With the arrival of a new year, one of the most exciting tasks is to discover and anticipate trends. Fashion, technology, entertainment, marketing… All sectors are working hard to anticipate what’s coming and to do it in the most innovative way possible.
At Playoffnations we are restless by nature, we like to search, soak up what happens beyond the walls of the office and, above all, to be in contact with the outside world and the GenZ. That’s why we have made an analysis of what we think is going to be the most in terms of marketing trends. To do this, we’ve gathered information from the latest research and studies from industry professionals and put them together with our learning and insight to be able to talk about what’s coming in 2024.
Here are some of the key trends that are already gaining momentum:
♦ Immersive Marketing.
The evolution of the metaverse is opening up new opportunities for immersive marketing. From virtual shopping experiences to online business events, brands are exploring innovative ways to connect with their audiences in virtual environments by taking ownership of techniques such as advergaming.
Immersion in virtual experiences or interaction with digital elements in the real world can generate more intense and lasting emotions. Brands that manage to establish a strong emotional connection with consumers are more likely to generate long-term loyalty and turn customers into brand advocates.
Immersive marketing also provides opportunities to collect valuable data on user behavior. The information collected during these immersive interactions can be used to further personalize marketing strategies, tailoring them to individual consumer preferences and improving the relevance of campaigns.
♦ Storytelling: or why storytelling is a constant.
Storytelling that touches the heart is what makes advertising relevant. We are obsessed with stories, we are captivated by them and we look for them in our daily lives. That’s why storytelling remains so relevant today. By telling authentic and compelling stories, companies can connect emotionally with their audience. These emotional connections are more lasting and meaningful, which can translate into long-term consumer loyalty.
Stories allow brands to humanize themselves by sharing experiences, values and challenges. This humanization creates a more authentic connection with consumers, who can better identify with a brand that shares relatable stories, helping to build trust and establish stronger relationships with the audience.
Thus, storytelling and storytelling that captivates remain the fundamental bets to keep the audience’s attention.
♦ Sustainability and Social Responsibility
Consumers are looking for brands committed to sustainability and social responsibility. Green marketing and solidarity initiatives will remain priorities.This is due to growing consumer awareness, demand for transparency, competitive differentiation, regulations, talent attraction, stakeholder pressure and the need for long-term impact on society and the environment.
In addition, stakeholders such as investors, NGOs and society in general are putting increasing pressure on companies to adopt more sustainable practices. Media attention and virality on social networks can amplify the impact of responsible actions, either positively or negatively. Brands are therefore motivated to focus on sustainability and social responsibility to manage their reputation and maintain positive relationships with their stakeholders.
Integrating these considerations into marketing strategies not only responds to current expectations, but also contributes to the sustainable success of companies in the future.
♦ Evolving influencer marketing
Influencers, as figures who are trusted by their followers, offer an authentic way to promote products or services. The ability of influencers to build genuine relationships with their audiences will continue to be a driving force in marketing in 2024.
Influencer collaborations will continue to be highly effective albeit with a twist. Authenticity and genuine connection will be even more valued, so micro-influencers may have even more of a place than larger profiles.