Aleshinloye highlights potential 2024 trends for IMC industry
By Ibidunni Banjoko
Muyiwa Aleshinloye, Director of Digital & Media (CWAR) at Publicis Groupe, has highlighted potential trends that will shape the Integrated Marketing Communications (IMC) industry in 2024. He made the submission during the MARKETING EDGE 4th Quarter Virtual Summit 2023, themed “IMC Trends to Watch Out for in 2024.”
Stating some of the significant shifts and strategies likely to shape the marketing landscape in the coming year, Aleshinloye stressed the prominence of short-form content, especially videos ranging from 10 to 15 seconds, which he noted, have captivated audience attention and engagement across various platforms. He underscored the increasing prevalence of short-form content, predicting its evolution into mainstream content. As such, he noted, brands are urged to invest more in creating concise yet impactful content, delivering messages promptly and including clear calls to action.
Another key trend outlined by Aleshinloye pertained to the dichotomy between brand building and performance marketing. While acknowledging the appeal of focusing solely on short-term performance during challenging economic periods, he emphasized the importance of striking a balance between immediate sales results and long-term brand growth.
“A nuanced approach is advocated, balancing investments in brand-building endeavours, like establishing brand persona and tone, alongside performance-driven strategies to drive sales.”
He further noted the changing landscape of consumer habits, particularly the fragmentation in content consumption across various digital platforms, which poses a challenge for marketers seeking effective audience targeting.
Aleshinloye highlighted the need for more consolidated approaches in media planning and buying, aiming to leverage platforms and technologies that offer cross-platform targeting, enabling more efficient and cohesive audience engagement.
The discussion transitioned to data, emphasizing a shift toward brands taking ownership of data collection, analysis, and activation. Brands are encouraged to move beyond reliance on third parties for data interpretation, empowering themselves to collect and leverage consumer insights directly. This trend extends across various industries, urging even FMCGs and governmental agencies to focus on personalized communication by leveraging data for tailored messaging.
Lastly, Aleshinloye touched upon a prevalent issue within the industry – the ‘Jaguar syndrome,’ referring to the ongoing challenge of losing talent to foreign markets. He highlighted the critical need for organizations to retain and nurture local talent by providing an environment that fosters growth, innovation, and fulfillment beyond financial incentives. Retaining top-tier talent is crucial for the sustained growth and success of the marketing and communications sector.
In conclusion, the trends identified by Aleshinloye suggest a shift toward concise content, a balanced approach to marketing strategies, consolidated media planning, a focus on data-driven personalized messaging, and a strategic emphasis on talent retention within the industry. These trends offer a roadmap for marketers to navigate and excel in the dynamic landscape of integrated marketing communications in the upcoming year.
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