In recent years, with the emergence of new technologies and consumer habits, the best way to keep up with marketing innovations is to always be looking ahead.
Carry on reading to learn what we think the major marketing trends in 2024 and beyond will be.
Increasing use of AI in customer experience
The integration of AI into marketing is reshaping how companies handle data analysis, tailor customer experiences, and fine-tune campaigns.
Examples include AI-powered chatbots and website messaging apps, which are reshaping customer interactions by answering specific questions and personalising customer experience.
Looking ahead, AI-driven marketing tools, voice search optimisation and predictive analytics, are expected to gain wider adoption.
However, businesses should not forget the value of human interactions. They should look to strike a balance between new AI technology and existing human interaction techniques.
Increasing personalisation
AI is also getting more powerful behind the scenes.
With new tracking and product identification abilities, AI may be able to browse your search history and categorise the products. From there it can recommend new related products for consumers to buy.
It can do this by email, for example sending through personalised recommendation and offers, which are likely to be better matches that lead to a higher conversion rate.
The rise of social shopping
Social media has already started on this path.
With a projected rise in sale volume for social commerce, it's safe to say that this is a trend you need to get on board with. New innovations include shoppable posts and even storefronts appearing on users' feeds.
This method of increasing brand awareness and marketing is particularly effective due to its focus on visual content.
The sale is more readily actionable for consumers since as it is right in front of them, an advantage over ecommerce which can increasingly appear outdated.
Increasing voice search optimisation
Voice searches are growing in popularity and account for a staggering amount of total searches.
Businesses will start to be left behind if they fail to account for voice search optimisation.
This is because requests are worded conversationally in voice searches, rather than directly like in written searches. For example, you may type out a search as "cake recipes", but if using a voice search, you might say "give me some cake recipe ideas".
The different wording means that you need more query and keyword optimisation so that you appear in both search style results.
Voice searches are especially important for local SEO.
Fifty-six per cent of people said they have used voice search to find information on a local business within the past year, and that figure is likely to increase as time goes on. If businesses develop their local and voice search SEO, they will tap into more search responses.
These are just some of the marketing trends that have grown this year – and remember, things can change very quickly. It is good practice to update yourself regularly on trends so that you can spot opportunities as they emerge.
If you're a business owner and would like to learn more, book a session with Eva through our Business Support free 1-2-1 business advice sessions.
The views expressed in this blog are those of the author and unless specifically stated are not necessarily those of Hammersmith & Fulham Council.
