From new technologies to changing consumer behaviors, the marketing landscape is always shifting. 2023 is coming to an end, and you know what that means! It’s time to reflect on the most impactful marketing trends from this year.
2024 is right around the corner, and it’s never too early to start predicting the marketing trends that will dominate the industry in the New Year.
Our experts at MAC compiled a list of 3 noteworthy marketing trends we saw in 2023 and 3 we expect to see emerge in 2024.
Let’s dive in!
3 Trends That Shook the Marketing World in 2023
Technology and marketing are deeply intertwined, and this year was no exception. We saw a number of new technologies impact the way businesses market their products and services.
1) Social Commerce
What’s social commerce, you ask? It simply means embedding the e-commerce experience directly into social media networks for on-platform shopping.
Since the rise of social media, businesses have leveraged these platforms to engage with their audience and promote their products. In 2023, we saw an even deeper integration of e-commerce into social media, making it easier for consumers to shop directly from their favorite brands without going to an external site.
For example, Instagram Shopping is a feature that allows brands to create shoppable photos and videos to share with their followers. Customers can check out directly on the Instagram platform—they don’t have to go anywhere!
Of course, social commerce is more convenient for customers—but it also empowers businesses to reach their target audience in a setting where they already spend considerable time.
A recent report from Emplifi revealed that customer experience is a key factor in purchase decisions. Astoundingly, it found that 61% of consumers are willing to pay a premium of at least 5% if they are sure they’ll receive quality customer experience.
As consumers continue to seek seamless and integrated shopping experiences, we expect the social commerce trend to continue gaining momentum in the years to come.
2) Content Segmentation and Atomization
Segmentation is a widely used term in the marketing industry—but have you heard of atomization?
In this context, atomization refers to breaking down larger pieces of content into smaller, digestible chunks for more targeted and personalized distribution across various platforms.
Through atomization, brands can reach different segments of their audience with tailored content that resonates with their specific interests and needs.
This trend became increasingly popular in 2023 as businesses recognized the importance of personalization in engaging with customers.
To leverage atomization for your own brand, you could…
- Break down long-form content: Take a comprehensive guide or white paper and turn each section into standalone posts or articles.
- Leverage multiple media formats: Repurpose a blog post into a podcast, an infographic, or a series of social media posts.
- Create a series: Use a lengthy blog post or report to create a series of emails or social media posts, each focusing on a different point or section.
- Use snippets for social media: Pull insightful quotes or statistics from your content and share them as individual social media posts.
- Transform webinars and presentations: Use slides from a webinar or presentation as individual posts or articles, each elaborating on a single point or idea.
With an atomization strategy, you can make the most of your content and reach a wider audience while maintaining a cohesive brand message.
3) AI and Machine Learning
How could we talk about 2023 marketing trends without mentioning our friends AI and ML?
As these technologies continued to evolve and become more accessible, we saw businesses of all sizes leveraging them to improve their marketing efforts.
AI-powered chatbots were already a thing in 2022—but in 2023, their capabilities expanded beyond customer service and into conversational marketing. For example, chatbots can now suggest product recommendations based on user preferences.
Another notable application of AI has been in the field of customer service. Chatbots have become increasingly prevalent here, too!
These AI-driven tools can handle customer inquiries round-the-clock, providing immediate responses and improving the overall customer experience. They can learn from each interaction, enhancing their ability to provide accurate and useful information over time.
Finally, AI and machine learning allow you to analyze data at a granular level that would take human resources much longer to do manually. Using the latest technology, you can gain new insights into your audience, streamline personalization, and optimize campaigns for maximum effectiveness.
Our Top Predictions For 2024
At MAC, we constantly monitor emerging trends and shifting consumer behaviors to help our clients stay ahead in the rapidly evolving marketing landscape.
Based on our observations and analysis, here are our top predictions for 2024:
1) Voice Search Optimization
If you thought multichannel marketing couldn’t get any crazier, we have news for you!
Voice-activated digital assistants—like Alexa, Siri, and Google Assistant—are taking over!
We predict a prominent shift in marketing strategies to accommodate this trend. Marketers will need to optimize their content for voice search.
Long-tail keywords will need to mirror the more conversational tone and structure of voice commands instead of traditional typed searches.
For example, instead of typing “weather today,” a user might ask their digital assistant, “What’s the weather like today?”
Voice search behavior and its SEO implications are still evolving, so we can expect businesses to experiment with new strategies in 2024 to stay ahead of the curve.
2) Virtual Reality (VR) Experiences
A new era of experiential marketing is upon us!
As Virtual Reality (VR) technology becomes more widely adopted, we anticipate a rise in VR marketing experiences. We’ll likely see this trend revolutionize the customer journey by allowing consumers to interact with products virtually. VR offers a unique and immersive form of engagement.
Brands will have the opportunity to showcase their products in entirely new ways. By utilizing VR, they can bring consumers closer to the product experience even before a purchase is made, which can significantly influence the decision-making process.
Examples of VR usage in marketing could include:
- Virtual store tours
- Product demonstrations
- Engaging in interactive storytelling
…and the list goes on!
These applications offer a high level of interactivity and immersion that traditional marketing mediums simply cannot match.
Given the potential of VR to reshape the way brands connect with their audience, we foresee this technology becoming a game-changing tool in a marketer’s repertoire in 2024.
Hyperlocalization, powered by advancements in geolocation technologies, allows businesses to tailor their marketing efforts to specific geographic areas.
Wondering what this means for your business?
Using this approach, you could leverage:
- Region-specific promotions
- Localized content marketing
- Targeted social ad campaigns
…and much more!
These tactics engage local communities in a more meaningful and personalized manner.
As geolocation technologies advance, the potential for hyperlocal marketing will only grow—promising a new landscape of opportunities for businesses to connect with their customers on a deeply local level.
Capitalize on Future Trends with MAC!
At MAC, our certified consultants are always ahead of the curve, constantly adapting our strategies to stay on top of the latest trends and innovations.
With our cutting-edge insights, we help businesses capitalize on these predicted shifts in 2024 and beyond.
Let us partner with you to implement engaging, impactful, and future-proof tactics to take your brand to new heights. Contact us to get started!