Technology and marketing developments are constantly moving forward, bringing with them new concepts. It is important to follow this development and be ready to adapt your marketing strategies under the influence of current trends as soon as they appear. Let’s consider the main ones
1. Influence Marketing
Influencer marketing has been holding the leading position in the list of trends for several years. Influencers focus on specific niches, which gives companies the opportunity to be more precise in choosing their target audience for promotion through them.
In recent years, the involvement of micro-influencers (bloggers with 10,000 to 50,000 subscribers) and nano-influencers (1-10,000 subscribers) has become relevant. The trend continues to form when an influencer does not advertise a product/service with a specific link, but actively uses it, thereby demonstrating the quality, value and convenience of the selected product or service. Statistics show that 61% of consumers trust product recommendations from friends, family or influencers on social networks more, while only 38% are inclined to believe brand recommendations. This is why the audience values blogger recommendations because they look natural and organic
2. Content Marketing
A study by the Content Marketing Institute found that while 78% of marketers take a strategic buy telemarketing data approach to content management, few have a content strategy to reference.
83% of marketers believe that focusing on quality content is more important. The main challenge is to accurately convey valuable ideas to your audience to strengthen brand connection across platforms
3. Conversational Marketing
Statistics show that 85% of customers want to receive a response from a company within 24 hours. Customers are looking for instant solutions and, if they don’t get them, they turn to competitors. That is why real-time communication with customers through a window on the website, messengers or special applications, including chatbots, has become an integral part of a modern business strategy. This approach allows not only to satisfy customer requests immediately, but also to offer personalized solutions and products
4. Hyperpersonalization
Digital technologies and platforms offer many opportunities and benefits for marketing. Effectively designed digital platforms can simplify customer interactions manufacturing marketing by driving their activity on digital platforms and collecting valuable customer data, including through website analytics . This data can become the basis for improving customer loyalty, satisfaction and increasing their long-term value through better personalization and reduced friction at every stage of the customer journey.
The evolution of personalization allows marketers to have a detailed understanding of the factors that influence consumer behavior, which helps predict the likelihood of a customer buying or churning, as well as their long-term value.
According to statistics, users who view two pages on a website invest twice as much in it as those who limit themselves to viewing only one page, which is due to the use of personalized offers for different segments of the target audience.
5. Marketing 2023: Use of Artificial Intelligence and Process Automation
In today’s environment, companies are increasingly turning to artificial intelligence and process aero leads automation in their marketing strategies . Implementing data analytics allows you to effectively respond to changing market demands and adapt to customer needs.
Artificial intelligence (AI) and process automation are changing the approach to digital marketing by automating tasks. Sundar Pichai, CEO of Google and Alphabet, expressed concern about the speed of development of artificial intelligence. Google Analytics 4 (GA4) has already implemented the Intelligence function, which uses Google’s machine learning models to analyze data and predict user actions. AI will not replace humans, but interaction with human experts is a key point in complementing information
6. Voice search
The trend is gaining more and more popularity. Businesses are actively adapting their content to voice queries
Voice Assistant Usage Statistics in 2023:
- There are 4.2 billion voice assistants in the world by 2023, and this figure will reach 8.4 billion by 2024.
- Voice assistants answer 93.7% of queries
- More than 1 billion voice queries occur every month
- More than 50% of surveyed users said they use voice search daily
7. Using chatbots
Chatbots are an extremely useful tool for businesses looking to improve and streamline their customer service processes. They help perform a range of tasks, from answering frequently asked questions to making sales and reducing cart abandonment.
Chatbot statistics:
- 23% of customer service companies currently use AI chatbots
- 31% of customer service organizations plan to start using them within the next 18 months
- 80% of people have interacted with a chatbot at least once
- Chatbots handle full conversations about 69% of the time
8. Use of video content
Video content plays a special role in modern content marketing and SMM promotion . Visual content is perceived much easier, especially given the limited time of the consumer, and allows you to quickly learn something new or just get distracted for a while. It is important to use live broadcasts that create the effect of presence, and podcasts make it possible to listen to interesting materials anywhere. TikTok has become a major player in the world of social media marketing, and this trend will continue in 2024
Statistics on the use of video advertising in social media:
- 93% of companies acquired new customers using video advertising on social media
- 86% of social media users would like to see more videos from brands
- 73% of companies reported attracting new customers thanks to Instagram Stories
- 70% of YouTube users say the platform increases their awareness of new brands
9. Search Engine Optimization (SEO)
Today, it is impossible to imagine a successful business without a presence in the digital space. In order for a website to stand out, generate profit and attract new customers, it is necessary to pay attention to its search engine optimization . SEO covers many aspects: from increasing functionality and conversion to ensuring convenience and interest for visitors. When a website is “liked” by search algorithms, it often appears on the first pages of search results. This, in turn, helps to increase brand awareness , since the more queries lead to the site on the first page, the more noticeable it is for users. Moreover, multiple mentions of the site on other web resources significantly increase trust in the brand among potential customers and search engines.
10. Corporate Social Responsibility (CSR)
In 2024, corporate social responsibility (CSR) is expected to continue to grow and have a significant impact on companies’ marketing strategies. Consumers increasingly value and support brands that are actively involved in solving social, environmental and societal issues.
Companies will incorporate more sustainability goals into their marketing strategies. This includes reducing environmental impact, supporting community organizations and social programs, and improving working conditions and production processes.
“ Brands that focus on creating sustainable and environmentally responsible products and processes will gain an advantage in the eyes of consumers , ” says Carla Johnson, co-founder of ReRoute.
Businesses will also actively use their marketing campaigns to conduct socially beneficial events. This may include partnerships with non-profit organizations, participation in social and environmental projects, and holding charity events.