Sales and marketing in 2024

After decades of bold and aggressive marketing, we are now entering the era of ‘quiet selling’, where brands need to adopt more subtle techniques to influence consumer purchases:

Social Proof

What matters is not what a brand says about itself, but what friend tells a friend. Brands need to focus on how these conversations start and spread and design the architecture of that conversation.

Voice of the Consumer

Listening to customers is more important than ever. Consumer advisory boards are not new but are becoming more powerful. It’s almost a must for any business to talk to at least 3-5 customers every month.

Engagement

Engagement is the New Loyalty: Instead of spending money on traditional loyalty programs, more brands will focus on loyalty through engagement. This includes gamification (things like social challenges, progress bars, prizes, and badges that make people feel recognised for doing well), but also online communities where customers can share their experiences and achievements.

Micro-Influencers

Consumers by now are aware of influencer marketing plays and looking for honest voices, not mega influencers. Brands need to develop authentic partnerships where influencers can creatively showcase products in a way that feels natural to their content.

Technology and AI

Artificial Intelligence is revolutionizing marketing, from in-depth market analysis to creating content customized for niche segments. Make use of it to reach your customers in a more efficient way.

As we look ahead, keeping up with the trends is important, but even more so is being adaptable, customer-focused, and innovative.