Remodelling Your Marketing Playbook: Trends to Bid Adieu

Let’s face it, the world of marketing pulsates with constant change. It’s a roller-coaster ride of adapting and evolving to emerging trends. If your strategy is ageing like a fine wine, get ready for a reality check. Time for some marketing housekeeping! Here’s our rundown on five marketing trends that are currently past their prime.

1. The Originating Role of Account-Based Marketing

Influenced by HubSpot’s State of Marketing report, we observed that only 13% of marketers leveraged Account-Based Marketing (ABM) in 2023. As per Dustin Brackett, ABM is a splendid tool for organizations boasting high-value customers and leaves a smaller mark on effervescent B2C spaces due to the expense of time, resources, and capital involved. Matt Freestone cites the gap in sales and marketing alignment as an impediment to the popularity of ABM. ABM lacks novelty for most B2B sales reps and hence no longer tops the marketing trend list.

2. The Charm of the Metaverse is Dimming

For marketers, the metaverse was a catalyst for their creative experimentation. However, the excitement seems to be evaporating. With14% of marketers planning to halt their metaverse marketing activities (think Horizon Worlds or Roblox), there is evidence of a cooling off. Overpricing hardware, discomfort, and slow adoption have made it more daunting.

3. An Ebbing Tide for Podcasts and Audio Content

Despite a quarter of internet users and over 500 million global podcast listeners in 2024, podcasts surprisingly immunize marketers. Businesses often call it quits because they don’t perceive direct ROI from podcasts, though they serve as a potent medium for long-term brand-building, with a unique capacity to enhance brand affinity. Entering the podcast arena might require more effort and resources, and ROI might be elusive, but the payoff could be rewarding.

4. Audio Chat Rooms: Trending Downwards

Audio chat rooms created quite a buzz, offering connectivity during the peak of the pandemic. Fast forward to 2024, and they are losing their sheen with 14% of marketers planning to discontinue their investment. The fleeting nature of audio content, the lack of visual elements, and the significant time commitment required dilutes their appeal.

5. The Erosion of User-Generated Content

In 2024, 13% of marketers intend to lessen their investment in user-generated content (UGC), blaming quality concerns, uncontrollable messaging, and an intricate ROI tracking process.

Closing Remarks

With the advent of AI and fluctuating algorithms affecting consumer behavior, marketers are re-evaluating their strategies. As we roll further into 2024, it’s imperative to bookmark trends worth embracing and others worth retiring.

FAQs

1. Why is ABM losing its steam in marketing?

Despite its benefits, ABM is witnessing declining popularity due to its exclusivity to high-value customers and issues in sales and marketing alignment.

2. Why are marketers disengaging from the metaverse?

Overpriced hardware, discomfort in adoption, and slow adoption rates are causing a dip in marketers’ enthusiasm for the metaverse.

3. Are podcasts an effective marketing tool?

Despite the challenge of tracking direct ROI, podcasts are invaluable as a long-term brand-building tool.

4. What factors influence the downtrend of audio chat rooms in marketing?

The transitory nature of audio content, lack of visual elements, and substantial time commitment required are steering marketers away from audio chat rooms.

5. Why is the investment in User-Generated Content decreasing?

Minimal control over quality, messaging, and ROI tracking complications are leading to a decline in investment in User-Generated Content.