Evolving Marketing Trends: A Reflection on 2023 and Glimpses into 2024

As we bid farewell to 2023, it’s crucial to reflect on the transformative journey that marketing has taken and anticipate the exciting changes that lie ahead in 2024. The past year has witnessed significant shifts, and as a marketer, it’s imperative to leverage these changes for the benefit of your business. Of course we can only predict what may come in the future, but just like with all things in marketing, we are here to watch it all unfold and learn as we go! As you read through what has happened in marketing this year, reflect upon it and if it affected your business. Even if you didn’t do it in 2023 doesn’t mean you can’t give it a try in 2024!

  1. Rise of Personalization

In 2023, marketing saw a paradigm shift toward hyper-personalization. From email to social media and even in ads on your Hulu and Netflix, customers now expect tailored experiences, and successful businesses embraced this by leveraging AI-driven algorithms to understand consumer behavior. Moving forward, refining personalization strategies will continue to be key in capturing audience attention. 

  1. Emergence of Immersive Technologies

It is almost like Cher’s closet from Clueless came to fruition this year! Augmented Reality (AR) and Virtual Reality (VR) became more prevalent tools in marketing campaigns in 2023. From virtual try-ons to interactive product demonstrations, businesses found innovative ways to engage customers. Even tele-medicine leaned into this and grew immensely! Looking ahead, integrating these immersive technologies into your marketing playbook could be a game-changer and a new way to do business. 

  1. Sustainable Marketing Practices

Consumers are increasingly conscious of environmental and social issues. Humans are becoming even more aware of what is going on with our Earth, what we can do to better protect it and ourselves with the products that we eat and use on a daily basis and to just be overall decent people. Brands that embraced sustainable marketing practices that reflect these issues in 2023 witnessed positive responses. In 2024, incorporating eco-friendly practices and communicating your commitment to social responsibility will not only resonate with your audience but also contribute to long-term brand loyalty.

  1. Video Continues to Reign

Once again, video reigned supreme in the marketing world. The love affair with video content deepened in 2023, with short-form videos gaining immense popularity. Platforms like TikTok, YouTube Shorts and Instagram Reels became powerful marketing tools. In the coming year, investing in high-quality, engaging video content will remain pivotal for maintaining a strong online presence.

  1. Influencer Marketing Evolution

In 2023, influencer marketing evolved beyond celebrity endorsements. Micro and nano-influencers gained prominence due to their authentic connections with niche audiences. Collaborating with influencers who align with your brand values will continue to be a successful strategy in 2024.

  1. AI-Driven Analytics

Data-driven decision-making reached new heights in 2023, thanks to AI-driven analytics and their tools. Predictive analytics and machine learning algorithms helped marketers anticipate trends and optimize campaigns. Businesses should further invest in refining their analytical capabilities to stay ahead in 2024.

  1. Community Building

The power of community-driven marketing became evident in 2023. Building a loyal community around your brand fosters trust and encourages word-of-mouth marketing. Businesses should focus on nurturing relationships with customers, turning them into brand advocates in 2024. 

The Bottom Line

The marketing landscape has undergone remarkable changes in 2023, and the trends suggest that 2024 will be equally dynamic. As a business owner, embracing these shifts and staying agile in your marketing strategies will position your brand for success in the ever-evolving digital landscape.

Here’s to a prosperous and innovative year ahead!

A Blog on Why Video Marketing is Important. Isn’t that Ironic?

Here we go. A blog about video marketing. It is so ironic, yet, we are still writing about it. Thinkabout the last time that you were on Facebook, Instagram or Twitter. How many videos did you see in your feeds? How many did you watch? Did you share any of them or tag someone in it?

As our Triple-Nine Digital team scrolls through their own social media feeds right now, there are a ton of videos that pop up. Some are just for entertainment purposes, some are just friends, kids and animals, but others are for business purposes. The common theme? We are watching them! Video content marketing is at an all time high because people being online is at an all time high. But why should a business use video marketing?

