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Not updating your marketing plan is like never changing your weekly meal plan. Sure, you know the outcome will be what you always expect, but what if you’re missing out on something great? This year, big changes are coming to the online marketing space. Luckily, you can be ready for them by integrating new strategies and approaches into your 2024 marketing plan.
1. Embrace a Cookie-Free Internet
In 2024, advertisers and marketers are putting down the cookie jar because it will be empty. Google has announced they are phasing out cookies for 100% of Chrome users this year. No more pop-ups asking your website visitors to accept cookies, and no more customer data for you. At least, no more customer data if you haven’t branched out to try something new. This year, try using predictive audiences to learn about your customers and potential customers instead.
Predictive audience modeling uses algorithms and machine learning to analyze and identify patterns in customer behavior rather than individual attributes. This approach helps businesses target and engage audiences based on their likely preferences and actions, making it a more dynamic and data-driven way to create audience segments. Understanding these behaviors can help you create customer archetypes and, ultimately, craft more specific marketing messages.
2. Go Digitally Door-to-Door
Marketing messages with a narrower focus can make your customers feel like they’re interacting with a friend rather than a company. This is perfect for advertising on social media, an increasingly important sales location. Be sure your 2024 strategy includes plans for stepping into social commerce. Think of it as the latest version of knocking on someone’s door and conducting a sales pitch.
Consider the increasing popularity of product tags on Instagram or TikTok Shop. Even YouTube videos have a list of products to purchase beneath them, with the profits from the sales benefitting the creator. Your customers no longer have to get to your website before they can buy your products. Instead, they can be influenced to make a purchase right in the apps they use the most frequently.
3. Get Personal
While you’re making “friends” with your customers on social media, pay attention to what makes them unique and personalize your messaging. Your customers are not a monolith, and they don’t want to be treated like one. They each have personal reasons for seeking out your products or services and don’t care about general sales platitudes. Instead, offer personalized advertising. It’s a valuable tool that helps you reach exactly the customers you want.
If you’re selling a product, one popular way to personalize your marketing is by offering product recommendations. Using machine learning algorithms, retailers can recommend products tailored to each customer’s style. For example, if a customer frequently browses and purchases formal wear, the personalized recommendations might include elegant dresses, suits, and accessories.
4. Use Your Voice
According to Think with Google, over a quarter of the online population uses voice search on mobile. If that’s how someone is searching for you, can they find your company? If you don’t know the answer, it’s time to incorporate voice search optimization into your marketing plans. Optimization for voice search involves making sure that your site can be read aloud by digital assistants. To start, instead of focusing solely on short, concise keywords, incorporate long-tail keywords that mimic natural language.
Think about how people talk and the specific phrases or questions users might use when verbally searching for your products or services. For example, if your company sells eco-friendly cleaning products, instead of just targeting “green cleaning supplies,” consider incorporating long-tail keywords like “What are the best eco-friendly cleaning products for my home?” or “Tell me about natural alternatives for household cleaning.” Tailoring your content to include these long-tail keywords can enhance your site’s visibility in voice search results.
5. Make Friends With the Robots
Ironically, while making your website sound more like a person having a conversation, you also want to embrace tech. Technology, specifically AI, has many possible uses in marketing. It can be used to beef up your personalization efforts, either in audience or advertising. Or, you can use it to forecast business metrics based on current or projected practices.
If you want to take a more hands-off approach to some parts of marketing, AI can help with that, too. Consider automating parts of the marketing process, like lead generation or customer retention. The technology can be used to identify your ideal customer and tell you exactly when and how to reach them. Treating tech like AI as a tool rather than something to be wary of can help you produce more effective campaigns.
Work Smarter, Not Harder
Marketing in 2024 is going to be all about using the tools you have available. You may also need to replace some you rely on. Perhaps you’ll integrate more technology into your strategy. Or, you may use familiar tools to connect with potential customers in ways you hadn’t thought of before. Embrace the new, and don’t be afraid to experiment. The tried and true methods may work just fine, but employing new strategies could be the key to making something great.
