The move to hyper-digitalisation
The marketing landscape is undergoing significant transformation, fueled by various factors including hyper digitalisation, the thirst for personalisation, the investment in GenAI and the natural shifts in consumer behaviour engaging with an unpredictable global economy. Being aware of some of the newest trends is vital for crafting strategies that improve business growth and amplify your brand’s equity. In this blog, we’ll highlight some of the key trends to keep an eye on in 2024.
1.Conversational Marketing and AI driven interactions
As we navigate 2024, conversational marketing is already reshaping how brands interact with customers. The days of customers patiently waiting for responses are behind us; today’s consumers crave instant gratification and immediate solutions to their queries.
Enter AI-powered chatbots, virtual assistants and conversation AI platforms — these technologies are revolutionizing customer engagement. Brands now have the ability to connect with consumers in real-time, addressing inquiries and assisting in purchase decisions. These AI-driven conversations go beyond the conventional, offering a seamless and personalized experience. The result? Heightened customer satisfaction levels, leading to increased conversions, not to mention significant cost savings. This shift towards dynamic and responsive interactions not only keeps pace with the expectations of the modern consumer but also positions brands at the forefront of a new era in customer engagement.
An example of AI driven conversation is Persado. A company that harnesses the power of artificial intelligence to revolutionise marketing strategies. Their innovative approach focuses on optimizing various elements of marketing content, such as copy-writing and design, using advanced AI algorithms. By doing so, Persado aims to significantly improve customer engagement and drive tangible business results, ultimately enhancing brand performance and revenue outcomes.
Persado’s AI-driven copywriting solutions present a fresh perspective compared to conventional copy-writing methods. Using advanced technology, Persado analyses extensive amounts of text to pinpoint patterns, word selections, sentence structures, and overarching themes that effectively connect with target audiences. This approach allows businesses to craft compelling and resonant messages that engage customers in a more data-driven and effective manner.
Persado collaborated with Vanguard, a prominent investment management company, to enhance their conversion rates through the implementation of AI-generated language. Through the utilization of Persado’s AI technology, Vanguard successfully realized a notable 15% surge in conversion rates.
2. Immersive Experience
We believe that in 2024, immersive technologies such as AR and VR will play a more integral role in strategic marketing, especially as we see budgets and investment in event based marketing increase as we enter 2024 . These technologies provide exciting opportunities for immersive brand storytelling and increased consumer engagement. Retailers can enhance their brand value and customer interactions by incorporating virtual try-on experiences. The gap between the virtual, interconnected 3D world and our every days lives is closing rapidly.
The North Face are an example of a company doing this really well. The North Face VR Experience provides a distinctive and immersive brand encounter that immerses users in thrilling adventures. This virtual reality (VR) experience places viewers at the heart of an exciting journey, giving them the sensation of scaling new heights in Yosemite National Park. Developed for Google Cardboard, the experience is easily accessible through Google Play, offering users a virtual taste of the great outdoors and The North Face’s adventurous spirit.
3. Influencer Marketing
In the contemporary landscape, consumers are moving beyond mere endorsements; they’re actively seeking genuine and authentic relationships with influencers. This cultural shift is propelling the rise of micro-influencers—individuals whose follower count might be smaller, but their engagement levels are notably higher. These influencers resonate strongly with their audience, fostering a sense of trust and connection that goes beyond transactional.
Bach Flower Remedies who are offer complementary treatments for emotional pain have nailed influencer marketing and have witnessed incredible results. Bach Flower Remedies joined forces with influential bloggers like A Girl Named PJ and A Clothes Horse to amplify their brand presence. These bloggers crafted posts endorsing the brand’s array of natural products, effectively raising awareness among their followers.
Simultaneously, a strategic move involved attaching a “buy one, get one free” coupon to each sponsored post. This incentivized the influencers’ audiences to try out the products first hand.
The campaign proved highly successful, garnering over 6,000 clicks and an impressive 133 million social media impressions. As a direct outcome of this initiative, the brand experienced a remarkable 258% increase in its follower count.
4. Voice Search Optimisation
Voice search optimization is a savvy SEO approach aimed at improving the likelihood of appearing in search results for spoken queries. As the use of voice assistants information continues to rise, ensuring your online presence is optimized for voice searches becomes pivotal. It’s essentially about tailoring your digital content to align with how people naturally express themselves verbally, enhancing your visibility and impact in the ever-evolving landscape of online search.
Considering the most recent stats, there are approximately 200 million users of voice assistants in the U.S. alone. Integrating techniques for voice search optimization is not just a good practice; it’s a game-changer. This approach ensures that your content is easily found and secures a higher ranking in voice search results, aligning your online presence with the preferences of the vast and growing user base relying on voice assistants for information.
Honeywell is transforming the landscape of warehousing and inventory management through Honeywell Voice, an innovative voice-enabled search service designed to enhance accuracy, efficiency, and safety for employees in fulfilment centres.
This cutting-edge voice-picking system liberates workers’ eyes and hands, enabling them to swiftly review orders and locate items with precision. Additionally, the platform accommodates 40 languages, allowing employees to communicate in their native language. This not only minimizes errors but also fosters a more favourable work environment.
Conclusion
In conclusion, the dynamic landscape of marketing in 2024 demands a keen understanding of transformative trends. Conversational marketing, fueled by AI, shifts the paradigm towards real-time interactions, enhancing customer satisfaction and conversions.
Immersive technologies like AR and VR offer exciting possibilities for brand storytelling and increased consumer engagement. Micro-influencers, embodying authenticity, resonate strongly with targeted audiences, fostering meaningful connections.
Voice search optimization is no longer an option but a necessity, given the rising prevalence of voice assistants. Adapting strategies to align with spoken queries ensures visibility and relevance in the evolving online search environment.
Incorporating these trends is not just advisable; it’s essential for businesses aiming to stay competitive and relevant in the ever-evolving marketing landscape of 2024.