According to Makenzie Walker of topfloortech.com…

1. 97% of marketers claim that videos help their customers better understand products.
2. 81% of businesses are now using video as a part of their digital marketing strategy.3. Live videos account for 13% of total traffic.
4. 90% of consumers claim a video will help them when making a purchasing decision.

Video Sells

How many people still watch commercials on television? Where are people watching  “commercials”? From the early ages of commercials on television, to the late night infomercials, to the daytime talk shows, video has always been used to sell in many ways. Except in today’s world, commercials are fast forwarded through and popular streaming services offer options to purchase packages that don’t even have commercials. So where is video supposed to sell now? Online…on your computer and especially on your mobile device. Video is viewed more on mobile devices (phones) than television now than ever before. According to JWPlayer, more than 75% of worldwide video viewing is mobile. As a business, you have the ability to market your product or service directly to your customers on their social media, in their search engines, and directly on your website in front of their very eyes. You don’t have to make “commercials” in the dictionary term of it, but instead you can make videos that interest and interact with your potential customers. Get those shares! Get those likes! It all matters.

Is Video Marketing More Important Than Other Forms of Marketing?

Video isn’t necessarily more important than other forms of marketing, but it sure helps that video can be used in a variety of ways. Video comes in many different forms like webinars, live streams, courses online, and of course published on YouTube or other social media platforms. It can also stop you in your tracks, well scroll, if you see something moving and interesting. The longer someone watches a video, the longer they are on your website or social page. This means the viewer is now engaging more with your business/product. Did you know that when this happens, whatever social media platform they are on gets notified of the amount of time the potential customer viewed your video and the platform keeps pushing more of your business posts to them? This is because the social platform knows the person viewing the video for a longer period of time is interested in whatever you are showing. Now your other marketing content, i.e. blogs, articles, images and other social posts, will be shown on their social feeds more than before, allowing your product to be front and center, just waiting to be bought.

Video Versus Written Text

While articles, blogs and other written text serve a wonderful purpose, videos allow the viewer to comprehend the message much faster, especially if your product is in action. Customers will only buy your product/service when they understand what it does and how it will help them. Sometimes that product or service needs to be shown in action! But with action comes text. The written text is still important for search engines. According to Moovly, a brand is 53 times more likely to show up first on Google if you have a video embedded on your website. And with video comes the video title and the description, which you may also use on your social media post – all written text. So video and written text go hand-in-hand! Additionally, it may take many different forms of marketing to make the final sale. So a video, followed up with a blog, followed up with an image, followed up with a different video may all come together to entice the final sale.

Video is Personal

There are a lot of great writers in this world who have the ability to speak directly to the reader. But video allows the viewers to have a deeper glimpse inside your business world. Whether it is a video about the owner’s story, or a hands-on video about the product, viewers will get a front row ticket to whatever you are talking about, potentially from a familiar voice of the company. Video makes the product/service and business even more real than it was before. Additionally, pulling at the heartstrings or a feel good video hits home for a lot of people. Making your business or product relate back to your potential customer’s needs can help make the sale. Sometimes a relationship starts with a video. Say a potential customer saw your video about why you sell a certain product. They then came into your store and found you, the person in the video, and said that they really resonated with the reasoning for your business to sell this product. Now they are interested in the product and you can grow that personal relationship with them. What a win! And all because of a video.

Don’t Miss Out

Videos aren’t the one stop magical solution to a marketing plan. It is necessary to be realistic about your goals when it comes to planning, producing and sharing out video content. Always be thinking about who should view your videos (and at what point in the buying process they are in – i.e. they don’t know anything about you, they are aware of your brand, or they are already a customer), where you can find those people and how should you speak to them. Do they like funny videos or do they like more serious, informational videos? Do they want to see the owner or another familiar face like a mascot, or does the voice not matter at all? If you aren’t creating video, you are at risk of missing out on one of the most popular ways that people consume content. Video does not have to be boring or long. You can have fun images and graphics incorporated, a spunky voice or a voice of an angel, engaging music (but always be careful of copyright!), or whatever you can think of. The possibilities are endless.

