Emerging technologies, changes in consumer preferences, and new marketing games. We’re going to explore the tools and approaches that shall be making a mark in the forthcoming year. Attention: it’s not enormous to have this knowledge, these trends need to be perceived as needs that manage opportunities. If they are not present in your marketing strategy, it might be worth going back and considering the following trends as they represent key factors for defining how your business relates to its audience:

1. Search by voice and SEO

Are Siri and Alexa already familiar names to you? The two most commonly known voice assistants have driven voice-based searches and subsequently impacted Search Engine Optimisation (SEO) processes.

This means that every business that has a digital strategy needs to review its keywords to guarantee that the content is compatible with searches by voice. By incorporating more real language, companies may boost the likelihood of appearing in the results of voice searches and draw the attention of new users. Correspondingly, users are going to be typing in their search bars far less and increasingly using the different voice assistants.

2. GRDP Regulation

In the wake of the latest trend, it is extremely important to reference one of the greatest challenges that we shall continue to confront throughout the forthcoming year: GRDP (General Regulations on Data Protection). This regulation, which sets out to guarantee the privacy of users of these data collection mechanisms, whether by voice or in writing, requires companies to obtain explicit consent from individuals before gathering and processing their data.

This also gives each individual the right to access and control their personal information. Companies are thus facing significant investments in data protection measures and systems as well as in establishing clear mechanisms for obtaining consent.

3. Marketing Personalisation

The demand for and access to information by consumers is increasingly real. In the wake of this change in consumer behaviours, companies are tending to evermore adapt their marketing messages to meet the preferences and needs at an individual level.

This personalisation requires tools that make client data available to better understand their preferences, purchase records, behaviours when navigating and thus, delivering personalised messages, email campaigns, product recommendations, and advertising.

This emphasis on personalisation seeks to exponentially improve the experiences of relationships with clients to establish a sensation of exclusive service.

4. Connecting with the offline

Imagine that a service in the store is personalised because you previously provided certain information about your needs. Brands and companies may use the online dimension to enable the physical experience through personalised recommendations or special offers. This level of personalisation raises client satisfaction levels, secures loyalty, and boosts the likelihood of repeat purchases as well as positive recommendations.

In 2024, personalised marketing should extend to offline experiences and hybrid events.

5. Artificial Intelligence (AI) & Personalisation

How can analyse huge quantities of data and identify patterns? Artificial Intelligence emerges as a powerful tool capable of saving time and resources within the scope of predicting consumer behaviors and automating marketing processes. Once again, and in keeping with the latest trend presented above, these automation methods or AI algorithms are going to enable greater client involvement, consequently boosting the ROI.

There are already various AI tools available across the most diverse sectors. It is important to strengthen the already essential chatbots that provide instantaneous support to clients while also deepening the trend toward personalisation.

6. Video Content

Video content has proven extremely effective. In 2024, this strategy remains valid and your next campaign should be idealised for video. This format is short and easy to use, as well as a perfect means to reach out to consumers who display increasingly short attention and retention spans as they seek out access to information at the snap of a  finger. Platforms with videocasts, hybrid events, live commerce, videoconference broadcasts, and exploring the metaverse account for some of the tools available for consideration.

7. Mobile first

Throughout 2024 the design of responsive websites, email campaigns optimised for mobile devices, and the investment in developing mobile apps will continue. A mobile-first strategy has as its core objective the improvement of the main experiences of users in ways that align with the trend in consumer behaviours.

8. Social commerce

In recent years, with the evolution of online shopping, the “forecast” is that social networks take on ever more of the functions of online commerce with the objective of both boosting online sales and acquiring new leads. This enables users to make purchases directly on their favorite social networks.Should you opt to try and exploit this trend in your business, ensure you have an appropriately qualified team, an optimised platform, tutorials, and other resources that empower consumers and encourage them to buy.

9. Influencer Marketing and Native Advertising

Influencer marketing continues to return benefits. Everything starts with choosing the right influencers for your brand or company. This may represent a successful maneuver for promoting your products or services to specific niches of the general public.

The integration of publicity content and advertising with characteristics (language and visual identity) similar to the contents of the pages they appear on, renders the online experiences of users far less intrusive and more natural. Publications on social networks, blogs, videos, or sponsorship of articles emerge as excellent sources of information and entertainment.The investment in native advertising, influencer marketing, or other alternative methods of advertising and publicity with a greater likelihood of getting seen, may represent a solution to the challenging “ad-blockers”. Users continue to install these means of blocking adverts and brands need to find innovative ways of interacting with their target publics.

10. Programmatic Advertising

Does your team include a specialist in programmatic advertising? For the forthcoming year, this represents an especially relevant and fundamental marketing strategy. Brands should seek to optimise the positioning of their adverts and invest more in this type of publicity. Programmatic advertising promises to significantly boost the effectiveness of large-scale campaigns.

This depends on the algorithms and real-time auctions that automate the purchase and sale of adverts. Courtesy of these algorithms, companies are able to gather data on demographic details, interests, and specific behaviors, thereby guaranteeing their adverts are seen by the right persons at the right time.

This competitive and dynamic market requires the maintenance of a proactive attitude, encouraging and providing your team with time for research and brainstorming. In just a matter of seconds, you may be missing out on a great opportunity. If you work on anticipating them, you become able to optimise your marketing strategies, generate an increasing number of leads, and enhance your profile with clients, partners, and competitors. Design your strategies with the future always on the horizon.