Top 3 Data Driven Marketing Trends in 2024

There's never been so much available data — and so many hurdles to leveraging it for marketing campaigns. From privacy protections to the slow demise of cookies, data collection is more challenging than ever for today's marketers.

Meanwhile, marketing teams are finding they need to link arms with sales and support teams to get everyone on the same page and craft the kind of personalized experience customers demand.

Fortunately, it's still possible to leverage marketing data to reach your target audience. No, data is not dead — and the marketers who know how to use it for customer insights and a data-driven strategy are successfully engaging their customers. 

Do you want to join them? Read on for the top three data-driven marketing trends to know in 2024, and start using data-driven insights to position your organization for growth.

First-Party Data Takes Center Stage

With the rise of laws like the General Data Protection Regulation and the California Consumer Privacy Act, websites must now ask for permission to use cookies and inform visitors how their information will be used.

Some internet browsers have already eliminated third-party cookies, with Google planning to follow suit by the third quarter of 2024. Meanwhile, iPhone users can also opt out of having their activities tracked across apps and websites.

So, what's a data-driven marketer to do if third-party data is so yesterday? Shifting the focus to first-party data is the name of the game. This data is gold because users share it willingly, making it a reliable, accurate source of customer information.

Here are some ways to gather first-party data:

• Collect emails: Add an email subscription form to your website, landing page, social media channels, and other customer touchpoints.
• Get customer feedback: Incorporate surveys and review responses into the buying process. For example, ask customers to fill out a survey after making a purchase.
• Use chatbots: Add a chatbot to your website that is equipped to make product recommendations as potential customers interact with it.
• Gather insights: Dive deep into purchase histories and customer conversations to make better marketing decisions and engage customers for future purchases.

From there, aligning sales and marketing teams is crucial to avoid data silos and ensure everyone's working with the same marketing messages and customer information.

AI for Marketing Optimization

Don't cry too much over the sunset of third-party data. Artificial intelligence (AI), the hottest and latest marketing trend, is making up for it by optimizing marketing efforts, productivity, customer interactions, and first-party data collection.

One of the primary areas where AI can enhance your marketing strategies is predictive analytics. For example, a customer relationship management platform with integrated AI analytics tools may assist with:

• Collecting customer data
• Analyzing historical customer behaviors
• Personalizing customer experiences
• Predicting what actions customers might take next

AI tools integrated with your existing tech stack can also optimize marketing strategies. For example, AI virtual assistants on your website can guide users through the sales funnel, recommend products or services, and handle frequently asked questions.

The Rise of Customer Journey Mapping

Of all the trends in marketing, customer journey mapping is the one with arguably the most significant impact at all stages of the marketing funnel. 

With customer journey mapping, you plot out every customer touchpoint, from pre-purchase research via customer reviews to post-purchase support and loyalty initiatives. You may also collaborate across departments, from the marketing team to sales and support, to create exceptional customer experiences across marketing channels.

Touchpoints might occur before, during, and after purchases via:

• Your company's blog, online reviews, social media, and digital ads
• Online checkout flows
• Live chats with bots, customer support, or your sales team
• Customer onboarding, training, surveys, and knowledge-base resources 

When you understand how, where, and why customers interact with your brand — and you realize buyer journeys don't happen linearly — you can align your data marketing strategies with that information. As you analyze each touchpoint, you can orchestrate marketing and sales efforts to address customer pain points, barriers to entry, and opportunities to engage prospects.

Join the Future of Marketing Today

The marketing industry is grappling with changing buying behaviors, advertising trends, and current events in marketing. However, marketers should take comfort in knowing they don't have to navigate the road ahead alone. 

Not only are there vast data points to tap into, but there's also a new normal encouraging collaboration between marketing and sales teams. Who would've thought?

Staying still is a great way to get left behind. Staying current with evolving data-driven marketing trends will help you calculate your next move and grow beyond your competition. Contact us if you're ready to move forward in lockstep with the changing times.