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New Trends, Shifting Attitudes In Marketing 2024
There’s been no shortage of facts, figures and statistics shaping up the online marketing scene this summer so far. But looking at what's coming out of the woodwork in July, a select few findings and insights have proved (a lot) more eye-opening than others.
There’s been no shortage of facts, figures and statistics shaping up the online marketing scene this summer so far. But looking at what's coming out of the woodwork in July, a select few findings and insights have proved (a lot) more eye-opening than others.
Riding the Trend Wave
Jumping on trends isn't just for fun anymore – it's big business. As proven by a recent study, which shows that one in five social media posts now concern, trending topics. And a huge 70% of marketers plan to do even more of this trend-wave-riding in the coming year.
Why? Because it works. Creators say trend-based content outperforms their usual posts, bringing in more followers, engagement, and sales. Right now, storytelling trends like #GirlMath are hot, while the dance crazes from the pandemic days are cooling off.
But here's the catch: with so many brands trying to catch the same trends, it’s getting crowded. The trick (as usual) will be finding fresh ways to use trends without losing your brand's unique flavour.
Cookie Crumbles and Personalisation Problems
Incredibly, almost all digital marketing execs admit they're not ready for Google to phase out third-party cookies. Which is nothing something you’d expect, given how hugely it affects the way they personalise ads and content for users.
While many companies are throwing more money at personalisation, they're facing some issues. Things like lack of focused analytics (43%), difficulty in scaling (40%), and difficulty activating experiences in real time (39%) are giving marketers a real headache.
The bottom line? People love it when brands make their offers feel personal. As we count down to the long, slow goodbye to cookies, marketers need to get creative with how they gather and use customer data. All while keeping things above board, which is half the challenge.
Consumers Feeling the Squeeze
Even though inflation is finally cooling down, a lot of people in the UK are still struggling to make ends meet. In fact, more people are having trouble now than before the pandemic hit.
This money misery is changing how people shop. More consumers are hunting for deals and coupons, and they're not afraid to switch brands to save even a small amount. They're even switching regularly between different supermarkets to find the best prices – once unheard of for most.
For marketers, this means walking a tightrope. How do you offer good deals without making your brand look cheap? It's all about finding the right balance that keeps them coming back.
Diversity in Ads: Not Just a Checkbox
According to Clear Channel, Gen Z consumers are significantly more likely (42%) to notice underrepresentation across various demographics, including race, disability, body size, and LGBTQ+ representation.
However, it's not just about visuals – voice matters too. A study by the Unstereotype Alliance found that nearly two-thirds of UK radio and podcast ads feature southern accents, with northern, Welsh, and Scottish voices severely underrepresented.
Smart marketers are realising that true diversity in ads isn't just about ticking boxes. It's a chance to connect with a wider audience in a meaningful way.