Future focus: harnessing emerging marketing platforms in 2024
As we head into 2024, the marketing and media landscape is continuing a perpetual shift. For several years, legacy media titles have undergone consolidations and layoffs, but this doesn't mean that audiences are diminishing. Instead, they're dispersing to new, dynamic platforms, offering fresh opportunities for marketers to connect and engage. This undoubtedly makes it more difficult to drive the same reach, due to a more fragmented landscape. However, it’s essential to meet prospective consumers where they are. Here, we’ll delve into the emerging marketing channels shaping the future of brand-audience interactions. These are channels that the Verde team is integrating into our daily pitching routines as we look to drive the most and most relevant coverage for our clients.
YouTube: dominating with personalized video content
YouTube's role in digital media remains unchallenged with its vast and varied user base. Strategies include using YouTube's algorithm for precise demographic targeting, creating interactive ads, and collaborating with popular content creators for authentic endorsements. Working with content creators provides a great opportunity, but can be challenging due to the sheer variety of creators out there. Some folks are well organized and consistently looking for new partners and commercial opportunities, while others may be more difficult to reach and create an ongoing relationship with. Start small, with highly relevant creators who you can forge authentic relationships with, and consider tying in your affiliate program to offer additional value and incentives to your partners.
Verde client ROLL Recovery has built some great relationships with key content creators on YouTube in the running and fitness space.
Podcasts: engaging audiences through audio
Podcasts have transformed from a niche medium to a mainstream content format. Their high engagement levels present unique opportunities for marketers. In 2024, brands are increasingly sponsoring podcasts, launching branded podcast series, and leveraging targeted audio ads to reach listeners based on their interests and preferences. Do you know the podcasts in your niche? Do some research and you might have found your newest marketing channel.
“Alternative media outlets” like Blister Gear Review’s podcast are part of our everyday pitching. Podcasts are a great way to share in-depth brand stories and initiatives.
TikTok: mastering the art of viral content
TikTok, with its bite-sized video format, has become a cultural hub, particularly among younger users. Marketers in 2024 are exploring TikTok's potential for high engagement and viral reach. Key strategies include initiating TikTok-specific challenges, partnering with influencers, and utilizing in-app shopping features for direct consumer engagement. This can be a daunting task, especially for people and brands unfamiliar with the platform. However, there are a lot of good resources out there. TikTok can be a powerful channel but should be approached as part of a larger influencer strategy so your brand can effectively drive value at scale. This means a more broad program rather than one-off collaborations.
Verde client Backpacker’s Pantry is featured on many TikTok accounts.
New publications: reaching core, passion-driven audiences
Many traditional media outlets in and outside of the outdoors industry have seen staff reductions and consolidation. Much like consumer audiences, these writers and editors have not gone away but moved on to new ventures. From this shift, we’ve seen new core-focused titles emerge like Trails Magazine, Escape Collective, and Adventure Journal, which, when the latter began about eight years ago, was on the forefront of all this change in media. Likewise, several legacy pub locations like Mountain Gazette and Powder Magazine have resurfaced under new ownership. Verde’s longstanding relationships with key journalists help us navigate these changes for our clients. While these pubs might not have yet gathered huge audiences, they have effectively captured core audiences - making them super relevant and great partners.
Coverage for Life Time’s Grand Prix series on new cycling website Escape Collective.
Virtual and augmented reality: crafting immersive experiences
As VR and AR technologies become more mainstream, they're being ingeniously integrated into marketing strategies. In 2024, brands are using VR and AR for immersive experiences such as virtual showrooms, AR try-before-you-buy features, and engaging VR experiences at events or in physical stores.
Messaging apps and SMS: direct and personalized communication
Messaging platforms like WhatsApp, Messenger, and WeChat, along with SMS, are being leveraged for more personalized customer interactions. In 2024, these channels are used for direct communication, enhanced customer service, and transactional purposes, with chatbots and AI playing a crucial role in elevating the customer experience. SMS can feel like overreaching for brand communications, so tread lightly and look for ways to add value for your customers. Sneak peeks, early access to sales, flash sales, and limited-edition products are all great ways to dip your toes into the channel.
Takeaways
As we navigate this shifting terrain, it's essential for marketers to remain agile, adapt to these emerging platforms, and understand their distinct dynamics. The future of marketing is not just about reaching audiences but about creating meaningful interactions that resonate in a crowded and diverse digital ecosystem. Brands that succeed will be those that embrace these changes, experiment with new strategies, and meet their consumers where they are with authenticity and creativity. Ready to take the first step? Reach out to the Verde teamtact-us.