Growth marketing has significantly transformed in recent years due to privacy laws such as the California Consumer Privacy Act and the European Union’s General Data Protection Regulation policy. Apple’s new iOS 14.5 also caused Facebook to make changes, leading growth marketers to adapt to the new conditions.
In addition, collaborative influencer marketing strategies and UGC are beginning to dominate social media feeds. 2024 will be a year of finding solutions and optimizations to these changes in growth marketing. Here are the top marketing trends to watch for 2024.
The five marketing trends to watch
According to crucial growth marketing experts, five trends will shape 2024.
Omnichannel digital marketing campaigns
The first trend is omnichannel digital marketing campaigns, with companies moving away from Meta (Facebook) and diversifying their acquisition stack. It is now imperative to separate your budget into “evergreen channel spending” and “experimental channel spending.”
Evergreen channels can include Meta, Google Search & Display Ads, YouTube, and SEO, while experimental channels can include Google Performance Max, TikTok, Nextdoor, AdRoll, Reddit, and Sponsored Editorial.
The second trend is to have a UGC pipeline, as user-generated content has already begun to impact growth marketing. A study conducted by TurnTo Networks found that 90% of shoppers report that UGC influences their purchase decisions. Leveraging UGC in ad creatives could cut your cost-per-acquisition (CPA) by up to 40%. To set up your UGC pipeline, partner with an influencer agency, use a virtual influencer assistant, message influencers in your niche, and provide general talking points and brand guidelines.
Weekly or bi-weekly creative refreshers
The third trend is weekly/bi-weekly creative refreshers, as ad platform algorithms favor accounts that frequently refresh their creative. If you run ads on Meta, TikTok, and YouTube, your click-through rate will likely drop, and CPA will increase if you don’t refresh your creative regularly. To combat this, leverage existing content to make new ads, always be testing and make an innovative scorecard.
Building a robust referral program
The fourth trend is building a robust referral program, which can increase acquisition rates and incentivize customers to promote your product. Some referral program platforms to consider are ReferralHero, Refersion, and Talkable.
Optimizing mobile experience
The fifth and final trend is to optimize your mobile experience as mobile use continues to rise. A mobile-first experience should be the default, with fast page load times, seamless checkout experiences, and easy navigation. To optimize your mobile experience, ensure your website is mobile responsive, optimize your images and videos, and test your website’s speed using tools like Google’s PageSpeed Insights.
The bottom line about the growth marketing trends
Growth marketing trends in 2024 will revolve around omnichannel digital marketing campaigns, UGC pipelines, weekly/bi-weekly creative refreshes, robust referral programs, and optimized mobile experiences. By preparing for these trends, growth marketers can stay ahead of the curve and achieve optimal results.