User engagement trends for 2024

The world of Internet marketing is constantly evolving, generating new tools, strategies and opportunities every day. In order not to drown in the sea of changes and at the same time remain on the crest of the wave, companies must closely monitor trends, promptly adjust marketing strategies and boldly innovate.

We bring to your attention the top 5 trends of audience engagement for 2024.

AI is changing the rules of the game in marketing

Artificial intelligence (AI) is not just a buzzword, but a real force capable of transforming marketing in 2024 and increasing business engagement. It opens up limitless opportunities for companies to deeply personalize and effectively automate, allowing them to get ahead in the competition.

The statistics speak for themselves:

• 64% of marketers already use AI in their work.
• 38% plan to start using it in 2024.

Google President Sean Downey predicts that AI will become a major trend in 2024, especially in meeting consumer expectations and optimizing business results.

Focus on values and people

The era of intrusive advertising is becoming a thing of the past. In 2024 companies striving for success will rely on content that is truly valuable and useful to the audience.

No more boring promotional texts for SMS newsletters! Instead of it, marketers should:

• Share fascinating stories about a brand, product, or service to intrigue the audience and increase their engagement;
• give users valuable knowledge, tips and life hacks.

The purpose of this trend of business engagement is to gain the trust of the audience. When people see that a brand cares about them and not just wants to sell a product, they are more willing to become its customers.

Immersive technologies and interactivity

Two powerful trends of engagement — immersive technologies and interactivity — are already changing the look of marketing, and in the future their impact will become even more significant. These tools offer great opportunities to attract the attention of users and work with them on a deep emotional level.

Passive content consumption is transformed into active audience engagement by games, tests, voice and gesture controls, and the choice of storylines — all this allows you to make interaction with the brand more exciting and memorable.

Data privacy

Shall we talk about security?

The topic of data privacy has been stirring the minds of marketers for several years. The entry into force of the GDPR and CCPA gave users more control over their personal data, which in turn led to increased concerns about their security.

Consumers today demand full transparency from brands regarding data processing. Marketers need to be aware that these changes will have a profound impact on the market.

Social responsibility and eco-friendly marketing

Consumers are increasingly choosing brands whose values match their own.

The brand's mission, its position on pressing issues and messages are all important for a socially conscious audience. Therefore, today it is important not only to declare your responsibility, but also to back it up with real actions.

Talk about the important things! Highlight the problems of society, share your position, and participate in social projects.

To summarize!

The key to success in 2024 is to focus on promising audience engagement trends that are already changing the rules of the game.

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