Marketing and communication trends for 2024
The world of marketing and communication is constantly changing, and trends for 2024 are already beginning to emerge.
For those who want to remain competitive, it is necessary to be aware of these trends and adapt them to their strategies.
Some of the main marketing and communication trends for 2024, which are already on the horizon:
The rise of influencer marketing: Digital influencers continue to grow in popularity, and brands are increasingly investing in influencer marketing. In 2024, influencer marketing will be even more important, with brands seeking influencers who have values and goals aligned with theirs. There are signs of some changes in this form of contact with the public, but for now “get influenced”.
The importance of personalization: Consumers expect brands to offer personalized experiences, and this applies to all stages of the relationship, from recognition to loyalty. By 2024, brands that don't personalize their communications will lose customers to those that do. And in a technological world, we have to prepare systems for this synchronization.
The focus on experience: Consumers are increasingly concerned about the experience they have with brands, and this includes not only the product or service itself, but also customer service, the purchasing journey and the relationship with the brand. By 2024, brands that deliver memorable and positive experiences will have a competitive advantage. Another factor that contributes to personalization.
The use of technology: Technology is transforming marketing and communications, and brands that don't adopt it will be left behind. In 2024, we will see the increasing use of technologies such as artificial intelligence, virtual reality and augmented reality in marketing and communications.
The importance of sustainability: Sustainability is a growing concern for consumers, and brands need to be aware of this. In 2024, brands that position themselves as sustainable will have a competitive advantage.
Some perspectives for implementing marketing trends:
Influencer marketing: Brands can invest in influencer marketing through partnerships with digital influencers who have an audience aligned with their target. Partnerships can include creating content, promoting products or services or even holding events. But it must always be developed taking into account the brand's values and its objectives.
Personalization: Brands can personalize their communications through data analysis, which allows them to identify consumers' interests and needs. Data can be gathered from various channels, such as websites, social networks and CRM. The integration of platforms and technology gains importance.
Focus on experience: Brands can focus on consumer experience by improving customer service, simplifying the purchasing journey and creating a closer relationship with customers. Likewise, the presentation of solutions and offers that actually meet the interests of consumers, whether in B2C or B2C.
Use of technology: Brands can use technology to improve the efficiency and effectiveness of their marketing and communications strategies. For example, artificial intelligence can be used to automate tasks, virtual reality can be used to create immersive experiences, and augmented reality can be used to improve customer interactions. Brands must be aware that some of these trends must contribute and develop in an integrated way.
Importance of sustainability: Brands can position themselves as sustainable through concrete actions, such as reducing the use of resources, adopting recycling practices and offsetting carbon emissions. These are themes that gain relevance among all audiences, but they must be developed with a purpose and in a real way. Never resorting to "green-washing".
These are just some of the marketing and communication trends for 2024. It is important that companies are aware of these trends and adapt their strategies accordingly.
What are these marketing and communication trends?
For those less familiar with these activities and themes, let's explore these themes and their application a little.
Influencer Marketing
Influencer marketing is a marketing strategy that uses digital influencers to promote products or services. Influencers are people who have a strong audience on social media within their area of digital presence, and who are followed by people who trust their recommendations. In 2024, influencer marketing will be even more important as consumers are increasingly influenced by recommendations from people they know and admire. Brands that want to stand out need to invest in influencer marketing with influencers who have values and goals aligned with theirs.
Personalization
Personalization is a marketing strategy that aims to adapt communications to consumers' individual needs and interests. Brands can personalize their communications through data analysis, which allows them to identify consumers' interests and needs. In 2024, personalization will be even more important as consumers expect brands to deliver personalized experiences. Brands that don't personalize their communications will lose customers to those that do.
Focus on experience
The focus on experience is a trend that emphasizes the importance of providing consumers with positive and memorable experiences. Brands can focus on the consumer experience by improving customer service, simplifying the purchasing journey and creating a closer, more personalized relationship with customers. In 2024, the focus on experience will be even more important, as consumers are increasingly concerned about their experience with brands. Brands that offer memorable and positive experiences will have a competitive advantage. Furthermore, consumers are willing to pay more when they have this type of relationship with the brand.
