As we roll into the year’s final stretch, we’re all in the hustle of polishing our campaigns, finalizing our strategies, and getting ready to give it that final big push. Because in the world of marketing, nothing is constant. People’s attitudes, behaviors, preferences, and trends can change from time to time.
In this article, we’re breaking down the latest marketing trends, letting you know what’s hot and what’s not. We’ll also help you figure out which trends you can use to boost your plans and gear up your marketing strategy for 2024. Let’s go!
Marketing Trends Shaping 2024
Planning and figuring out the best ways to reach and connect with audiences and leave an impactful impression is crucial when running a business today. It’s essential to understand how creative strategies can benefit what your company needs.
Let’s look at the different marketing strategies and trends worth noting in 2024.
Voice Search Optimization (VSO)
Guess what’s speaking volumes in 2024? Voice search. With smart devices everywhere, optimizing your content for voice search is essential. Oberlo’s survey found that 14 percent of people use voice assistants while driving, and 13 percent use voice search to find definitions and facts.¹ It’s not just for basic commands anymore.
With voice assistants like Siri and Alexa becoming more popular, businesses must adapt their SEO strategies to cater to voice-based queries. Instead of typing questions, users can now ask questions out loud, and their voice assistant responds with the most relevant answer.
You should use longer, more specific keywords and focus on sounding natural. This way, you can increase the chances of appearing in voice search results and catch users’ attention. When you do a regular Google search, you get many answers to a simple question. But with voice search, you usually get just one answer.
Take Esteé Lauder, a big makeup and skincare company. They partnered with Google Home to create a voice-activated skincare expert called “Liv.” Liv helps people with their beauty questions, suggesting the best skincare routines and products for bedtime.
Instead of giving an overwhelming result, like a regular web search, Liv gives you one helpful answer and often recommends Esteé Lauder products! Neat huh?
Personalization and Hyper-Segmentation
In the age of personalized marketing, businesses need to move away from generic advertising and focus on creating unique experiences for each customer. This involves using customer data to understand their preferences, purchasing history, and browsing behavior.
With this information, you can send targeted marketing messages, like personalized emails, product recommendations, or tailored social media ads, making customers feel special and understood by creating exclusivity and relevance.
How does this work?
Picture a staffing firm sending personalized talent acquisition strategies and industry-specific hiring insights directly to a client’s inbox. This approach makes clients sense the firm is tailoring its services to their unique staffing requirements and enhancing the likelihood of client engagement.
Moreover, hyper-segmentation entails breaking down a broader client base into more refined categories based on factors like industry, location, preferred recruitment methods, or historical hiring patterns.
Consider a staffing agency categorizing clients based on their hiring preferences. Within the segment interested in technology roles, the agency might further subdivide clients into those seeking software developers, those needing IT support specialists, and those focused on cybersecurity experts.
What are people saying? What’s trending? Eavesdrop with open ears and an open mind. Social listening is like keeping an ear on what people say about your brand on social media and using this information for content creation for specific audiences.
For example, a cosmetic company checks discussions and reviews. If they find out people love a product for being long-lasting but have concerns about the packaging, the company can use this information to discuss its durability and address packaging concerns in their content.
Doing so isn’t just about hearing what customers say; it’s about showing that you’re paying attention and meeting customer needs and expectations. This back-and-forth approach can make a big difference in social media marketing, building stronger connections with your audience and driving customer loyalty.
Related Reading: Social Media Day 2023: SocMed Insights for Staffing Agencies
User-Generated Content (UGC)
In 2024, it’s all about sharing the spotlight with your audience. You can encourage them to whip up content that screams, “I love this brand!”. Let your audience take it, whether it’s a funny meme, a testimonial, or a TikTok dance challenge. It’s a win-win: they feel like stars, and you get authentic, shareable content.
Getting your audience to share their experiences through User-Generated Content (UGC) is a solid way to build trust and engagement. People trust real photos, videos, reviews, and testimonials from other customers more than brand content. The key is ensuring that the UGC is authentic.
How can content marketers get in on this?
Consider initiating a campaign where clients share their success stories or candidates post videos highlighting their professional growth. For instance, a staffing firm could launch a campaign urging candidates to share videos of their on-the-job achievements or testimonials about the recruitment process.
Introduce a specific hashtag for the campaign to streamline the process and monitor submissions effectively. The standout submissions can then be featured prominently on the firm’s official social media channels, website, or promotional materials, creating a compelling narrative around your clients’ and candidates’ actual experiences.
While online quizzes have been around for a while, interactive content goes beyond that. It’s not just fun; it also helps engage people and gives you valuable insights about your audience. Throw in some quizzes, polls, and games. Engage your audience and turn passive scrollers into active participants.
You could develop an interactive quiz titled “Discover Your Ideal Career Path.” The quiz could provide personalized career advice by asking users about their skills, preferences, and career goals. This interactive content can seamlessly integrate into your website, social media platforms, and email newsletters.
Artificial Intelligence (AI)
AI has brought new ways to create content marketing. Now, AI can write blog posts, social media captions, emails, ad copy, and more. While AI-generated content might not have a human touch, it allows for fast and large-scale content creation.
AI tools can perform thorough keyword research, identify trends, and analyze user behavior. Tools like Copy.ai, Jasper, and Writesonic will help create initial content drafts, while platforms like Persado will improve copy based on data and testing. Idea generators like Shortly AI will suggest content topics and angles.
Still, humans must oversee things to bring creativity, strategy, and quality. AI is here to support, not replace, skilled marketers. The future is about humans and AI working together. Humans contribute to big-picture thinking, while AI provides the structure. The human touch ensures the content stays interesting, relatable, and compelling.
Related Reading: Hollywood’s Writers Guild & AI: A Script for Automation’s Spotlight
Clearing the Slate: Trends to Leave in 2023
As we head into 2024, some marketing strategies and trends will become necessary, but some old tricks might need to take a little break.
Let’s check out a few tactics that we can leave behind and why:
- Using too many keywords: Search engines are getting smarter, and stuffing content with keywords can backfire, making it look like you’re trying to trick the system and causing your rankings to drop.
- Making influencers push products awkwardly: When influencers seem like they’re only in it for the money, audiences can tell. Being genuine and authentic is important, and forced promotions come off as fake.
- Creating content that’s only educational: Mixing entertainment with education is better because it helps people remember information. Pure educational content lacks engagement and emotional connection.
- Bombarding with pop-ups and banner ads: People usually ignore annoying pop-ups and banner ads, so it’s better to focus on ads that readers actually engage with, like native ads.
- Using generic messages for everyone: Personalized and tailored messages work better because they speak directly to each customer’s needs and interests.
- Writing long, dense blocks of text: People skim online, so it’s better to use scannable formats with videos, graphics, subheads, and bullet points. Hard-to-read blocks of text get ignored.
- Relying on guesses: Instead of making assumptions, use AI and data analytics for more accurate targeting based on actual user behavior.
Related Reading: Building Blocks of Success: What the LEGO Movie Teaches Us
HOP ONTO THE CURRENT MARKETING TRENDS WITH ALLIED INSIGHT
Take your brand strategy to new heights by teaming up with Allied Insight. We blend expertise with creativity to craft a strategy that elevates your brand and makes a lasting impact.
We’re a team of full-stack marketing experts who can help your brand stand out and make your content the talk of the town! Get in touch with us today, and let’s make your brand the trending sensation that’s impossible to ignore!
1 Lin, Ying. “Voice Search: Top 10 Voice Search Statistics to Watch for in 2021.” Www.oberlo.com, 17 Nov. 2020, www.oberlo.com/blog/voice-search-statistics.