Whether you’re a seasoned communications professional or just starting out, it’s essential to keep your finger on the pulse of marketing trends to stay ahead of the game. Our team has developed a quick list of digital marketing approaches to help you strategically and confidently navigate the digital landscape as we head into the new year.
Smart and Savvy with AI:
Artificial intelligence isn’t just for techies. At TR, we’ve recently rolled out our Use of AI Ethics Policy, empowering our team members to deploy, test and implement AI best practices responsibly across client work. Between improving efficiencies and producing stronger work, there are countless opportunities to optimize work with AI.
According to PWC, “AI is expected to contribute $15.7 trillion to the global economy by 2030, which is more than the current output of China and India combined.” The Hootsuite Social Trends 2024 Survey found that there’s an anticipated 318% increase in how much organizations plan to use AI for customer support activities in 2024.
Thanks to AI, Netflix is killing it with its custom recommendations by providing its customers “with personalized suggestions to reduce the amount of time and frustration to find something great content to watch.”
Why not get a piece of that pie and start using AI to improve your marketing efforts and better connect with your audience? You can start by simply using it to brainstorm topics for social posts or by using it to edit images. In 2024, there’s an anticipated 260% increase in how much organizations plan to use AI for editing images.
Video Stays on Top:
Short and sweet—that’s how viewers like their videos these days. Think TikTok dances, quick how-to’s on Instagram Reels, and snappy stories on Snapchat. Brands like Nike aren’t just jumping on the bandwagon; they’re driving it!
Video content has been critical for brand success for a while. According to Hubspot’s survey, “96% of marketers agree that videos have helped increase user understanding of their product or service.” By tailoring video content to meet the needs of your audience, there are endless opportunities for brand growth.
Pick Platforms Wisely:
“With video production being such a heavy lift and popular platforms changing so quickly, we can also expect to see brands getting more selective about the platforms they’re present on,” says Nina Knauf, Senior Account Executive at Truscott Rossman. “With more being expected from digital marketing efforts, practitioners will have to make sure their brands are connecting on the right platforms and with the right audiences to drive goals.”
According to Hootsuite, ‘“In 2024, strategic organizations will push back against unjustified expectations to be on every platform. They’ll unlock their top-performing channels based on ROI and focus their attention on those—and only those. If they’re really confident (and brave), they might even abandon one or two altogether.”
So, before you recommend adding a new platform to your 2024 digital marketing strategy, make sure you’re questioning how it will drive business goals and objectives.
Doing Good is Looking Good:
Today’s consumers aren’t just buying products; they’re buying values. Brands like Patagonia are nailing it, showing they care about the planet just as much as their customers do.
According to the 2023 Business of Sustainability Index, 80% of consumers ages 18 to 34 claim that they will pay more for sustainable products. Now is the time to wear your heart on your sleeve and show the world what you stand for.
Power to the People (And Their Content):
Influencer marketing and user-generated content (UGC) are evolving, and authenticity remains key for connection. Brands like Glossier are tapping into their customer base, turning them into brand advocates. To influencer marketers, it’s all about building genuine relationships and keeping it real.
Similar to influencer marketing, UGC is content developed by individuals and not by the brand itself. Just look at Airbnb, thriving with guest photos and reviews. Encouraging your audience to share their experiences can turn them into your biggest cheerleaders.
According to Hootsuite, “UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator. This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them to be part of a brand’s community.”
The digital landscape of 2024 is ripe with opportunity, innovation, and transformation. By staying informed, agile, and committed to excellence, marketing and communications professionals will be well-equipped to navigate the challenges and opportunities that lie ahead, driving innovation and success in an ever-evolving digital landscape. If you’re looking for integrated marketing and communications support for your 2024 planning, reach out to our team!