Introduction
As we kick off 2024, we’ve taken the time to map out the top marketing predictions that are set to shape the landscape over the next 12 months. Let’s delve into what you should be considering as you craft your marketing strategies for the year ahead.
1. The rise of AI
Artificial Intelligence (AI) and automation technologies have become indispensable tools for marketers. From the rise of ChatGPT to the use of chatbots and predictive analysis tools, businesses are leveraging AI for more effective strategies. Social media platforms are also integrating AI to personalise user experiences, curate feeds and help users write their profiles. However, a word of caution: while AI can enhance your practices, avoid letting it entirely dictate your strategy. It’s a tool, not a replacement for thoughtful marketing, so don’t fall a victim to thinking AI is your latest marketing recruit as they could be considered a pretty lazy employee!
2. Search Engine Optimisation is on its way out
OK, ok, hear us out for this one! The era of traditional ‘writing to impress Google’ is on the decline. Google’s algorithms are in constant flux, placing greater emphasis on useful and engaging content. SEO is not obsolete; but it’s evolving. Focus on creating content that adds value and resonates with your audience and develop a content scorecard to ensure your efforts align with what truly matters for your business and audience.
3. Voice search optimisation
More than half of Google’s users employ voice search, a figure that continues to grow. To remain discoverable to this expanding audience, integrate voice search optimisation into your content strategy. Think beyond conventional keyword phrases and cater to longer-form questions and search queries that align with conversational searches. It’s also important to consider the search engines that each voice activated device uses, as Google might not be the only platform you need to impress with your writing!
4. Personalisation isn’t enough anymore
While personalisation isn’t new, hyper-personalisation is gaining momentum. There’s nothing more annoying than opening an email that starts ‘Hi Janet’ when your name is Keith, or worse-still ‘Hi ’! But basic personalisation, like addressing a customer by name, is no longer sufficient. Brands are moving towards Amazon-level personalisation, tailoring marketing messages based on individual purchase and browsing history, online behaviour, and content engagement. Smaller businesses need to follow suit to meet customer expectations and this will also need to be considered in every customer interaction you have.
5. The emergence of micro-influencers
Influencer marketing has saturated our social feeds, but consumers now crave authenticity. Micro-influencers with smaller yet engaged and targeted audiences are gaining traction. Embrace user-generated content and focus on quality over quantity in your influencer partnerships. In 2024, marketing is about building genuine connections with the right audience. After all, marketing isn’t simply a numbers game anymore! You need to be targeted in your approach and focus on attracting the right audience for your brand
Conclusion
As we began writing this article, it became harder and harder to stick to just five trends for 2024. While we’ve highlighted our top five here, the marketing landscape is brimming with exciting developments for the year ahead. For more insights or assistance in crafting a marketing strategy tailored to your business goals, reach out to us at info@teamupmarketing.co.uk.
