Where Should You Focus Your Marketing in 2024?

• Discover emerging trends in the many marketing channels you can use to reach your prospects and customers in 2024: email, social media, SMS, push notifications, omnichannel marketing, intent-based marketing, and more.
• Companies such as Interest Media specialize in assisting advertisers and publishers with omnichannel marketing and intent-based marketing approaches, making budgets more efficient and driving higher earnings. 
• Learn the strengths of each channel and approach to determine the best strategy to focus your marketing on in 2024.

Read the full article with trends, analysis, and helpful tips on the Interest Media website >>

EMAIL MARKETING IN 2024

There are several trends in email marketing anticipated for 2024. Recent legislation has made some of these trends inevitable. At the same time, improvements in technology and artificial intelligence will also drive other trends.

TRENDS IN EMAIL MARKETING FOR 2024

A few of the trends you can anticipate are:

Email Authentication: There will be an increased focus on email authentication, with Gmail and Yahoo laying down new requirements for bulk email centers in late 2023. The focus will be on getting bulk senders to adopt the DMARC protocol (domain-based message authentication, reporting & conformance).

Data Management Practices: There will be stricter data management practices, due in large part to 16 states introducing privacy bills during the 2022-2023 legislative cycle.

Customer Data Protection: There will be stronger customer data protection to prevent phishing attacks.

SOCIAL MEDIA MARKETING IN 2024

Video is predicted to be at the top of dominant trends to continue on social media in 2024.

TRENDS IN SOCIAL MEDIA MARKETING FOR 2024

Social selling via video

Selling products on social media, particularly through video content is expected to increase. Influencers are expected to make an impact selling via live video on TikTok, Facebook, Instagram, and other social platforms. Shopify has partnered with TikTok to allow merchants to sync their product catalogs and create a mini storefront.

AI-powered personalization

Consumers will continue to seek hyper-personalized interactions with brands and this will carry over into social media. Look for AI-driven personalization to be the tool for driving engagement through enhanced user experiences. These AI tools will analyze user behavior, interactions, and preferences to offer personalized content recommendations. Brands should seek to tailor their messages and products to specific audience segments to achieve higher conversion rates and ROI.

Social media search overtakes Google

“Nearly half of Gen Z is using TikTok and Instagram for search instead,” – Business Insider

The youngest generation with shopping power is no longer turning to Google to search for products or content. Generation Z (ages 11 to 26) goes directly to its favorite social media platforms, such as TikTok and Instagram instead. The takeaway to marketers is to prioritize product discovery efforts on these platforms to reach this particular demographic.

SMS MARKETING IN 2024

As both mobile and omnichannel marketing become more important, SMS/text messaging will play an increasing role in digital marketing. Hyper-personalization, text-to-pay and text-to-give, actionable transactions, and greater interaction with businesses are a few of the emerging trends.

TRENDS IN SMS MARKETING FOR 2024

Mobile-first marketing

Already, marketing automation is being focused on a mobile-first approach. Marketing strategies will start with a mobile audience in mind, no matter the channel. The first among these will be SMS marketing.

Hyper-personalized messages

Customers are demanding individualized-sounding messages, not generalized texts aimed at everyone. These messages will need to be “smart,” referencing customer data such as past purchases, past behaviors, preferences, wants, needs, and more.

OMNICHANNEL MARKETING IN 2024

Most top marketers agree that there will be no escaping the need for an omnichannel communication strategy moving forward. In 2024, more brands and companies will have to develop ways to interact with their audience across a variety of touch points.

Email and SMS are the two most likely channels to connect in the first step toward an omnichannel marketing strategy. In a recent survey, roughly 75 percent of customers said they prefer to receive promotional and transactional through email. Around 27% preferred these messages through text. These numbers show that email and text can work synchronously to connect and boost engagement during peak times, as well as to support specific transactional needs.

TRENDS IN OMNICHANNEL MARKETING FOR 2024

Omnichannel becomes the norm

Many marketing experts believe that consumer demand to seamlessly connect with brands across touchpoints as they shop, (smartphones to computers to in-store) will force companies to adopt omnichannel marketing as a standard. Companies will have to tie and integrate email, SMS, push, and social media together. Through data and testing, companies will learn which messages resonate best on each particular platform.

Multichannel attribution and analytics

Cross-channel analytics will allow you to study your omnichannel performance across all channels. This will provide a more holistic view of customer journeys. Sellers will be able to view the transitions customers may make from offline to online and back again.

INTENT-BASED MARKETING IN 2024

Intent-based marketing can be used as part of an omnichannel marketing approach or through a particular channel. This highly personalized marketing strategy focuses on the intent of the specific user. For example, someone who has shown a clear interest in a particular good or service, and/or is actively engaged and demonstrating buyer’s intent.

TRENDS IN INTENT-BASED MARKETING FOR 2024

Predictive AI

Predictive AI is expected to become more widespread. Automation will allow AI to parse through large quantities of data and make intelligent predictions about which leads will convert. This will help marketers focus more of their budgets on the areas likely to see the best ROI.

Driven by 1st-party data

To achieve the hyper-personalization marketers are striving for, first-party data is a must.

Increased focus on audience marketing

Personalization is only one part of creating a positive customer experience with your marketing efforts. In addition to sending personalized messages focused on the needs, wants, and preferences of your customers, brands will need to consider and respond to customer feedback. All these must work in harmony to create the most important factor of all: Trust.

Read the full article with trends, analysis, and helpful tips on the Interest Media website >>

DELIVER AN OMNICHANNEL MARKETING SOLUTION WITH INTEREST MEDIA

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