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Marketing trends to look out for in 2024

As we welcome a new year, we shine a light on some of the topics that will be front of mind for marketers over the next 12 months 

1. Harness AI to enhance your marketing

Have you dabbled with ChatGPT or used an AI tool to generate social media posts or manage customer feedback this year? If so, you’re not alone. According to Kantar’s Media Reactions 2023, 67% of marketers feel positive about the possibilities of Gen AI and are adopting new technologies to aid them in their roles and marketing campaigns.

From ideas generation and chatbots to voice recognition and predictive analytics, the businesses that are willing to work with AI, rather than ignore its potential, are the ones who will stay ahead of the pack.

2. Make your marketing personal

Personalisation in marketing will be crucial in 2024 to enhance the customer experience and increase brand loyalty. To keep pace, marketers need to leverage their customer data and tailor communications to suit individual preferences. From personalised emails and product recommendations to targeted social media ads, there are lots of ways to get your business front of mind with your target audience through tailored content.

3. Embrace short-form video

With 1.67 billion users globally, TikTok has revolutionised how people consume content online and increasingly people turn to videos to seek information rather than written content. Video is not only ideal for ‘how to’ or ‘explainer’ style content, but it can be used to showcase your products and services, tell engaging stories and connect with your audience on a deeper, more human, level. 

4. Focus on audience retention

New leads are fantastic but it’s important to nurture those warm leads and your existing customer base too. Happy existing customers are powerful brand advocates so reward them for their loyalty with effective loyalty programmes, offering a first glimpse of new products or sharing regular discounts and offers. Loyalty programmes are a great way to accumulate first-party data, which you can use to personalise your future marketing campaigns and ultimately drive more sales.

5. Don’t neglect the human touch

While AI may be the buzzword on everyone’s lips and an effective use of technology can turbo-charge marketing efforts by speeding up systems and processes, avoid becoming a slave to it completely. The most effective marketing campaigns connect with their audiences on a human level. For a piece of content to resonate and drive action, it requires the human touch. You still need individual ideas, stories and voices to stand out from the crowd, something which AI, as yet, cannot provide. The only way to make an impact is to be unique, and to be unique, you need human input.

If you’ve enjoyed this blog post and are looking for a creative publishing, design and content team to realise your marketing ambitions in 2024, we’d love to hear from you. 

Give us a call on 01271 859299 or drop us an email