Is Your Marketing Program Stuck in the 1990’s?

A new year always ushers in the opportunity for growth and change. For Thrower Marketing Group, that means a refresh of our website and a renewed commitment to offering our clients innovative ways to connect with customers. Let’s look at the trends we see emerging (or enduring!) for 2024 and beyond.

Show ‘Em What You Got: According to LinkedIn, video can attract up to 1200% more shares than text. Additionally, including a video on your homepage can increase conversions by over 80%. While video content is nothing new, the continued dominance of platforms like TikTok, Instagram Reels, and YouTube Shorts mean that customers are increasingly accustomed to consuming short-form films to learn about products and services. Visually compelling content, including livestreaming and interactive video, is a cost-effective way to increase engagement and enhance brand awareness. Consider adding customer testimonials, interviews with key personnel, and cleverly filmed project reveals to your social media toolkit.

Listen Up: Chances are you listened to at least one podcast in 2023. According to Exploding Topics, there will be more than 504 million podcast listeners worldwide by the end of this year—up from 275 million just five years ago. While people under 35 make up the biggest group of podcast listeners, those between 35 and 54 years old are quickly adopting the habit. Podcasting is less competitive than some other forms of marketing and offers access to new audiences. If you’re pondering the podcast game, consider recording three to five episodes prior to release so that listeners aren’t left waiting for the next installment. Creating a podcast landing page is another smart way to entice potential listeners. Focus on developing content that positions your company as an authority on one or more aspects of the AEC industry.

Stay Current: Social media is an ever-evolving landscape. Keeping in touch with what’s trending is imperative, as older apps fall out of favor and newer ones emerge to captivate users. Today’s TikTok is tomorrow’s Facebook, after all. Remaining too loyal to one or two big players may limit your brand’s ability to reach new audiences. By adopting new platforms early, companies can stake a claim in a relatively uncluttered space for little or no investment.

The Future is Now: Love it or hate it, artificial intelligence is here to stay. This technology can be utilized across many areas of marketing, from AI-powered chatbots and virtual assistants to algorithms that generate personalized content recommendations. Consider ways to incorporate the benefits of artificial intelligence with the warmth of human connection to deliver a unique experience for your customers.

State Your Purpose: Increasingly, customers are choosing to work with companies that align with own values, particularly around issues of environmental and social responsibility. Creating purpose-driven, storytelling content that highlights a commitment to ethical practices is one way to build relationships with like-minded customers, so go ahead and wear your values on your sleeve (and your home page!).

Data Discretion: Increasingly, customers are concerned about how companies use their personal information. While it may seem like a small thing, enhancing your data privacy practices and presenting them with transparency helps build trust with customers.

We look forward to exploring these topics–and many more!—in further depth in the coming year. In the meantime, all of us at Thrower Marketing Group wish you a happy and healthy 2024.