Crystal Ball Gazing - 2024 Predictions
Tailored predictions for what we will see emerge and grow in 2024
Video
Reels / TikTok / video content will continue to dominate your feed. If you aren't already creating video at the same time that you're creating still imagery, now is the time to shift focus. This is a trend that isn't going away and we'd recommend embracing it across your digital channels (think bigger than just social media).
AI and AR
Set to become a powerful tool for marketers, AI-driven AR will give us hyper-personalisation, content creation and predictive analytics, allowing our customers to imagine your product in a real-world settings before making a purchase (and without you having to physically create that real-world setting). Be wary of maintaining originality and authenticity here - customers buy from brands they trust.
Channels to watch
If you're winning on Instagram & Facebook, it might be time to think about expansion and our eyes are on TikTok, Pinterest and LinkedIn - depending on the level of relevance to your specific product.
Elsewhere, we're loving podcasts for their way of engaging audiences through audio and swiftly replacing radio, and the success of SMS communications between businesses and the end-consumer is elevating the customer experience - but pick your messaging moments as this can feel invasive to some.
Channels to develop
Email is still one of the best digital marketing channels a retail business can lean on. Your actively engaged audience is ready and willing to hear from you - so now it's time to personalise the message they receive through automated flows, and give them interesting content that they will connect with beyond product.
It's believed that AI will help refine paid advertising across social media and Google ads, resulting in better-targeted ads and higher conversion rates.
We're also watching to see how voice and visual search will develop with technology and grow in popularity next year. Influencers are the new 'celebrity' and should exist as part of your marketing mix, elevating content creation and will still be great for brand awareness - particularly as social media becomes an important SEO tool.
Quality and quantity
It has never been more important to create regular, quality content. New and existing customers are more likely to trust or take advice from a brand that constantly delivers interesting and informative content. The demands of this content on small businesses is challenging, so winning in 2024 will mean an allocation of your marketing budget towards investment in this area.