The digital marketing landscape for 2024 is set to be both exciting and transformative. The megatrend underlying most of this year’s trends in the rise of Large Language Models (LLMs, think ChatGPT and the like), which is changing the way we approach text content. As a large part of the text content seen online is now LLM generated: articles, bots on social media, customized email we receive… users are getting overloaded and will look to new trusted sources of information.
Here are the 3 big trends that our Bangkok marketing agency team is seeing:
1. The rise of the “corporate leader influencer”
As most internet users become overloaded with text content, a recent strategy has been to provide a voice to company’s leadership team. This switch is not unlike what we have seen in B2C in the last 5 years with the rise of Youtubers and influencers, providing a genuine voice and point of view. By making at the center of the content strategy, marketing departments are generating a senses of trust and community, and effectively multiplying the reach of their messages. A good example of such trend is Pascal Tricoire, from Schneider Electric’s board, who has embraced the trend and became a visible spoke-person for the entire industry.
2. B2B video marketing embracing B2C formats
Video marketing continues to gain traction in the B2B space, with more companies recognizing its potential to engage audiences. In 2024, B2B brands will focus on creating interactive video content that resonates with their target market and is compliant with social media expectations. Vertical formats, video with captions, streaming events: B2C video trends are crossing into the B2B space. Those new video strategies are more accessible and will boost brand awareness by having large social media reach. Consult us if you would like to learn more about what can be done for your brand in term of video marketing.
3. Upgrade Text Content to Quality Multimedia Experience
Because of the overwhelming impact of generated text, B2B content marketing teams are recognizing the need to focus on quality rather than sheer volume. A staggering 73% of readers skim blog posts rather than engaging deeply with them. As a result, B2B brands will need to double efforts on content that really add value to their customers. For many companies, this mean the best topics and content pieces have probably been written already. If you think about most modern newspaper embracing digital, like the New York times, you will realize most homepage articles are now more than just text. A good way to go forward is then to improve and think multimedia existing content: improve structure and make article progression clear, add interactive graphs and charts, refresh content with timely updates (trends, product line, events, etc.), use video snippets to encourage more time spent on page (which will result in SEO benefits), remove outdated material, and repurposing content into various formats to maximize engagement and ROI.
Bonus – Prepare for chatbots integration, text and voice
Since ChatGPT, chatbots can now engage in meaningful dialogues with leads and customers, understanding their moods and providing personalized responses. As LLMs are able to comprehend large amount of documentation, companies have already installed such chatbot on their website to help with product recommendations or basic customer service. The next frontier is voice, and it’s already happening. Recent applications by Google and OpenAI has shown have shown demos of restaurant bookings or airline ticket purchases. If your company is offering some level online actions, such as ecommerce purchases, it may be a good time to look into opening some of your API to make it easier for chatbot users to perform value-adding actions by the sound of their voice.
Key Takeaways
In 2024, B2B companies will increasingly adopt B2C trends, focusing on creativity and flexibility in their marketing strategies. Video marketing will dominate, while personalization will remain a crucial element in driving engagement. By staying ahead of these trends, businesses in Thailand and across the APAC region can position themselves for success in the evolving digital landscape. Contact our Bangkok marketing agency team if you would like to know more about how to apply such digital trends to your B2B business in the coming months.