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159: "New Year, New Trends: What to Watch in Marketing for 2024 · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:32
  Speaker 1: I'm your host, kendra Corman, and you're listening to one of our last episodes of the year.
• 0:37
  Speaker 1: As we say goodbye to 2023 and welcome in 2024, it's the perfect time, in my opinion, to look ahead at the emerging trends in the world of marketing.
• 0:48
  Speaker 1: Today we're going to be diving into new year, new trends, what to watch for marketing in 2024.
• 0:54
  Speaker 1: In this ever-evolving landscape, staying ahead of the curve is essential.
• 1:00
  Speaker 1: There is an incredible transformation in the way that we're approaching our marketing efforts, and today we're going to unpack some of these key trends that are going to define marketing this year.
• 1:11
  Speaker 1: From the innovative use of artificial intelligence as a creative partner to the enduring power of authentic relationships, from the ever-growing importance of video content to the undiminished effectiveness of one of my favorites email marketing in the B2B space.
• 1:28
  Speaker 1: We've got a lot to cover, so let's jump in.
• 1:31
  Speaker 1: Whether you're a small business owner, a coach, a consultant or someone just passionate about marketing and making progress, not achieving perfection, this episode is packed with insights that you're not going to want to miss.
• 1:45
  Speaker 1: So let's go ahead and gear up for 2024 and dive right into our first major trend artificial intelligence.
• 1:53
  Speaker 1: I love AI.
• 1:53
  Speaker 1: Ai is no longer just a buzzword or a futuristic concept.
• 1:59
  Speaker 1: It is here and it is revolutionizing the way we think and work through our marketing.
• 2:06
  Speaker 1: Think of AI Again.
• 2:08
  Speaker 1: I heard this on a webinar in mid-2023 as an intern, with unlimited hours.
• 2:14
  Speaker 1: That is powerful.
• 2:15
  Speaker 1: They have a never-ending supply of creativity and can really help you brainstorm and get your content and your creativity to the next level, because it's not just about automation or data analysis.
• 2:31
  Speaker 1: It's idea generation, content creation, but you are giving it the input.
• 2:38
  Speaker 1: So let me paint a picture for you.
• 2:40
  Speaker 1: Imagine you're working on a new marketing campaign.
• 2:42
  Speaker 1: You're running out of ideas, right?
• 2:46
  Speaker 1: You're getting a little tired, maybe just not thinking quite as clearly as you would want to.
• 2:51
  Speaker 1: If you're looking for that unique angle or that extra spark of creativity, this is where AI steps in.
• 2:59
  Speaker 1: You give it your initial ideas and then it can build upon them.
• 3:03
  Speaker 1: And then you can build upon the AI's ideas.
• 3:07
  Speaker 1: It offers new perspective and insights that you just might not have considered.
• 3:13
  Speaker 1: One of the most exciting applications of AI that I've come across recently that I've heard about people doing, is building personas.
• 3:20
  Speaker 1: So marketers are using AI to put all the information that they know about their customers building a persona and then going back and asking it questions.
• 3:30
  Speaker 1: I think one of the biggest things that my clients struggle with is asking questions of their target audience.
• 3:37
  Speaker 1: It is something that we have to do on a regular basis if we don't have really good feedback mechanisms, and this is one way to help you, I think, in those in-between times to make sure that you're on the right track with your customers and target audience.
• 3:56
  Speaker 1: But again, ai is a tool.
• 3:59
  Speaker 1: It needs direction.
• 4:01
  Speaker 1: You need to give it good input, clear guidelines and then let it work its magic.
• 4:07
  Speaker 1: It's a partnership where your creative insight, your experience and your expertise, along with AI's computational power, come together and can make something really, really remarkable.
• 4:22
  Speaker 1: The potential of AI in marketing is limitless.
• 4:25
  Speaker 1: It's one of my favorite topics, but it's not about replacing the human element.
• 4:30
  Speaker 1: It's about enhancing it.
• 4:32
  Speaker 1: It's about giving ourselves space to be more creative, more strategic and even more human.
• 4:39
  Speaker 1: So, as you plan your marketing strategies for the new year, think about how you can incorporate AI into your workflows.
