Joe Smith
Special to the Record
It’s that time again when we attempt to get some indication of what we will be faced with regarding the planning of our marketing efforts for 2024.
Anticipating what will affect consumer behaviour is crucial to reaching out, drawing them in and making a lasting impression.
Digital marketing will continue to trend, with new developments in areas such as artificial intelligence and software solutions ranging anywhere from accounting to writing content. SaaS (software as a service) will continue to evolve, allowing many small businesses to operate more efficiently.
With more focus on digital and web content, SEO upgrading will be important in maintaining a presence and improving your ranking to reach a wider audience and attract more customers. The best way to do this is to know your customers and identify which key words and phrases they typically would use in searching for a product or service.
While each business will have trends that are specific to its sphere of operations, there are some trends that will be applicable to just about any organization. Two of these that rise to the top of the list are sustainability and ethical marketing.
For the most part, the focus on sustainability has been spurred on by global challenges such as climate change and social injustices. Today, many people are not just interested in purchasing a product or service by price but also consider other factors such as eco-friendly packaging and sourcing from, for example, a supplier that believes in fair trade or that treats their employees with respect and provides livable wages.
Over the past few years, we have seen an increase in the importance of inclusivity. Marketing is not just about selling products and services; it’s also about promoting the company’s values and beliefs. We can see this daily as astute marketers have developed campaigns that reflect the diverse global community and give a voice to those who are marginalized. With the world becoming more complex, people will continue to look for companies that reflect their values.
Consumers are becoming used to getting immediate responses to their inquiries and demand more personalization in their interactions. This is where local businesses can shine. While chatbots seem to be the answer for many brands and large corporations, local businesses can provide a more personal approach by dealing with customers on a face-to-face basis and at least having a live person answer the phone.
There are many more trends out there that a quick search on the internet will reveal. Trends do come and go, however, the real winners will be the businesses that can get ahead of the curve, identify the ones that are relevant to their operations and embrace them as part of their marketing and communications strategy.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca