Introduction – Marketing Trends and Tactics for 2024
The marketing landscape is constantly evolving. As we enter 2024, several key trends are poised to disrupt traditional strategies and pave the way for innovative new tactics. Staying updated on these shifts is crucial for brands looking to get ahead of the curve.
One major trend is the accelerating role of artificial intelligence in enhancing marketing outcomes. AI tools like ChatGPT already show immense promise in ideating campaigns and crafting compelling messaging. While limitations exist, AI will likely transform marketing creativity and efficiency.
Additionally, there is a rising emphasis on quality over quantity when creating content. As platforms like YouTube demonstrate, concentrated efforts on value-driven content perform better than mass production. Still, balance is key – avoid either content droughts or perfectionist paralysis.
Community building around shared interests rather than social connections alone also offers immense marketing potential through trust and relevance. Video dominates as the medium of choice, while short form vertical videos specifically present a huge, relatively untapped opportunity.
This article explores the marketing tactics that are likely to unlock success in 2024. Let’s examine the role of AI, the shift toward quality content, tribe building strategies, the power of video, and the promise of short form vertical video.
Harnessing AI for Smarter Marketing
Artificial intelligence has rapidly evolved from pipe dream to practical reality. While still early days, AI now plays a tangible role in business and marketing functions. Advanced software like ChatGPT demonstrates immense potential for ideating campaigns, drafting messaging, and even optimizing websites. Its language processing capabilities can generate entire marketing plans or ad concepts with simple prompts.
However, limitations persist. As the ChatGPT homepage states, AI risks occasionally producing incorrect or harmful content. It may lack full awareness of recent world events or industry shifts. So while powerful, AI currently serves best as a supplemental tool. Savvy marketers will harness its creative abilities while double-checking any concrete advice.
The key is recognizing that AI stands to enhance, not replace, human intelligence in marketing. Much like calculators exponentially improved mathematical capabilities without rendering math skills obsolete, AI expands what marketers can accomplish. It allows more time for strategy by automating tedious tasks.
Brands that embrace AI as part of a tech-forward approach will likely pull ahead in 2024. But maintaining responsible oversight and updating knowledge remains critical. AI may not achieve marketing singularity just yet – but its promise continues growing.
Less is More: The Case for Quality over Quantity
For years, content marketers debated quantity versus quality. Produce maximum content to dominate search rankings and social feeds? Or publish less but spend more time refining each piece?
Today, the latter increasingly wins out. Data shows focusing on quality over quantity now provides better ROI for most brands:
- On YouTube, top creators shifted away from rigid upload schedules. Viewers reward thorough, engaging videos that take time to perfect.
- Trying to publish daily or weekly easily leads to subpar, repetitive content. Better to release less frequently but make each post count.
- Perfectionism can be paralyzing, though. Beginners should still prioritize quantity to build skills. Don’t endlessly polish the “perfect” article that never sees daylight.
So what constitutes “quality” content? The key is relevance, value, and entertainment for your audience:
- Relevant content directly speaks to target customer needs and interests. Truly understanding your audience is essential.
- Valuable content educates, inspires or entertains. It makes readers’ lives tangibly better.
- Entertaining content needs some originality and fun. Informative doesn’t mean boring.
No content will appeal equally to everyone. Customer engagement provides the real litmus test for quality. Tweak and tailor based on how your audience responds.
In today’s crowded digital landscape, less content can ultimately go further. The brands that win customer love avoid churning out thoughtless filler. As the saying goes: “Quality over quantity.”
Build Your Tribe: The Power of Shared Interests
In the past, marketing focused on social graphs—networks built around personal connections like family, friends, or coworkers. Your social circles shaped what ideas and products you discovered.
Today, interest graphs increasingly drive discovery and connections:
- An interest graph forms around a common passion or curiosity, not existing relationships.
- People first find content that intrigues them. Discussing that content forges bonds with like-minded strangers.
- While social graphs are finite, interest graphs link anyone, anywhere with shared interests.
Consider a fledgling entrepreneur exploring marketing tactics. They search “marketing” on YouTube, click an appealing video, and discover a vibrant community around building businesses. Relationships bloom through this shared interest graph.
As digital natives, modern consumers primarily discover brands through interest graphs instead of social graphs. Smart marketers build tribes by tapping into these shared passions.
Offering spaces for those conversations cements your role as a trusted resource. Host online forums, run live Q&As, produce how-to webinars, etc. Position your brand as the gathering place for your interest graph.
With limitless digital shelf space, consumers favor specialized content over one-size-fits-all. To stand out, zero in on serving a clearly defined audience united by common interests. Build that tribe through tailored content and they’ll repay you with loyalty.
In the end, interest graphs build real relationships beyond transactions. Shared passions foster the deepest connections. Understand what sparks your customers’ curiosity, feed that appetite, and watch their interest in your brand grow.
Video Rules the Marketing Landscape
The age of video dominates marketing—past, present, and future.
- Statistics show 86% of businesses now use video to reach customers. Why? Because it works.
- 87% of marketers confirm incorporating video has increased website traffic.
- An even more impressive 81% of marketers credit video content for directly driving higher sales.
On the consumer side, our appetite for online video grows voracious. People now spend an incredible 19 hours per week watching internet video, up from just 10.5 hours in 2019.
YouTube rules the roost, but don’t neglect Facebook, Instagram, TikTok and more. Spread your video efforts across multiple platforms to maximize reach. Repurposing video content takes little extra effort thanks to versatile formats like podcast episodes, social posts, email marketing and blog articles.
Most importantly, video content resonates with modern audiences. People crave dynamic media. In a sea of text-based content, video stands out.
Businesses once wary of video marketing now embrace its power. For customers increasingly tuned out from static content, video provides an oasis. Video engages emotions and forges connections beyond what mere words can achieve.
In the end, no marketing strategy today succeeds without video at its core. Video attracts, video converts, video sells. Make it central to your efforts in 2023 and watch your audience grow.
Short Form Vertical Video: The Future of Marketing
Short-form vertical video emerges as a breakout marketing tactic for 2024. Consumer platforms like YouTube, TikTok and Instagram now feature this compact format front and center.
What defines short-form vertical video?
- Length of 60 seconds or less
- Square aspect ratio designed for mobile
- Similar to Instagram Stories but slightly longer
Why will short-form video dominate marketing?
- Ease of creation – Record, edit and publish completely from phones
- Favored by algorithms – Platforms actively promote short-form content
- Lower production barriers – Takes less time than conventional videos
YouTube Leads the Charge
While short-form options abound across social media, YouTube emerges as the prime outlet brands should target:
- YouTube’s stability outlasts rivals struggling with algorithms and conversion
- Shorts now integrated across the platform
- Broadest reach of any video site
In the end, short-form vertical video provides an agile, low-cost format able to thrive on both established and emerging platforms. For marketers, it represents the perfect entry point into video content creation. And for maximum exposure, broadcasting Shorts across YouTube, TikTok and Instagram makes strategic sense.
The time is now to embrace short-form video. Trends come and go, but mobile video engagement shows no signs of slowing. As younger audiences flock to compact content, brands must follow suit or risk irrelevance. By adopting short-form vertical video as a key marketing pillar today, businesses guarantee their spot in the digital landscape of tomorrow.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!