The new year is a time of reflection, so what better time for us to review the key marketing trends in 2023 and look ahead at what to expect in 2024.
2023 marketing trends
Let’s begin by taking a quick look at what happened in 2023.
Community-focused marketing | 2023 saw marketing campaigns designed to create authentic connections within communities. From niche forums to social media groups, businesses connected with communities to build quality relationships that extend beyond sales.
From storytelling to story-sharing | Gone are the days of one-way communication. In 2023, successful marketing was all about crafting stories that resonated and then inviting the audience to get involved. User-generated content skyrocketed as communities are invited to share their stories, creating a tapestry of experiences that spoke louder than any traditional advertisement.
The rise of TikTok | More and more businesses took the plunge in 2023 and created content for TikTok with varying degrees of success. If you’re struggling to understand why or how businesses should be on TikTok, check out this recent viral advert for Charlie’s Bar in Northern Ireland.
At a reported cost of around £700 to produce, the exposure and interest generated will prove invaluable.
The value of video| Short-form video creation went from strength to strength in 2023. These videos are cost effective and quick to make, plus they can be repurposed across multiple platforms with little editing. More and more businesses are choosing to bring their brand to life through video content and consumers are happy to view content in this way – video content is bound to continue to dominate in 2024.
Social responsibility | Consumers have never been more conscious of the social and environmental impact of their purchases and in 2023 this presented an opportunity for businesses to shout about their social or environmental endeavours in their marketing.
Most of these trends will continue into next year.
Next, we explore the 5 marketing trends we expect to see emerge in 2024.
2024 Marketing Planner
A twelve month calendar to help you keep on top of key events and plan your marketing activity for the year.
Our handy planner provides all of the key dates and events you need to plan your 2024 marketing. We also reveal how to plan a successful advertising campaign, outlining the steps you should follow and the decisions you need to make.
2024 marketing trends
Interactive and immersive experiences | Passive consumption is fading, making room for interactive and immersive experiences. Augmented reality, virtual reality, and interactive content will take centre stage in 2024, allowing businesses to create memorable engagements that linger in the hearts and minds of their audience.
Things get personal | Continuing the theme of community focused marketing, 2024 will be the year of hyper-personal, hyper-local campaigns. With advancements in AI and data analytics, marketers will have the tools to tailor experiences on an individual level. From personalised product recommendations to curated content journeys, brands will be able to speak directly to the unique needs and preferences of each consumer.
The end of third-party cookies | Marketers have been talking about the end of third party cookies for years, with each year being ‘the year’. Third-party cookies are used to track a user’s browsing habits and they have always led to concerns around privacy, and now Google is planning to block third-party cookies in its Chrome browser in 2024. Businesses need to start discovering as much as possible about their own customers in order to segment and target them, so this means devising ways of collecting additional insight and data – finding out who your customers really are and what makes them tick.
Context is everything | Contextual advertising will become increasingly important in 2024. Contextual advertising ensures an advert appears on a page containing relevant content. According to an article on LinkedIn:
“In 2024, contextual advertising is expected to become even more valuable for marketers. This is because users perceive contextual ads more positively than other forms of advertising, and they are more likely to click on ads displayed in the context of their interests.”
Sustainability and ethical marketing | In 2024 it will be more important than ever for people to understand a business’s values, particularly concerning their environmental impact and social responsibility. Climate change, recession, social injustice – these difficult conversations will continue in 2024 so it is vital you understand what concerns your communities and pitch your marketing in a style and tone that aligns with their values.
Ready to start 2024 in style?
If you’re wondering how your business can stay ahead in the ever-changing marketing landscape you’re not alone, and that’s where we can help. We are committed to community focused marketing that delivers results. Our scale and audience makes us unique, our insight and understanding allows us to create trusted connections with communities across mainstream Britain and Ireland.
Our team are experts in the art of crafting campaigns that resonate with your target audience. We will guide you from your initial ideas, to achievable objectives, with content creation, precision targeting and regular reviews – we’re with you every step of the way to achieving success with your next campaign.
Ready to embark on a marketing journey that’s as unique as your business?
Let’s create a tailored campaign that sets the tone for a successful 2024. Connect with us today and let the campaigns begin.
