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7 Innovative Marketing Approaches to Boost Your Sales in 2024

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7 Innovative Marketing Approaches to Boost Your Sales in 2024

Opinions expressed by Entrepreneur contributors are their own.

Within less than two decades, marketing as we know it has changed almost beyond recognition. At the beginning of the century, business owners and marketers had a limited choice of channels through which they could reach potential customers. For small businesses, some of those channels were cost-prohibitive.

The state of marketing in 2024

Over the past two decades, digital marketing has transformed how companies find customers. Type ‘the state of marketing 2024’ into any search engine, and the results will most likely include some of the following key elements: personalization, use of emerging technologies such as artificial intelligence (AI), creating community, and a degree of uncertainty.

As economic challenges and wars continue to wreak havoc on economies worldwide, forecasts for business performance remain volatile. Still, a handful of trends have been slowly emerging in marketing and are set to become key elements of winning marketing strategies in 2024. Unsurprisingly, perhaps, some of those revolve around the use of technology. At the same time, there is a distinct trend toward human connection. Marketers can make use of both to benefit their brands.

Related: 4 Marketing Budget Hacks That Will Boost Your Business in 2024

1. Personalized marketing strategies

Gone are the days when entire families gathered in front of radios and TVs to watch a certain program and the advertising content delivered during breaks. For several years now, marketers have emphasized targeting specific audiences rather than using a broad approach.

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Experts predict that leading brands will take things one step further in 2024 and introduce true personalization, basing the information consumers see on their needs immediately. Imagine a weather change, for example. As soon as the rain starts, you see adverts for rain gear, umbrellas, and articles discussing weather patterns. The goal is to make content more relevant than ever before.

2. Interactive content and experiences

Interactive marketing communications are also gathering pace. To take advantage of them, marketers can use elements like polls and quizzes to create stronger connections with their target audiences. The goal is to transform the passive connection between the brand and the consumer into active, memorable communication.

Product images and basic videos may no longer be enough to help a product stand out. Instead, leading brands will utilize augmented reality (AR) and virtual reality (VR) to allow their customers to experience new products and innovations.

3. Innovative use of social media

Social media marketing and advertising have become a core element of the marketing strategies of businesses of all sizes. Social media platforms offer targeted access to audiences, activities can be tailored to fit most marketing budgets, and the platforms lend themselves to community-building.

Over the past few years, ephemeral content that is available briefly and then disappears has been growing in importance. As consumers’ attention spans grow ever shorter, content like Facebook or Instagram stories becomes more easily digestible than longer-form offerings.

Aside from this type of disappearing content, live videos, social commerce offerings, and interactive storytelling that allows the audience to decide the outcome of a story will continue to grow.

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Related: 9 Key Tips for Navigating the Upcoming 2024 Marketing Landscape

4. Embracing new technologies

Most of the key developments in marketing in 2024 will be driven or supported by emerging or developing technologies. Artificial intelligence (AI) has already made its mark on 21st-century marketing, with nearly two-thirds of marketers telling Hubspot that they are utilizing AI for market research, content creation, and improving the user experience their brands are delivering.

Chatbots have become common on many brands’ websites, improving the user experience by allowing customers to access support 24/7. Combined with AI, chatbots are becoming increasingly more capable. Voice search and other voice-driven technologies are another element of leading marketing strategies in 2024.

5. Community building and user-generated content

The continuing rise of technology has led to something that could be seen as a counter-trend – the demand to create community among audiences. Early examples of these communities include Facebook’s community chat feature in groups or Instagram’s broadcast channels. Both give brands and creators another option to open conversations with multiple users.

In addition, brand communications are no longer a one-way street from the company to the consumer. Some of TikTok’s most popular videos show consumers using products and sharing their experiences authentically and in a highly relatable manner.

Related: 7 Ecommerce Customer Experience Strategies for Effective Branding in 2024

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6. Sustainability and purpose-driven marketing

Today’s consumers expect more than profit-making from their favorite brands. More and more, discerning consumers are choosing businesses with a greater purpose, such as environmental or social commitments. Two key elements of purpose-driven marketing are searching for sustainable solutions and giving back to the local community.

Highlighting a company’s work in that area will appeal to conscious consumers, but brands must demonstrate a real commitment. Superficial commitments and activities may grab consumers’ attention in the short term, but they are unlikely to deliver long-term benefits.

7. Cross-channel integration

A cohesive and integrated approach to marketing has always been considered best practice. Even though brands can use different channels to reach different audiences, marketing messages must align across those touchpoints. Most audience members will see a brand’s content in different places. Inconsistent messages will be confusing and may drive potential customers away.

2024 is looking promising for marketers willing to embrace technology without letting go of the need for community. While not without its challenges, this year has the potential to transform the way marketers use emerging technologies like AI to create the strongest brand-consumer connections yet.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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