Marketing in 2024: Dos and Don’ts for Your Annual Strategy
The sparklers, fireworks, champagne bottles, and glittery outfits are all ready for the new year – but are you? As 2023 comes to a close, it’s time to not just reflect on marketing lessons from the past year, but also prepare for what’s to come. Predicting trends is a crucial part of formulating a winning marketing strategy and can lead to an explosive year for your brand.
As we head into a new year and deeper into the ever-changing landscape of digital marketing, staying on top of forecasts and predictions will help you start the year off with more preparation and organization. Let’s dive into upcoming trends for digital marketing and what they could mean for your strategy going into 2024.
AI is here to stay
2023 saw the rise of many AI tools such as Chat GPT, Jasper AI, Sprout Social, and more – and they’re here to stay. While we also saw many worry that AI would replace them in the workplace, the last year proved that no computer can replace an authentic, human connection and voice for your brand. AI creations are often easy to spot, repetitive, and a turn-off for consumers and communities.
So what will AI’s role be in 2024? We’ll probably see more and more AI tools emerge to enhance our work. As I’ve said before, AI will enhance us, not replace us.
Do: Research the latest AI tools to help you be more productive, efficient, and creative. If you’re not using any automation to help with your email marketing, social media, or personalized consumer journeys, consider working with an expert to set up AI integrations that will save you time, money, and stress.
Don’t: Rely solely on AI to create content, generate ideas, or communicate with your consumers. The last thing a flustered customer wants is to talk to a bot instead of a human customer service specialist.
As our society progresses to become increasingly digital, don’t fall behind by refusing to incorporate AI into your work routines. Learning the basics of how to best leverage AI will put you ahead of the competition and open your business to more opportunities in the years to come.
Community-led growth
If 2023 was the year of the influencer, could 2024 be the year of the influenced? We’re increasingly seeing a spike around brands and people that focus on their communities. They treat their audience like their closest friends, encouraging the formation of parasocial relationships and connections that extend beyond the traditional consumer-brand transactions.
This focus on connection and community will only keep growing into 2024, and it’s key to incorporate a sharper focus on your members and the role they play for your business.
Do: Get to know your most loyal supporters and take the time to grow your business through authentic relationships. A strong community is hard to leave, and while creating that takes time and effort upfront, it’s a solid investment in the future of your brand’s reputation and identity. Consider doing giveaways, member features, contests, and more to engage your users and bring a little magic into their lives.
Don’t: Spam your brand’s audience with only salesy, promotional content. An audience is one-way. A community is two-way. Work on the relationship and reap the rewards.
Many companies invest in a GTM (go-to-market) strategy, but many overlook the GTC (go-to-community) part of member engagement. Get ahead by digging deeper into the human experience and what your business can do for its members.
The power of video marketing
Another trend we’re likely to see grow more in 2024 is video marketing. While more social platforms are investing in ways to engage their audiences, short-form, video marketing is proving to be an effective, affordable way to reach consumers and leave a lasting impact.
With shorter attention spans and a busier digital world, it’s more important than ever to invest in content that will pack a punch with the least amount of resources required.
Do: Incorporate short-form video marketing into your strategy. Test various approaches and see what content resonates with your audience. Make sure you allot the time needed to create, film, and edit content.
Don’t: Avoid using a social calendar and scheduling tool to help you stay consistent with your posting. It’s easy to busy yourself with other things and tell yourself you don’t have time to consistently post videos, but I’m here to tell you that creating and growing an online presence can be one of the best things to do for your business. Remember that every brand with a successful online footprint today had to start somewhere. Don’t get discouraged!
Be a good brand before you become a great one
With an overwhelming amount of options, consumers are increasingly choosing to buy from brands that resonate with their values and show concern for the environment, social issues, and bringing people together.
Do: Explore ways you can take a more sustainable or ethical approach to your business. Develop a clear mission and detail how you are not just helping improve your consumers’ lives, but making the world a better place, too.
Don’t: Try to scam consumers. Lying about things like your sustainability practices will only lead to distrust of your brand and can even lead to its downfall.
The world has changed a lot in the past few years (even the past few months). What are you doing with your brand to bring more hope, peace, and happiness to the masses? It’s a good question to think about.
Conclusion
Out with the old and in with the new – well, sort of. 2024 will see much continuation from emerging trends in 2023, with a keener focus on AI, community-led growth, more consumption of video content, and greater consumer scrutiny of brand values and missions. Before you put your next year’s marketing strategy to work, consider if there are ways you can stay ahead of the game and put your business in a winning position for the year, and years, to come.
Need help with a personalized approach for your brand’s digital marketing strategy? Let’s talk about how we can make 2024 the best year yet for your business.
