Aslan Kudrnofsky
Since the beginning of the year, a record player has been added to our living room. Young and old alike are fascinated not only by the heavy vinyl records manually laid on the turntable - they’re also intrigued by the mechanical marvel of the machine: after pressing the start button, the tone arm gracefully moves into position and gently lowers onto the record as it begins to softly spin. What’s also quite unique is the unusually rich sound compared to the usual wireless speakers that connect to our phones and play the desired songs right on command. The voices and instruments sound almost like in a live concert. A soundscape is created where you feel like settling down to listen, the gentle, warm crackle of the vinyl making everything seem a bit more real and authentic.
Tip #1: Authenticity
Authentic is my keyword. Lately, I've been feeling a kind of digital fatigue - and apparently it's not just me. Statista, for example, shows that the importance of influencers and bloggers - in addition to the obvious face-to-face communication - has declined rapidly over the last two years, while investments in digital marketing are increasing significantly. Meanwhile, the investment volume in content marketing in the DACH (Germany-Austria-Switzerland) region grew by 22.5 percent from 2018 to 2022 and was around EUR 9.8 billion in 2022.
The question that consequently comes up is how we continue to reach our existing customers with high-quality content via our online and offline channels, or even more so go out and acquire new customers - when people are starting to get tired of the digital world.
In the Anglo-American world, marketers speak of "empathy" in this context. In a recent survey by the Content Marketing Institute, marketers from international companies were asked about their predictions for 2024. The most frequent answer: empathy. And closely related to that: credibility. Whether it's the latest blog, whitepaper or online webinar, we want to be addressed and picked up personally and directly. And we look for content that seems credible and authentic to us.
Tip #2: Funnel Marketing
The term content marketing was first brought up about 20 years ago, and it has evolved significantly in recent years, not just through the rise of social media but also through the developments of the pandemic. For example, Almdudler has started working with videos as a content marketing format as part of its employer branding. Together with the Contentfish team, this has resulted in unique job profiles that reflect the brand as much as the corporate culture.
So when it comes to acquiring new employees, new partners, or new customers through marketing measures, or to position oneself on the market, the funnel marketing model is now inevitable.
Quick Reminder:
- Top of the funnel:
The potential new customer is researching a topic looking for exciting content, e.g. on SEO-optimized websites that rank high in Google, blogs, but also social media posts.
- Middle of the Funnel:
Once something interesting has been spotted, it's time to fine-tune. More information about appealing calls-to-action, e.g. a whitepaper, or straight on to the contact form.
- Bottom of the funnel:
A landing page, a personalized mailing or drip mailing campaign with concrete offers round off the entire process and make the target group ready to buy.
Keeping the basics well in mind will never be wrong. But content that focuses on the buyer persona is, and will remain, crucial.
Tip #3: Interactive Content
In 2024, the trend towards interactive content is emerging as a groundbreaking development in the field of digital media. Companies and content creators have realized the need to involve their target groups through innovative and engaging content. But what exactly is interactive content? And why does it appeal to us?
Interactive content allows users to actively participate in what is happening, whether through surveys, quizzes or immersive experiences. This form of content not only encourages user participation, but also creates a deeper connection between brands and consumers. The integration of virtual reality (VR) and augmented reality (AR) into interactive content further reinforces this trend by providing an even more realistic and engaging experience.
HubSpot provides an outstanding example of interactive content. The company boasts a variety of interactive tools and calculators, including the ROI calculator. These tools offer business owners the opportunity to check their position and ensure they are on the right track.
Tip #4: Credibility
Back to the trending term "empathy." The meaning of empathy is difficult for some to break down to concrete business strategies. The closest thing resonating here is credibility, coupled with content personalization, which I'll discuss later.
Especially in recent years, it has become increasingly difficult for us to establish and/or maintain an almost exclusively digital contact with our potential customers, and even more difficult to maintain an existing customer relationship.
Expert Tip:
"What happens automatically in a direct exchange at a business event is only possible to a limited extent in the digital space, and so building relationships sometimes remains in the background. This makes it all the more important to adapt marketing strategies so that they meet customers' requirements. By communicating clearly and unambiguously, we build credibility."
Pia Eck | CEO Contentfish
Tip #5: Personalization
The best shopping experiences are the ones where we are approached with a friendly “How can I help you?” and personal guidance on which products suit our individual selves best. This is as true in face-to-face shopping as it is in the digital world. What a helpful salesperson is in real life, is personalized content in the online world.
In a world where a personal approach sets the tone, personalization goes one step further through the use of artificial intelligence (AI). Through the use of advanced algorithms, AI analyzes user behavior to provide tailored content. These individualized approaches allow companies to respond specifically to the needs and preferences of their target groups. AI-driven content recommendations, tailored product recommendations and personalized news streams are just a few examples of the innovative use of technology. The aim is to achieve deeper customer loyalty and greater relevance of content. This makes the online shopping experience as authentic as the Viennese dialect that captivated my girlfriend.
Bottom line: Content Diversity
In summary, digital marketing is clearly about keeping your finger on the pulse. The trends for 2024 show that authenticity, personalization and interactivity are crucial. Companies that focus on diversity have an advantage. As a result, content diversity is becoming increasingly crucial to stand out in the digital world.
A diverse content strategy that combines authenticity, personalization and interactivity sets companies apart. To develop a customized strategy for your company, get in touch with us. Our team is ready to work with you to create successful approaches in the ever-changing digital marketing market.