• 4:46
  Speaker 1: How can it help you think bigger, create more and reach new heights?
• 4:51
  Speaker 1: Now, as we embrace the advancements in AI, there's another trend that's becoming vital in the marketing world, and I think it's actually been so important and overlooked, and that's relationships and connections.
• 5:06
  Speaker 1: In an age where AI continues to make strides and people are going to be using it to generate all of their content, authentic and real storytelling, building genuine relationships and connecting with people is becoming more important than ever.
• 5:22
  Speaker 1: That's what's going to differentiate you your ability to connect on a human level with your audience.
• 5:31
  Speaker 1: So conversational marketing comes into play here.
• 5:35
  Speaker 1: It's not about pushing messages out.
• 5:38
  Speaker 1: It's about engaging in dialogues, listening to your audience, building a rapport that goes beyond the transactional.
• 5:46
  Speaker 1: Think about it with AI generating so much content and automating processes, the human touch is becoming rarer and rarer and therefore more valuable.
• 5:58
  Speaker 1: In my opinion and again, I'm a huge fan of AI your audience wants to feel like they're seen, heard and understood.
• 6:06
  Speaker 1: They are craving stories that they can relate to, experiences that resonate with their own.
• 6:12
  Speaker 1: This is where you, as a marketer, as a business owner, as a coach, as your brand, can shine.
• 6:19
  Speaker 1: And then here's an approach to consider and I've talked about this before and that's storytelling.
• 6:25
  Speaker 1: Not just any storytelling, but authentic storytelling.
• 6:28
  Speaker 1: People want to see warts, and all right, share the journey, share the real stories behind your products, your services, your challenges and your triumphs.
• 6:40
  Speaker 1: These stories are the bridges that are going to connect you to your audience.
• 6:47
  Speaker 1: And remember, building these relationships isn't a one-in-one deal.
• 6:50
  Speaker 1: That's the hardest part, right.
• 6:51
  Speaker 1: It's an ongoing process.
• 6:54
  Speaker 1: It's about consistently showing up, being authentic and engaging in meaningful conversations.
• 7:00
  Speaker 1: Whether it's social media, your blog, your podcast, email campaigns, it doesn't matter.
• 7:06
  Speaker 1: Every interaction is an opportunity to strengthen your connections.
• 7:12
  Speaker 1: So I encourage you, as we move into 2024, to put a focus on this aspect of your marketing.
• 7:19
  Speaker 1: Use AI tools, yes, all day, every day, but don't forget that your replaceable value of human connection.
• 7:28
  Speaker 1: In a world where AI is the norm or becoming the norm, your ability to connect authentically with your audience is going to set you apart.
• 7:38
  Speaker 1: Now let's talk about a trend that I think has been on my list of trends for like 10 years now, and it still is not falling off.
• 7:46
  Speaker 1: That is the enduring importance of video marketing.
• 7:49
  Speaker 1: I understand its importance so much that I even started recording my podcast after a year's worth of episodes, live and on camera.
• 8:02
  Speaker 1: Not my favorite, not recording the video, but having that video has increased the engagement and the listens of my podcast on different platforms, including YouTube.
• 8:18
  Speaker 1: In today's digital age, it gets their attention, it's dynamic, it's engaging.
• 8:25
  Speaker 1: You can tell a story like no other with video.
• 8:28
  Speaker 1: As we step into 2024, it is going to be an important tool in your toolbox.
• 8:36
  Speaker 1: Again, it's a versatile tool, from short form videos on social media to in-depth tutorials, webinars.
• 8:46
  Speaker 1: There's just a style and format for every message and every audience.
• 8:51
  Speaker 1: Video allows you to convey emotions, showcase products or services in action and connect with viewers.
• 8:58
  Speaker 1: On a personal level, I got a Ninja Creamy at the end of the year.
• 9:04
  Speaker 1: The first thing I did was watch four different YouTube videos about it one from Ninja and then a couple from some reviewers who unboxed it and gave it a try and shared their lessons learned in using it, so that I was able to learn from them.
