Drive your marketing strategy in 2024 with these top marketing trends

Although we are well on our way into 2024, I thought it was a great time to check in on marketing trends and do a quick whip around of what you should be including in your marketing strategy.

Because things change so rapidly in the digital world (even I struggle to keep up..) it is always advisable to do an audit of your strategy at least every quarter.

Many of the things below you would have heard mentioned in previous articles and over on my YouTube channel, but, I have revisited and updated them again below.

AI and machine learning, your new friend

At the forefront, Artificial Intelligence (AI) and Machine Learning (ML) transcend mere industry jargon (even I get confused at the terminology at times) to fundamentally redefine our audience engagement strategies.

Innovative tools such as Ortto ’s AI-driven subject line writer are changing email marketing by empowering marketers to create compelling subject lines, significantly boosting open rates (side note - AI should NEVER fully replace your copy for your content, I promise you, you WILL get lost in the sea of AI online content and will not be ranked on Google if you are not 'humanising' your content after using AI).

Looking ahead, AI is anticipated to not only augment but also spearhead the development of marketing strategies.

Chat Bots and conversational marketing

Conversational marketing through chatbots. A big WINNER.

A notable instance within the Australian context is the initiative by the National Australia Bank ( NAB ), which introduced a digital virtual banker chatbot. This innovation is designed to significantly save time for business customers (Simplilearn, 2023). Available around the clock, the chatbot aims to streamline customer service, ensuring it is as smooth and reliable as one could hope for.

Short form video content, snack sized entertainment

The widespread appeal of TikTok, Instagram Reels, Facebook Reels and YouTube Shorts is self evident, paralleling the allure of the ideal quick snack efficient, satisfying, and irresistibly more-ish video content.

These platforms offer an expansive creative landscape, enabling brands to engage audiences with content as compelling as the most addictive treats.

They serve as a dynamic medium for captivating attention, allowing brands to communicate their messages in uniquely engaging ways.

Short form content, especially on Facebook, has been the biggest winner for our clients in my agency. We have had great success using Facebook reels to date.

You don't have to have the BEST curated content, just POST. Try 'documenting' rather than 'creating' when filming for reels if you are stuck on what to film for your brand...It works every time.

Voice search optimisation - the new talk of the town!

Optimising for voice search is comparable to adjusting to the precise frequency.

As Siri, Alexa, and Google Assistant become increasingly integral to our daily routines, ensuring that your content is readily accessible via voice commands is becoming essential - I admit, this is an area that Is till can't get my head around!

Imagine the convenience of your potential customers receiving their information this way via your website. A big game changer.

Interactive and immersive content

From quizzes and polls to augmented reality (AR) experiences, interactive content immerses users in an engaging journey, moving beyond passive observation to active participation.

This method of engaging users not only enhances interaction rates but also ensures that every engagement with your brand is impactful and memorable, akin to being an integral part of a dynamic and interactive environment.

Personally, I love where this is heading!

Privacy first marketing and earning your consumers trust online

Amid growing concerns about data privacy, adopting a privacy first strategy is analogous to the preventative measure of using sunscreen - it safeguards both your organisation and your customers from potential issues down the line.

Prioritising first party data and embracing transparent marketing practices are critical steps in fostering and preserving trust.

Most social media platforms offer verification these days. Yes, some of the platforms do charge for it, but honestly, it is a cost I would highly recommend investing in. It is ridiculous that you should have to pay for verification for extra protection, but it is incredibly hard dealing with the aftermath of a security breach when your accounts have been hacked.

Social commerce - this one is BIG

Social commerce is changing.

TikTok started the trend with bringing out their own shopping platform. This means that consumers do not need to leave their platform to make a purchase, a big win. They can shop completely within their own app.

The other channels will be following soon, with Meta soon to be integrating with Shopify.

It offers customers the ability to make purchases effortlessly with just a few clicks, streamlining the shopping experience, and staying within the platform, a big win for social media channels.

SEO for visual and video content (I have been banging on about this for ages!)

In an era where visual and video content completely dominates our digital feeds, optimising this content for search engines becomes crucial.

The objective is to ensure that your digital presence is not merely visible in a highly trafficked area but also is searchable.

By using SEO on your images and video, you become searchable in Google listings. Always use ALT tags on your images and videos when uploading your content to social media. I can guarantee you, most marketing agencies won't be doing this for you. This is something we ensure our team does at my agency as part of our organic strategy.

Influencer collaborations and Micro/Macro Influencers - local voices!

Collaborating with influencers, especially micro and nano-influencers, leverages the trusted voices within a community.

These influencers typically maintain highly engaged audiences and can imbue your brand’s messaging with authenticity, similar to receiving an endorsement from a well regarded local figure at a community sports event. Their endorsement can significantly enhance your brand’s credibility and relatability.

To wrap it up, embracing these trends is about more than just maintaining relevance, it's about establishing leadership in the digital world.

Each trend offers a unique opportunity to connect with your audience in meaningful ways. Engage with these insights actively and watch as your digital marketing strategies develop!

If you would like us to audit your strategy or for done for you marketing enquiries, get in touch on hello@abundantlifestudio.com.au

Thanks for stopping by!

Melissa

Article sources -

• Ortto (2023) for insights on AI and personalisation in marketing.
• Simplilearn (2023) for examples of AI in customer service and the mention of National Australia Bank's chatbot.

Check out our marketing trends video below over on YouTube.

If you would like to learn more about how we can manage your organic social media content, consult on your strategy or train your in house team, get in touch at hello@abundantlifestudio.com.au

Thanks for stopping by!

Melissa