3 MIN READ
MARKETING TRENDS IN 2024
- Hyper-personalisation
- Audio and Voice search
- The Metaverse
- Privacy
- Sustainability
- Micro-influencers
- Purpose-driven
But the avalanche of new technologies, from digital to AI, has vastly complicated the landscape that marketers are having to deal with. Nowhere is this more challenging than in marketing recruitment at all levels.
To stay ahead of the curve in 2024, it’s critical to understand the trends reshaping marketing and find actionable strategies for your team to deliver.
From hyper-personalised experiences, audio-first content, and the uncharted territory of the metaverse, we’ll explore how brands are connecting with customers now.
We hope the following will help you decide who you need to hire in the coming months and years. But I admit, it’s complicated, so if this all sounds difficult to get your head around, please just drop me a line.
In the meantime, here’s a dive into the talent that clients need in 2024.
Hyper-personalisation
Imagine providing your customers with a shopping experience where everything feels curated just for them. That’s the power of hyper-personalisation. It’s like having a personal shopper powered by AI, constantly learning consumer preferences and suggesting things they will love. But what if you aren’t Spotify, Amazon or Netflix?
The ASOS #AsSeenOnMe hashtag is still going strong – showcasing user-generated content (UGC) and product recommendations tailored to personal styles. Using data-driven insights and dynamic content can create deeply personalised experiences that resonate with your customers.
How to train: Invest in training on customer segmentation, data-driven insights and dynamic content creation.
Who to hire: Candidates with data analysis and marketing automation expertise. You’re searching for experience in CRM platforms and personalisation tools.
Audio and Voice search
“Hey Google/Alexa, what’s the best…” is the new normal. Optimise your content for voice search and explore audio formats like podcasts and social audio platforms like Clubhouse.
How to train: Offer workshops on podcasting, audio editing, and VSO best practices. You should also encourage your team to explore social audio platforms.
Who to hire: Candidates with podcast production or audio storytelling experience and skills in voice search optimization (VSO).
THE METAVERSE
While still growing, the metaverse offers your business immersive marketing opportunities. Launched in 2022, Nike’s Nikeland on Roblox, a virtual world with branded games and experiences, is a prime example. Be ready to experiment and explore this territory in 2024.
How to train: Provide resources on metaverse trends and support experimentation with AR/VR marketing tools.
Who to hire: Candidates with experience in gaming, AR/VR development or 3D design. You can narrow your search by looking for candidates familiar with metaverse platforms like Roblox.
Privacy
Navigating evolving data privacy regulations like GDPR is as important as building trust and empowering customers to manage their data settings.
How to train: Your team should be given training on data privacy best practices and ethical data collection methods. You should also make sure your business has transparent and user-friendly privacy policies.
Who to hire: Candidates with a strong understanding of data privacy regulations like GDPR and CCPA. Their background should include experience in data compliance and security.
Sustainability
Consumers are demanding eco-conscious practices. Patagonia’s Worn Wear program encourages used gear repair and resale, promoting sustainability and brand loyalty.
How to train: Look for partnerships with sustainable brands and different initiatives you can support and offer workshops on sustainability best practices and green marketing strategies.
Who to hire: Candidates with experience in sustainable marketing practices and eco-conscious campaigns. You’re looking for those candidates who are passionate about environmental issues.
MICRO-INFLUENCERS
Smaller influencers with engaged communities often outperform mega-influencers. Partner with micro-influencers who resonate with your target audience for authentic outreach.
How to train: This involves research! Your team needs to identify and evaluate micro-influencers based on audience engagement and brand fit.
Who to hire: Candidates with experience in identifying and collaborating with micro-influencers. They should be familiar with influencer marketing platforms and tools like Later Influence.
PURPOSE-DRIVEN
Consumers want to support brands that have similar values and make a positive impact more than ever. Dove’s #KeepHerConfident initiative promoting body positivity speaks to their customers who want to nurture self-belief and confidence, as well as shift the conversation from appearance to capability.
How to train: Encourage purpose-driven storytelling skills within your team. If you don’t already, include CSR days for volunteering and social impact projects in your employee benefits.
Who to hire: Candidates passionate about your brand’s values and purpose. Look for experience in cause marketing or social impact initiatives.
Talk to Denholm
We’re problem-solvers. Whether it’s a CMO or a Paid Search Manager… We are experts in hiring the talent you simply can’t find yourself.
Contact Scott Caithness on 07570 949133 or scott@denholmassociates.com if you want to attract and develop talent with the skills, passion and adaptability to thrive.
