Listen up: Catania offers top marketing trends for businesses in 2024
Constellation Collective Chief Operating Officer Tyler Catania was featured in the Jan. 19 Midlands Business Journal (MBJ) in an article that offers forward-thinking marketing advice for businesses as they navigate 2024.
Catania brings experience in all areas of marketing to his leadership role at Constellation Collective. In the article, he emphasizes the need for businesses to collect and utilize first-party data.
“With cookies coming to an end and continued fragmentation across the digital landscape, opt-in information like email addresses, phone numbers, and IP addresses will be the lifeblood of digital marketers,” Catania says. “This data will allow marketers to reach their core audience and grow with lookalike targeting.”
Here’s an expanded version of Catania’s interview with MBJ:
What are the biggest trends in marketing for 2024?
- A.I. & Deepfakes
- Micro-Content, Micro-Targeting and Micro-Influencers
- Cause Marketing
- Conversational Messaging or “Anti-Marketing Marketing”
- Augmented Reality
What should businesses do to up their game in the digital market?
Outside of leveraging A.I., businesses should put an emphasis on collecting and utilizing their first-party data. With cookies coming to an end and continued fragmentation across the digital landscape, opt-in information like email addresses, phone numbers, and IP addresses will be the lifeblood of digital marketers. This data will allow marketers to reach their core audience and grow with lookalike targeting. Another tactic to focus on will be making the messaging snackable. From emails and websites to video content and podcasts, the ability to get your point across in lightning speed is essential to success.
What tips do you have for businesses wanting to revamp their marketing plan in the coming year?
My advice is to break down your broad targets into niche targets whenever possible and tailor messaging to them. An age difference of 5 years or an income level difference of 5% can have a significant impact on how someone responds to a message. Utilize as much interest and affiliation data as the platforms you use have to offer. With that structure in place, testing and data analysis will always point you in the right direction.