Dive into the future of marketing as we delve into six trends that are anticipated to shape how businesses can best connect with audiences in the new year.
Blog Post
8 minute read
Jan 08, 2024
For individuals who enjoy online shopping, visualizing products in a tangible setting can be challenging without the opportunity to physically see them.
Etsy, a global online marketplace that caters to those seeking to buy or sell unique items, has addressed this issue by introducing the Etsy Virtual House. This innovative approach uses virtual reality (VR) to immerse shoppers in a virtual home adorned with holiday decorations and gifts available for purchase on the platform.
The integration of VR in marketing, exemplified by initiatives like Etsy Virtual House, marks the beginning of a new era for brand promotion. This emerging trend holds significant potential for businesses to enhance their marketing strategies and create engaging experiences for their customers.
The future marketing trends predicted to define 2024 include:
1. The Integration of Virtual and Augmented Reality
Businesses are beginning to incorporate virtual and augmented reality into their marketing campaigns, as they realize how these technologies can make their marketing more engaging, fun, and memorable.
Both are tools that allow brands to create exciting and interactive experiences for their audiences. This shift marks a move away from traditional marketing, with companies strategically adopting VR and AR to grab attention, build brand loyalty, and stand out in a tech-driven world.
"As we look towards 2024, the future of marketing will undeniably be shaped by Virtual and Augmented Reality technologies. These bring an entirely new, immersive dimension to our storytelling abilities, crafting experiences that engage, enthrall, and fully immerse our customers in a brand's universe. Given the potential to create a deeper emotional connection and more meaningful consumer engagement, VR and AR are no longer an optional novelty but a strategic imperative for marketers."
-Allison Jones, Executive Creative Director of Impact Managed Marketing
Brands can also explore the implementation of virtual production—an entertainment technology that uses LED panels as a backdrop for sets to display video or computer-generated imagery—to create content. Virtual production combines physical and virtual filmmaking techniques.
Fun fact: Impact will have a virtual production screen installed in 2024!
2. Sustainability and Ethical Marketing
Today's consumers go beyond buying products or services; they want to know about a brand's values, particularly in terms of environmental and social responsibility. Fueled by global issues like climate change and social injustices, this shift has prompted brands to highlight their sustainability efforts and ethical conduct.
In a 2022 HubSpot survey, nearly half of respondents said they’re more likely to purchase from a company that is actively attempting to reduce its environmental impact. Roughly 28% said that the two most important factors influencing their purchasing decisions are a brand’s environmental impact and the ethical production of its products.
So, what are sustainable marketing strategies brands can adhere to?
Having a Bigger Purpose: Advocating for a cause beyond your company’s products enables your brand to measure success against more than just financial gain. Consider what your social mission is and how your brand plays a role in advancing that mission. For example, Patagonia advocates for the environment by tirelessly working to reduce its carbon footprint.
Showing Sustainability in All Aspects of Your Brand: Authenticity is crucial in sustainable marketing. Identify areas where your brand can improve in order to develop strategies that align with your mission.
Whether it's using eco-friendly packaging or practicing fair trade sourcing, marketing in 2024 is not just about product value but also aligning with the values of consumers.
3. AI-Driven Interactions and Conversational Marketing
In today's fast-paced consumer landscape, people want quick answers and solutions. AI-powered chatbots and virtual assistants have become the go-to solution for companies, allowing brands to instantly engage with customers. This not only ensures a speedy response but also creates a smooth and personalized customer experience.
As we step into 2024, a surge in companies adopting conversational AI-powered chatbots and virtual assistants is anticipated. These intelligent bots are taking center stage in the customer service sector, offering businesses the ability to provide 24/7 support.
Equipped with conversational AI, these chatbots engage customers in human-like conversations, answering questions, guiding users through processes, and enhancing overall satisfaction.
Ultimately, AI-driven interactions not only enhance customer satisfaction but also boost the likelihood of conversions, aligning brands with the swift expectations of modern consumers.
4. Short-Form Video Content
Video marketing is booming, thanks to platforms like TikTok, YouTube Shorts, and Instagram Reels. A 2023 study found that a whopping 91% of consumers would like to see an increase in online video content from brands.
After seeing success from the invention of TikTok, other brands noticed the popularity of short-form video content and began to incorporate this kind of video marketing into their platforms.
In 2024, we expect to witness the continued growth of this type of marketing content, and marketing professionals agree. 92% of marketers believe that video will play an important role in marketing over the coming years.
Social platforms that feature short video advertisements are a perfect match for the shorter attention spans of today's audiences. Brands can use brief videos not just for ads but also for telling stories, launching products, and sharing customer testimonials.
Video marketing and short-form content are dynamic ways to connect with viewers, offering a versatile and engaging way for brands to communicate with their audience.
5. Personalization Through Data and Analytics
It’s no secret that today's customers prefer personalized experiences. Offering personalization is now a standard for excellent customer care. Providing a positive brand experience goes beyond knowing your customers' favorite channels and platforms; it involves understanding their needs in order to offer content that is relevant to them.
With the wealth of data collected from various sources like social media, websites, and physical stores, brands can use advanced analytics to tailor advertisements for each consumer. This results in highly personalized marketing where content, product suggestions, and ads are customized.
The ongoing trend of personalized marketing is explored in the video below. Dive into its nuances and understand how it shapes the expectations of today's consumers.
As technology, like big data and machine learning, gets better, it is believed that this trend will continue to be popular among consumers.
6. Rise in Social Shopping
Social shopping—the integration of e-commerce and social media—and its significance have only grown over the years as retailers leverage the expansive reach of social networks for communication and promotion.
As per Statista, social shopping sales will become more popular in the future, with the value of sales from this channel expected to reach around 8.5 trillion dollars by 2030. One app, TikTok, launched its in-app shopping feature in September, selling around seven million dollars worth of products each day.
With the increasing demand for seamless online shopping experiences, businesses are now tapping into the e-commerce potential of these platforms. Social media allows consumers to make purchases without leaving the platform, streamlining the customer journey for quick and direct transactions.
The evolution of social shopping is marked by enhanced features like in-app purchases and shoppable posts, offering consumers the convenience of buying products directly from their social media feeds.
Brands need to focus on creating an easy-to-use social shopping experience, including optimizing social media profiles for sales, creating appealing content to encourage purchases, and using the latest social shopping features to make buying as easy as possible for customers.
Moving On from Future Marketing Trends
In 2024, emerging and continuing marketing trends will shape how businesses engage with their audiences. Businesses are using virtual and augmented reality, focusing on sustainability and ethics, and using AI for better interactions.
Short videos are popular for shorter attention spans, and personalization offers tailored experiences for customers. Social shopping, like in-app purchases, is making online shopping easier.
Businesses must adapt to these evolving trends to thrive in the digital landscape of 2024. The ability to embrace and integrate these changes will be crucial for success.
Dive into Impact's eBook, The Ultimate List of Marketing Resources for Any Campaign, to uncover the tools your business needs for running successful campaigns. Explore and access valuable insights to elevate your marketing strategies.
