New year’s are excellent time’s to embrace new opportunities and try again to keep to those pesky New Year’s resolutions – and this is no different in the marketing world. As we step into 2024, the landscape is evolving faster than ever before. For businesses seeking to stay ahead, understanding and embracing emerging trends is crucial. Here, we have used our marketing expertise to unravel four key marketing trends that we think will dominate the scene in 2024.
1. Short Form Video continues it’s exponential Growth
In the digital age, attention spans are shrinking, and engaging content is king. In 2023, short form video has proved itself as able to withstand the test of time, and has continued to dominate as the most popular form of content. With platforms like TikTok and Instagram Reels, businesses are discovering the power of conveying their message in brief, visually captivating snippets, and this won’t go away.
For email marketers, this trend opens up exciting possibilities. Incorporating short form videos into email campaigns can add a dynamic edge, capturing the audience’s attention and driving engagement. Research suggests that there is a limited time frame in which we can get our message across to our customers effectively, and short video cashes in on that. If you’re new to video content, this comprehensive guide from the Influencer Marketing Hub should be an excellent place for you to start.
2. Email marketing adapts and thrives
While we might be biassed as email marketers, we have to disagree with anyone that says email marketing will fall out of favour. In fact, in combination with the reduction in social media use, email marketing will increase in power as a marketing tool. This is as customers search for more personalised and relevant content, without having to look too far for it. With advanced analytics, marketers can glean valuable insights into recipient behavior, allowing for continuous optimization of campaigns.
Consumers also will continue to be more conscious of their budgets as economic trends from this year develop. This means that for them, receiving potential offers straight to their inbox will be of interest. It also means that for us, as marketers, email marketing becomes more valuable as it is very cost effective.
3. AI-Powered strategies
The role of artificial intelligence (AI) in marketing is expanding rapidly. In 2024, AI will take centre stage in personalisation efforts. Email marketers will leverage AI to analyse customer behaviour, preferences, and engagement patterns to deliver hyper-personalised content. From recommending products based on past purchases to crafting subject lines that resonate, AI will enable marketers to tailor experiences like never before as tools become more sophisticated and readily available.
Additionally, emerging natural language processing (NLP) tools are poised to enhance customer engagement through improved chatbots and sentiment analysis, allowing marketers to tailor their messaging more effectively. Even functions like automation – that is, scheduling emails and other work processes to send without your intervention, should become more utilised by those hoping to make the most effective use of their time. Stay tuned with us in the New Year as we dive deeper with an expert in automation in our webinar.
4. Limiting the use of major platforms
In a not-so-surprising turn, 2024 is witnessing a shift away from the once-dominant realm of social media platforms. At the start of this year, it was predicted we would shift our social media usage to smaller and more streamlined platforms. Users seem…well, bored, by sheer volume of information, mis-information, and potential privacy concerns. Simultaneously, there’s an increase in social conscientiousness, with individuals becoming more concerned about the content they consume and the platforms they support.
Brands take notice – audiences will continue to want authentic interactions and genuine storytelling from the people they choose to interact with. Email campaigns, free from the noise of social media, can help deliver genuine connections with consumers seeking more intentional interactions. As businesses navigate this evolving landscape, the decreased reliance on social media means getting creative or embracing new modes of reaching your target audience. It might be worth taking time in the New Year to ask them directly, through email, social media or even just a phone call if you can – what works best for them?
If you asked us at the start of last year to predict the year ahead, safe to say we would have been miles off. If the past few years have taught us anything consistently, it is that adaptability is key. New tools, new trends and a saturated landscape mean that using tools and strategies you might have previously not considered could be to your advantage.
Our expertise lies in crafting email campaigns that not only align with current trends but also anticipate the future. If you’re wanting to engage customers more personally in 2024 and beyond, let’s talk about how we can make that happen for you and your business.