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Insights 3 marketing trends you need for summer

Emily Stewart-Wooler
Emily Stewart-Wooler
Marketing Specialist

31 May 2024

3 minute read

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While we hope that the sun will come and grace us with an appearance this summer, which is not necessarily guaranteed knowing the Great British weather, one thing that’s slightly more predictable is some of the marketing trends that we’re expecting to see popping up over the next few months. Yes, that’s right – we’ve done the work so you don’t have to! So, let's dive into the top three marketing trends for summer 2024. 

 

Personalised content and experiences

Now this isn’t necessarily a new thing, but it’s definitely one you might want to pay more attention to. Personalisation is no longer just a buzzword – it's a game-changer. From bespoke email campaigns to tailored social media ads, brands are leveraging data insights and cutting-edge technologies to deliver personalised experiences that resonate with consumers on a deeper level. By speaking directly to their interests and preferences, brands can forge stronger connections and drive meaningful engagement with their followers, customers and prospects alike. 

Sustainability and ethical branding 

Again, I know this isn’t anything brand new but it’s coming more to the forefront of consumers’ minds and one you should be thinking more about too. While sustainability is something we all think about, this is especially true for younger generations like Millennials and Gen Z. With sustainability and ethical practices taking centre stage, consumers are actively seeking out brands that share their values

One brand that has always done this well is Patagonia. Sustainability is one of their core values and something they don’t deviate from. From the materials they use for their products to provide their customers with the option to repair their garments or buy them second-hand, as opposed to encouraging them to buy more. Patagonia also works closely with their supply chain to ensure that the workers and environment are carefully looked after. While they might not be encouraging high turnover of products, they are staying true to their values and this speaks to a wide audience who share those values. 

However, one big caveat we will make on this front is please don't go and greenwash. Consumers will see right through this and it will have the opposite effect. So if you're going to do this, do it well and do it properly and consider weaving that thread throughout your business, not just as a facade. If you pull it off, you can align with causes that matter to your audience, which not only attract environmentally conscious consumers but also make a positive impact on the world. It's a win-win. 

Interactive and immersive content 

Close your eyes and imagine stepping into a virtual world where your favourite products come to life before your very eyes. Thanks to the power of interactive and immersive content, this fantasy is fast becoming a reality. From clever AR filters on social media to immersive VR experiences (metaverse anyone?) brands are leveraging cutting-edge technologies to create unforgettable moments for their audiences.

Recently BBC’s Radio 1 introduced this into their content mix by collaborating with MC Gardna, where they invited listeners to join them for a virtual gig! This was an exclusive opportunity for those who wanted to step into the virtual world, creating a bit of FOMO afterwards as they encouraged attendees to share their experiences on socials. As a result, by inviting consumers to actively participate and engage with their brand, Radio 1 and MC Gardna left a lasting impression which has also helped to foster genuine connections which is never a bad thing. I expect we'll see a lot more brands following suit over the next few months. 

Overall, by embracing personalisation, sustainability, and interactivity, businesses can not only stay relevant but also build meaningful relationships with their audience. So, what are you waiting for? Maybe it's time to give one of these marketing trends a go within your own marketing strategy.

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