Top 3 marketing insights for 2024

Andrew Scott
Andrew Scott

Andrew Scott, founder and MD of full-service marketing agency, Purplex, reveals what marketing tactics and strategies should be considered to stay ahead of the game in 2024.

With chief economists predicting that the UK economy will remain weak in 2024, it’s no secret that the next 12 months will introduce some fresh challenges for the fenestration industry.

But it’s not all doom and gloom. In fact, crisis often leads to opportunity and this couldn’t be more relevant for the year that lies ahead.

Research shows that customer confidence will remain low in the coming months and so, more than ever, they will be looking for strong brands that effortlessly demonstrate trust, credibility and authenticity.

Without a doubt, one of the best ways to achieve this is with marketing. While many companies choose to cut back on their marketing budgets when times are tough, they should actually invest more in activities which will raise brand awareness, build trust and credibility as well as generate new leads and boost sales.

Being more visible also means that when customers are ready to spend, you’re more likely to be their top choice.

At Purplex, we’ve been closely following what marketing activities are likely to become more popular in 2024 and have selected three areas we believe you should explore:

1: Influencer marketing

This is the new iteration of something companies have been doing since the dawn of marketing – the celebrity endorsement. Today, influencer marketing is extremely powerful. In fact, according to a study by Modern Retail UK, 70% of consumers frequently buy products based on influencer recommendations.

While influencer marketing has traditionally involved partnering with someone with a large following on social media and incentivising them to promote your product or service, 2024 will see the rise of the micro-influencer.

This is because working with an individual with a smaller following helps to increase trust and credibility for a brand. In fact, the content they produce is often seen as more authentic and therefore, better resonates with the target audience.

At Purplex, we have relationships with a large bank of influencers, mega and micro, and we can use them to help you gain a huge amount of brand awareness.

2: Embrace the power of AI

Artificial intelligence (AI) has created a completely new marketing landscape, making it possible for companies and agencies to create a huge amount of content in a short space of time. On one hand, AI is great as it allows you to work at a speed that’s never been possible, but it needs to be handled very carefully as the content produced can be inaccurate, poor quality and ultimately very damaging to a brand.

As a large marketing agency, we have been studying AI very closely and assessing how it can be incorporated into our activity without losing that vitally important human touch.

3: Invest in video

Consumers turn to video content because it’s easy to digest, it’s engaging and with the right strategy in place it can deliver a huge return on investment. Research highlights that 72% of customers would rather learn about products and services via video.

Short-form video content in particular is incredibly valuable and holds immense power to boost awareness of your brand, products and service offering – and channels, like TikTok, or Reels on Instagram and Facebook make this possible.

With our own specialist video department at Purplex, we are at the cutting edge with the latest equipment, professional post-production and campaign-driven marketing.

Make 2024 the year you fully embrace marketing to help your business survive and thrive in these challenging economic times.

Our marketeers will not just create but also implement robust marketing strategies which combine both digital and traditional marketing techniques to increase brand awareness as well as boost leads and business growth.