January 2024, the Norfolk Women’s Marketing Network met at Rumsey Wells with an event going back to the roots of the network, focusing on connecting people and empowering them with a short talk. However, we had to do something special for our first event of 2024, so instead of 1 x 15-minute talk, we decided to have 3 x 5-minute talks.
Our talks were from Ella Hoyos talking about podcasting, Sara Hill talking about AI and infinite interns and Hannah Moody talking about consumer trends in 2024.
As we gear up for another year, it’s time to peer into the crystal ball of the marketing world. From the rise of cutting-edge technologies to the evolution of consumer behaviour, let’s uncover the trends that will redefine the way we market in 2024.
Podcasts in 2024
The podcasting landscape is experiencing a seismic shift in 2024, the essence of the podcasting trend for the year, which has been aptly named “Omnidirectional.” It’s a trend that not only acknowledges the unprecedented growth in the industry but also emphasises inclusivity for everyone, irrespective of their status, brand size, or industry prominence.
The Omnidirectional Trend:
The Omnidirectional trend in podcasting signifies growth in all directions – upward, sideways, diagonally, and circling back to all of us. Podcasting is an inclusive medium that provides a perfect antidote to the overwhelming nature of social media.
Podcasting’s low barriers to entry make it accessible to anyone with a clear vision, an understanding of the target audience, and a handful of episode ideas. With a smartphone and a computer, equipped with a microphone and speakers, you’re halfway there. It’s about making connections, being versatile, and turning podcast content into re-purposeful material for various platforms.
Finding A Voice and Gaining Confidence:
If the idea of speaking on a podcast fills you with fear, you’re not alone. But podcasting has the power to help you find your voice, boost your confidence, and gently push you out of your comfort zone. Every conversation contributes to fresh insights and new perspectives, making it a powerful tool for personal growth.
Whether you start your own podcast or become a guest on existing shows, the podcasting community is welcoming and hungry for quality content. Practical tips include searching podcast directories, connecting with hosts, joining online communities, and even considering a Podcast PR agent to match you with suitable shows.
The Key Reasons to Embrace Podcasting:
Podcasting is versatile, offering both long-form and short-form content, and the skills gained are highly transferable. The key trend in 2024 is rooted in the value people derive from podcasts – consumable, on-the-go content tailored to individual preferences, leading to less distraction and more engaged listeners.
As we navigate through 2024, the Omnidirectional podcasting trend beckons everyone to join the movement. It’s not just about growth and opportunities; it’s about inclusivity, finding your voice, and becoming a skilled communicator. So, seize the moment – the best time to start podcasting was yesterday, but the second best time is now. Let 2024 be the year your voice is heard!
AI and Infinite Interns
Despite the undeniable benefits, it’s crucial to acknowledge the risks and challenges associated with AI. Concerns such as data privacy, security, potential bias, discrimination, and the call for transparency and accountability are at the forefront of the AI discussion. As we anticipate the trends of 2024, it’s imperative to address these issues responsibly.
Fast forward to 2024, and AI is no longer a novelty; it’s a ubiquitous presence in our daily lives. However, the challenge remains for many who are unsure where to start. Let’s introduce the concept of AI interns – infinite interns available for everyone, each willing to work tirelessly and available whenever you need them.
AI as an Intern
Think of AI as a smart, diligent intern – always on, working 24/7, and capable of processing information at an incredible speed. The analogy of AI interns allows us to consider how we utilise AI in our work. Just like managing human interns, every AI-generated output needs careful review and human sign-off.
Why the Intern Analogy?
The intern analogy prompts us to think critically about AI usage.It’s essential to guide and supervise AI, just as you would with a human intern.
Tasks for AI Interns
Consider the tasks you would assign to your AI intern. Reflect on how AI can enhance your productivity and creativity. Here are some examples of tasks that Sara Hill accomplished using AI in the previous week:
1. Writing interview questions for an unfamiliar role.
2. Generating an automatic PowerBI dashboard as a starting point.
3. Outlining a UTM training for an uninspired day.
4. Creating a leaving team virtual quiz, including images and presentation.
5. Brainstorming ideas and making a mood board in design tools like Figma/Miro.
6. Reviewing and recommending improvements on a client QBR PowerPoint.
7. Writing a Google Analytics REGEX to filter data.
8. Assisting with Excel formulas and field formatting.
AI is undoubtedly transforming the landscape of marketing, and it’s here to stay. The key is to embrace AI responsibly, using it to work smarter and faster, ultimately delivering more value to our bosses and clients. As the saying goes, “AI won’t replace you, but someone using AI will.” So, let’s be that someone – the manager who leverages AI to elevate our work and creativity.
Consumer Trend Predictions
After comparing reports from Google, Accentuate, GWI and more, below are the overarching themes among them all, there seemed to be some common themes that transcended them all.
Durable, not affordable.. Or ideally both!
We’re experiencing a significant shift from prioritising affordability to valuing durability. 61% of consumers are now prioritising products and services that stand the test of time. This change may be attributed to increasing environmental consciousness, with consumers becoming more aware of the impact of fast fashion and disposable goods. It could also be attributed to consumers making a cost-effective purchase, preferring to purchase once rather than purchasing a low-quality product that they will have to replace.
The desire to feel valued
Consumers want to feel valued and not mugged off after purchasing something; they have coined terms like Skrinkflation and Skimpflation to describe how brands have adapted to inflation, reflecting changes in product sizes and service quality. More informed consumer purchases transcend both in-store and online purchases, emphasising the need for comprehensive content strategies to guide consumers through their decision-making journey.
55% of consumers are researching purchases before buying from a store.
57% of consumers are researching purchases before buying online.
Be more credible
Trust and credibility are becoming paramount in response to a 24% increase in Americans expressing distrust in the media. Google’s update focuses on Expertise, Authoritativeness, and Trustworthiness (E-A-T), along with introducing a perspectives feature to provide a broader view of stories. Thorough verification is emphasised in the era of #FakeNews and deep fakes, highlighting the need for personal branding training to establish credibility in the industry.
Be unique, not mediocre
Consumers are bored. They are bored of the media churning out another Willy Wonka movie in a world filled with reboots, they are bored of all the re-brands looking the same. 40% of individuals struggle to differentiate between app designs.
As consumer fatigue extends to various forms of media, creativity and innovation are becoming increasingly crucial to captivate discerning audiences. Standing out in unconventional spaces is paramount, UFC and WWE are major sports brands focusing on live streaming and TikTok, instead of mainstream sporting channels. Ben and Jerry’s are staying true to their values calling for a ceasefire in Israel, unique messaging from an ice-cream company.
Boomers on that dancing app
In a surprising turn, baby boomers have realised that TikTok is more than just viral dances and are making a significant impact with a 57% increase in their presence on TikTok. Boomers are not only active on social media but are also displaying an increased willingness to make social purchases, challenging stereotypes about generations’ digital engagement.
