Although there is a period of adjustment for the agencies, we expect a good year!
Milivoj Đorđić, General Manager at Smartpoint Adria Agency, speaks exclusively to the Marketing Network portal about the trends awaiting us in 2024, the extent to which his agency has incorporated AI into its operations, and their plans for this year.
What are the most important trends in digital marketing for the year 2024?
Based on the developments in digital marketing thus far, even at the start of 2023, we can infer the direction this marketing sector will take, not just in the months ahead but also in the years to come. It's important to note that the digital landscape is dynamic and constantly evolving, yet certain elements remain constant.
It's evident that video content will continue to reign supreme, whether marketed on platforms like TikTok, Instagram Reels, or YouTube Shorts. Don't hesitate to experiment with trends and formats—stick to your brand identity and, above all, your purpose, while showcasing your creativity.
Live streaming is expected to gain popularity in 2024 due to its more personal interaction with users. Why not seize this opportunity and gauge your audience's response?
In 2024, we anticipate a surge in the popularity of loyalty programs and a more strategic use of data, aided by artificial intelligence. We'll witness an increase in video-format podcasts (remember the importance of video), and it's crucial to understand that social networks will become even more prominent as search tools. This shift necessitates adaptation not only from Google but also from content creators and optimizers.
How is artificial intelligence shaping marketing, and what can we expect this year? To what extent has Smartpoint integrated AI into its operations?
Artificial intelligence transcends tools like ChatGPT; its potential is widely recognized. Basic uses such as streamlining research and idea generation have long been surpassed, although they remain in practice.
I'm particularly proud of our implementation of AI in our SmartPromo platform, offering brands a comprehensive solution for implementing loyalty programs and contests. With machine learning and AI, brands no longer need traditional methods like entering codes from openers or fiscal account numbers. This simplification makes these programs more appealing to both customers and brands.
AI also empowers us to gather and analyze detailed user data, enabling us to provide an ultra-personalized experience aligned with the brands we represent. This strengthens predictive marketing, making it easier to design campaigns that resonate and drive results.
How will social media, both old and new, influence brand strategies in 2024? Are there any market developments expected in the realm of social networks?
While not the sole factor, social networks play a crucial role in communication strategies. To fully harness their potential and achieve desired results for brands, content creation must align with current trends while also addressing the wants and needs of the target audience.
Furthermore, brands should remain open to new social networks and their emergence. Such efforts to diversify the landscape should not come as a surprise, although the question remains whether any new platforms will attain the success witnessed by TikTok a few years ago.
Which new platforms or technologies do you believe will have the most significant impact on marketing this year? Why?
Undoubtedly, artificial intelligence and machine learning will continue to shape not just the marketing sector but various other industries as well. As we've already acclimated to these technologies, any further advancements in this realm are likely to be welcomed with optimism.
One noteworthy trend is the integration of social commerce within social networks. This integration allows users to make purchases directly from the app, streamlining the process and eliminating unnecessary clicks—a valuable solution in today's digital environment where every additional click matters.
Additionally, mobile marketing will continue to gain prominence due to the widespread use of mobile devices for accessing content.
Will influencers surpass traditional media in popularity in 2024?
Certainly, influencers have solidified their position, although they faced some challenges in recent years with the rise of content creators. Nevertheless, influencers remain a staple in marketing strategies. Collaborations with micro-influencers, who often have stronger connections with their followers, are expected to yield better results for brands.
Many companies prioritize sales-focused campaigns that yield immediate results. How will this impact agencies?
Agencies will need to adapt their approach and innovate in sales strategies. Embracing new technologies, thinking creatively, and offering unique solutions will be crucial. With decision-makers increasingly focused on results and ROI, agencies may face greater pressure to deliver tangible outcomes. This underscores the importance of agility in marketing and the need to evolve alongside market changes.
What successes did your agency achieve last year, and what are your plans for 2024?
In 2023, Smartpoint continued its growth trajectory, solidifying its position as a regional agency. Over 70% of our business came from regional clients, showcasing our ability to serve a diverse market. We've also begun actively promoting our brand and expertise within specific business verticals to establish ourselves as leaders in the region.
Looking ahead to 2024, we will further develop and promote our digital marketing solutions, such as the SmartPromo application. We are optimistic about the year ahead and committed to maximizing our efforts for success.
Source: Marketing mreža