Actionable tips, community conversations, and marketing inspiration.

Trends and Tips to Elevate Your 2024 Marketing Strategy

Shae Henrie

Content Strategist @ AdRoll

As we say farewell to another year, many exciting opportunities are lined up for marketers in the next one. Reflecting on the previous year offers valuable lessons that can enhance your 2024 marketing approach. Although the marketing landscape faced several resource restraints last year, it’s necessary to maintain a positive mindset as we head into 2024. Marketers should plan to take advantage of any opportunities and aim to turn obstacles into positive solutions. 

With the new year in full effect, marketers need to be ready for a dynamic journey that will call for creativity, resiliency, and an in-depth understanding of the future marketing climate.

As marketers venture into this year’s vivid canvas, we’ve gathered resources to help you confidently navigate the marketing landscape. In this blog, we delve into the most recent trends in the industry and share tips that can help elevate your marketing plan. Are you ready to take your brand to new heights while considering the following marketing trends for 2024? Let’s get started!

Craft a Gen Z-Focused Social Media Presence With Instagram and TikTok

It’s no secret that Gen Z is majorly invested in the content they’re viewing on social media. According to an ICSC study, 85% of Gen Z says social media impacts purchase decisions, proving that much of this generation uses social media for the entire shopping process, from product discovery to purchase. Brands that are acknowledging this shift are progressively embracing social commerce. Gen Z’s inclination toward these platforms is driven by several factors, such as their growing spending power, online behaviors, shopping preferences, and personal views.

To effectively target this demographic, prioritize having a strong social media presence on platforms like TikTok and Instagram. Here are several tips for strengthening your brand's social media presence:

1. Establish a consistent brand voice. The way a brand communicates through terminology is known as its brand voice. Having a strong social media brand voice increases brand recognition. Customers will be mindful that your posts on social media are yours when viewed. A consistent brand voice adds a unique personality to your brand. You can learn how to define your brand voice by researching your target audience, setting clear expectations, and experimenting with various tones to determine which resonates best with your brand. 

2. Partner with other influencers or brands. By accessing new audiences and demographics, collaborating with other brands or influencers can increase your exposure, helping you build a robust online presence. We recommend partnering with an influencer who aligns with your brand’s values to boost credibility. Partnering with influencers who deeply understand your target audience and resonate with your brand's values can increase brand awareness and provide additional opportunities for active participation in engaging industry discussions. 

For starters, you can explore our comprehensive guide, which will help you create an effective influencer marketing strategy in addition to teaching you the ins and outs of approaching influencers. If you want to create waves on social media via influencer marketing, check out our recommendations here

3. Choose the right platforms that work best for your brand. Selecting the appropriate platforms is essential to the success of your social media marketing strategy. Depending on the brand, you may prioritize platforms like Instagram and TikTok as the top choices, with LinkedIn and Twitter as alternatives. Tailor your content to suit the platform. For example, avoid posting a thought leadership article on TikTok, which is known for having short-form content. Opt for LinkedIn to share such articles, encouraging comments and discussions. At the end of the day, your target audience should be entertained, inspired, or educated by your content.

Give Priority to Customer Reviews

You might be wondering, “Why are customer reviews so important?” Let's look at the numbers, as they speak for themselves:

  • Shoppers who see social proof on an e-commerce site are 161% more inclined to make a purchase than those who don’t. 

  • Having only ten reviews on a given product can boost conversion rates by 53%

  • 92% of shoppers trust social proof over other types of advertising.

  • In our internal testing, AdRoll saw 32x the conversion rate at less than half the CPA when using customer reviews in ads. 

Not only does a thorough customer reviews program increase conversions, but you can also build brand trust, encourage community-led product discovery, and collect valuable user-generated content (UGC) that can be used within various marketing channels. 

Respond promptly and consistently

If you aren’t responding to customer reviews, you’re most likely missing out on potential customers (without even knowing it)! This is because when your brand is responding to those reviews, you’re not just simply answering that customer, making them feel seen and heard, but you’re also showing viewers, which might be potential customers, that you really do care about those who are interested in your products and offerings.

Instead of ignoring reviews by simply not responding to them, try to engage with customers who are taking the time and effort to share their feedback and overall thoughts on their experience interacting with your brand. Always be willing to assist individuals who have questions or need assistance. While perfection isn't a requirement for your brand, staying active and maintaining a presence on your reviews page is necessary.

Make every moment count

Above all, you're losing out on chances to improve the overall impression of your brand if you don't quickly address customer reviews—the quicker, the better! We recommend responding to reviews as soon as they are posted. Customers will see that you appreciate their time and business if you respond to reviews promptly. Choosing not to respond at all will not only impact your digital reputation but also affect your sales. This is why we advise you to stay on top of your responses to ensure you’re improving customer satisfaction and retention

Opt for Shorter, Quicker Content Delivery

A notable emerging trend this year revolves around consumers' preferences shifting away from lengthy brand endorsements. Gone are the days when customers would read an entire eight-paragraph article listed on a website or sit through a four-minute video explaining a brand’s uniqueness. The demand now is for content to be concise and to the point—largely due to TikTokification. This is where other social media platforms adopt features and traits similar to and popularized on TikTok. For example, Instagram Reels serve as the platform’s response to the rising popularity of short-form videos. 

Brands should focus on creating short and clear content. Using concise messaging is key. With all the noise currently on social media, grabbing your audience’s attention from the beginning is crucial. You definitely don’t want to lose them in the overwhelming sea of content.

When creating content, it’s best to avoid going off on tangents. You can do so by conveying your message with a sense of urgency. Signal to the audience that your message is crucial, delivering valuable information. This will pique their interest and encourage them to follow your brand for more insights.

For example, if you're making a TikTok, plan to grab your audience's attention within the first three seconds. Keep it simple, get to the point, and make sure your message is concise. Below are some helpful tips for using concise messaging to elevate your 2024 marketing strategy.

  1. Know your audience and their preferences.

  2. Use attention-grabbing headlines and aesthetics.

  3. Eliminate unnecessary or superfluous words.

  4. Ensure your messaging is relevant. 

  5. Pick a story that will resonate with your target audience

Elevate With AdRoll

Creating concise content, prioritizing customer reviews, and utilizing the right social media networks to target Gen Z are just a few of the key strategies and ideas for succeeding in this year’s market. AdRoll is here to assist you in directing and shaping the marketing journey for your brand. In the ever-changing landscape of digital marketing, the future may be filled with uncertainties and unpredictable events. However, that doesn't mean your marketing strategy has to be.

Are you ready to solidify your marketing strategy so that it can take on whatever 2024 throws your way? Get started with AdRoll today!