2024 Consumer Marketing Trends

Show Notes

• 01:54
  Overview of Hawke Media and its business portfolio

  Hawke Media, a leading performance marketing agency, leverages proprietary AI technology to optimize campaigns. Its venture fund has invested in 94 companies, primarily focusing on martech and commerce solutions to enhance marketing capabilities through technology.
• 02:56
  Hawke Media's expansion into personal branding

  Recognizing the potential of personal branding as a valuable marketing channel, Hawke Media recently acquired Simply Be. Personal branding builds trust and connects with audiences in a way that traditional business marketing can't, allowing Hawke to broaden its marketing mix.
• 04:31
  Consumer marketing and growth in 2024

  In 2022-2023, consumer marketing prioritized profitability over growth, slowing new marketing initiatives and technology adoption. However, businesses are eager to prioritize growth again, suggesting a potential increase in marketing experimentation and adoption of new technologies.
• 06:43
  Why companies are shifting from profitability to growth

  Between 2022 and 2023, companies faced a slowdown in growth and a decline in revenue because they scaled back on growth efforts too much. However, they are now prioritizing more aggressive growth strategies to regain momentum and build larger businesses.
• 07:44
  Balancing growth and profitability in marketing

  Profitability remains crucial, but understanding sales cycle timelines is key. Marketing investments take time to show returns, so balancing growth with financial health requires strategic spending and considering sales cycles.
• 08:10
  Prioritizing proven channels for consumer marketing in 2024

  Focus on established, scalable channels that deliver predictable results like Google, email marketing, and SMS marketing. While newer options like CTV hold promise, dedicate only 10% of your budget and energy to experimenting with these channels.
• 09:22
  Influencer marketing in 2024

  Influencers are key for building trust and brand validation and larger ones can lead to an uptick in sales. However, influencer marketing should be leveraged as a complementary element within a comprehensive marketing strategy instead of a primary growth driver.
• 10:16
  The role of artificial intelligence in marketing

  AI is a helpful tool for automating data analysis and assisting with creative tasks but still requires human oversight to ensure accuracy and quality. Overall, as adoption rates increase, AI will augment human capabilities and improve marketing efficiency.
• 13:40
  Emerging marketing channels to watch in 2024

  CTV and AI are two marketing channels worth paying attention to, especially with CTV's expansion into the SMB space making it more accessible for brands. Consumer brands will lean into more focused growth strategies to drive top-line this year and beyond.