Every year in in marketing New trends are emerging, and brands are trying to adapt their strategies to meet the challenges of the next year. However, it can be challenging to keep up to date with digital innovations on your own. Therefore, the command Jedy Media I conducted an analysis and identified what trends will be relevant in 2024.
Neuromarketing and personalization
In the world of marketing, it becomes more and more difficult every year to attract the attention of a target audience that has learned to filter information noise and pay attention only to what is really significant. Brands now need to pay special attention to personalization in order to attract the eyes of potential customers. In 2024, companies will increasingly move away from a one-size-fits-all approach to marketing in favor of an individual approach to each consumer. Personalization allows you to adapt advertising messages to suit the interests of the audience, which is liked by 71% of users. In addition, the trend will include neuromarketing, which uses knowledge about human behavior to create effective marketing strategies.
Successful personalization requires a combination of creativity, strategy, and data to understand your audience. It is also important to take into account the corporate identity of the brand when creating personalized creatives in order to increase awareness and trust. Don't forget to test different concepts to determine what works best with your audience.
Сосредоточьтесь на изображении ниже. С большой вероятностью многие из вас вспомнили бренд, изображенный на третьем изображении: у кого-то зазвучала мелодия “Праздник к нам приходит”, кто-то может отправился искать новогоднее видео от колы, а кто-то даже решил заказать доставку из ближайшего магазина. Это как раз пример работы нейромаркетинга: он заставляет пользователей подсознательно запоминать бренды, совершать покупки и возвращаться к ним снова и снова.
Часто мы принимаем решения не столько рационально и объективно, как нам кажется: в 95% случаев наши действия определяются эмоциями. Нейромаркетинг использует это знание: с помощью цвета, необычных элементов в рекламе, их расположения он привлекает внимание потребителя, воздействует на его эмоции и создает нужные ассоциации. Такие маленькие хитрости помогают повлиять на решения аудитории – мы склонны покупать то, что ассоциируется у нас с чем-то приятным. В 2024 году можно ожидать изменений в тоне общения брендов с аудиторией – оно станет менее официальным. Подход к ожиданиям и запросам клиентов будет еще более персонализированным, бренды будут предугадывать потребности. Начнется более глубокое изучение нейромаркетинга для привлечения еще большей аудитории и ее удержания.
Artificial intelligence is becoming increasingly important
With the advent of various channels to attract audiences, major brands are actively implementing funnel strategies for working with leads. We use chatbots, complex post-warms in CRM channels, gamification, instant messengers, and other tools. Over the past year, this trend has developed significantly: artificial intelligence (AI) is changing the approach to working with content and leads. AI allows you to automate funnels, quickly create and personalize content. The role of analytics is enhanced at every stage of the user's journey, from getting a lead to selling, which opens up new opportunities for optimization. In 2024, neural networks and artificial intelligence will play an even more important role in marketing, by changing
strategies for companies ' interaction with customers. By using AI to analyze data, predict demand, automate processes, improve targeting, and create personalized advertising campaigns, brands will be able to work more effectively with their audience. In addition, AI will help you create a semantic core and other tasks. However, it is important to keep in mind the need to check the results, as AI does not always take into account the specifics of the company's work. In general, artificial intelligence helps reduce time spent on routine tasks, automate data processing, improve analysis, and provide recommendations. It is important to find a balance between technological and human approaches when using AI. Companies that successfully integrate AI into their marketing and sales departments will be able to optimize their operations and scale.
Full trust in neural networks is impossible due to their imperfection in performing tasks, so control from a specialist is necessary. Using artificial intelligence as a tool does not mean completely transferring responsibilities to neural networks – to achieve meaningful results, an experienced operator should always manage the process. With the right approach, neural networks can become an effective" accelerator " of the workflow, but they will never replace an experienced specialist.
Omni-channel development, innovative advertising tools and expanding the range of actions
In 2024, advertising requires an omni-channel approach, new tools, and diversification. Today, you can't limit yourself to just one channel, given that 75% of users use multiple channels before purchasing. Brands that ignore this fact lose money. Attracting an audience from different sources becomes a necessity. Hyperpersonalization and omni-channel strategies remain key to successful audience engagement.
Today, there is a development of new advertising tools and platforms, such as Uzum Market, Olx.Uz, Selo.Uz and other marketplaces. Omni-channel communication plays an important role in creating a single contact with the client through various channels. Brands that take omni-channel into account have higher performance and audience loyalty indicators.
This year, it will be easier to diversify the advertising funnel and interaction with the target audience. Platforms are actively developing new tools and directions for advertising campaigns. It is worth noting the increase in the CPC in the market due to an increase in the number of advertisers while reducing inventory. However, this opens up opportunities for digital giants such as Telegram to create new advertising tools and take up the space that has been freed up.
Increased use of automated ad purchasing methods
Automation of ad purchases remains one of the main trends that is becoming increasingly important in our lives. Marketers need to master working with AI-based tools, which will be a key focus in 2024. This approach has many advantages. One of them is the ability to show ads only to the target audience: when using automated purchases, you can set up targeting, and the platform's algorithms will select suitable users and show ads on various sites. More and more companies prefer automated ad purchases, which is due to a number of factors identified during advertising campaigns.
For example, the CPM for direct placement is 1.1, while for three similar campaigns in Google Ads it is 0.2. This shows that with the same budgets, you can get more impressions and reach. Automated purchases also provide a higher CTR (0.11% compared to 0.095% for direct placement) and a lower CPC (0.09 compared to 0.9-1.25 for direct placement).
Post-view conversions also show that automated ad purchases can be more effective with equal budgets. Given the complexity of competition and changes in the digital advertising market, more and more companies prefer to use automated purchasing methods.
One of the most effective ways of automated ad purchase is programmatic. This tool provides a wide selection of advertising inventory and high-quality tools for working with the audience, protecting against fraud and ensuring brand security. At the same time, it is important to pay attention to the integration between programmatics and DMP platforms, especially in the context of browser rejection of cookies. This allows advertisers to effectively adapt to changes in the market.
Protecting users: a key challenge in the digital world
In 2023, ensuring user safety has become one of the key topics. Along with the release of ChatGpt and the popular memes "Ikhvilniht" and "Chipi-chipi chapa-chapa", serious leaks of personal data occurred. This has become a problem not only for brands that are losing money, but also for their reputation. Users are becoming more aware and can immediately link spam calls to registering on the company's website.
Therefore, it is important to pay attention to data security and cybersecurity. This is becoming a new aspect of responsible digital marketing in the new year. You should also keep in mind the possible penalties for data leaks. Therefore, in 2024, the words of Winston Churchill are relevant: "There is a price to pay for security, and there is a price to pay for the lack of it."
The year 2024 promises to be an exciting one for marketers, full of technological innovations and emotional engagement of the audience. There is no one-size-fits-all solution that will make a lot of money from advertising, but the chances of success will increase if you adapt your strategies to trends and experiment with new tools. It is important to remember that what worked yesterday may not be effective today. So be prepared for change, dear marketers, and don't let 2024 get the better of you!