As the year comes to an end I am reminded of why I love the work I do. The fact that I can help in the growth of small businesses and brands makes me feel important and invaluable. As always December 1 is the time of year I see client renewals and new client connections and its because of this that I can continue to evolve and do more for each and every one I serve.
In November, the digital marketing landscape continued to evolve. Here are some key trends that hit the digital marketing landscape in November 2023 and their potential effects:
The continued rise of TikTok: TikTok’s user base continues to grow at an exponential rate, making it an increasingly important platform for brands to reach new audiences. This growth is likely to continue in 2024, and brands will need to develop effective strategies for marketing on the platform.
IMPACT: The rise of TikTok is creating a new generation of social media influencers. These influencers are often younger and more authentic than traditional influencers, and they are connecting with consumers in a new way. Brands need to develop strategies for working with these influencers to reach new audiences.
REFLECTION: With the increasing importance of security and the safety of influence, I have not adapted to TikTok or plan to use it. I am optimistically cautious that the younger generations will be guided to the next best thing.
The increasing importance of data privacy: With the growing awareness of data privacy concerns, consumers are becoming more protective of their personal information. This is making it more difficult for brands to collect and use data for marketing purposes. Brands will need to find new ways to collect data ethically and use it responsibly.
IMPACT: The increasing importance of data privacy is making it more difficult for brands to target consumers with advertising. Brands need to find new ways to reach consumers without relying on personal data.
REFLECTION: As a member of the Connected Commerce Council I will continue to monitor the next steps that affect the day to day practices of digital marketing. But I will say that there is heavy misconception to the background of the FTC/Amazon lawsuit that is guiding force of congress’ involvement in consumer data collection.
The shift to influencer marketing: Influencer marketing is becoming increasingly popular as brands look to connect with consumers in a more authentic way. This trend is likely to continue in 2024, and brands will need to develop effective strategies for identifying and partnering with influencers.
IMPACT: The shift to influencer marketing is making it more important for brands to find and partner with the right influencers. Brands need to be careful to select influencers who are authentic and have a relevant audience.
REFLECTION: My view on influences may not be the best reflection of business, but for some brands it works. In my opinion Influencer Marketing is valuable to large brands like Nike, NFL, Starbucks but can have a negative impact for a small business or growing brand. A small business owner, aka entrepreneur, is the best influencer for their brand and should be visible in everything for said brand or business.
The growth of shoppable content: Shoppable content is becoming increasingly popular as brands look to make it easier for consumers to purchase products online. This trend is likely to continue in 2024, and brands will need to develop effective strategies for creating and distributing shoppable content.
IMPACT: The growth of shoppable content is making it easier for consumers to purchase products online. Brands need to create engaging and informative shoppable content that will drive sales.
The rise of social commerce: Social commerce is becoming increasingly popular as consumers are increasingly comfortable making purchases on social media platforms. This trend is likely to continue in 2024, and brands will need to develop effective strategies for selling on social media.
IMPACT: The rise of social commerce is making it more important for brands to have a strong social media presence. Brands need to develop strategies for selling on social media, such as using social media ads and shoppable posts.
REFLECTION: In my opinion, Shoppable Content and Social Commerce are similar but indeed there are minor differences that business owners should be aware of.
Shoppable content is any type of content that contains links to products that can be purchased online. This can include images, videos, text posts, and even live streams. The goal of shoppable content is to make it easy for consumers to discover and purchase products without leaving the social media platform they are on. Whereas, Social commerce is the broader term for the use of social media platforms to sell products and services. This can include shoppable content, but it also encompasses other activities such as customer support, product reviews, and influencer marketing. The goal of social commerce is to create a seamless shopping experience that integrates social media into the customer journey. In general, shoppable content is a specific tactic that can be used to achieve the goals of social commerce.
However, not all shoppable content is social commerce. For example, a shoppable Instagram post that links to a product on a brand’s website is shoppable content, but it is not social commerce unless the brand is also using Instagram for other social commerce activities such as customer support and influencer marketing.
Overall, the digital marketing landscape is constantly evolving. Brands need to be aware of the latest trends and develop strategies to adapt to them. By doing so, they can reach new audiences, improve their marketing ROI, and achieve their business goals.
