With that in mind, what should we focus on over the coming year? While there’s no such thing as a one-size-fits-all approach to marketing, you might want to consider incorporating the suggestions from industry experts below.
What to continue doing
Chances are you’re already making some great marketing decisions. Instead of fixing what isn’t broken, continue:
- Tracking essential metrics to fully understand the impact of your campaigns and assess where to focus your budget to improve efficiency.
- Focusing on what hasn’t changed – what content and products do your target audience still love and heavily engage with? After all, there’s no need to throw the baby out with the bathwater.
- Researching your market so you can keep delivering what your customers actually want and need and quickly respond to changes in behaviour.
What to stop doing
Over time, even the best tactics can lose their impact, and it’s also easy to get distracted by hype. So this year, stop:
- Trying to be too deep – sure, your business may serve an important purpose, and the world is a serious place, but for that same reason, customers like to be entertained. Lighten the mood by injecting humour into your campaigns and not taking yourself too seriously all the time.
- Focusing on audience size and reach instead of capturing and sustaining attention. There’s no point serving ads to thousands of people if no one remembers you.
- Assuming tech will solve everything – while AI and other productivity and analytical tools hold promise, marketers shouldn’t stop investing in their own professional development or discount their creative gifts.
What to start doing
The New Year leaves a sense of optimism and motivation in its wake, so capitalise on this boost to morale by:
- Fully integrating visual media into your strategy. Video is fantastic for grabbing our attention, yet many businesses underutilise this medium to connect with their audience. Consider starting a YouTube channel and infusing videos into all your marketing channels.
- Partnering with AI rather than relying on it. As we mentioned before, AI has much to offer in terms of upping productivity, but it’s only as good as the person using it. Ensure you continue to invest in upskilling your team to make the most out of the technological innovations flooding the market.
- Giving people something to remember by packing your content with value and entertaining your audience. It’s harder to ignore a business that improves your life and brightens your day just by interacting with it.
There you have it – our top tips for boosting your marketing efforts in 2024. Stay tuned for more advice to help your business grow and thrive over the coming months.
