As we kick off Q4, the priority is to close out the calendar year strong. However, 2024 is right around the corner – so what can you do to prepare? As you set goals for the coming year, take a close look at your business marketing plan to ensure you set yourself up for success to achieve them. While every marketing plan should reflect the unique needs of each business, consider the following priorities and trends to watch in 2024.
Keep an eye on new platforms and audience targeting opportunities.
2024 will bring changes to existing platforms and even new ones too, so it’s important to stay informed. Know what channels are available to use within your marketing efforts, understand how they can change in the future, and evaluate any potential advertising opportunities. Keep a particular watch for new beta ad platforms you can start testing that may be a right fit for your audience (particularly self-managed platforms like Hulu’s updated Beta Ads Manager that give you flexibility in spend). Additionally, look out for policy and targeting updates to existing channels. When these changes or opportunities arise, don’t jump in headfirst. However, incremental testing on the right channel can expand your reach to new audiences. It’s important to be flexible with your budget allocations so you can continue to test and perfect your strategy.
If you’re not already using AI in your marketing planning, you should be.
One of the biggest topics of discussion in marketing this year will extend into 2024 as well. The possibilities may seem overwhelming, but where can you begin? There are many ways AI can be used, but one of the simplest ways it can be leveraged outside of automating simple tasks is to assist in research that contribute to marketing planning. For example, AI can be used to identify opportunities to improve SEO on your website, including identifying top keywords, developing keyword-optimized meta descriptions, and post content. However, AI shouldn’t be used to spit out copy that you then automatically implement. It is important to combine the information you may get from AI with insights from other marketing tools we have available to us in addition to your own expertise. Moving forward, AI will also be an important tool in personalizing the user experience for targeting audiences within marketing campaigns.
Plan to update your website to accommodate new features and policies.
Now is the time to evaluate your website to ensure it is optimized towards your business goals. There are many CMS platforms out there to build your website on – is your current one working for you? Is it simple to update information when needed but advanced enough to elevate your brand and support lead generation? Are there new features you wish your website had to more impactfully communicate essential information? Is your website optimized properly for SEO (particularly if you’re not putting many paid dollars behind advertising efforts)? Ensure your website compliant with the latest privacy policies? Is it fast and secure?
If you’re not sure where to start, check out our post on how to build credibility and trust through your website here.
Review your reporting system.
Choosing the right reporting platform and process can be the make or break in allowing you to get the most out of your data and understand the impact of every marketing effort. Once you establish a system, you must benchmark your marketing efforts across each channel you leverage, as industry standards and platform features continue to evolve. The launch of GA4 significantly changed how marketers report on website analytics, so you must ensure your reports are properly configured and reviewed regularly. This approach allows you to build on what is working and scale back on what is not.
Be flexible to channel trends.
In addition to exploring new channels and emerging opportunities, marketers must stay on top of industry trends as well as the types of content, both organic and paid, that perform best on each platform. They must also understand how audiences consume that content and adjust their strategies accordingly. Storytelling, micro influences, trends in video and animation, trending search terms, and more all play a role in how your content performs within each channel. Evaluate how you can capitalize on these trends where it makes sense for your business and brand messaging to get the most out of your marketing efforts.
Reevaluate your competitor set.
You may already know your primary competitors. But what about the ones you have not identified who may still compete with you? Be cautious when directly targeting competitors in paid campaigns. At the same time, stay aware of who is targeting you. For example, monitor competitive bidding activity on paid search terms you also target, especially your branded keywords.
Many tools allow you to review competitors’ paid marketing efforts. You may not always need to react, but you should understand where you stand in the competitive landscape. This can give you insight on what marketing channels to be active in and how to best leverage them.
And most importantly, be ready!
The most important mindset you can have is to be transparent and flexible with your marketing. New solutions will continue to emerge. You must remain nimble, expand on what is working, and leave room to test new channels, strategies, and tactics.
Not sure where to start? We’re here to help! Consider conducting a marketing audit before the end of the year to have your plan ready to execute in 2024.