Need help on where to start with planning a video? Triple-Nine Digital is here to help! Contact us to discuss your ideas and how we can best serve you.

Let’s Talk Digital -Session 1

Does Your Business Have a Solid Foundation?

With a solid digital foundation, the sky is the limit!

Without a good business foundation online, that perfect marketing strategy you’ve created will most likely result in free advertising for your competitors. What do we mean? To answer that, let’s briefly review the consumer buying process.

When we as consumers have a need or want, we do research. Most of that research is performed online. For example, after watching a commercial or seeing an ad, we head online, perform a keyword search or perhaps visit a few websites. We read online reviews, consult friends or family, or visit groups on social media and ask questions. Once we’ve gathered enough information, we make a purchase with a reputable company – either online or at a brick and mortar store.

As one of the businesses competing in this search, you want to make sure you’re showing up as much as
possible and providing a great user experience when consumers find you. A solid marketing plan is important. However, if potential customers can’t find you online when they’re searching for your products and/or services, chances are they’re finding your competitors.

Elements of the foundation

A strong business foundation has three elements to it. These elements include business listings, a responsive and secure website, and at least one social media business profile.

Business Listings

Business listings are public profiles that you set up within online search directories. They contain vital
information about your business such as name, address, phone number, website, hours of operation, and
more. They are a way for potential customers to find you online. 80% of customers use business directory
listings to research a product or company before visiting or buying. It’s critical that your listings be accurate and available.

By creating and claiming your listings online, you’ll be able to manage reviews, both good and bad, and show your customers that you value their feedback and customer service is important to your business. It also establishes credibility and opens the door to your online presence.

A responsive and secure website

A website is your number one marketing asset. In fact, 30% of consumers won’t even consider a business
without a website (Buzzboard.) That doesn’t sound like much but would you turn away 30% of your customers before they even have a chance to see what you offer?

A website doesn’t have to be a work of art but it does need to be informative and responsive. At a minimum, it should provide basic information to your potential customers. For instance, it should include:

Safe, and secure access
Most customers prefer mobile over desktop. Your website should be mobile friendly and responsive on devices your customers are using. Work with your website manager to apply SSL Certificate to your site. When applied, SSL Certificate encrypts user information and ensures their safety while browsing your site.

An informative homepage
Make sure your customers can learn what they need to about you and your business. With an informative
homepage, you can explain what your business is about and the products and services you provide. This
establishes a human connection and a sense of trust with your audience.

Accurate contact information
Lastly, your website should have clear and accurate contact information so customers can reach out with
questions or feedback. Be sure to also have links to all social platforms your business manages for an added layer of communication.

Social Media

You’ve got your business listings and your responsive website. Now let’s talk about social media.

A good social media presence allows your customers to connect and interact with your business on a more personal level. This goes beyond just posting updates. A solid social media plan also includes engaging with your audience and looking for ways to increase your reach and visibility. You don’t have to be on every social platform but be sure to manage those you are on well.

How do you do this? A good rule of thumb is to post a couple of times a week or at a minimum of 2-3 times per month. The content you post should be relevant and engaging for your audience and should generate conversation naturally. Don’t be afraid to look at social groups or businesses like yours to see how they’re posting.

It’s also important to encourage audience growth by inviting customers to like and follow your business page. Extend your reach to as many people as possible by boosting your posts and adding paid advertising to drive additional growth and brand awareness.

We’re here to help!

The team at Triple-Nine Digital is here to help you find your starting point and make sure your brand foundation is solid in support of your advertising efforts.

Our team will help you evaluate your online brand, what is going well, where you may need some help, and how other businesses like yours compare. From there, we’ll help you create a strategy for success and prioritize it to match your budget. We are with you every step of the way. Through fully transparent
communication and reporting, we show you exactly where your marketing dollars are going, the results your efforts are producing, and plan for continued growth. When you succeed, we succeed! Let us help you get started today!