Hubspot is a comprehensive platform with a wealth of tools and features. However, many of these features can be overwhelming and downright unnecessary for many marketing managers and content agencies. And when the costs are proportionally high for what you actually...
Emerging Marketing Trends for Small Businesses in 2024
2024 has been quite a rollercoaster ride for small businesses so far. Trends pop up and tech races forward, so there’s a constant stream of fresh avenues for you to explore.
It’s a perfect time to mix things up, test new ideas, and discover what clicks with your audience. The world of marketing is full of opportunities for you to stand out in the crowd.
Ready to explore the emerging marketing trends for small businesses? Let’s see what can add spark to your business this year!
Top emerging marketing trends for small businesses in 2024
AI-Based tools
AI, AI, AI… and, once again, AI! It’s everywhere, and for good reason. This tech revolution transforms personalized marketing, data analytics, automation, and predictive insights. Small businesses can ditch the guesswork and replace it with precision. AI will constantly fine-tune your strategies.
AI is far more than personalization. It optimizes ad spend through real-time data analysis so that your message reaches the right audience. It powers customer service too! ChatGPT, Zendesk and its alternatives use AI chatbots to handle inquiries 24/7, freeing your team for complex tasks.
A Salesforce survey revealed that 51% of marketers already use generative AI, with another 22% planning to jump on board. The results speak for themselves. McKinsey also projects that generative AI could boost marketers’ productivity by 5% to 15%, potentially adding $463 billion in value annually.
Here’s how you can use AI-based tools
- Dig into real-time customer data with analytics or HubSpot to target ads and boost ROI. Make sure to differ the mobile analytics from the desktop analytics
- Generate content faster with Surfer or Claude. This way, you’re scaling output without sacrificing quality.
- Automate customer service using Intercom or Drift chatbots for instant responses and better customer experience.
- Forecast trends with tools like PaveAI or Leadspace.
Still hesitating? AI streamlines your entire marketing operation. It handles data grunt work, freeing you to focus on creativity.
This shift from reactive to proactive marketing will put you ahead of trends, keeping you competitive in 2024.
Hyper-personalization
Speaking of personalization… Generic marketing? That’s old news. Hyper-personalization kicks things up a notch. It basically uses AI to craft real-time experiences that react to customer behavior on the fly. You will achieve deeper engagement and loyalty since you meet your audience’s needs right when it matters most.
I know you might wonder, ”Hey, what’s the difference between hyper-personalization and standard personalization?”
It’s simple! Personalization taps into basic customer info – names, past purchases – to offer custom content. Yes, it works, but it often feels a bit stale. Think about those “Hey, John!” emails or product recommendations based on last year’s shopping habits.
But hyper-personalization is a whole other level. With real-time data, it delivers responses based on a customer’s current actions. Just picture suggesting products right as they browse or offering a discount when they linger on a specific page. Exciting, isn’t it?
Getting started
- Tools like HubSpot or ActiveCampaign help segment your audience and adapt messaging in real-time based on customer moves.
- Dive into real-time behavior analysis to offer pricing or special deals when customers are most likely to bite.
- Check out Dynamic Yield to add instant product recommendations to your site.
Consumer expectations have evolved. Research by McKinsey revealed that 71% of customers now expect personalized interactions, while businesses embracing hyper-personalization see a 40% bump in revenue.
It’s a great trend that will lead to better results and customers who stick around for the long haul.
Omnichannel
In 2024, the single-platform bet is out of date. Today, success means customers everywhere: email, social media, websites, and brick-and-mortar stores. Omnichannel marketing delivers this smooth, consistent brand experience across all touchpoints.
Apart from visibility, omnichannel marketing cultivates loyalty and drives sales. According to research by Harvard Business Review, 73% of shoppers used multiple channels during purchases.
What’s more, companies with strong omnichannel approaches retained 89% of customers, compared to just 33% for those with weaker strategies.
Here’s how you can implement omnichannel marketing
- Use tools like Klaviyo or Mailchimp for a unified customer experience.
- Align branding, messaging, and offers across platforms. Customers should experience your brand identically on each one of them.
- Use HubSpot or Salesforce to send personalized messages based on customer journey stages. Follow up emails with targeted social ads or send SMS reminders for abandoned carts.
- Analyze multi-platform engagement with Google Analytics or Hootsuite. Adjust messaging and offers to maximize conversions.
Effective omnichannel marketing keeps your business visible and builds trust through consistent, reliable experiences – regardless of where customers engage with your brand.
Be purpose-driven
Values are shaking up how people shop. People now seek brands that match their beliefs and act on sustainability and social responsibility. This year, it’s becoming the new norm.
But what does being purpose-driven even mean? It’s showcasing your green efforts and proving you’re not just about the bottom line. Even small moves like eco-packaging or supporting local causes can work wonders for your image and keep customers coming back.
Want to jump in? Try these:
- Showcase values on your website and packaging. Add “eco-friendly” or “fair trade” labels.
- Partner with a charity aligned with your business. Donate a percentage of profits.
