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Every time you think that you have this whole marketing thing figured out, something changes in the blink of an eye. Well, you are not alone. With the way the world is rapidly evolving, especially in this age of digitalisation. it’s no surprise that things don’t stay the same for a long time. In 2023, there were a lot of surprising changes in the world of marketing that took us all by surprise but the interesting thing about it was how everyone quickly adapted to them.
As a marketer, your ability to adapt and upskill immediately would be your best bet to success in 2024.
Amidst all the changes in the world of marketing, there are still some trends that have stuck with us over the years while there are new strategies that are now been used by agencies to increase their sales and productivity.
As a marketer, it is your job to be aware of the new trends in the digital marketing world and how you can leverage them for your business/company.
Fortunately, this article has all the information you need on the latest marketing strategies.
So, let’s begin, shall we?
Short-form Video Content (TikTok, Reels, YouTube Shorts, etc.) will continue to rule
I’m not afraid to admit that I’ve spent so much time scrolling through TikTok videos and made several purchases after watching too many clips of clothes, shoes, and hair products. And I’m not alone.
Long-form videos can offer details and large amounts of information about a product, brand, or service to your audience. But with the short attention span of people nowadays, just go straight to the point by using short-form videos. It’s no wonder TikTok and Instagram have so many users and most of them are online marketers and sellers.
Research shows that 53% of marketers are leveraging short-form videos like TikToks, Instagram Reels, and YouTube Shorts in 2024, and 38% are continuing to invest the same as in previous years.
Only 8% say they’ll decrease their investment. So you see, this is a strategy that is worth your time and effort.
Creating content that reflects your brand’s values will be key to retaining your customers.
According to Consumer Goods Technology, 82% of shoppers want a consumer brand’s values to align with their own. Furthermore, 75% of shoppers say they’ve cut ties with a brand over a conflict in values.
If you want to stay on the good side of your target audience for a long time, you have to make sure you keep showcasing your values and opinions on topics that are relevant to them.
The reason they came or would come to you in the first place, is because your value as a brand resonates with theirs as individuals and that is also the reason they will stay.
An abrupt change, refocusing or negligence in emphasizing your brand’s values whenever you create content can be problematic in the long run.
For this reason, it is highly important to reflect your brand values in your web copies, social media posts, videos, etc. If you find this task difficult, you can get a digital marketing agency to craft a marketing campaign that revolves around your brand and connects with your audience.
Native advertising/sponsored content is still valuable.
It’s not a surprise that the number of marketers investing in native advertising in 2024 has increased. According to Hubspot, a third (36%) of marketers plan to increase their investment in native advertising in 2024, and 56% plan to continue investing the same amount. Only 9% say they’ll decrease their investment.
When your brand pays to feature its content on another person’s or company’s website, you’re investing in native advertising or sponsored ads. It can help you match the style and format of a third-party website and promote your brand to a new audience who might otherwise never learn about you.
When these consumers see something else that interests them i.e. your product or service while scrolling through one of their favorite websites or media platforms, viola! You’ve gotten their interest and definitely a new customer.
For example, Instagram is a popular social media platform that does a lot of partnerships with brands for native advertising.
By taking advantage of Instagram Story, brands can share posts that look similar to the average user’s followers’ posting style, while subtly advertising a product.
Influencer marketing is still important
Influencers were everywhere in 2023. You couldn’t scroll through social media without seeing them promoting all kinds of products. Business Wire reports that 84% of marketers will increase their investment in influencer marketing in 2024, almost as many as last year (89%).
This is also a very good marketing strategy to invest in and it is a strategy that won’t be out of the picture anytime soon.
If you are worried that celebrity influencers charge too much and you might not have so much to invest in it, you can opt for micro-influencers with 10,000 to 100,000 followers. They will still give you the same result that a celebrity influencer would have or even more if your cards are played right.
According to research, of all the marketers who worked with influencers in 2023, 64% worked with micro-influencers, making them the most sought-after by marketers.
Leveraging AI will only increase into the new year.
It would be foolish not to include the waves of artificial intelligence made in 2023 and the changes it brought in 2024. Everyone wanted and still wants to upskill or leverage AI in their business or endeavours.
It’s game-changing and the digital marketing world is not excluded. With all the months that have gone by in 2024, research still shows that 88% of marketers still plan on investing in leveraging AI this year, and 15% plan to leverage it for the first time.
If you want your company to remain competitive in 2024 and keep up with demand, ensure you seek ways of leveraging different AI tools if you haven’t already.
Conclusion
When it comes to all the things changing in today’s digital world, the list above is just the tip of the iceberg. All you have to do as a marketer is stay informed and use every new strategy that you think will be best for your business.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
