How to Keep Your Marketing Momentum Going in 2024

Ever feel like the world of digital marketing is spinning faster than it ever has? You’re not alone. Sometimes, it’s a bit like being on a roller coaster ride. Exciting, yes, but also a bit nerve-wracking. 

Fortunately, that’s what the team at BFO is here for. We’ll provide updates, support, and recommendations so you can sit back and enjoy the ride.

Because let’s be honest—in January, our motivation tends to be sky-high. We’re full of ideas and locked into goal-setting mode. But as the weeks pass, it’s natural for that motivation to dip. You just want to ensure this dip doesn’t negatively impact your work.

How? We’re sharing more below. So grab your favorite caffeinated beverage, and let’s explore how you can keep your marketing momentum strong throughout the year.

Assess Your Current Strategies

Sometimes, we create strategies and campaigns that we’re confident in at the moment. Then, we look back and think, “Well…” 

One of the best ways to keep your marketing momentum going is by assessing your current strategies and seeing what needs a little TLC. If there’s something you’re bored with or dread working on, chances are, your audience will feel the same way.

Take a look at some of your favorite campaigns and dig deeper into their best qualities. Which ones did you enjoy? Which had the highest engagement? Dedicating time to reflect is a fantastic way to tap into new trends, continuously improving your efforts (and ensuring you don’t get bored along the way—it happens!).

Embrace Emerging Trends

Want to keep your marketing momentum going? Then, it’s time to step out of your comfort zone. In the ever-evolving digital marketing landscape, staying ahead means embracing emerging trends and keeping things fresh.

This year, the marketing arena is abuzz with exciting developments. From the continued rise of AI-driven personalization to the growing influence of immersive technologies (VR and AR), there's no shortage of innovation. This year, don’t be afraid to try something new. The best brands can adapt and experiment. And by doing so, you can ensure your campaigns don’t just keep pace but lead the way in 2024.

Speaking of trends, Google has been on quite the kick since the fall of 2023 with updates, algorithm changes, more AI integration, and confirmed bugs. If you're asking us, you should make a point to keep an eye on what Google is up to, or at least have a trusted digital marketing partner who knows how to identify and navigate the changes.

Check In With Your Team

BFO’s CEO, Steve, has a philosophy he calls “unleadership” (more on that here). One of his six tenets of unleadership focuses on getting together—fostering genuine connections and creating an authentic atmosphere that encourages collaboration.

If you want to keep your marketing momentum in the fast lane, it’s time to get together. Host a brainstorming session with your team to determine which tasks they enjoy and where it might be time to pivot.

Better yet, get off Zoom or out of the office for a day on the town (if you’re in Chicago, here are some of our favorite spots!). Sometimes, only when we’re unplugged and relaxed can we generate our best ideas. If your marketing ever feels stale, it might be time to check in with your team and hear what they have to say.

Leverage Data and Analytics

For our creative brains out there, just hearing the phrase “data and analytics” can send a little chill down your spine. If you’re not a fan of spreadsheets, don’t run. They’re not as scary as you think (or maybe they are—and in that case, you should give us a call).

Data and analytics are fantastic ways for you to rev your marketing engine in 2024. They’re your gateway to consumer behavior, preferences, and market trends. What this really means? You have all the necessary info to create personalized campaigns that people won’t swipe right past. When you continuously refine your strategies based on data, you can keep things new and your momentum strong.

Plus, as we saw early in January, Google has started deprecating third-party cookies. This means, for businesses looking ahead, it's time to find some first-party solutions to keep their marketing efforts running smoothly.

Focus on Partnerships and Collaborations

Fostering partnerships and collaborations is a crucial strategy to sustain your marketing momentum. You can amplify your reach and tap into new markets by teaming up with complementary brands, influencers, or industry leaders.

Collaborating also allows you to put a creative spin on your campaigns, building credibility among consumers. Plus, it’s fun to immerse yourself in your industry and get to know businesses that understand what it’s like to continuously spin that marketing wheel. 

Whether co-creating content, hosting joint events, or launching co-branded products, collaborations offer unique opportunities to engage with different audiences. Moreover, partnerships can provide access to resources, expertise, and networks that may otherwise be out of reach, helping you stay ahead of the competition.

Offer Exclusive Promotions or Discounts

Okay, so we’re not asking you to become Kohl’s here—not everything has to have a sale tag on it. But if things are slowing down, you might want to look into the power of exclusivity. Creating a special promotion or discount is a great way to grab your audience's attention.

Exclusivity and urgency tend to drive sales and further foster brand loyalty. Offering incentives can lead to repeat purchases, whether it's limited-time promotions or exclusive access to new services. Additionally, leveraging social media platforms and email marketing to promote these exclusive offers can further amplify their reach and impact.

Shift to Server-Side Tracking

Know how we mentioned trying new trends in 2024? This is one that demands your attention. As privacy concerns rise and the government passes new legislation left and right, server-side tracking becomes essential, offering enhanced security and privacy compliance. 

This means that:

1. Your business can ethically operate online
2. Your business can avoid getting slapped with any sort of lawsuit.

Create Themed Campaigns

When in doubt, pick a theme. That’s not actually our motto, but it is a fun way to put some life back into your marketing efforts. 

Aligning your campaigns with relevant themes, seasons, or events will allow your business to get creative and leave a lasting impression (McDonald’s Shamrock Shake, anyone?). Minor tweaks that capitalize on the time of year will help your team members tap into their creativity and have fun. This year, plan ahead and consider how to keep your efforts fresh, driving continuous engagement.

Invest in Paid Advertising

Paid advertising is a tried-and-true way to keep your marketing momentum going in 2024. From display ads to social media ads, there are plenty of ways to effectively reach your target audience through paid media.

Plus, by using retargeting strategies, you can ensure your brand stays top-of-mind, re-engaging with users who have previously interacted with you. Strategically investing in paid ads will help you sustain your marketing momentum while driving conversions.

Need help with how to make the most of your paid media budget? We’ve got you covered.

Hand Over the Reins

Alright, we’ll be honest here—sometimes, our clients tell us they just don’t have the time or brainpower to put toward their marketing efforts. And that’s okay.

If your marketing momentum has come to a crashing halt, it might be time to let someone else take over. We’re not saying that someone has to be us (though we are biased and will say our team is awesome), but at least someone who will get to know your brand and actually be enjoyable to work with. So, if you’re feeling burnt out, kick that pride aside and let a team of experts take that weight off your shoulders.

Bring in Trusted Experts

To keep your marketing momentum going in 2024, the key is to stay curious, stay creative, and lean on your team members to point you in the right direction. Whether you’re shifting to server-side tracking or diving into the latest trends, remember to have a little (or a lot—we prefer a lot) fun along the way.

Just remember: Marketing isn’t only about selling products; it's about telling stories, creating experiences, and building meaningful connections. Here’s to keeping that momentum going in 2024!