Trending Tools for Boosting Marketing Campaigns in 2024
Digital Marketing
Feb 14 2024
The world of digital marketing is always evolving, and stepping into this new year, marketers can expect a significant shift in approach thanks to the more prevalent use of artificial intelligence (AI), a greater emphasis on flywheels over funnels, and the need to use first-party data rather than third-party data.
Although these changes can be daunting, getting a head start now and learning about what you need to change can help you build better marketing campaigns in 2024.
Looking Ahead: Digital Marketing in 2024
Changes are coming in 2024, several of which have already started to affect marketing professionals in 2023.
Artificial Intelligence
Nearly the entirety of 2023 had an AI focus, with many businesses jumping in feet first and using AI to create content, analyze data, and do other tasks. This year, you can expect the use of AI to continue. You can use AI to automatically collect data and work with behavioral targeting. It can perform data analysis, run reports, and even communicate with your customers for you.
AI marketing trends in 2024 are expected to place a heavy emphasis on using AI solutions to boost cybersecurity, using AI to communicate, and developing multimodal AI models that combine the use of text, speech, image, and numerical data into one algorithm.
Funnels to Flywheels
Customers want to be the center of your universe, and they don’t want to feel like they’re nothing but a number. For that reason, the heavy sales tactics of a sales funnel may fall aside with the development of the flywheel.
With a marketing funnel, you think about grabbing as much attention as you can at the top of the funnel before encouraging prospects through a series of actions to convert them. This model focuses on conversions but not necessarily retention—that’s where the flywheel comes into play.
With the flywheel marketing model, marketers now focus on attracting customers and converting them—all while keeping them at the center of a flywheel that just keeps on spinning. You place a heavier emphasis on marketing, customer service, and a positive journey that can build repeat business by making the customer’s role as a purchaser simple and satisfying.
First-Party Data Collection
Google has plans to phase out third-party cookies later this year but will provide privacy-preserving APIs for you to achieve results.
Adapting to collecting first-party data now can help you have an advantage in 2024. First-party data collection comes from many sources, from getting a customer’s email after they sign up for your newsletter to getting their email, name, and address when they submit a form for a quote on your website.
Tools To Use To Boost Your 2024 Marketing Campaigns
There are all kinds of tools to use in your 2024 marketing campaigns—some are tried and true, while others are new and innovative.
AI tools: AI tools such as Jasper.ai, Phrasee, and ChatFuel are just a few of the AI tools marketers can choose from in 2024. Each one of these tools is different, but AI tools typically have features such as pipeline management, content generation, template management, multi-channel marketing, consumer-facing chatbot support, or others that you may want to take advantage of as you try to outcompete your competition.
Google tools: It probably comes as no surprise that marketers will continue to use Google tools in 2024. Google Analytics and Google Ads, for example, are both powerful marketing tools that make it easy for marketers to see their data, create ads, and boost their businesses. And, you can’t forget about the next generation of Analytics, Google Analytics 4 (GA4) which collects event-based data from both websites and apps.
First-party data collection tools: With Google doing away with third-party cookies in 2024, marketers should expect to shift to tools that help them collect first-party data instead. Tools such as newsletter subscriptions through MailChimp or HubSpot forms are just a couple.
This year has the potential to be an excellent year for businesses, but marketers do have to keep in mind the sea of changes that will influence the way they work. Failing to take advantage of AI, missing out on first-party information, or not adapting to a marketing strategy that puts your customers at the center of everything could end up holding your brand back, but buying into those changes could help you thrive over your competition in 2024.
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