Maximize your marketing potential in 2024, Marketing & Advertising News, ET BrandEquity

In the dynamic landscape of marketing, staying ahead of the curve with new-age marketing techniques is not just a strategy, it's a necessity. As we step into 2024, several trends are set to redefine marketing strategy and promise to shape consumer engagement, ethical practices, and the very way businesses operate. The key demographic shaping this landscape is today's purpose-driven consumers (Gen Z and Millennials), who represent the largest segment of all consumers in this country. India's beauty and personal care industry, estimated to reach $30 billion by 2027, is particularly dependent on the purchasing power of consumers in this sector. To capture a fair share of this boom, brands need to recalibrate their communications and marketing strategies accordingly. Next year, we will witness innovative marketing trends that will define the future of business.

Grow your business with the rise of skintellectuals

The rise of “skintellectuals” is creating a major shift in the way beauty information is spread in today's social media environment. Skintellectuals is a group of self-taught and knowledgeable people about ingredients. Their knowledge in this field gives them a high degree of influence in promoting crossover between skin care and beauty products. Homegrown beauty bloggers and other skin experts provide consumers with information about ingredients and practices so they can make informed choices. For brands, incorporating skintellectuals into their products is an important part of their marketing strategy to ensure transparency and educate their audience.

Hyper-personalization: The power of precision marketing

The future belongs to those who understand the power of precision in marketing messages, and hyper-personalization is the next big thing in the game. This marketing approach involves creating targeted and custom experiences by using data, analytics, AI, and automation to create bespoke experiences that resonate on a personal level for consumers. Masu. Hyper-personalization allows brands to send highly contextualized communications that respond to consumers' preferences, behaviors, and needs with incredible precision. This innovative marketing strategy is sure to change the way your brand communicates and take it to the next level.

The new normal: sustainable and ethical branding

In an era centered on conscious consumerism, sustainable and ethical branding is emerging as a transformative marketing trend. Many studies show that purpose-driven companies find significant competitive advantages. According to Porter Novelli research, 68% of consumers are less likely to share traditional business content on social networks, but 78% of consumers are less likely to share content from a purpose-driven business with others. We believe that we recommend shopping at. No longer limited to just products, brands are now defined by their commitment to social responsibility and ethical practices. Consumers are increasingly demanding authenticity and are gravitating toward companies that prioritize sustainability in their operations and products.

Generative AI: Towards a creative revolution

By 2026, 80% of creative talent will leverage GenAI every day to power their strategic work and increase investment in creative endeavors. This change promises a new era in which human ingenuity will work seamlessly with his AI, driving innovation and efficiency. From writing compelling ad copy to generating visually stunning graphics, generative AI opens the door to unprecedented creativity and efficiency. As this new-age marketing trend continues to unfold, it will not only streamline campaign workflows, but also enhance the credibility and relevance of brand communications. Generative AI is transforming the beauty and personal care industry by helping customize products, making personalized recommendations, and providing virtual try-on experiences.

Transitioning from influencer to brand advocate

While influencers remain the norm in the marketing industry, having an official “brand advocate” will be the next step in this trend. A brand advocate is a social media personality who works with companies to promote their products and services to their followers. These have emerged as powerful catalysts to reshape the way products and services connect with consumers. As social media platforms continue to dominate the digital realm, they serve as conduits of trust, easily blending personal endorsement and compelling charisma to drive viewers towards your brand.

The marketing landscape is witnessing a transformational shift with new-age trends prioritizing authenticity, customer experience, and digital innovation. As brands navigate this dynamic landscape, successful marketing strategies must embrace personalized interactions, leverage new technologies, and remain aligned with the values ​​and preferences of modern consumers. there is. For companies looking to succeed in a rapidly evolving marketing environment, embracing these new-age trends isn't just a choice, it's a necessity.