- Share sustainability goals openly. Cutting plastic? Sourcing ethically? Let customers peek behind the curtain!
According to NielsenIQ, 46% of consumers expect brands to lead the charge on sustainability. Products waving the eco or social flag are flying off shelves faster than ever. The verdict is clear: purpose-driven brands are stealing the hearts (and wallets) of today’s shoppers.
Short-form video content
Right now, video content is a hit, and it will only become more so. To be exact, it’s those short types of videos that are taking over platforms like Instagram Reels and TikTok.
No point denying it – we have short attention spans. Not the best news, yet, this can greatly add to your marketing campaign. And the best part of it? You don’t need a large budget or expensive gear to produce videos that click with your viewers. An idea and a phone camera will be more than enough!
Duolingo did just that: a simple and silly TikTok video racked up over 65 million views. Now, Duolingo has over 13.2 million followers. Riding trends and injecting humor, it hit the right note globally without any flashy production.
If you’re a TikTok user, you’ve definitely met this green owl on your For You Page before, and you know how unserious their content is. The best part? It actually works, especially for Gen Z.
Moreover, HubSpot reports that 73% of consumers gravitate towards short videos to explore products or services. Meanwhile, 56% of marketers are betting big on this format for 2024.
How you can master short-form video
- Tap into popular sounds and trends to boost visibility.
- Showcase behind-the-scenes moments or customer stories to build bonds.
- Offer brief tutorials, tips, or insights that click with your audience.
- Joke – people use TikTok and Instagram Reels, above all, for entertainment!
In 2024, concentrating on video content – particularly those short snippets – is your way to establish a deeper connection with your clients. It all comes down to presenting the ‘human’ and real side of your company.
Email marketing continues to shine
I couldn’t just walk by without mentioning good old email marketing! In 2024, flashy platforms come and go, which makes email stand tall as a marketing powerhouse.
While social media algorithms keep marketers guessing, email offers a direct line to your audience. You own the relationship, making it perfect for connections, sales, and keeping your brand front and center.
Litmus reports a staggering $36 ROI for every $1 spent on email marketing. Want to boost those stats even further? Personalization is your key. Campaign Monitor found that tailored emails see a 14% higher click-through rate and 10% more conversions.
Master your email marketing with these expert tips:
- Tools like Mailchimp or Klaviyo can help you send the right message to the right people. Segment based on behavior or preferences for better results.
- The majority of people check email on their phones. So, make sure your designs look great on small screens. Keep it clean and easy to read.
- Craft subject lines that speak to individuals.
In a world of shifting algorithms and privacy concerns, email remains a rock-solid choice for marketers. Master the art of targeted, well-crafted emails, and watch your results soar!
Augmented Reality
The future is here, and AR is no longer reserved for gamers only. In marketing, it lets customers visualize products before buying – perfect for online shopping. Just picture seeing how a couch fits in your living room or trying on virtual glasses. AR makes online products feel tangible, which boosts customer confidence and makes your brand stand out.
How you can use AR for your business
- Offer virtual try-ons for clothes, glasses, or makeup (if related to your industry)
- Create interactive product demos
- Use Shopify or ZapWorks to add AR to your website
Sephora, a beauty products retailer, nailed it with their Virtual Artist tool, letting customers try on makeup right from their phones. This use of AR helped boost their online sales from $580 million to over $3 billion – a huge jump in just six years.
As AR tech becomes easier to use, your small business can tap into it to create cool, interactive experiences that keep customers engaged and excited to shop!
Why are marketing trends for small businesses important?
Helps you stay competitive
Standing still is not even an option for your small business operations. So, if you want to compete, you must stay aware of the latest updates in marketing.
Keeping up with the competition and ensuring that your business doesn’t fall behind as others progress are your key takeaways.
Meets customer expectations
Today’s consumers have greater awareness than ever. Whether it’s in the subjects of sustainability, personalization, or original content – they keep brands to higher standards.
What you can do though, is you can meet and, what’s more, exceed these same standards by staying on top of emerging marketing trends for small businesses. This way, you’ll keep your business relevant and connected to what your customers actually want.
Increases brand visibility and awareness
There’s no denying that to stand out in a crowded market is challenging. But utilizing current marketing trends? Your brand will be recognized!
Be it through omnichannel marketing strategies or viral TikTok videos, staying up to date raises brand awareness and keeps your company in front of customers.
Whether you’re a small business in e-commerce, retail, or restaurant marketing, staying updated on current emerging trends — from AI to AR — can keep your brand competitive, captivating, and connected with your audience in innovative ways.
Final thoughts
As you can see, small businesses have a lot to be excited about. We’ve covered quite a bit – AI, hyper-personalization, omnichannel strategies, purpose-driven branding, short videos, email marketing, and even AR! These trends each offer a unique way to stand out and grow your business.
But remember, you don’t have to chase every single one of them. Maybe AR isn’t your thing, but purpose-driven marketing is for your audience. That’s great! The key is to experiment, learn, and adapt.
So, this year, use your imagination, stay curious, and let these marketing trends expand your company to new heights!