We are more than halfway through the year, which is a great time to start thinking about your marketing strategies for Q4 and 2025. Staying on top of the ever-evolving trends isn’t just advantageous; it’s crucial if you want to keep your edge and grow your business. But if you’re running a business or juggling marketing duties solo, keeping up with all the changes can feel like a full-time job. That’s where marketing agencies like Flourish come in handy. We’ve got your back, keeping you clued in and your strategies sharp, so you don’t have to worry about missing out. This blog is about unpacking the top digital marketing trends so far in 2024 and what to look out for in 2025 while offering up some innovative strategies to help you stay ahead of the curve. Let’s dive in:
Trend #1 (that we’re fully embracing): AI and Automation
Let’s kick things off with AI and automation—basically, the superheroes of the digital marketing world. These tools aren’t just cool tech gadgets; they’re game-changers in how we connect with audiences and make their experiences better and a whole lot more personal.
- Seeing Is Believing:
Companies like Netflix and Spotify have been using AI for a while and are nailing it. They use AI to figure out what you love, and what you might not know you love yet, and then deliver more of it. Your “Discover Weekly”? That’s AI understanding your taste better than you do (and maybe your friends)!
- Why It’s a Big Deal:
Developing a marketing campaign can feel like you’re just throwing stuff at the wall to see what sticks if you aren’t using data to inform your decisions. Analyzing your data and analytics is crucial for making an informed approach to your marketing campaigns, but this can take hours if you do it solo. But here’s some good news: AI and automation can dramatically streamline that process. We’re talking about tools that simplify and enhance tasks—making your marketing efforts more innovative and targeted. AI can analyze data way faster than we ever could and thus helps marketers spot trends and make connections that would otherwise take us ages to see.
For instance, HubSpot leverages AI in its CRM to help marketers manage and analyze customer interactions and data throughout the customer lifecycle. This ensures that every customer touchpoint is optimized for engagement and conversion, making campaigns more effective and personalized. Similarly, Sprout Social employs AI for advanced social media analytics and listening tools that not only suggest the best times to post based on engagement patterns but also provide insights into audience sentiments and trends, enabling marketers to tailor their content more precisely to meet audience needs. - In the Real World:
Take chatbots, for instance. These are the workhorses of digital customer service, managing inquiries at all hours and freeing up your time for more significant projects. They’re becoming increasingly sophisticated, too. Beyond handling simple FAQs, modern chatbots, fuelled by AI, can guide customers through complex purchases, offer personalized shopping advice, and manage post-purchase feedback. Modern chatbots are not only enhancing customer service but are also specialized to perform distinct functions across various industries. Here are a few notable examples: - Drift: Specializes in sales and lead generation by engaging potential customers in real-time, helping businesses increase conversion rates through automated conversations that can book meetings, recommend products, and even provide quotes.
- HealthTap: Provides medical advice, assessing symptoms and recommending treatments, and facilitates making doctor appointments, thereby making healthcare advice more accessible and immediate.
- ChatGPT: A highly versatile AI chatbot developed by OpenAI, used for a range of tasks from generating creative content and technical writing to tutoring and casual conversation. Its ability to understand and generate human-like text allows it to perform tasks that require a deep understanding of context and nuances in language.
If you’re fed up with the hands-on hassle and ready to introduce some high-tech help into your marketing, investing in AI and automation tools like the ones mentioned above might be your best next step. Not only will it save you time, but it will also enhance the effectiveness of your campaigns, making your marketing strategy feel less like guesswork and more like a master plan. If you’re ready to enhance your marketing efforts and save time, diving into AI and automation could be a strategic move. While AI offers incredible efficiencies and insights, it’s important to balance tech advancements with the irreplaceable human touch. Curious about how to find that balance? Explore our blog on the pros and cons of Generative AI here. Together, human creativity and AI technology can be a powerful combination that drives innovative and successful marketing strategies.
Trend #2: Short-form Video: Beyond Social Media
Short-form videos that quickly deliver value and entertainment continue growing in popularity. You’re seeing them everywhere—from social media to websites, digital ads, and even via email, becoming a cornerstone of digital marketing. According to Semrush, 43% of marketers say short-form video performs better than long-form content. Depending on the platform, the videos typically range from a few seconds to a few minutes and are ideal for platforms such as TikTok, Instagram, YouTube, and LinkedIn.
- Dynamic Content on the Landing Page
Many brands like Rolex and Ferrari incorporate short-form videos into their website landing pages to immediately capture visitor attention and quickly convey key messages. Whether you are a B2B business or B2C, small or large, incorporating short form onto your landing page is an easy way to showcase your products and services. This approach can also help decrease bounce rates and increase conversion rates by engaging viewers with dynamic content right from their first interaction with the brand.
