As a marketer, you will be all too familiar with the fact that the landscape evolves at rapid speeds. Therefore, staying ahead of the game by following the latest developments is both one of the most challenging and rewarding aspects of working in this field.
Once again, Q1 of this year has seen several key updates that should interest all parties working in this field. Let’s take a look at some of the most important developments, along with what can be done to keep your marketing campaigns on top form.
The growth of hyper-personalisation
Consumers now expect a more personalised approach than ever before, not least because modern tech enables it. Reading a relevant and regularly updated digital marketing blog can help experts learn how to integrate personalisation into everything from PPC to email marketing. Ultimately, though, success will rely heavily on the ability of marketing teams to connect with sales departments as well as the use of data.
Hyper personalisation should use data collected across all touchpoints to spot individual patterns as well as behaviours that sync up with those of other members of their demographic. In turn, marketers can send tailored marketing campaigns, including personalised recommendations, promotion codes, and ads. If those efforts can deliver a streamlined method of finding the perfect products and services, customer experiences will be greatly enhanced. Cost-per-acquisition rates should fall, too.
Google’s Core updates
Whenever Google announces a major algorithm update, business owners and marketers must pay attention. At the end of Q1, the search engine announced an update to its Core and Spam features. Most notably, Google has set out to reduce unhelpful content by 40% while simultaneously combatting low-quality content through content scraping, keyword stuffing, and other spamming techniques.
Marketers will still want to rank well on Google, which now processes over 3.5 billion searches daily. However, paying for sponsored content on high domain authority sites or spamming content solely to take advantage of Google crawlers to climb the SERPs (Search Engine Results Pages) simply won’t do. Instead, marketers must now look to provide value-driven content. In other words, Google wants to provide the best user experience to its visitors. If your company can do this, positive outcomes will follow.
Developing trends in generative AI
Generative AI was undoubtedly one of the most exciting developments of 2023, with marketers from around the globe dipping their toes into the capabilities of ChatGPT and other tools. However, the possibilities presented by generative content like audio, text, and images do present some challenges. From potential bias and offensive material to plagiarism, marketers must not fall victim to those issues.
Perhaps more tellingly, the implementations of gen AI in the first parts of 2024 have highlighted the need to shift away from immediate wins and a short-term focus To make the most of gen AI, marketers must develop AI-specific skills while also identifying areas where the tech can deliver meaningful value at scale. Without a clear vision of how generative AI should be utilised within the context of a company, its impact will be diluted. For many, viewing gen AI as a tool to supplement rather than replace human ingenuity is key.
Growing demands for personal connections
While the need for personalised marketing communications has been mentioned, markets must also note the need for an emotional connection. It has been a growing issue throughout the digital age, as a lack of human interaction can reduce the sense of resonation. However, with AI and data-driven marketing on the rise, brands that strike a chord with audiences will climb to the top. Aside from winning leads, they’ll often secure loyalty.
Marketers should use data to paint a clearer image of the consumers and track their behaviours. Still, when dealing with marketing content, storytelling is now the key. The use of video marketing, audio marketing, and influencer marketing should be on the agenda. Meanwhile, user-generated content can play an increasingly important role. Aside from the direct benefits, it should offer guidance for in-house marketing campaigns. The result? Optimised efficiency and ROIs.
Privacy requirements
Finally, marketers (and business owners) must acknowledge the latest privacy regulations. Since its introduction in 2018, GDPR requirements have evolved. In 2024, informed consent and data minimisation should be respected. Frankly, a deeper understanding of those legal matters should provide the foundation of any modern marketing strategy. Otherwise, marketers will often find themselves facing unnecessary battles.
It certainly poses a few obstacles as you look to provide hyper-personalisation and utilise generative AI to its full potential. Not least because companies operating in the US must also respect the CCPA (California Consumer Privacy Act). Still, the companies and marketers that get to grips with the latest developments will find that they have an edge throughout the rest of 2024 and beyond. While implementing transparent data policies may extend beyond the remit of marketing teams, they must be familiar with the practices in place.
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