Marketing trends to watch out for in 2024: A guide for marketing Proffesionals
Step into the world of marketing!
The world of marketing has changed massively since the very first introduction of technology. Now, instead of just TV ads and billboards, we have things like social media, advanced technology, and data to help us reach people. Brands no longer just talk at us; they want to have real conversations and be friends with their customers, as it is all about personalising their brand and having advocates for it.
Marketing is set to transform, as always, through technological advancements, evolving customer behaviours and how regulations shift. Marketers are tasked with having to constantly stay up to date and knowledgeable of an industry that introduces new trends and developments to create strategies that not only help businesses grow but also build their brand.
In our latest blog we explore the future of marketing and what it holds for those ready to embrace this change.
AI Marketing Automation
Last year we saw the rise of AI, and it is no secret that marketing and AI will work together hand-in-hand. By integrating AI with marketing, we will see a transformation in how companies analyse their data, personalise the customer experience further, and optimise campaigns. AI-powered chatbots and messaging apps are changing how customers interact with businesses, by providing personalised experiences and giving instant solutions to their queries. By leveraging this, marketers will be able to build more authentic connections between customers.
This year, we will see AI-powered marketing tools like chatbots, voice search optimisation and predictive analytics become more widespread. However, business leaders have to avoid relying solely on automation strategies and create a more collaborative approach between humans and AI.
Augmented Reality (AR) And Virtual Reality (VR)
Immersive technologies such as AR and VR can assist in creating immersive brand storytelling and consumer engagement. In 2024 we will start to see these technologies integrate with strategic marketing efforts more.
Hyper-Personalisation
As we see more advancement in AI and machine learning, individuals in sales and marketing teams can tap into a wealth of customer data to better curate and personalise content, product recommendations and offers.
How will this affect my role?
You'll be wondering, "Will AI replace marketing jobs?", here there are two sides to consider:
AI will replace and displace various jobs in marketing, affecting some more than others. This will inevitably happen, especially due to the rate at which professionals in marketing and businesses are using AI tools. The jobs that AI will replace or take over will be the ones that many marketers see as time-consuming or don't think much about, such as analytics or simple customer service.
Will AI replace marketing professionals? Whilst it can replace several simple marketing tasks, it is highly unlikely that you will be replaced completely. This is because marketing is all about creativity, empathy and understanding consumer behaviour. Marketing is all about the creation of originality and creativity that only humans can have. Even if AI can try to replicate it, it can't do it properly.
Influencer Marketing
Consumers in the modern age are wanting more than endorsements, they want genuine and authentic relationships with influencers. This shift will create an increase in micro-influencers, who are individuals with smaller but more engaged followers.
Due to this, businesses should consider working with influencers who have more of a niche and targeted audience and understand the value of this authenticity.
User-generated content (UGC)
User Generated Content is a powerful marketing brand strategy that can provide social proof and engagement. Organisations can increase UGC creation by launching engaging contests and being challenged with hashtags, themes or formats, with a reward for the best entry. By partnering with relevant influencers, brands can amplify their reach and engagement.
UGC can also enhance a brand's credibility and customer loyalty, which can be done by involving the audience when creating content. By having this approach, brands can shape their narrative and create a sense of community among their consumers.
How will this affect my role?
The shift in consumer preferences towards authenticity and engagement in influencer marketing, with an emphasis on User Generated Content, will have a big impact on roles within marketing.
Influencer Relationship Managers - As consumers seek more authentic connections with influencers, there will be a need for professionals dedicated to managing relationships with influencers. These managers will focus on creating genuine partnerships, making sure influencers align with a brand's values, and creating long-term collaborations.
Micro-Influencer Specialists - The rise of micro-influencers will require specialists who understand the dynamics of working with individuals with smaller but highly engaged audiences. These specialists will identify and engage with micro-influencers who resonate with the brand's niche and targeted audience, maximising the impact of influencer marketing.
UGC Strategists - Professionals who specialise in UGC strategies will be needed to design and implement campaigns that encourage user participation. They will devise creative contests, challenges, and engagement initiatives that align with the brand's objectives and resonate with the audience.
Community Managers - With UGC contributing to the sense of community, community managers will become more crucial in nurturing and keeping these online communities. They will engage with users, acknowledge UGC contributions, and create a positive environment that encourages ongoing participation.
Social Commerce
Social media platforms are becoming e-commerce systems, which is set to impact digital shopping largely. It is expected that major platforms such as Facebook, Instagram and TikTok will lead the way in integrating shopping features into their user experience, something we see quite largely on TikTok and Instagram at the moment. The rise of social commerce will involve streamlining shopping journeys, enhancing how products are discovered, more immersive experiences and social proofing to drive future purchases.
As we embrace these changes, businesses will be able to take advantage of the developing digital commerce landscape by engaging with their audiences and converting consumer engagement into direct sales.
How will this affect my role?
Social media platforms evolving into e-commerce systems will significantly impact marketing roles in several ways:
Digital Commerce Expertise
Marketing professionals will need to enhance their understanding of digital commerce and the specific features and tools offered by social media platforms for e-commerce. This includes staying updated on new functions, tools, and advertising options related to social commerce.
Content Creation for Shopping Experiences
With social commerce becoming more widespread, marketing professionals will need to focus on creating content that is not only engaging but also optimised for a seamless shopping experience. This could involve creating visually appealing product displays, interactive content, and videos that guide users through the shopping process.
Sustainability and purpose-driven marketing
As data privacy undergoes increased judgement, businesses will have to prioritise customer trust and data protection. In 2024, companies that adopt robust data privacy practices and data policies will be rewarded with a competitive advantage. This year it is essential that businesses implement secure data collection and storage methods, obtain explicit consent and comply with privacy regulations to maintain their customers' trust and loyalty.
As consumers become more vigilant about how their data is handled, businesses that demonstrate a steadfast commitment to protecting personal information will not only navigate the complexities of data privacy but fortify their reputation as trustworthy custodians of customer data.
Companies that adapt to these trends this year will be able to meet the expectations of their audience, positioning themselves for success in the transformative role of marketing.
At Heritage PS, we are committed to providing a high-quality service to both our clients and candidates, to help you find the right person for the job quickly and efficiently. Let us help you grow your business by securing the top marketing talent available. Contact us today to learn more.