With the rise of new tech and shrinking budgets, brands find it hard to sustain their standard customer strategies. They must adopt a customer-centric, creative, and cost-effective approach to boost customer experiences.
Customer behaviors are changing faster than brands can transform their businesses, so keeping pace is a constant challenge.
Here are the top five customer-centric marketing trends to look for in 2024 that will help brands stay on top of the curve.
1. Attract and Target Big Leads with Account-Based Marketing (ABM)
ABM is a practice of concentrating marketing resources on a defined set of target accounts to launch personalized campaigns. A robust ABM strategy must have a good mix of prospects and complement a lead-based strategy.
As per a survey by Demand Gen, “2023 ABM Benchmark Survey,”
Successfully implementing an ABM strategy can lead to
- tightly aligned sales and marketing teams
- efficient usage of marketing budgets with measurable impact
- better customer experience
Brands must extensively research the prospects’ pain points and develop consistent storytelling across all platforms that address these issues.
In 2024, a more ABM-focused approach may be intimidating, but it will boost the conversion rates and revenue. So, align sales and marketing teams to increase the likelihood of conversion dramatically.
Use automation to segment the audience and gather the parameters for prospects for the ABM strategy. This way, brands can build a pipeline of similar best-fit accounts.
2. Optimize Social Media
Integrations are becoming vital on social media platforms to achieve robust user experiences. In 2024, social media may be much more effective at enhancing brand awareness and strengthening customer relationships.
As per a recent report by Hubspot, “The State of Marketing 2023,” the most social media platforms in 2022 were
Platforms like Facebook and Instagram actively incorporate features like digital avatars and interactive content forms. This helps brands provide a more immersive and engaging CX.
Additionally, concise and impactful content is set to dominate social media, offering brands a unique opportunity for engagement. Such content is essential for making a lasting impression and boosting digital attention spans.
Hubspot’s report also states that
Crisis management on social media is pivotal. In 2024, rapid and transparent responses to issues can build and retain trust with the audience. This helps maintain credibility and navigate the dynamic landscape of social media.
3. Personalization with Remarketing
Another growing customer-centric marketing trend is remarketing. It increases click-through rates, decreases unsubscribe rates, and improves conversions and sales. Brands can make their marketing campaign more customer-focused and increase the likeability of purchases with effective remarketing.
This approach uses cookies to gather data on potential customer actions to target them with specific ads. This way, brands can direct various messages to previous customers, new customers, and potential customers who visited the website but didn’t make a purchase.
In 2024, a key factor to consider in remarketing will be attribution. Brands must decide how much weight they will assign to different touches throughout the sales funnel.
A first touch generates zero ROI for remarketing campaigns. This is because it targets potential customers who have interacted with the brand. Hence, using a multi-touch attribution system will effectively manage the campaigns that incorporate remarketing.
For brands with longer sales cycles, a W-shaped attribution system is ideal. This model gives credit to all touches throughout the sales funnel. It gives more weight to touches that are linked to key customer actions. This is vital for big brands with different individuals or teams handling other parts of the sales funnel.
4. Embrace Micro-Moment Marketing
First of all, what is micro-moment marketing? Micro-moment marketing revolves around intent-rich moments where users use a device like a tablet or a smartphone to act on a specific need. A need can include knowing, doing, or buying something.
Buyers demand immediate and frictionless experiences. While they take months to finalize a purchase, they also research and base decisions on these small, fragmented moments.
To truly connect, brands must view micro-moments as touchpoints within the larger customer journey. By mapping micro-moments to different journey stages and customized messaging across channels, brands can deliver cohesive experiences that meet their buyers’ needs.
Here is why micro-moment marketing will be a thing in 2024.
Whether you look at it from a consumer or brand perspective, many options are available to users. Hence, competing with other companies for market share is an ongoing process.
With micro-moment marketing, brands can increase brand awareness among the target audience. This can help them stay on top of mind for users in “I-want-to-know” moments, which is helpful when they enter an “I-want-to-buy” moment.
At the same time, micro-moment marketing offers brands the resources and information they need to fulfill customer demands. This can lead to an online purchase or a call to the business.
In 2024, micro-moments will become more common with the increasing role of tech in consumers’ lives.
Also Read: Five Approaches to Make a Customer-Centric Plan Successful
5. Direct Mails
As per a report by Statista, “Number of emails per day worldwide 2017-2026,”
To cut through the noise, brands must consider using multiple channels. Moreover, with the rise of automation and augmented reality (AR), the strategy of direct mail is gaining new life.
With this tech, brands can fully automate their direct mail campaigns while maintaining the complexity and personalization necessary to keep them effective and relevant.
As per a recent report by Databox, “How Often Should Companies Send Marketing Emails?”-
For instance, a brand might program its direct mail system to send mailings to specific customers at a particular time per their interactions on a company website.
Lastly, direct mail marketers can incorporate AR elements into their mailings to drive buyers to their mobile app or website.
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