2024 is expected to bring a variety of opportunities and new challenges to the world of marketing. From the rise of generative AI, to the growth of real-time, unfiltered content delivery platforms, to the use of short, interactive videos, this landscape continues to evolve.
hyper personalization
The increasing adoption of AI in marketing processes will redefine how companies analyze data, customize customer experiences, and optimize personalized campaigns for each customer.
Gen AI tools create immersive and interactive brand narratives that significantly enhance emotional engagement. Next year, chatbots, voice search optimization, predictive analytics tools, and AI-powered messaging apps will revolutionize customer interactions, delivering personalized experiences and instant solutions, and strengthening customer relationships. It is expected that.
These technologies are expected to be deeply integrated with strategic marketing efforts to improve the customer experience. Virtual tools like Chat GPT, Synthesia, and Lexika not only save time, but also revolutionize the marketing landscape, especially on social media, with personalized videos, text, and images.
However, marketers shouldn't rely solely on automated “set it and forget it” strategies. It is important to adopt a more collaborative approach between employees and platforms, ensuring continuous monitoring of content and dialogue between creative teams and AI systems. This must be done while avoiding generic messages and staying true to the brand language and core values.
micro influencer
Half of global marketers will invest in influencer marketing in 2023, and 59% plan to increase spending on influencers in 2024, according to new research from Kantar. Consumers are expected to demand more from influencers, seeking genuine connections rather than mere recommendations. This shift is expected to fuel the rise of micro-influencers with small but passionate followings. In the realm of B2B marketing, collaboration with niche influencers with proven expertise in the field will become increasingly important.
short video
Live streaming and interactive content will become essential in video marketing. Companies that effectively leverage these trends can gain a competitive advantage by communicating their brand message in an attractive and dynamic way.
Your marketing strategy should include short videos, interactive tutorials, and live Q&A sessions to connect with your customers and generate accurate results. With TikTok gaining 1.4 billion monthly active users, the impact of Short's videos becomes impossible to ignore.
credibility
The rise of platforms like TikTok and BeReal highlights the growing demand for unfiltered, authentic content. Users crave real-time, authentic experiences. B2B companies can align with this trend by showing the human side of their companies, offering behind-the-scenes glimpses of their employees, and truly engaging with their audiences.
At a time when Gen Z is growing weary of artificiality, consumers are increasingly attracted to user-generated content (UGC) over polished, professional content. To leverage the benefits of UGC, we recommend publishing authentic yet relevant video content based on real customer experiences in the field.
Frontline values
A positive trend is increasing corporate responsibility across industries, particularly among global companies. As environmental and social issues increasingly influence public opinion, corporate responsibility is evolving into a positive value. Customers will increasingly seek out brands that align with their values.
This need will become even more pronounced in the global collaborative field of social media. To be successful, companies must adopt a value-based marketing strategy that truly aligns with what their brand does. In the future, customers will no longer be satisfied with simply knowing the values ​​a brand proclaims; they will also appreciate a company's active involvement in environmental and community initiatives, concrete support for social goals, and They will look for concrete evidence of impact in the field.
In the age of conscious consumerism, companies that are truly committed to social and environmental values ​​will attract and retain a loyal and stable customer base over the long term.
Sharon Israel is the founder and CEO of Xtra Mile, an international marketing and branding firm specializing in the technology and healthcare sectors.
Published by Globes, Israel Business News – en.globes.co.il – on January 28, 2024.
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