Every week we speak with clients and businesses from all industries around Australia. And, no matter what their business focus or area of expertise is, they all have one thing in common. Their marketing strategies need help to evolve and keep pace with the fast-moving digital landscape.
We’re well into 2024, and this year we’ve seen a big leap forward in the key trends and tactics that make businesses stand out in a crowded marketplace (and, from their competitors).
Whether you’re a small business owner or a marketing professional at a large multi-tiered organisation, these marketing strategies are essential for reaching your target market and hitting your business goals.
Get Set to Embrace AI and Automation in Digital Marketing
A big shift we’ve seen this year is the rise of machines! There’s no doubt about it. Artificial Intelligence (AI) and automation are reshaping the digital marketing world.
AI-powered tools, like chatbots, predictive analytics, and personalised content generation, help businesses streamline marketing strategies and improve efficiency. Of note is how these technologies allow businesses to automate repetitive tasks, personalise customer experiences, and optimise online marketing efforts. And the business outcome is noteworthy! Products and services reach the right audience at the right time and at a pace faster than ever.
We love how nearly every business can take advantage of AI and level up their customer experience. For example, we recently rolled out a sequence of chatbots that now provide 24/7 customer service. This ensures queries from our client’s potential customers now get an immediate response.
Platform tools such as predictive analytics are also helping forecast consumer behaviour. This data helps our clients, who in turn respond by adjusting their marketing mix to better align with changing customer needs.
More broadly, companies we collab with are also taking steps to selectively weave AI in their marketing plans. It might be early days! But already they’re seeing improved engagement and conversions compared to competitors relying on manual processes.
Make Value and Quality Your Content Marketing Focus
Content marketing is an essential component of B2C marketing (business to consumer). And in 2024, we’ve seen a big shift in emphasis towards high-quality, value-driven content.
This comes as no surprise. Modern consumers are flooded with information! But the downside is they need to work harder to find quality content that is informative, accurate and relevant.
This has been a big learning for content creators. It’s no longer enough to churn out generic blog posts. Your customers expect content that offers real insights, solves their problems, and helps them make informed decisions about the products or services they need.
This year we’ve been focused on coaching clients about the importance of creating in-depth, well-researched content that resonates with their target market. From blog posts, videos, podcasts and infographics, content must offer value to be successful.
Not only does this quality content support search engine optimisation (SEO), it also improves website ranking in search engine results pages (SERPs).
We’re also seeing search engines prioritise pages that offer rich, valuable information to users. So, where relevant, we encourage clients to introduce long-form content (think comprehensive guides and detailed case studies) as it performs well in SEO.
Content this year is all about value and quality. So, if your strategy isn’t invested in this space, then it’s something we strongly recommend you do.
Smile for the Camera! Video Marketing Is King
2024 hasn’t wrapped yet, but early indicators are that video marketing is expected to account for over 82% of all internet traffic this year. This staggering stat means that video is the number one must-have tool in your digital marketing toolkit.
From TikTok, Instagram Reels and YouTube, video offers an engaging way to connect with your audience. The ability of short-form videos to quickly catch attention and share a message has made them quickly gain popularity in consumer marketing.
Similarly, live streaming (which allows real-time interaction with your target market) is another growing trend. More and more businesses are using live streaming for product demonstrations, Q&A sessions, and on-the-ground experiences.
Our key tip for clients using video marketing? Have a great story and tell it well. Each video must include a compelling narrative that resonates with your audience, highlights the benefits of your products or services, and fosters an emotional connection.
The Era of the Influencer
2024 has been a big year for influencer marketing! Especially for B2C clients, where influencer collabs are becoming an increasingly popular strategy for product sales and brand awareness.
The rise of video platforms has been a big win for clients and influencers alike. Rather than solely focusing on mega-influencers with massive followings, businesses can now turn to ‘micro-influencers’ (those with smaller, highly engaged audiences). These influencers often have a more authentic connection with their followers, which translates into higher trust and credibility for the brands they promote.
