In the fast-paced world of digital marketing, staying ahead of the curve is crucial to achieving success. As we navigate towards 2024, here are some of the marketing trends to be aware of to stay on top of your game.
Increased Focus on Personalization:
Personalization continues to be a prominent and evolving marketing trend, and will only expand in importance in 2024, with businesses increasingly recognizing its pivotal role in building strong customer relationships and driving results.
91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations.
However, as consumers grow more accustomed to tailored experiences, the bar for effective personalization is higher than ever.
Brands are increasingly testing out advanced technologies such as artificial intelligence, machine learning, and predictive analytics to glean insights from vast amounts of data.
This enables them to create highly individualized content, recommendations, and offers that resonate with each customer’s preferences and behaviors. From hyper-personalized email campaigns to dynamic website experiences, the aim is to create seamless and relevant interactions across all touchpoints.
Micro-Moments and Snackable Content:
Attention spans are shorter than ever, giving rise to the importance of micro-moments. Micro-moments refer to those brief instances when individuals turn to their devices for instant information or solutions. Creating content that caters to these moments, delivering quick, relevant, and concise information, is a great way to capture attention and meet user needs in real-time.
Micro-Moment Content Example:
Imagine someone is in a new city and suddenly realizes they’re hungry. They pull out their smartphone and search for “best local restaurants near me.” The search results show a list of nearby eateries with ratings and reviews. This is a micro-moment where the individual has an immediate need (finding a place to eat) and turns to their device for instant information.
Snackable content, on the other hand, embodies the idea of delivering bite-sized, easily digestible content that can be consumed quickly, particularly on platforms like social media. These moments of engagement are perfect opportunities to deliver impactful messages, whether through captivating visuals, concise videos, or clever captions.
Snackable Content Example:
A fashion brand creates a series of short, visually engaging videos showcasing quick styling tips for their products. Each video is around 15-20 seconds long and demonstrates how to pair different clothing items for various looks. These videos are shared on social media platforms and capture users’ attention as they scroll through their feeds. This snackable content offers valuable insights in a concise and visually appealing format, catering to users’ limited attention spans while delivering useful information.
Social media platforms have evolved into more than just engagement tools; they are now full-fledged sales channels. In fact, approximately 50% of Gen Z and millennials make purchases on social media and 64% of U.S. internet users discover brands and products from social media.
Brands are integrating shopping features directly into social media posts, allowing users to make purchases without leaving the platform. Instagram Shops, Facebook Marketplace, and other shoppable content options are driving conversions and simplifying the buyer’s journey.
Some tips to consider to encourage consumers to purchase from your social platforms include:
- Shoppable Posts: Utilize shoppable posts to minimize the steps required from viewing a product to making a purchase.
- Easy Checkout Process: Streamline the checkout process, offering options for quick purchases without having to leave the social media platform.
- Time-Limited Discounts: Create a sense of urgency with time-limited discounts exclusive to social media followers.
- Exclusive Product Launches: Launch products exclusively on your social platforms, offering first access to your followers.
With an array of streaming platforms and original content offerings, consumers are embracing the flexibility and convenience of accessing their favorite shows and movies on-demand through connected TV platforms. In fact, according to a 2022 survey conducted by Leichtman Research Group, 87% of US adults own at least one connected TV, and almost half of US adults watch a connected TV daily.
This trend is not only reshaping how content is consumed but also how advertisers connect with audiences. Marketers are recognizing the potential of CTV’s targeted advertising capabilities, allowing them to reach viewers in a more personalized and impactful manner. Interactive and data-driven ad formats are also gaining ground, providing a dynamic and engaging ad experience.
As digital marketing continues to evolve, businesses have an array of options at their fingertips to navigate the ever-changing landscape and turn engagement into valuable conversions in 2024 and beyond.
Standing Out with Direct Mail
The average person receives over 120 emails a day. While email inboxes are crowded, the physical mailbox is not. Brands are increasingly turning to direct mail as a way to stand out in the crowded digital ecosystem.
In fact, direct mail is strongest when it is part of a multichannel marketing strategy. According to HBR, a 49% increase in sales and a 125% in inquiries has happened for businesses whose customers get both an email and a catalog.
Direct mail also helps improve the lift of online campaigns by 62% according to Royal Mail Group.
In line with the theme of personalization, companies will harness more data to create hyper-personalized direct mail campaigns.
Advancements in variable printing technology will allow for more customized and personalized direct mail pieces. This technology can change graphics, texts, and images from one piece to another without stopping or slowing down the printing process, allowing for mass personalization.
For more information and ideas for your direct mail campaign, contact Welcome Wagon!