Blog post by: Lea Rosner, Baer Performance Marketing Intern
We are now several months into 2024, and as the marketing world is rapidly changing, it might be time to refresh your marketing plan. Wondering how you can stay ahead of the curve? Look no further than the end of this article. Through research conducted by HubSpot on more than 1,400 global marketers (2024 State of Marketing) and industry experts at Baer Performance Marketing, here’s the rundown of what you need to know to be in the know.
Email Marketing is Still Relevant, but Consider a Revamp
There’s good news for those who want to stick with the traditional: email marketing isn’t going anywhere but up. Well-thought-out email marketing still produces the second highest ROI out of all channels, averaging $36 for every $1 spent. However, in 2024, customers want to see hyper-personalized email content that reflects brand values. Incorporating items such as live polls, personalized recommendations, and location-based services into emails creates dynamic content that customers are more willing to interact with. Refreshing your email marketing campaign with new ideas that showcase your brand on a personal level ensures your content won’t get lost in the inbox blackhole.
Influencer Marketing Boosts Brand Awareness and Connection
Influencer marketing across all platforms continues to prevail. Fifty-one percent of companies reported their brand worked with creators in 2023; furthermore, one in four consumers bought a product based on an influencer’s recommendation. The reason why is simple: people trust influencers, and if they trust the person discussing your product, they will trust your brand.
To most effectively foster a human connection between your product and target market, your chosen representatives and their audience should align with your brand. Don’t think it’s in the budget? Don’t worry! Brand deals with micro-influencers (10k-100k followers) lead to the most success (47%) and ROI, offering access to engaged communities at a low price point. Another route to consider is inviting users with average follower counts to be brand ambassadors. An effective example of this is the popular Bubbl’r ambassador program, in which college students can apply to share their love for Bubbl’r in exchange for a few free cases a month.
Short-Form Social Media Content Continues to Grow ROI
Everyone is guilty of spending too much time scrolling through short-form content, such as TikToks, YouTube Shorts, and Instagram Reels. However, what can seem like a time-waster for the average person is actually a powerful tool for targeted advertising. Short-form videos lead to 17% ROI, even higher than mobile websites and traditional social media ads. Additionally, many users are now headed directly to social media to search for product reviews and brand profiles instead of a web browser. This makes embedding your videos with keywords and hashtags increasingly important. Thirty percent of the marketers surveyed by HubSpot who don’t use short form content want to start in 2024; consider joining them so you’re not left in the dust.
In order to stay competitive in today’s marketing landscape, it is crucial to adapt and innovate, which might mean expanding your social media presence or retooling your email marketing strategy. Are you ready to take your marketing to the next level but feel overwhelmed? With years of experience, Baer Performance Marketing can help refresh your marketing plan so you are on trend while still keeping the tried and true methods. Get in contact with us today for a free consultation!
