STOP. START. CONTINUE.

MARKETING IN 2024.

As we stand on the threshold of a new year, it’s a time for reflection and forward planning. Instead of quoting a usual “Marketing Predictions for 2024” kind of post, we would like to add some of our insights to those written by Marketing Week’s esteemed panel of columnists who have collectively paused to curate a comprehensive to-do list for the upcoming months. Before we delve into the collective wisdom of these industry experts shedding light on the behaviours, approaches, attitudes, and practices that need to be reconsidered, intensified, or sustained, we share our thoughts, adding to their roadmap for navigating the ever-evolving landscape of marketing.

STOP:

1. wasting time and money on platforms that don’t convert. For example, Facebook is becoming obsolete, because of the changing demographics, algorithm shifts, Ad saturation and privacy concerns.

2. creating boring content. Less is more. Especially in an age where consumers are bombarded with information, creating content that stands out for its quality, relevance, and engagement is crucial. So focus on quality instead of quantity.

3. relying solely on AI, instead start using it as a tool, a means to an end. Let it help you by making the execution faster, but remember to rely on human ingenuity. After all, it’s the heart and soul of everything.

START:

1. finding ways to build your audience and database, free from the unpredictability and limitations of social media giants. While it requires investment and time, the payoff in terms of loyalty, engagement, and independence is invaluable.

2. using TikTok, and other video-based platforms along with Google instruments. Embrace a dynamic and highly engaging form of content that resonates with a wide audience. This approach, supported by the robust data and targeting capabilities of Google, can significantly enhance your digital presence and marketing effectiveness. 

3. using humour, if you haven’t already. Unlike those brands and marketers who take themselves far too seriously, it never goes out of style. It’s a universal language and it’s great to see that funny ads are rising again. 

CONTINUE:

1. thinking outside the box. Given the 2.5-second attention span rule, it’s of vital importance to grab attention by standing out of the crowd. Of course, by staying true to the brand’s identity and core values. Do what you know works best, but try to shine a new light on it, and change the perspective.

2. to invest in your team. It’s not just about improving their skills;  it’s about ensuring your business can adapt, innovate, and remain competitive in a fast-paced market. This investment should be seen not as a cost but as a vital component of your business’s growth strategy.

These are our insights, now read those featured by the Marketing specialists of Marketing Week: https://www.marketingweek.com/start-stop-continue-2024/