Use of technology
Technology is transforming marketing and communications, and brands that don't embrace it will be left behind. In 2024, we will see increasing use of technologies such as artificial intelligence, virtual reality, and augmented reality in marketing and communications. Artificial intelligence can be used to automate tasks, virtual reality can be used to create immersive experiences, and augmented reality can be used to improve customer interactions. Brands that use technology effectively will have a competitive advantage.
Alignment with other marketing automation technologies, and their integration, will contribute to improving the response in terms of personalization, experience, and customer relationships.
Importance of sustainability
Sustainability is a growing concern for consumers, and brands need to be aware of this trend. By 2024, brands that position themselves as sustainable will have a competitive advantage.
Brands can position themselves as sustainable through concrete actions, such as reducing resource use, adopting recycling practices, and offsetting carbon emissions. Brands that demonstrate a true commitment to sustainability will be more attractive to conscious consumers. But this approach has to be real and true, not resorting to so-called "green-washing" (or false sustainable or environmentally friendly measures). This stance can cause reputational damage that few brands can recover from.
Examples of using these trends in 2024
Here are some examples of their use, success, and relevance for all brands and how they can be implemented or worked on:
Influencer Marketing:
Sportswear brand Nike has partnered with Brazilian digital influencer Camila Coelho to promote its new sneaker collection. The partnership included the creation of exclusive content for Camila's social networks, in addition to her participation in a Nike event.
The cosmetics brand Avon launched an influencer marketing campaign with digital influencer Bruna Marquezine. The campaign included Bruna's participation in a series of videos and photos for Avon's social networks, as well as a promotion that offered discounts on the brand's products.
Personalization:
E-commerce brand Amazon uses data analytics to personalize product recommendations to its customers. Amazon also uses personalization to provide personalized offers and to target ads to customers based on their interests.
Clothing brand Zara uses data analysis to personalize its customers' shopping experience in physical stores. Zara uses sensors to track customers' movement around the store and to offer personalized product recommendations.
Focus on experience:
Technology brand Apple is known for its focus on user experience. Apple invests in design, functionality, and customer service to deliver positive, memorable experiences.
The Ritz-Carlton hotel brand is known for its focus on personalized service. The Ritz-Carlton offers its guests a personalized and attentive service, which aims to meet their individual needs. And which is presented throughout the hotel group’s units.
Use of technology:
Car brand Tesla uses artificial intelligence to create personalized driving experiences. Tesla uses artificial intelligence to adapt the car's performance to the driver's preferences.
Video game brand Fortnite uses augmented reality to create more immersive gaming experiences. Fortnite uses augmented reality to allow players to see the game world in the real world. Which even creates a more personalized experience.
Importance of sustainability:
The clothing brand Patagonia is recognized for its commitment to sustainability. Patagonia uses recycled and sustainable materials in its products, in addition to supporting environmental conservation projects.
The cosmetics brand Natura is known for its commitment to sustainability. Natura uses natural and renewable ingredients in its products, in addition to investing in reforestation projects.
These are just a few examples, and there are many other ways to implement these trends. It is important that brands adapt these strategies to their specific needs and objectives.
Its use, in different ways, and according to the available budgets, will bring them closer to the current or potential client, and create a relationship that will bear fruit in the medium and long term.
A customer you have a relationship with is a returning customer, and who will always remember your brand when they need an item within your offer.
Preparing for a new year is something that is important for the brand, also to contemplate the budget for this plan, as well as to ensure that your business benefits from the solutions that your customer is looking for, and that throughout the year the volume of business is already acquired and guaranteed as a result of its relationship with its audiences.
A regular customer is cheaper than acquiring a new one.
Maybe it's time to put this into practice.
And know? Where do we start?