• 9:22
  Speaker 1: With the increasingly important platforms of TikTok, instagram Reels and YouTube Shorts, you can do so much with video marketing.
• 9:33
  Speaker 1: It's not just about entertainment.
• 9:36
  Speaker 1: These are powerful tools for storytelling, engagement with your audience and even sales.
• 9:43
  Speaker 1: Again, it's not just about creating video content.
• 9:47
  Speaker 1: It's creating the right video content.
• 9:49
  Speaker 1: It should align with your brand message, it should resonate with your audience and, most importantly and I say this all the time it needs to offer value, whether it's educational content, behind the scenes glimpses or just fun and engaging stories.
• 10:05
  Speaker 1: Your videos should leave your audience feeling connected and hopefully wanting more.
• 10:10
  Speaker 1: Think about how you can integrate video into your marketing strategy, if you haven't already.
• 10:16
  Speaker 1: Start with some different formats.
• 10:19
  Speaker 1: Explore new platforms, play with new tools, with AI that make editing so much easier, like to script.
• 10:25
  Speaker 1: Most importantly, be authentic.
• 10:29
  Speaker 1: Remember, it's not just the production quality, which I think a lot of the lower production quality gets more engagement.
• 10:36
  Speaker 1: It's about the story you're telling, the connection you're building with your audience.
• 10:42
  Speaker 1: There's one channel that consistently stands out and is one of my favorites, and that's email marketing in the business to business sector.
• 10:50
  Speaker 1: Even with all these new platforms emerging, email remains the cornerstone of effective and efficient communication in the business world.
• 10:58
  Speaker 1: What makes it so powerful?
• 11:00
  Speaker 1: Well, the answer lies in its direct and it's got a ton of personalization capabilities.
• 11:07
  Speaker 1: Email allows you to reach your audience right where they're at, in their inbox.
• 11:13
  Speaker 1: It's a space that's more intimate, less cluttered than social media feeds, and it gives you the opportunity to speak directly to them your audience.
• 11:22
  Speaker 1: That is so key.
• 11:24
  Speaker 1: It's not just sending out emails, though.
• 11:26
  Speaker 1: It's sending the right emails, crafting messages that are relevant, engaging and valuable to the people getting it.
• 11:33
  Speaker 1: It's about understanding their needs and preferences and tailoring your content so that, again, you're building relationships In the business to business world, where decisions are made after careful consideration and research.
• 11:47
  Speaker 1: Email is the perfect medium to provide detail, information, nurture leads and build relationships over time.
• 11:55
  Speaker 1: Whether it's through educational content, industry updates, personalized offers, email can be a powerful tool in moving your audience through your sales funnel.
• 12:08
  Speaker 1: Another aspect of successful email marketing is consistency.
• 12:12
  Speaker 1: I feel like I'm always banging the consistency drum.
• 12:15
  Speaker 1: Regular, well-timed emails keep you and your brand top of mind.
• 12:21
  Speaker 1: It doesn't have to be overwhelming.
• 12:24
  Speaker 1: It's about finding that sweet spot frequent enough to be memorable, but not so frequent that you become intrusive.
• 12:31
  Speaker 1: I encourage you to take a fresh look at your email marketing strategy.
• 12:36
  Speaker 1: Or, if you're like a lot of the people I talk to and you're like I don't want to bother people think about adding email marketing into your marketing plan for 2024.
• 12:46
  Speaker 1: You want to know how you can make your emails engaging.
• 12:50
  Speaker 1: Leverage the power of personalization.
• 12:54
  Speaker 1: Provide value in every email you send.
• 13:00
  Speaker 1: In the fast-paced world of digital marketing, email is a powerful and reliable way to connect with your business to business audience.
• 13:08
  Speaker 1: As we complete my 2024 trends, I want to talk about one thing that I think goes over all of it, and that is authenticity.
• 13:21
  Speaker 1: This is the heart and soul of communication with your audience.
• 13:27
  Speaker 1: I was reading an article on the Content Marketing Institute's website and this one woman, ava Leabtag, I think.
• 13:37
  Speaker 1: She said now is the time for actual authenticity.
