embrace AI-Assisted Content
AI-generated content, such as ChatGPT, has gained attention in the marketing world. While these tools offer content creation assistance, they cannot replace human creativity. Take advantage of AI by using it for brainstorming ideas, conducting research, and creating outlines. However, focus on creating valuable, personal, and meaningful content that stands out amidst the sea of generic AI-generated content.
2. Integrate AI into Existing Tools
Rather than adopting new AI-powered marketing tools, consider integrating AI functionality into your existing toolkit. Major software providers, including HubSpot and Salesforce, are incorporating AI features into their platforms. By leveraging AI within familiar tools, marketers can streamline their workflows and enhance content quality and prospecting efforts.
3. Leverage User-Generated Content
Google's Helpful Content Updates have highlighted the importance of user-generated content sites like LinkedIn, Reddit, Quora, and niche forums. Genuine human opinions and experiences are valued by readers seeking authentic expertise. Encourage your customers to share their experiences and engage with your content on relevant platforms. Social proof plays a crucial role, so leverage customer testimonials and positive reviews to build trust.
4. Harness the Power of Video Content
Video marketing continues to grow in importance. While short-form videos on platforms like TikTok are gaining popularity, a comprehensive video strategy includes multiple lengths across various platforms. Avoid using AI to create video content, as it often lacks authenticity. Instead, focus on a human-centred approach, highlighting real faces and genuine testimonials to build trust and engage your audience.
5. Prioritise Authenticity
In a world inundated with AI-generated content, authenticity becomes a crucial differentiator. Cultivate your brand's unique voice and value proposition to resonate with your audience. Authenticity requires strategic planning and patience, so consider partnering with smart marketing experts who can help distil your brand's message and connect with your target audience.
6. Enhance Customer Experience with AI-Driven Insights
Utilise AI-driven insights to improve your overall customer experience. By analysing customer feedback, social media mentions, and behaviour, you can identify pain points and make necessary improvements. This approach enhances satisfaction, boosts loyalty, and strengthens your brand reputation.
7. Continued Emphasis on Data
Accurate data collection remains vital in 2024. With the rise of automation and updated algorithms, precision in data becomes crucial. Ensure that your tracking mechanisms are in place to collect accurate data on ad performance, user behaviour, and conversions. Leverage data analysis tools to gain valuable insights and optimise your campaigns accordingly.
Conversion tracking is so important, and by closely monitoring conversions and attributing them to specific ads and channels, you can make data-driven decisions and allocate your budget effectively.
By focusing on data-driven decision-making, embracing platform changes, and experimenting with new ad formats, you can revamp your paid advertising strategy for success in 2024.
8. The Power of Ad Personalisation
In the age of AI, personalisation is key to capturing the audience's attention. Take advantage of ad customisers to tailor your ads dynamically based on user intent, location, device, or other factors. By delivering highly relevant and personalised ads, you can increase engagement and drive conversions.
Utilise ad extensions to provide additional information, such as customer reviews, site links, or call buttons. These extensions enhance the visibility and credibility of your ads, making them more enticing to potential customers.
9. Test and Optimise Continuously
Paid advertising requires constant testing and optimisation. A/B test different ad variations, headlines, calls to action, and landing pages to identify what resonates best with your audience. Continuously monitor the performance of your campaigns, adjust bids, and refine targeting parameters to maximise ROI.