Analytics tools and social media engagement are set to top marketers’ priorities in 2024, with platforms such as LinkedIn, Instagram and Facebook projected to be prime lead generators.
Laid out in its Marketer of 2024 report, Brandwatch has found that 72% of marketers believe that analytics tools will be crucial over the coming 12 months, whilst 56% indicated that they would prioritise social media engagement to further their brands.
With social media currently influencing a staggering 85% of Gen Z’s purchases, the medium will yet again prove pivotal to marketing strategies in 2024, with business-focused platform LinkedIn set to prove particularly valuable for marketers.
A brand’s ability to better understand its customers will remain pivotal, with over a quarter (28%) of marketers saying that this process was being hindered by siloed data and changing behaviour – highlighting the importance of research and data analysis tools.
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“I think recognising the importance of quality, emotive (and human) content will be a big trend in 2024. Not as a ‘backlash’ to AI, but in learning that simply using AI tools to churn out high quantities of content is not helping anyone: most importantly, your customers and audience, but also search algorithms, your website UX and beyond,” BrightLocal content marketing manager, Sammy Paget said.
In its report, Brandwatch singles out four key areas that marketers should focus on in the coming 12 months – namely; purposeful content creation, the vital importance of data, taking a customer-centric approach, and the increasing integration of AI into marketing strategies.
Another survey respondent added: “I believe that marketing personnel will need to hone in on the ability to draw insights from data to improve the customer journey and predict how the market is shifting to be on top of new opportunities. It will be important to continue developing ways to deliver personalized experiences to consumers.”