Importantly, micro-influencers can help businesses reach niche audiences that are harder to access through traditional advertising. By working with influencers who genuinely align with brand values and messaging, we can craft natural, personalised campaigns that feel authentic and resonate strongly.
Hey Siri! Optimise for Voice Search
Back to AI, and, with the growing use of voice-activated assistants like Alexa, Siri, and Google Assistant, voice search is becoming a primary way people collect information online.
In Australia this year, more than half of all searches will be voice-based. This is a huge change! Because voice search optimisation requires a different approach from traditional text search, smart businesses need to review their SEO strategy. Search queries are often longer and more conversational in nature, so answers need to be matched with a similar, natural tone and content.
Interestingly, local market research indicates that voice search tends to favour local results. So, if your business has a local focus, our top BRANDiT tip is to make sure your site is optimised for local SEO, and your Google My Business profile is up to date.
Get Set to Invest in Personalisation
In 2024, consumer marketing is increasingly focusing on authentic, personalised experiences.
As a customer, we love it when we feel like a business ‘gets’ us. And when they do, we give them our engagement, satisfaction and loyalty. This means that prioritising personalisation to meet customer’s expectations of experiences is big news. And, big dollars! Recent insights indicate nearly 80% of consumers are more likely to make a purchase from a brand that provides a personalised experience.
Marketing strategies can benefit from personalisation at almost every level. Think personalised emails, product recommendations tailored to browsing history, and dynamic website content. One thing is for sure, customers no longer want to see a generic ‘Dear Sir/Madam’ on emails, so if you’re not sure where to start give BRANDiT a call!
Marketing with Sustainability and Social Responsibility
Sustainability and social responsibility are more than just buzzwords—they’re a big part of what the BRANDiT team believe in.
We take extra special joy in seeing clients make ethical and eco-focused decisions in their marketing plans. It’s not just about us though. More and more savvy consumers expect the brands they choose to share their values. As consumers become more conscious of the environmental and social impacts of their purchases, businesses that incorporate sustainability into their marketing mix are set to build stronger connections with their target market.
In 2024, market research shows that consumers will increasingly expect brands to take meaningful action on issues like climate change, diversity, and fair trade. This is especially true of Gen Z purchasers.
Highlighting the genuine steps your company is taking to reduce its environmental impact or improve social equity will resonate with this audience who want to make more conscious purchasing decisions. But remember, authenticity is key. We can all spot fake or exaggerated claims, so make sure you do what you say and align actions with your marketing messaging.
Keep those customers!
We’ve all heard the saying ‘it’s cheaper to keep an old customer than attract a new one’.
Customer service and retention strategies are 2024’s hot topics for clients in B2C marketing.
We’re yet to find a business that doesn’t strive to foster long-term loyalty with their customers. From loyalty programs to personalised offers and personalised communication, it’s an excellent vehicle for driving customer relationships.
In a world where acquiring a new customer can be up to five times more expensive than retaining an existing one, focusing on customer service and retention strategies is a smart choice.
Smart clients are on the front foot with this trend and encourage repeat business with incentives like loyalty points, exclusive discounts and VIP early access to new products. Personalisation is key here also, with email marketing and outreach campaigns keeping engagement high and brands top of mind.
A BRANDiT Breakdown of 2024’s Business Marketing Trends
The marketing world is evolving rapidly, and 2024 has brought new opportunities and challenges for businesses that want to stand out from the crowd.
This year, clients who are taking steps to leverage AI and automation, focusing on high-quality content, adopting video marketing, and optimising their website for search engine optimisation (SEO) and voice search, are well positioned for success.
The ones who are doing it best are also creating meaningful connections with their target market by embracing personalisation, sustainability, and social responsibility,
As you prepare your marketing plans for the new year, keep in mind that your industry, audience and objectives will all play a role in the strategies you choose. Ultimately though, by staying adaptable, conducting ongoing market research, and prioritising the needs of your potential customers, your business will be well-positioned to thrive in the dynamic landscape of B2C marketing and kick goals both online and offline.
Would you like to explore how these trends can boost your business? Get in touch with BRANDiT to find out more.
ARE YOU READY TO BE ROCKED?
