Hello, and welcome to the playmarketing.ch blog! The topic we’ll be discussing concerns the trends in digital marketing for 2024. What will change in the new year? What approach should our companies adopt to keep up with the most important changes in this field? Let’s find out together.
PRIVACY IS THE WATCHWORD
Let’s start by saying that in 2024, there will be no shortage of growth opportunities for our companies. However, one of the potential aspects that needs immediate attention is privacy.
Despite appearances, privacy protection – both from a legal and substantive perspective – might seem disconnected from a company’s economic growth. However, it’s important to emphasize that things are not quite like that.
In fact, by observing your own interaction habits with companies (purchases, information, training, etc.), you’ll see that respect for your privacy is more crucial than ever as a loyalty factor.
Just consider how, according to Think with Google, only 3% of consumers feel they have control over their own data. Building trust with users is therefore key to fostering customer loyalty and strengthening the relationship with the company.
NEW GOALS IN 2024: THE IMPORTANCE OF BUSINESS FLEXIBILITY
Kristell Rivaille, one of Google’s leaders, shared her thoughts at Think with Google, drawing attention to the abnormal conditions we’ve experienced in recent years due to a continuous succession of crises.
Therefore, it’s important for company marketing teams to gain greater agility, becoming more flexible to change and implementing their skills in actions that are increasingly concentrated in short timeframes.
Of course, this trend shouldn’t discourage companies from creating long-term plans. What we mean is that companies should no longer expect a linear path to achieving their goals.
Remember: the unexpected will always (more often) be around the corner.
ARTIFICIAL INTELLIGENCE, STRENGTHS AND WEAKNESSES
According to Edina Baur, another important figure mentioned by Think with Google on the topic of Artificial Intelligence, this technology has undoubtedly sped up various operations that previously required longer times.
However, given the complexity of this tool, serious consideration is needed to use it effectively. In this sense, Baur suggests some operations:
Setting reference KPIs (Key Performance Indicators), essentially indices to track company performance. Already important before, but with processes sped up thanks to AI, they are now fundamental.
Transparency in data handling: people need to feel secure to provide their data.
The centrality of the human component remains essential to ensure legality in the use of Artificial Intelligence (also in relation to copyright issues).
SUSTAINABILITY DEMANDS TANGIBILITY
Gerald Breatnach (Head of Strategic Insights at Google U.K.) also expressed his opinion at Think with Google on one of the key topics of recent years: sustainability.
Breatnach sees a real commitment to the issue from agencies and marketing teams. Many important companies, for example, are seriously working to combat carbon dioxide emissions. A commitment that until a few years ago was far from guaranteed.
THE FACETS OF THE VALUE CONCEPT
We can only conclude this blog by quoting Eren Kantarli, also an important figure at Google, who has delved into the theme of “value.” A concept that, in recent years, has undergone a true evolution.
Value is no longer evaluated solely by indicators such as quality, price, or service. It also encompasses various additional aspects: value for sustainability, value for experience, and value of data sharing, are just a few examples we could share.
Consumer responsibility is steadily increasing, leading marketing teams to understand and adapt to the ongoing evolution. Not that prices, offers, and the like have lost their importance, but at the current moment, and even more so in 2024, the ethics and values of a brand will play a significant role from which no company can abstain.
FOR FURTHER INFORMATION ON DIGITAL MARKETING
Are you a business owner interested in delving into the topic of digital marketing? Do you want support in the processes related to digital marketing within your company? Contact us!
