With the advent of ChatGPT, video content, digital interactivity, and customer experience, 2024 is more than ever about immersion and experience. In light of the release of the white paper titled "Why you don’t need a marketing team anymore", Malt presents an insightful exploration of the prevailing marketing trends in 2024.
Embracing Snackable Content
According to Marina Detienne, Marketing Director, EMEA South at Talend, the landscape of content formats has undergone a significant evolution. From traditional paper-based formats like books and whitepapers, the focus has shifted towards easily digestible content across social networks. This shift has given rise to the prominence of formats like videos on platforms such as TikTok, Instagram Reels, and YouTube Shorts. In 2023, these formats stand out as the preferred communication tools and have become ubiquitous across all platforms. Leveraging these videos can yield remarkable results as the platforms' algorithms actively promote them, providing unparalleled visibility and swift audience engagement. Notably, a HubSpot study underscores this trend, revealing that over 31% of global marketers are presently investing in short-form video content, with 46% attesting to its efficacy in bolstering engagement and yielding tangible outcomes. Complementing this video-centric strategy, concise and easily digestible articles that can be absorbed in mere minutes play a vital role in the snackable content approach.
Expanding Touchpoints on Social Networks
The proliferation of touchpoints with the target audience across various social networks has become paramount. Different platforms like TikTok, LinkedIn, and YouTube demand unique and original content that cannot be found elsewhere. As Nadine Lindt, Digital Marketing Manager at Bosch, explains, the advent of social media has introduced a potent communication channel that has fundamentally altered user behavior, consumption patterns, interactions, and susceptibility to influence. This dynamic has unveiled new avenues for marketers, including highly targeted sponsored advertising and influencer marketing with unprecedented performance tracking capabilities. Of particular significance is the emergence of social search. By 2024, social networks are projected to be utilized as search engines by internet users, often preceding even the use of conventional search engines like Google.
Elevating SEO Strategies
Search Engine Optimization (SEO) remains a timeless cornerstone of effective marketing strategy. Despite its enduring presence, its relevance hasn't waned. The continual evolution of search engine algorithms underscores the persistent need for SEO experts to drive both short- and long-term profitable traffic. The responsibilities of these experts have expanded beyond crafting articles that answer queries; they now encompass optimizing diverse multimedia content, staying abreast of the latest trends and developments. Consequently, many brands and companies are turning to freelancers to fulfill their SEO requirements. Elba Saavedra, a freelancer on Malt, emphasizes the importance of ongoing freelancer training, given the perpetual evolution of trends and platforms. This commitment to skill enhancement fosters reliable outcomes, solid reputations, and lasting success.
