In the ever-evolving world of marketing and communication, staying ahead of the curve is essential for any brand, organisation, or association. As we step into 2024, it’s crucial to be attuned to the latest communication trends that will shape and continue to reshape the industry.
To stay ahead in what is a rapid and crowded landscape, we’ve collated a glimpse of the trends we might see in the coming year and how they can be used to maximise your marketing communications.
Interactive Content
In 2024, static content takes a back seat as interactive content takes the wheel. Engaging audiences through quizzes, polls, and immersive experiences will be the norm. Brands will leverage augmented reality (AR) and virtual reality (VR) to create captivating narratives, fostering a deeper connection with their audience.
Hot tip → When introducing interactive content to your audience for the first time, consider Instagram polls and quizzes rather than open-ended, conversation starters that appear publicly. For example, the great thing about polls and quizzes via Instagram Stories is the engagement is anonymous, meaning audiences can ease into interactions with you and your brand.
Read more about how to communicate better on your social media channels here.
AI-Driven Personalisation
Artificial Intelligence (AI) continues to redefine communication strategies. The ability of AI to analyse user behaviour and preferences enables hyper-personalised content delivery. Chatbots and virtual assistants will become more sophisticated, providing users with tailored experiences and instant solutions, enhancing overall customer engagement.
Hot tip → Personalised content has now extended far beyond inserting {Name} to emails and e newsletters; this is now the bare minimum, and even expected! In 2024, brands will be leveraging the data available to them to hyper-personalise communication with their audiences. This includes using audience behaviour to both close the purchase loop, and target audiences with content they know will be relevant.
Think, have you ever attended an event only to be invited to similar events in the future? This isn’t by chance. You’re likely being targeted by a communications professional who knows exactly how to personalise their content and touchpoints, to boost engagement and drive event attendance.
Sustainability
With environmental concerns more and more at the forefront, brands are expected to adopt transparent and eco-conscious communication. Consumers, clients, and purchase decision makers are increasingly valuing sustainability and factoring it into their decisions. Companies that communicate their green initiatives effectively, will resonate better with their audience. However, integrity is essential to building trust in these communications; you must do what you proclaim.
Hot tip → As part of the Australian Government’s National Greenhouse and Energy Reporting Scheme, companies will soon be mandated to report their greenhouse gas emissions, energy production and energy consumption to the Clean Energy Regulator. There really is no room for turning a blind eye to climate concerns anymore. The time is now to have sustainability at the forefront of strategy and decision making.
Voice Search Optimisation
The rise of voice-activated devices has led to the surge in voice searches. Optimising content for voice search is no longer an option but a necessity. Brands must adapt their communication strategies to align with the conversational tone of voice searches, ensuring visibility in this rapidly growing space.
Hot tip → Incorporating a Frequently Asked Questions (FAQ) page on your website is a great way to position your content to accommodate those using voice search devices – like Siri. Voice searches often take the form of questions so having FAQs increases the chances of your website being considered as a reliable source and appearing in voice search results.
Employee Advocacy
Building a brand goes beyond external communication; internal communication is now equally important. Employee advocacy will take centre stage as companies recognise the impact of their own workforce as brand ambassadors. Encouraging employees to share their experiences and insights on social media platforms will humanise the brand (a “must” in an increasingly AI-dominated world) and enhance credibility.
Hot tip → Support your team to share their experiences and insights with branded, shareable content – such as videos, graphics, and caption ideas. However, steer clear of pre-written or rigid caption templates as this negates true authenticity. Employees need to feel empowered and equipped to share their own personal voice, as this is what will truly cut through the noise!
As we navigate the dynamic landscape of communication trends in 2024, Zadro is committed to helping brands, organisations and associations not just keep up, but stay ahead. Embracing these trends will not only amplify your brand’s reach but also foster meaningful connections with your audience.
Need help in activating these across your organisation? Contact us today!