- Amplifying Digital Advertising
As marketers, we always look for ways to elevate our clients’ digital advertising strategies. One thing we have seen more and more short-form videos being used in digital ads. When integrated into digital advertising strategies, short-form videos have the power to cut through the noise of traditional advertising. For example, Squarespace released a short-form video as part of their Super Bowl ad campaign starring actor Adam Driver that was an absolute hit online. The video is 30 seconds long and is engaging from start to finish. Short-form videos like this are used to create impactful, memorable ads that not only capture attention but also encourage sharing across platforms, amplifying reach and interaction rates.
- Case Studies of Success
Companies like Nike, have shown how effectively using short-form video across various platforms can enhance user engagement and drive substantial business results. Brands like Nike create video content that seamlessly integrates into each aspect of their marketing funnel, providing a consistent narrative regardless of the customer’s touchpoint. For example, Nike sponsors several United States Olympic teams and has used short-form video content to promote their sponsorship and their USA team merch. Athletes like Lebron James, Sha’Carri Richardson, and Sophia Smith are featured in these videos, which lends to the virality of engagement.
Trend #3: B2B Influencer Marketing / Employees as Brand Ambassadors
In 2024, you could ask almost anyone to name their top three favorite influencers on TikTok. The art of “influencing” isn’t new; in fact, it’s been around for centuries. Not necessarily in the form of TikTok stars like Alix Earle or Monet McMichael, but more along the lines of Queen Elizabeth I, Coco Chanel, Caesar, Aristotle, and so on. They were trendsetters and inspired styles, looks, fashions, and intellectual movements that influenced hundreds to thousands of people to follow suit. However, now, influencer marketing is progressing heavily into the B2B sector.
- Real People, Real Impact
Gone are the days when faceless corporations were the norm. Today, authenticity is the name of the game, especially in B2B markets. Companies are turning the spotlight inward, showcasing their employees as the stars behind their brands, now dubbed “Employee Generated Content.” It’s about putting a human face to the business, and who better to represent a company than the people who breathe life into it every day? Look at the retail company Anthropologie as an example. Paige Anthony, the Social Media Manager of Anthropologie Europe, sat down with Pretty Little Marketer (a true Flourish fave!) and said their TikTok impressions increased by 5,194% after incorporating more EGC content into their strategy.
This isn’t just a trend for B2C businesses, B2B businesses like ServiceNow are utilizing YouTube to showcase their company culture and highlight employee experiences. IBM also features their employees in their TikTok content to promote their company culture.
- Are Influencers the New SME’s?
Influencer marketing isn’t a new tactic. It has been popular in the B2C sector to promote products, services, or brands by collaborating with relevant influencers. However, in 2024 we’re seeing that it’s also getting traction in the B2B landscape. B2B influencers are often subject matter experts or industry thought leaders, typically with a substantial following. This means they have many industry professionals following them for reliable information and advice in their field. Take Ann Handley as an example. She’s a well-known marketing expert, Chief Content Officer at MarketingProfs, and a bestselling author, highly respected for her insights into digital marketing and content strategy. Partnering with someone like Ann can help elevate your brand’s credibility through her established reputation and expertise in the field.
Similarly, in a smaller yet influential market like Huntsville, a figure like John Schmitt, the Executive Director of AMIIC, becomes a quintessential partner. His extensive background in leadership within the military and sectors like advanced manufacturing positions him as a key influencer. A recent video featuring John for the National Center for Defense Manufacturing & Machining (NCDMM) showcases his pivotal role in collaborating with both large and small businesses, like Invariant Corporation, to drive innovation within the defense industrial base in Huntsville.
It’s important to recognize that B2B influencers are not exclusive to large markets or confined to a single industry. Their ability to bridge connections across different sectors and company sizes offers unique perspectives and solutions that are universally applicable, making them essential for businesses looking to navigate the complexities of modern markets.
- The Benefits Unpacked
What does this all boil down to? Increased trust, for starters. When prospects see real people advocating for your brand, whether they are your employees or respected industry voices, the message strikes a chord. This authenticity leads to deeper, more meaningful customer relationships—turning simple transactions into lasting partnerships.
As you leverage the power of real people to enhance your company’s brand, it’s equally important to consider the personal brands of the employees within your organization. A strong personal brand for each team member can amplify your company’s authenticity and reach. Curious about how to cultivate strong personal brands alongside your corporate branding? Check out our blog on building a personal brand here, where we provide practical tips and insights to help your team members become standout brand ambassadors who will strengthen your business’s credibility and influence.
The digital marketing landscape in 2024 and beyond is set to be dynamic and innovative, with trends like AI integration, cross-platform short-form videos, and employee-centric marketing strategies leading the charge. As marketers, embracing these changes and experimenting with new tools and tactics is crucial for us to stay ahead.
Embracing these trends will not only help you stay competitive but also enable you to forge deeper connections with your customers, creating more meaningful and impactful marketing campaigns. Whether you’re a small business owner wearing multiple hats or a seasoned marketer in a large enterprise, integrating these insights into your strategy can lead to substantial growth and innovation.