Navigating the Marketing Buzzwords of 2024
REWIND 2024: This marketing buzzwords collection explores strategies from combating subscription fatigue to embracing social responsibility and composable technology.
In the business world juggling with marketing buzzwords like “composability,” “privacy-first,” and “consumer-centric,” what truly matters is how brands adapt to shifts in customer behaviour and technology. This collection decodes the buzzwords, offering actionable insights to navigate subscription fatigue, cookie deprecation, and the rise of APIs, while embracing innovation to craft meaningful, future-proof strategies.
“Being a successful marketer today means one thing: understanding your customers. By knowing more about them and their interests, marketers can provide meaningful and valuable experiences,” says Shahid Nizami, Vice President APAC & GCC, Braze.
Martechvibe examines the 2024 literature from industry leaders and in-house editorials to establish the attitudes and insights that define the current state of the industry.
This final collection of articles explores the key trends, tools, and practices that will define the next era of marketing. Each piece offers actionable insights to help brands tackle pressing challenges, including the rise of composable technology, and growing consumer fatigue with traditional models like subscriptions.
At the same time, these articles highlight opportunities to differentiate and drive growth, such as integrating social responsibility into marketing efforts and leveraging interactive instant messaging for more engaging customer interactions.
Together, these perspectives provide a roadmap for building resilient, customer-centric strategies that empower brands to navigate uncertainty with confidence.
How Can Brands Combat Subscription Fatigue?
The trend towards subscription-based loyalty programmes shows no signs of abating, prompting global brands to explore innovative tactics. While some opt for paid membership clubs, others are embracing inventive approaches to gather first-party data for personalised recommendations.
PAAPI-fy Your Privacy-First Marketing Strategy
Protected Audience API (PAAPI) will become the cornerstone of effective tech stacks, driving privacy-first marketing strategies. Brands that prepare with PAAPI can minimise the impact of cookie depreciation.
Integrating Social Responsibility into Marketing Efforts is a Brand Win
Consumer consciousness regarding social and environmental issues significantly shapes their buying behaviours. “While it may require extra diligence and sensitivity, integrating social responsibility into marketing efforts ultimately strengthens brand reputation and fosters deeper connections with customers,” says Enakshi Sharma, Marketing Manager at Apparel Group.
Composability is Not a Strategy, But a Daily Reality
Conventional wisdom tells us why NOT to duplicate features and tools but you’ll find plenty of good reasons to duplicate features. It is not a mistake. It is a best practice. It is by design. Composability seems to be at the heart of the fabric and nature of technology, especially in martech.
Why Interactive Instant Messaging Improves Cross-Channel Strategy
In recent years, core marketing channels have expanded and become more sophisticated. With more flexibility and new features, marketers can now demonstrate greater value while providing their customers with a voice in the experiences they have with a brand. One trend driving this evolution is the rise of interactive instant messaging.
