As we venture further into 2024, we took a deep dive into digital marketing trends that will allow us to connect better with our audience as well as generate growth for our clients. Here are the top digital marketing trends that are shaping the industry this year:
Augmented Reality (AR) Experiences: AR isn't new, but its integration into marketing strategies is gaining momentum. Brands are leveraging AR to offer immersive experiences, allowing consumers to visualize products in their real-world environment before making a purchase. In fashion retail, augmented reality is primarily applied in the form of Virtual Try-On (VTO). With virtual try-on, retail brands have the ability to let their customers virtually wear or sample clothes, accessories, and any other product that they may sell. AR and VTO have been implemented by brands like Adidas and Burberry.
Sustainability and Ethical Marketing: Today's consumers are more socially conscious than ever before. Brands that prioritize sustainability, ethical practices, and social responsibility in their marketing campaigns are resonating with audiences and building stronger brand loyalty. Sustainability and Ethical Marketing is what makes fashion brands Reformation and Everlane so successful. In addition to this, platforms like GoodOnYou.Eco has been useful for many consumers who want to double-check if the brand they are buying from is sustainable and ethical.
Interactive Content: Interactive content formats, such as quizzes, polls, and 360-degree videos, are becoming increasingly popular. These formats not only capture attention but also encourage active participation, driving higher engagement levels. One of our favorite platforms to create aesthetic quizzes and polls on is Canva.com. Our graphic designer, Maria Elorza, uses this platform to create beautiful graphics for our clients!
Shoppable Social Media Posts: Social commerce is on the rise, with platforms like Instagram and Pinterest integrating shoppable features. Brands can now tag products directly in their posts, making it easier for consumers to purchase products without leaving the app. A survey revealed that a significant percentage of users (around 72%) have purchased via social media platforms, highlighting the effectiveness of shoppable posts in influencing consumer behavior. Shoppable posts often result in higher conversion rates compared to traditional social media ads. Brands have reported a 25% increase in conversion rates when using shoppable posts on platforms like Instagram. TikTok is one of the newest platforms to incorporate a shopping feature on its app. In 2023, 33.3% of TikTok users made purchases via the platform in 2023, which is up from 9.6% in 2022. By 2026, that number is estimated to jump to almost 40%!
Video Marketing Evolution: Video content continues to dominate, but its format is evolving. Short-form videos, live streaming, and interactive video content are becoming more prevalent, offering brands diverse ways to engage with their audience. Video content is what has allowed TikTok and Instagram Reels to be so popular among Gen-Z and Gen-Alpha audiences. Many Gen-Z and Gen-Alpha consumers turn towards TikTok or Instagram Reels when they want to research a topic that they are not as familiar with. Statistics show that about 80% of shoppers conduct research before they purchase a product. Therefore, it will be crucial for brands to have insightful videos of why their product or services are needed by their target customer. At SLTC, our one and only Kris Stith has been helping clients create engaging video content for their brands!
AI-Powered Chatbots and Customer Service: AI chatbots are revolutionizing customer service by providing instant, personalized assistance around the clock. These intelligent bots can handle inquiries, provide product recommendations, and even facilitate transactions, enhancing the overall customer experience. The days of having to wait hours on end to speak to a customer representative are long over! One of our tech partners, Gorgias, is the leading tech platform to provide AI-powered chatbots and Customer Service. Gorgias connects seamlessly with Shopify stores and has been used by fashion and beauty brands such as Glamnetic, Petal & Pup, and Alohas.
Influencer Marketing 2.0: Influencer marketing is evolving beyond sponsored posts and endorsements. Brands are collaborating with micro-influencers, focusing on authenticity and niche audiences, and leveraging AI tools to identify the right influencers for their campaigns. Instead of focusing solely on influencers with massive followings, brands are recognizing the value of micro (1,000 - 100,000 followers) and nano-influencers (fewer than 1,000 followers). These individuals often have higher engagement rates, more authentic connections with their audience, and are perceived as more relatable and trustworthy. In addition to this, brands are noticing that their audience resonates best with influencers who are authentic and transparent. Therefore, brands are collaborating with influencers who align with their ethos, allowing for more organic and authentic storytelling. Building long-term relationships with influencers is becoming a crucial part of Influencer Marketing 2.0. Instead of one-off campaigns, brands are investing in sustained partnerships, fostering deeper connections, and co-creating content that aligns with both the brand and influencer's narrative.
User Generated Content: Not only are we noticing Influencer Marketing evolving, but we are also noticing the rise of User Generated Content. UGC refers to any content—text, images, reviews, videos, or social media posts—created by individuals rather than brands or organizations. UGC is a cost-effective content strategy for brands. Instead of solely relying on branded content creation, brands can tap into the vast reservoir of user-generated content. Repurposing UGC, featuring user testimonials, or incorporating authentic user stories reduces content creation costs while maintaining quality and relevance. In 2024, UGC is something that our marketing strategists, Dara Furlow and Nina Duong (me!), are recommending to clients!
In conclusion, 2024 is set to be a transformative year for digital marketing, driven by technological advancements, changing consumer behavior, and a greater emphasis on ethics and personalization. By embracing these trends and adapting their strategies accordingly, businesses can stay competitive and effectively engage with their target audience in the digital age. Whether you are looking for support in Sustainable and Ethical Marketing or how to create an effective Influencer Marketing Strategy, SLTC is here for you! The esteemed team at SLTC possesses an impressive cumulative experience spanning over 200 years. We are here to help your brand thrive through the dynamic landscape of digital marketing.
Sources: Goodonyou.eco, Saleslion.io, Onlinedasher.com, Netguru.com