In the movie “Ferris Bueller’s Day Off,” the titular character observes, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
The myriad ways our day-to-day lives have changed since that movie came out in 1986 illustrate how accurate that statement truly is. When Ferris initially spoke those words in the film, smartphones and generative AI had yet to captivate the general public. The first Blockbuster opened only the year before.
Today, technological advancements have revolutionized how we socialize, work, and shop. For professional marketers, it’s become clear that we can’t succeed unless we stay on top of rapidly shifting consumer expectations.
As 2024 unfolds, we’ll surely see new technologies, social influences and other factors drive significant shifts in customers’ behavior and preferences, subsequently necessitating adjustments to marketing tactics. If you’re wondering which developments to factor into your strategy, here are some of the top trends marketers should keep an eye on, according to industry experts.
1. The rise of self-service, enabled by genAI.
Many modern shoppers want instant gratification, according to the Forbes article “Top 5 Marketing Trends For 2024.” Subsequently, “conversational marketing” solutions like AI-powered chatbots and virtual assistants are becoming increasingly popular due to their ability to deliver highly personalized service around the clock.
We’ve noticed this at Stratosphere Networks and have added a chatbot to our website to respond to clients’ queries 24/7. Marketing teams that want to enhance experiences and increase conversion rates should look into leveraging AI for customer service.
2. Content marketing enhanced by AI.
Generative AI is transforming the day-to-day lives of professionals in numerous industries, including marketing. In 2023, 48 percent of marketers surveyed by HubSpot utilized AI to create content such as landing page CTAs, website copy, social media posts, product descriptions, and blog posts. Additionally, 88 percent of marketers intend to invest the same amount, if not more, in AI this year.
While human oversight and editing are critical, this technology has the potential to dramatically increase productivity, so it’s worth looking into if you haven’t already tried it. As more marketers harness the power of genAI, it’ll also become harder to keep up and stay competitive without it.
3. The power of short-form video content.
Unless you’ve been killing time under a rock for the past few years, you’re probably aware of the popularity of short-form video content on social media. Today, many people spend significant portions of their days flipping through TikToks, Instagram reels, and/or YouTube Shorts.
As a result, it’s no surprise that 53 percent of marketers report leveraging short-form videos, according to HubSpot. Depending on your audience, investing in this format could boost your brand.
4. The rise of first- and zero-party data amid security concerns.
Today’s consumers are worried about what your brand is doing with their personal information: A 2023 survey conducted by Pew Research Center found that 81 percent of U.S. adults are concerned about how companies use their data, and 67 percent have little to no understanding of what businesses are doing with their information.
CMSWire predicts that mounting concerns about data privacy will impact marketing this year, with professionals in the field looking to first-party and zero-party data collected directly from interactions with customers or that customers voluntarily and proactively share.
5. Growing consumer preference for brands with shared values.
People increasingly want to buy from companies that share their moral compass. A 2022 survey found that 82 percent of shoppers want a brand’s values to mirror theirs, according to Harris Poll research commissioned by Google Cloud. Those values might include sustainability, giving back to the community, and equity.
HubSpot found that 45 percent of marketers plan to up their efforts to distribute content that showcases their brand’s values in 2024. If you haven’t already broadcast what your company stands for, it’s worth adjusting your content marketing plans to ensure your target audience is aware of your ethics.
If you’re interested in exploring new technologies and solutions to enhance customer experiences, our trusted technology advisors would be happy to help you. For example, we offer AI solutions for sales and marketing that can increase revenue and enable more personalized service by tracking customer behavior, automating content publication, delivering 24/7 customer support, and more.
With access to advanced analytical tools, detailed comparison matrices, and the latest market data, we can rapidly identify the best options for your business. Start your journey with Stratosphere today by calling 877-599-3999 or emailing sales@stratospherenetworks.com.
