The marketing landscape evolves quickly, and we’re seeing a number of marketing trends and tools emerge as the new year approaches. Today, effective marketing strategies have to be more personal and more data-driven than ever to deliver results.
We’ve gathered the top 5 marketing trends that marketing professionals, business owners, and decision-makers can employ to stay ahead of the curve in 2024.
AI-Driven Hyper-Personalization
For today’s businesses, tools and strategies that rely on artificial intelligence (AI) are no longer an abstract concept. AI has become an integral part of any marketer’s toolbox, and in 2024, we expect to see an increase in hyper-personalized marketing through the use of AI.
When combined with robust real-time data analytics, AI gives marketers an unprecedented ability to understand consumer behavior, preferences, and journey patterns almost instantly. This deeper understanding means that marketers can go beyond conventional segmentation methods to deliver experiences that are specifically tailored to each individual consumer.
Marketers can use AI-driven hyper-personalization to target a consumer with the piece of content that’s most likely to lead to a conversion based on their previous behavior. Every interaction can be finely tuned to resonate with the specific consumer, leading to maximum ROI and a better connection with their audience through content that’s targeted, yet still feels authentic.
Voice Search Optimization
Between Siri and Alexa, consumers are using voice search more than ever to find information. A 2022 NPR study reported that 62% of Americans aged 18+ used a voice assistant on at least one device, and of that group, 57% used voice commands every day.
Traditional marketing hasn’t always accounted for the different ways that consumers interact with voice-activated technology, like using more conversational terms and context-aware questions (think searching “restaurants near me”).
An updated search engine optimization (SEO) strategy should include an emphasis on long-tail keywords based on natural language patterns, structured data markups, and a focus on mobile optimization in order to capture consumers using voice search. Consumers turn to voice search when they’re actively pursuing information, which makes it an especially valuable medium for marketers to target.
Zero-Party Data
As consumer privacy becomes more of a hot button issue, zero-party data has emerged as a more ethical method of data collection. Zero-party data is defined by Forrester Research as “that which a customer intentionally and proactively shares with a brand.”
Data that comes straight from the consumer is especially valuable to marketers because it identifies consumers who are ready and willing to engage. It also builds consumer trust and feels less intrusive by asking for consent.
Marketers can use zero-party data to immediately adjust a consumer’s experience based on the preferences they share. This kind of personalized experience builds consumer loyalty and satisfaction, as the consumer can get exactly what they want without having to search for it.
Immersive Marketing Experiences
Immersive marketing can separate your brand from the pack, but it doesn’t have to be splashy or high-tech to be effective. Immersive marketing includes anything that gets the consumer interacting with your content, like an online calculator or a quiz with personalized results.
Ultimately, immersive marketing is about making the consumer an active participant in the buying journey. Let’s say your brand has a virtual product try-on feature. Even those who explore but don’t make a purchase right away are more likely to remember the experience and return to your brand when they’re ready to buy. These personalized interactions also contribute to a better sense of brand loyalty and trust that can set you up for long-term success.
Employee Advocacy for Company Culture
Most modern consumers want to see that the brands they interact with have an inclusive and positive company culture. Savvy marketers are starting to harness employee advocacy as a tool to build trust and connection with consumers by establishing a favorable view of their company.
This most often includes team members sharing social content that’s relevant to their work life on their own personal accounts for a more organic feel. This can be a tricky strategy to master, because the employee-generated content has to feel authentic in order to make a good impression.
When it’s done right, employee advocacy can have a lasting impact on brand awareness and consumer loyalty. It can also strengthen the relationship between the company and its employees, contributing to a happier and healthier workplace for everyone.
Whether you add one or all of these trends to your own marketing strategy, it’s important to keep your marketing plans sharp to make an impact. At GANI, we’re committed to delivering measurable results based on the strategies that will work best for each client. Get in touch with our team today to see which of these trends could make an impact on your business in 2024.