5 creative trends for digital marketing in 2024
Creativity isn’t something to undervalue in today’s business world.
When harnessed correctly, it can be the tool that drives your company’s success — especially within the social-first, customer-centric digital marketing landscape, where jumping on any opportunity to stand out and capture the ever-shifting attention of consumers is vital.
But with different themes and techniques emerging all the time, how do you decide which ones to invest in and build your marketing strategy around?
Let’s take a look at some of the top creative trends from the past year and how they can support your business’ growth in 2024…
1. Artificial intelligence
Let’s get the obvious one out of the way: artificial intelligence (AI) is a massive deal for marketing teams.
ChatGPT — the AI-powered chatbot developed by OpenAI — launched in November 2022 and has since gained widespread popularity, with millions of users worldwide embracing its simple functionality.
For digital marketing, this generative AI tool and others like it have unlocked unlimited creativity for businesses by enabling users to produce (mostly) high-quality text, image and video content with just a few prompts. As a result, marketing teams can develop new material for different platforms without spending hours on it themselves — or employing someone else to do so.
That’s not to say that AI has come close to replacing copywriters, graphic designers and other creatives. Still in their infancy, most chatbots are flawed — known to produce irrelevant or inappropriate content and raise concerns surrounding the security of the data they learn from.
Nonetheless, when used with the proper training and security policies, your business can find a use for this evolving technology in its marketing strategy moving forward.
2. Agile campaigns
As online activity continues to ramp up, ‘agile marketing’ is becoming increasingly prevalent in digital-first business strategies.
Agile marketing is a flexible approach that focuses on smaller, more reactive digital marketing campaigns that can be easily adapted to suit customer feedback or changes in the market. Coca-Cola is one company that does this well; the drinks brand’s CEO James Quincey outlined in February 2023 that its marketing would remain ‘fast and adaptable’ following the turbulence of the pandemic years.
The key to achieving this adaptability? Data analysis.
More and more companies have been using data to determine where campaigns are falling short and inform fresh, creative marketing ideas — helping them address changing customer needs with targeted content that feels timely and relevant.
As such, if you’re yet to conduct an in-depth review of your previous marketing activity, now’s the time to change that.
3. Video content
Video content has long reigned king across social media, but it’s really kicked up a gear in the last year.
For B2C businesses, video content has become integral to building brand awareness and generating sales — especially since TikTok joined the social networking scene. B2B enterprises aren’t missing out on the opportunity here, either, with one Wyzowl survey finding that 91% of businesses will use video as a marketing tool in 2024.
From live streaming to behind-the-scenes snippets of product launches, customers remain eager to consume engaging video content, with Statista reporting that online videos had a global audience reach of 92.3% in Q2 2023 — presenting unique opportunities to interact with customers and spread brand messaging far and wide.
When it comes to execution, punchy short-form videos that can be shared on various social media platforms tend to attract more views. So, get your creatives in a room and start brainstorming some concepts that could help you engage new audiences in 2024.
4. Influencer marketing
Whether you’re a small business owner or the head of a global marketing team, you’ve probably considered engaging the services of an influencer to supercharge your marketing efforts — particularly if you have a B2C focus.
Offering staggering engagement and conversion rates, influencer partnerships are a cost-efficient way for businesses to spend their marketing budgets. Influencers are working across almost every sector imaginable — from automotive to beauty to food — and with their knack for creating ‘viral’ content and selling to highly engaged audiences, the opportunities for sudden business growth are limitless.
However, there’s one crucial factor to remember when pursuing an influencer-brand relationship: authenticity.
Most consumers are wise to brands paying influencers to promote products or services these days and look for partnerships that seem to align with that individual’s interests and values.
Thinking about your influencer marketing strategy for the year ahead? Opt for long-term partnerships with individuals who share your company’s values and target audience. If your budget is limited, try going for smaller accounts (nano or micro-influencers with 1,000 to 50,000 followers) for an attractive return on investment without substantial upfront costs.
According to the 2023 Sprout Social Index, 70% of consumers expect a company to give them personalised responses — making this another crucial creative trend to have on your radar.
It’s no longer enough to include the customer’s name in an email; you need to analyse user profiles and behavioural data to deliver customised content that suits their preferences — from their favoured colour palettes to when they like to shop.
Using these insights, you can develop more bespoke digital marketing campaigns for every stage of the customer journey in 2024 — making the most of every contact opportunity to drive interest, trust and loyalty to your brand.
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