📰 NoGood News | Vol. 59
Make 2024 the year where you move at the speed of culture
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
2024's most prominent paid media trends
This year's transformative marketing and advertising strategiesBuilding powerful brand communities
A guide on driving sales through community engagement2024's most anticipated TikTok trends
Keeping up with a constantly evolving digital culture
Ready? Let's get into it.
📈 2024's up-and-coming paid media trends
Our expert predictions and a peek at what's to come
We're diving deep into the most crucial paid media trends predicted in 2024, highlighting their significance and expected impact on the market.
1. The phase out of third-party data by Google – This pivotal shift will force marketers to redirect their focus to first-party data, ensuring that their advertising is fueled by proprietary insights collected directly from their customer base.
2. The rise of Artificial Intelligence in PPC platforms – The immense potential of AI is slated to revolutionize a variety of traditional practices, ranging from how we write ad copy to how we run and manage our campaigns.
3. Focus on strong audience targeting – Targeting thousands of keywords in single search campaigns will soon be a thing of the past. As Performance Max continues evolving, focus will shift to finding appropriate audiences instead.
Where do you think paid media trends are headed this year? Read our full breakdown and give us your take.
👥 Shaping formidable brand communities
Developing loyal and lasting consumer bases
Ready to cultivate your brand community in 2024? Here are 3 critical brand-building steps:
1. Providing proof – Publicly demonstrating company culture is a consistent growth method. It gives audiences a glimpse into the behind-the-scenes of their favorite brands.
2. Setting expectations – Your brand's behavior demonstrates its blueprint to audiences and co sumers. Dispense a taste of what prospective members of your community can anticipate!
3. Fostering meaningful relationships – By establishing earnest connections with consumers, brands convert them into proud community representatives, increasing overall passion for your products.
Be sure to check out the full expert guide for all our community-building tips and tricks.
🤳 The revolutionary 2024 TikTok trends
How short-form video will continue evolving this year
Make 2024 the year where you move at the speed of culture. How can brands and marketers keep up with a digital landscape that’s constantly evolving?
Serendipitous scrolling – 44% of users visit TikTok with a specific outcome in mind, and end up discovering something entirely unintended. This means that TikTok is the destination for product discovery and sharing.
Community-fueled storytelling – TikTok users are no longer passively consuming content. They want to be a part of the creation process, too. Compared to other platforms, users are 1.3x more likely to feel like co-creators on TikTok.
Let’s talk TikTok – From #girlmath to #quietluxury, TikTok is redefining words we already know by shaping them into new philosophies and aesthetics. Understanding and adapting TikTok's cultural lingo allows brands to build trust with audiences.
Do any of these trends surprise you? Let us know what you’re planning to do differently in 2024.
🎙 Q&A with an expert
A bi-weekly interview series with the best in the game
A conversation with Caitlyn Ceneviva, Growth Marketing Manager
Q. What should marketers pay attention to in 2024 given Google’s phase-out of third-party data?Q:
A: Google Ads is positioning us well for a world without third-party data, offering valuable resources like enhanced conversion tracking and consent mode to improve data tracking without relying on third-party cookies. It simultaneously provides us with AI-driven tools such as smart bidding, PMax, and broad match, that rely less on third-party data. It's crucial for marketers to embrace these advancements. If you've yet to delve into the resources Google provides, now is the time to do so. Contact your Google rep or reach out to an agency for support if you need guidance on where to start.
Q: How can marketers successfully prepare to successfully utilize Google Gemini?
A: My main piece of advice here is to control the "controllables." It is predicted that there will be more advertisers on Google Ads than ever in 2024. Increased competition has always resulted in CPCs, and we don’t expect this year to be any different. While you can’t control the competition and CPC increases, you can control items like to whom you are advertising and how these audiences engage with your site. Tighten up the ropes on your keywords and audience targeting ensures you are not wasting ad spend on irrelevant clicks. Update your landing pages to be more compelling with strong CTAs, unique selling points case studies, so as not to waste money on the clicks you get.
✍️ We wish we wrote this
A curated list of the past 2 weeks' must-read articles:
Ceasing to exist: the counterintuitive goal of startups
2024's highly-anticipated Gen Z purchasing trends
Anti-predictions in advertising: the tactics being left behind this year
👀 Keeping up on the socials
Because we know you like to stay in the know:
How brands capitalize on common New Year's resolutions
The coworker who doesn't want to work after the holidays
Pop Tart Bowl's ingenious advertising stunt