Hey there! We hope you’ve been keeping up with our blog series on 2024 digital marketing trends. Last week, we talked about the exciting trends in awareness marketing. Today, we’re going to shift our focus to engagement – what happens after someone becomes aware of your brand. The customer journey is evolving, and the way you communicate with customers plays a vital role in every decision they make.
So, let’s delve into the four key areas of communication that you can leverage to enhance customer engagement: chat, messaging, email, and video.
Choosing Chatbots for Customer Chitchat
First up, let’s talk about chatbots. In 2024, it’s anticipated that more people will turn to chatbots over search engines for answers. These AI-powered chatbots offer a conversational approach to research, providing individualized, user-friendly results, and gathering valuable data that can help businesses grow. It’s remarkable how effective they can be!
Make Memorable Experiences with Messaging
Moving on to messaging. Investment in mobile messaging, through channels like SMS, Facebook Messenger, and WhatsApp, is on the rise. Currently, one in five marketers globally use mobile messaging, as these tools enable companies to provide a more personalized customer experience overall.
Don’t Discount Email Marketing Yet
Now, let’s address the topic of email marketing. Yes, email marketing is still going strong in 2024 and is tied for second place as the channel with the highest ROI. One in three marketers currently reports using email, with 87% planning to maintain or increase their investment in it for the coming year. However, with the changing landscape, it’s crucial for email marketing teams to focus on creating authentic and personalized experiences. Simply adding a first name isn’t enough anymore. Companies should leverage dynamic content to personalize emails at scale. Email marketing tools can help achieve this by personalizing content and product recommendations based on past purchases, including customized images and local geographical information.
Show Up with Short-Form Video
Lastly, let’s talk about video marketing, which continues to deliver fantastic return on investment. Short-form video, content between 5 and 90 seconds in length, is the top format for engaging audiences. It’s particularly crucial for brands targeting younger audiences as they prefer social video platforms to search and interact with companies. Having a strong presence on YouTube can go a long way in boosting visibility. Optimize your brand videos with important keywords and create channels and playlists based on your most popular content topics. Also, consider harnessing the power of AI video tools to transform written content into engaging short-form videos
We hope this overview on 2024 trends in engagement marketing has provided valuable insights and ideas for your digital marketing strategy.
If you want to read the full 2024 State of Marketing Report from HubSpot, you can view/download a copy on their website.
Do you have questions or need further assistance? Reach out to us. We’re here to help you navigate the ever-changing digital marketing landscape!
Stay tuned for more trend-focused content coming your way.