• 13:41
  Speaker 1: It's about being transparent, relatable and, dare I say, human.
• 13:46
  Speaker 1: This couldn't be more true as we continue to look ahead into 2024.
• 13:53
  Speaker 1: In a world where audiences are barred with content from all angles genuine stories and transparent communication and a relatable brand or voice is going to cut through that noise.
• 14:10
  Speaker 1: Your audience wants to connect with a brand that feels real, that acknowledges its humanity and that they can trust.
• 14:17
  Speaker 1: This means about being honest about who you are as a brand.
• 14:22
  Speaker 1: It's about showing up consistently, whether that's in your marketing materials, on social media, in person.
• 14:31
  Speaker 1: All of that qualifies.
• 14:34
  Speaker 1: Your audience needs to be able to recognize and relate to your brand.
• 14:39
  Speaker 1: Now how do you achieve that?
• 14:42
  Speaker 1: Well, you got to understand your audience.
• 14:45
  Speaker 1: That's really important.
• 14:46
  Speaker 1: The best way to do that, even with the wave of AI, is to have real conversations with people, understand their pains, their joys, their aspirations Personal goals can still affect business to business purchases and then make sure that your voice is them.
• 15:07
  Speaker 1: It has them.
• 15:09
  Speaker 1: Feel like you're talking to a friend, right?
• 15:11
  Speaker 1: I want to feel.
• 15:12
  Speaker 1: I want you to feel like I'm talking directly to you right now, because that is exactly what I'm doing.
• 15:20
  Speaker 1: So, in 2024 and beyond, embracing change, staying curious and keeping it real are going to be more important than ever and, as marketers and business owners, we need to remember at the end of every data point, every strategy and every campaign, there is a human being.
• 15:42
  Speaker 1: Those human connections are going to define our marketing success and our brand success, and even our business's success.
• 15:53
  Speaker 1: So, as we approach 2024, I challenge you to take a step back.
• 15:59
  Speaker 1: Look at your brand.
• 16:00
  Speaker 1: Is it authentic?
• 16:02
  Speaker 1: Is it reflect your true values and connect with your audience on a human level?
• 16:06
  Speaker 1: If not, might be time for rethink.
• 16:12
  Speaker 1: So we've navigated through the marketing trends for 2024, from leveraging the power of AI to understanding the irreplaceable value of authentic relationships and connections.
• 16:25
  Speaker 1: We've acknowledged the continued importance of video in capturing our audience's attention and recognize the enduring strength of email marketing, especially in the business to business sector.
• 16:36
  Speaker 1: But, above all, we circled back to the core tenant that underpins all successful marketing strategies authenticity.
• 16:47
  Speaker 1: In an era where your brand's authenticity is not just a nice to have, but a must have.
• 16:53
  Speaker 1: You need to be transparent, relatable and unapologetically human.
• 16:59
  Speaker 1: As we look ahead to 2024, I encourage you to embrace these trends with open arms.
• 17:04
  Speaker 1: Dive deep into understanding your audience like never before.
• 17:08
  Speaker 1: Hone your brand voice to ensure it resonates with sincerity and warmth.
• 17:13
  Speaker 1: Remember, in a world that's constantly changing, your ability to stay genuine, curious and adaptable is your greatest asset.
• 17:21
  Speaker 1: Before we sign off, a quick reminder if you've enjoyed this day's episode and found value in our discussion and I hope you did take a moment to rate and subscribe the Imperfect Marketing podcast your support means the world to me and helps me reach more listeners who, like you, are passionate about making a mark in the world of business.
• 17:40
  Speaker 1: So I'm Kendra Corman.
• 17:43
  Speaker 1: I'm your guide through the ever-evolving world of marketing.
• 17:46
  Speaker 1: Thank you for joining me today and throughout the year.
• 17:49
  Speaker 1: Here's to a 2024 filled with innovation, growth and authentic connections.
• 17:54
  Speaker 1: Keep striving, keep growing and remember, in the world of marketing, perfection is never the goal.
• 18:02
  Speaker 1: Progress and impact are.
• 18:05
  Speaker 1: Happy New Year and until next time, keep making your marketing meaningful.