Business marketing trends for 2024

A new year with new trends. Time to improve our marketing strategies. How can we improve them? With the continued rise of social media. New technologies and other ways to promote your businesses. What really is in store for 2024?

Marketing trends that are expected to take off this year and why you should add them into your strategy.

Take a look at the trends that are set to be a big part of 2024.

Email marketing to become more relevant this year

Email is a great way to promote your products and services as well as being a useful method to personally interact with your audience – about 87% of marketers prefer to use email marketing to promote their content. This is only slightly behind social media, which shows it is still a very popular method of marketing. Newsletters are a great way to go as they allow you to show off any recent blogs, use social media posts and perhaps, like us, client work. They also enable you to promote the latest product offers, sales for e-commerce businesses and other company updates. This shows people who have signed up, a level of insight into the business that others might not necessarily see. 

A key part of sending emails is personalisation. Your audience will want to see content that is relevant and personalised to them. Creating a catchy and personal subject line typically has a higher open rate, as this is the first thing users will see. You want to engage the audience from the moment you send that email and the first bit of content they will see has to be able to do that. 

It’s really important to review your open rates, downloads and click-through rates. This data will tell you how well your emails are doing and help you make informed decisions on any changes you may need to make to improve them. Ideally, you should aim to achieve a high level of personalisation across all of your channels. 

Make sure to add this into your marketing strategy if you haven’t already!

More businesses incorporating influencers into their marketing strategy

The popularity of influencers continues to grow. Influencer marketing was estimated to be worth more than $13.8 billion in 2021 and that figure is likely to increase throughout 2024. Each year social media evolves with new platforms, new ways to engage with customers and new trends to look out for. 

The use of influencers is a great tactic to add to your marketing strategy. It’s a way for brands to build relationships with their audience and interact with them on a more personal level. 89% say ROI from influencer marketing is comparable to or better than other marketing channels.

The followers are more likely to listen to the micro and larger influencer pages over a business that they don’t know anything about. This is because they have the ability to understand their audience on a more personal level and work with brands that they believe their followers will be interested in. This creates a level of trust between the influencer and their audience, thus proving it to be a great way for a brand to advertise themselves.

The trick is to do your research and look for influencers that are advertising products or services similar to your own. For example, if you were a sports clothing brand you would want to work with an influencer who has an audience with an interest in sports or sporting clothing. There are many ways you can find the right influencer for your brand. Have a read about influencer marketing and how you can incorporate it into your strategies.

Video, video and more video…

Short-form content is growing in popularity. Marketing your brand through video helps to build trust with your audience. According to Wyzowl statistics, 86% of businesses use video as a marketing tool. Youtube has created a smart way to create more meaningful connections through videos called Youtube Shorts. Instagram has introduced Instagram Reels allowing creators to create short videos and discuss important topics. These may not be portrayed in the same way if they were written in the form of a blog or other content.

Users are more forgiving about the budget and level of production that goes into these videos. For example, people are happy to see someone holding a phone and talking, you don\’t have to have a massive budget and create them like you would an advert. This shows it is much easier to start promoting your brand through various forms of video. 

It also gives off a personal feel to a brand. Your audience will feel like they are getting a “behind the scenes” feel to your business with unfiltered, knowledge-rich content. There are many variations of video that you can continue to create and develop to attract more people to your site and increase brand awareness. 

More focus on the audience and gaining their trust

With people spending more time online and relying on social media for reviews they want to see useful and inspiring content. Avoid flooding your audience’s feed with campaigns, ads and irrelevant news. Create your strategy based on engaging your audience and taking the time to research and understand what they value. 

Promoting useful and clean content will build trust with users. E-A-T (Expertise, Authoritativeness and Trustworthiness) is great to use when creating any type of content as you can guarantee your content is factually correct, trustworthy and you can show that it is written by an expert. Read our blog to find out more about E-A-T.

Use these tips and you will be inspiring your audience with personalised email content, building trust with your followers by sharing value through social media and elevating your brand by improving your marketing strategy for 2024.

With new technologies coming out and different updates expected throughout the year for different platforms, there will be many different ways to improve your marketing strategy.