Marisol Ciovacco

2024 has been the year of brands dropping their DEI (diversity, equity, and inclusion) initiatives. With big names like Harley-Davidson and Ford Motor Co. pulling away from DEI, the discussion around company inclusivity has never been more heated. But how does this affect DEI in marketing?

Artificial intelligence (AI) is taking the marketing world by storm. It has never been easier to craft a comprehensive marketing campaign, write attractive copy, and design eye-catching graphics. If you work in marketing, you are likely one of the 88% of marketers who rely on AI to complete their tasks. Unfortunately, it might not be working in your favor. Consumers already struggle to trust brands, and the addition of AI in marketing has made the relationship even more difficult.

If your web content isn’t easy to follow, you’re doing your brand a disservice. Numerator reports that 82% of consumers want their shopping experience to be as convenient as possible. With convenience playing a pivotal role in how people spend their money, brands must meet the new standard. Personalized campaigns and AI tools are popular strategies, but one you might not have considered is the power of voice search optimization.

Email marketing is a crucial tool for any brand looking to engage with its audience. Billions of people use email services, and 88% check their emails twice a day. It’s rarer to find someone who doesn’t check their email more than once, as they represent approximately 8.5% of users. However, without email marketing automation tools, marketers risk allowing their campaigns to go unread and forgotten amongst the billions of other emails vying for consumers’ attention.

In today’s world where just about every business is vying for consumers’ attention, it is more crucial than ever to stand out. But that begs the question: How do you stand out in a sea of creative marketing campaigns when everyone is competing for the same goal? Marketers could fill out social media feeds or use as many paid ads as they can afford, but success will be out of reach without a strong brand identity.

From YouTube to Instagram and now TikTok, there is no shortage of social media influencers to follow. With their ability to build a community of followers who trust their judgments, these influencers are now an integral part of the buyer’s journey that many brands are looking to take full advantage of. These campaigns are likely to pay off as 63% of consumers agree they are somewhat more likely to purchase from a brand if promoted by an influencer they trust. However, influencer campaigns are not without their own risks. If an influencer finds themselves in the middle of a controversy, brands are soon to be on the chopping block for having partnered with the influencer in question. For marketers who want to reap the benefits of influencer marketing, here are a few ways to be prepared in case your team runs into an unfortunate influencer marketing crisis.

The need to understand your consumer base is a given in the marketing world. However, this task is easier said than done. With technological innovations and constant shifts in trends, the way we shop has never been more turbulent. And now, HubSpot’s recent 2024 Consumer Trends Report has revealed some intriguing statistics. Take a look!

The rise of smartphones over the last decade led to increased dependence on this evolving technology. A report from 2023 discovered that 56.0% of Americans admit to being addicted to their cell phone. While not every consumer may admit to such behavior, the study still found that 75% of Americans feel uncomfortable without their phone and will check notifications within five minutes. With most American consumers constantly connected to their devices, mobile marketing has emerged as a powerful channel that brands cannot afford to ignore. As mobile marketing becomes more accessible, brands gain a near-direct line to their target audience—provided they strategize effectively.