[ad_1]
The opinions expressed by Entrepreneur contributors are their own.
Today, every marketing professional knows that the rules of the game are changing at the breakneck speed of technological innovation, making it difficult to focus on the basics to maximize success.
Clearly, there is no secret sauce that guarantees big wins for marketers this year (or any other). But in my opinion, there are his four key megatrends in technology and customer preferences that we expect to gain momentum in 2024 and beyond.
I believe that embracing these accelerating trends when adapting your organization’s marketing strategy will help you allocate your budget wisely and fully optimize your return on investment.
1. “Genuine Era”
Today, marketers are increasingly required to quantify ROI based on complex data such as cost-per-click and sales conversion rates, focusing on “soft” concepts such as: credibility It may seem unrelated.
However, I think it is a mistake to think so.
please think about it. Merriam-Webster’s word of the year for 2023 was “authentic.” Explaining the reason for this, Peter Sokolowski, editor-in-chief of Merriam-Webster, said in an interview with the Associated Press, “I see a kind of authenticity crisis coming in 2023. We realize we value it even more.”
Customer preference for authenticity is now accelerating. In an information world rife with inaccuracies, unreliable sources, and deepfakes, people crave authenticity more than they did just a year ago.
Related: 9 top tips for navigating the upcoming 2024 marketing landscape
2. Influencer marketing
With so much content and misinformation out there, customers are more likely than ever to be influenced and persuaded by real people rather than brands. Influencer marketing is emerging as an important element of the marketing mix.
Customers’ desire for authenticity explains the growth of influencer marketing and the creator economy, which is expected to be worth $24 billion by the end of this year.
Today, budgets are under more scrutiny than ever, but 67% of marketers surveyed by CreatorIQ reported increasing their investment in influencer marketing from 2022 to 2023. Of the brands that increased spending in this direction, only 24% were working with a net new budget.
According to the study, 76% of brands that increased their spend on influencer marketing diverted the funds to other marketing efforts. In other words, the majority financed the influencer’s marketing by redirecting resources from other marketing functions, the most common source of which was paid advertising.
And with the power of more organic influencer marketing content, it’s no wonder it’s more likely to go viral and garner earned (non-paying) media attention among relevant audiences .
Related: 4 Tips to Avoid Influencer Marketing Disaster
3. Creator-led B2B newsletters
Niche newsletters focused on specialized areas such as AI, health technology, and finance have become important sources of industry insight. As we head into 2024, the increased interest in newsletters highlights a collective desire for influencer-curated and professionally enriched content.
The B2B space is replete with newsletters designed for an audience that values quality and expertise. These independent voices offer a fresh alternative to the traditional narrative found in most major trade publications. They provide insight like exchanging insider information within a community of peers, enriching professional discussions with diverse perspectives and expertise.
Creator-driven newsletters like Morning Brew and my company’s Presspool Insights, which cover innovations and best practices in AI marketing technology, are revolutionizing information consumption habits and delivering quality content not seen on traditional advertising platforms. It attracts a high audience. The main reason is that your audience manually opts in and is either educated or very interested in the topic they are interested in and subscribed to.
Platforms like LinkedIn have emerged as key venues for B2B content creators, and each offers unique benefits. Substack and other new platforms simplify the newsletter creation process with “no-code” solutions that give creators ownership over their first-party subscriber data. This is a huge benefit as Google will begin deleting third-party cookie tracking data this quarter. We expect this trend to increase rapidly into his 2025 as the barriers to entry become smaller and smaller.
4. Campaigns that leverage AI and optimize ROI
Coming full circle, by harnessing the power of influencer marketing strategies through today’s creator-driven newsletter distribution platforms, you can leverage the same kind of KPI tracking that has been associated with paid search advertising on Google, Facebook, etc. for the past 20 years. becomes possible.
For example, my software platform, Presspool.ai, tracks everything from impressions to total clicks, unique clicks, and conversions. AI-powered feedback on how to better optimize your messaging for higher ROI on future newsletter campaigns, all tracked and monitored in real-time, with full transparency of data analysis. will be provided to customers. This is right in line with ROI optimization, which I believe will become increasingly important in today’s competitive marketing environment.
In short, traditional advertising and PR has become oversaturated and, frankly, a nuisance for buyers. People don’t trust brands and advertising from big companies as much as they used to. Instead, they trust individuals with a high level of credibility and specific knowledge. Referrals from these influencers, combined with the best technology for tracking and optimizing his ROI, are the most powerful form of customer acquisition, and now we can do all of this in real time and at scale. You can access the platform that
[ad_2]
Source link
