Emerging trends in business strategies and marketing for this 2023-2024

2024 promises to be an exciting year for sales and marketing, with new technologies and approaches emerging that will enable companies to deliver a more personalized and effective customer experience. Therefore, we will analyze some emerging trends in business strategies and marketing for this year.

The biggest trend we are seeing is that companies are becoming more and more customer-centric. As customers become more demanding, it is important that companies provide them with the products and services they want.

Perspectives in business strategies and marketing

In the next five years, companies will focus on building long-term relationships with their customers, offering them better products and services at lower cost. This means that the customer experience is critical and must be considered in all aspects of businesses.

In a recent Forrester Research study, 80% of B2B buyers said they would stop doing business with companies that did not provide a great customer experience. Businesses that offer remarkable experiences will be rewarded with loyal customers who will recommend them to others and spend more money over time than those that don’t offer a seamless experience.

Customers no longer like to be treated like numbers, they want to be treated as individuals. Personalization means giving customers exactly what they need and want at every step of their journey through your website or app. This can be something as simple as offering them a discount if they share their email address. Or something more complex like offering them different options based on where they live or what device they use to access your website or app. It’s all about personalizing the experience so that it feels like it’s designed just for them.

• The rise of AI-powered marketing automation: Artificial intelligence (AI) has been around for decades, but it’s only recently that companies have begun to integrate it into their marketing strategies. By 2024, AI will be used by 80% of B2B companies to personalize their campaigns, create better content and increase ROI.

• Social networks as a sales tool: social networks are no longer just a place where people share photos and videos or comment on other people’s posts, but have become a valuable sales tool for companies that want to interact with your audience before they even get in touch with them by email or phone.

Competitive edge

As the global economy continues to evolve, businesses must stay ahead to remain competitive and successful. This includes understanding how business strategies, marketing strategies, and other trends will affect your operations. By having a clear understanding of these trends, companies can ensure that they are prepared for any changes that may arise in the future.

For this reason, we cannot lose sight of the fact that the digital revolution will continue apace. Technology will become more advanced, consumers will demand more from brands, and people will stay even more connected than ever before.

What are those emerging trends?

These are some of the trends that we foresee will be present in business and marketing strategies by 2024, among which the following stand out:

1. Content Marketing: Content marketing continues to be a key strategy to generate engagement and loyalty among consumers. In 2024, brands are expected to continue producing quality, relevant content adapted to the different channels and formats, such as videos, podcasts, and infographics, among others.

2. Personalization: Consumers increasingly expect a more personalized experience, and brands are embracing technology and tools to offer personalized products and services in real-time.

3. Artificial Intelligence: AI is transforming the way companies do business, and brands are expected to continue investing in this technology to improve efficiency, personalization, and customer experience. AI can also be used to improve audience segmentation and purchase behavior prediction.

4. Omnichannel: Consumers expect a seamless and consistent shopping experience across all the channels they use, from physical stores to social media. This indicates that brands continue to adopt an omnichannel strategy to improve the customer experience and increase retention.

5. Sustainability: Sustainability continues to be a major concern for consumers and in 2024, brands must continue to adopt sustainable practices in their supply chain, production, and distribution. Companies can also use sustainability as a competitive differentiator.

6. Influencer Marketing: Influencer marketing continues to be a relevant trend for brands looking to reach specific audiences and build trust in their products and services. In 2024, influencer marketing is expected to continue to evolve toward more authentic and lasting relationships between brands and influencers.

7. Marketing automation: Marketing automation allows companies to make the lead generation process and campaign management more efficient and effective. Investing in marketing automation tools to improve the efficiency and effectiveness of your campaigns will be an irreversible trend.

8. Augmented and virtual reality: Augmented and virtual reality are being increasingly used by brands to improve the customer experience and increase interaction with their products and services. For example, some stores are using augmented reality to allow customers to virtually try on items like clothing and makeup before buying. In the case of virtual reality, some brands are creating immersive experiences for their customers, allowing them to virtually explore their products and services in a simulated environment.

9. Conversational commerce: refers to the use of chatbots and virtual assistants to interact with customers and facilitate purchase and support. Additionally, chatbots can be programmed to learn from customer interactions, improving their ability to provide accurate and helpful responses over time.

10. Immersive brand experiences: are those that seek to involve customers in an experience that goes beyond the simple purchase of a product or service. This technique can generate greater engagement and loyalty in your customers. For example, some brands are creating physical or virtual installations that allow customers to interact with their products and services in a unique and memorable way. These experiences can be shared on social networks and generate greater reach and engagement with the brand.

11. Values-Based Marketing: More and more consumers are looking for brands that share their values ​​and social and environmental concerns. In 2024, companies are expected to continue to take a more conscious and sustainable approach to their business practices and to effectively communicate this to their customers. Brands can use their commitment to sustainability, social justice, or gender equality to differentiate themselves from the competition and build a deeper, more meaningful relationship with their customers.

12. Voice Marketing: With the rise of virtual assistants and voice recognition technology, voice marketing is emerging as a new way to interact with customers. Brands can use voice to provide product recommendations, make reservations, or answer customer questions. Additionally, brands can use voice to create personalized brand experiences, using the tone of voice and language that best suits their target audience.

In a recent Accenture report, it is mentioned that “the digital age has reached a point where it affects all aspects of our lives”.

As companies evolve and adapt to changing environments, so must their strategies. To succeed in business, it is essential to keep pace with changing times. Companies that do not adapt their strategies and practices to the latest trends run the real risk of falling behind the competition.

New technologies are transforming the way companies do business. It is important that customers are aware of the latest innovations in their area of ​​business. You must be willing to experiment and try new tools and technologies to improve efficiency, personalization, and the customer experience.

Understanding these trends is essential for any business looking to continue to succeed for years to come.