Influencer marketing, creativity and value creation will shape 2024 – Odia
By Seun Johnson
The Managing Director of Starcom media Perspective, Jude Odia has identified some trends that are expected to shape the Integrated Marketing Communications Industry in 2024.
Speaking at the MARKETING EDGE 4th Quarterly Virtual Summit for 2023, with the theme: Integrated Marketing Communication: Things to Watch Out for in 2024, Odia, who was among the erudite panelists, disclosed that trends that will determine next year are some of the things that have been in existence in the past.
Anchoring his presentation on IMC trend 2024 and revolving it around mass premiumization, exponential growth in content marketing, rise of touch and feel marketing and quest for more with less, Odia posited that influencer marketing, creativity and value creation are all that will shape the year in focus.
Analyzing the trends, he predicted that there is going to be a significant shift from traditional marketing to influencer marketing next year. He argued that the large number of influencers’ followers on social media will make it easy for them to communicate brands’ message directly to their audience, citing the level of consumers’ belief in influencers who appear to them as experts, information sources and opinion leaders.
The Starcom Media Perspective boss also explained how year 2024 will witness an unprecedented creativity in the marketing industry. He suggested that marketers would need to understand the base of the market where they operate and embark on deep research to uncover the motive behind the purchasing power and attitude of consumers.
“Whether you like it or not, there is going to be a change in consumers’ behaviour next year. We have to understand the motive behind their purchasing power and attitude. Communication must be targeted towards their emotions because that is the only thing that can influence them. And all these cannot be achieved without being creative, deliberate and intentional. It is only the marketing communicators who are creative that will rule the world in 2024,” he said.
Speaking further, the IMC expert hinted at how value creation and content generation will be at the extreme in the coming year. According to him, there is going to be an avalanche of the younger generation who will delve into content creation with a view to creating value for their audience.
Odia noted that year 2024 will witness a significant growth in content marketing because it has more evaluation than traditional media as advertisers will put up a framework to track the performance of their online contents.
Concluding his presentation, the speaker charged every players in the IMC ecosystem to understand what success looks like, saying the ability to understand what is needed to be achieved is in the heart of success.
“We need to evaluate the resources we have. Big budget without creativity may not give an answer, but small budget with creativity will do. There must be ability to have a robust strategic thinking. You must be able to give value to consumers to stay afloat in 2024, because there is going to be a lot of innovative strategies,” he said.
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