Over the years, across the seas and through many many industries, I've found myself in a unique position to shed light on digital marketing trends and topics from a global and corporate perspective. This article intends to support CMOs and CEOs who need to know what's what, when the Marketing folks come asking for budgets. As a minority, an academic, an IT-guy turned Marketing man, the European Corporate Ladder seems quite the playground. That's not to say these insights are Eurocentric, but rather, they have been tailored to the US and Caribbean context, and are just as useful to Caribbean leaders as it is to European business leaders.
Those of us who have been in a long-term relationship with Marketing know that even though Jay Conrad Levingston (the dude who coined Guerrilla Marketing) is a king in this town, great Corporate Marketing is an investment, and sometimes a pretty big one. So these trends veer away from my typical cost-conscious content, and aim for to create a discussion about best in-class Digital Marketing. As we progress through 2024, several key trends are shaping the now of corporate marketing and its digital experience. Let’s explore these trends and discuss how leading companies are leveraging them to drive growth and innovation. Let me put you on...
1. Content Velocity
The demand for rapid content creation and deployment is at an all-time high. Agile sprints and AI content generation are at the forefront of this trend. The Diary Of A CEO boss, Steven Bartlett’s dynamic approach to thumbnail creation and A/B testing is a testament to this. Platforms like YouTube provide the perfect venue for swift and impactful testing and content uploads.
"Using small-budget campaigns his team runs all the thumbnails as ad creative for around a week before episode launch. Directing users to subscribe to his YouTube.The main reason for this is to test CTR (Click through rate). Whatever image wins that test becomes the thumbnail.The added benefit here is he might get a few extra subscribers at the same time - But that is far from the main purpose of these ads. As of writing this over 50 ads are running for his upcoming episode. Different facial expressions and quotes from the episode.I’ve never heard of someone doing something like this to determine a YouTube thumbnail and it makes perfect sense.This is one of the many reasons DOAC (Diary of a CEO) is growing so fast." This quote
by Fraser Cottrell brilliantly sums up where this trend is headed. Take note folks.
I first heard the term Content Velocity at the Adobe Experience Makers conference in Stockholm in 2023. It describes the fast pace of content production and deployment that generative AI has enabled. The idea is about centrally housing content assets, so that they can be rapidly manipulated and deployed for the best outcome efficiency. The race has not only been sped up, but is currently multiplied in speed 100 fold. Let's get on this, fast.
2. Luxury Omni-Channel Marketing
Luxury brands like Porsche AG and Cannes Lions International Festival of Creativity are demonstrating the art of omni-channel marketing, transforming the digital experience into a touchpoint that exudes luxury. By seamlessly integrating multiple channels such as social media, webinars, and sophisticated email automation, these brands ensure a consistent and engaging customer journey. Every interaction, from the initial point of contact to post-purchase follow-ups, is meticulously designed to reflect the brand’s commitment to excellence and exclusivity.
Porsche’s innovative use of digital channels not only highlights their latest models but also invites potential buyers to virtual test drives and exclusive webinars, creating a bespoke experience tailored to individual preferences. Similarly, Cannes Lions managed to move its website visitors into a bespoke automated email conversation to support their decision to by tickets, with precisely the right content that they needed, based on the web page they were viewing.
These strategies do more than just market a product; they build a relationship with the customer, ensuring that every digital touchpoint reinforces the brand's luxurious image. By harnessing the power of omni-channel marketing, luxury brands can create an immersive experience that not only meets but exceeds the expectations of their discerning clientele.
3. Gaming Marketing & the Metaverse
The intersection of gaming and marketing presents exciting opportunities. Heineken and Apple are pioneering immersive experiences with products like the Apple Vision Pro and startup game designers such as GameCon. These initiatives tap into the growing popularity of the metaverse, offering unique ways to engage with audiences.
4. Heineken Metaverse Campaign
The Heineken Metaverse Campaign was Heineken's foray into the metaverse. It included virtual events and interactive experiences that resonate with digital-native consumers. Integration into popular virtual gaming environments has allowed Heineken to create immersive and memorable experiences building brand loyalty and reach new demographics.
Apple, with its new Vision Pro, exemplifies the blend of cutting-edge technology and user-centric design, providing augmented reality experiences that seamlessly incorporate marketing elements.
Me, geeking on the Apple Vision Pro at Women in Tech Sweden, Stockholm 2024
Game design company, GameCon, with whom I spoke recently, is championing marketing experiences built into game designs. These environments offer authentic brand interactions, from virtual product placements to engaging brand storytelling, making marketing efforts feel natural and integrated rather than disruptive. Check out what the did with a Volvo car: GameCon Volvo Demo
5. Chat GPT API / Voice Experiences
We couldn't end the article without a note about ChatGPT. The integration of AI technologies like the ChatGPT API is revolutionising customer interactions. From personalised voice experiences to real-time customer support, these advancements are setting new standards for engagement and efficiency. Companies leveraging these technologies are poised to deliver superior customer experiences and drive brand loyalty. Watch the 1 minute promo from OpenAI
Have you seriously considered how the new standard for digital experiences impacts the way your audiences expect to experience your brand online?
As we continue on the roller coaster that is 2024, these trends underscore the crucial role of innovation, diversity, and ethical practices in corporate marketing. Embracing these strategies is not just about staying ahead of the curve; it's about creating genuine, meaningful connections with our audiences and proving we’re not just another corporate robot. 😉
So, what do you think? Have you seen these trends in action or are you still trying to convince the C-suite that TikTok is worth the investment? Let’s keep this conversation going and figure out how to keep our marketing fresh, relevant, and maybe even a little fun. Together, we can drive forward-thinking marketing strategies that actually make a difference!
