2024 is a year filled with opportunities and challenges never experienced before. It's a year at thecrossroads for businesses, online casinos, and affiliates. Businesses can no longer depend on previous methods. Catering to today's unique needs requires a fresh approach. Recent studies show that those adapting to new marketing strategies enjoy around 16% growth.
AI automation plays a more significant role than expected. Players or consumers are more selective, preferring brands that embrace change. The most favoured are companies that welcome new technology to best cater to their needs. A Salesforce survey shows and confirms consumer behaviour changes and expectations.
Great deals no longer cut it!
At least 75% expect a consistent multiple-channel experience, and AI technology makes it possible. Front-runners adopt technology to streamline their operations, providing an enriched experience and standing out from competitors.
53% are more willing to invest in durable products, regardless of their higher price tags. Consumer behaviour shifted from immediate savings to long-term value.
68% of all online experiences start with Google or other search engines. Having a social media account or website is no longer enough. Standing out is crucial in a crowded online landscape.
Focus on content marketing
SEO is no longer just a keyword puzzle to beat others in the race for search engine rankings; it no longer depends solely on visibility. Instead, it focuses on the visibility of the targeted audience. If you've ever browsed and found something that chases you around the internet, you've experienced retargeting.
Now that cookies are about to disappear, machine learning and predictive analytics are the new norm. Online interactions and customer engagement grew from 42% in 2019 to 60% in 2020.
What are the hottest trends in content marketing?
While experts believe AI dominates content marketing trends this year, the one need that is greater than ever before is the human touch. Most marketers have already tried AI tools. Those who ignored the cautionary warnings are about to experience nasty outcomes. The SEO heist comes to mind, with sites briefly gaining, although ultimately losing big with Google's smackdown on AI content.
What is the benefit of experimenting with AI tools?
One of the top marketing strategies could be cooperative, deliberate, team-wide experimentation on incorporating AI. AI's superpower is personalising marketing emails and websites.
YouTube is a great example. The more often you engage, the more customised or personalised your homepage becomes. We'll probably see marketing and content teams use AI tools to convert readers into happy customers.
Is AI-Assisted Content Labelling Needed?
Not yet. There are now laws that state that you need to label AI-assisted content. However, it gets confusing after Sports Illustrated allegedly published AI-generated content. The author was fake with no publishing history or social media presence. It got worse when the author's profile photo was for sale on a site that sells AI-generated headshots.
The European Commission, worried about a growth in online disinformation and misinformation, urged Google, TikTok, and Facebook to label AI-generated content. The EU is now considering banning TikTok after openly admitting security concerns about the app. Strict new EU content rules await Temu, a Chinese fashion brand with 75 million European monthly visitors.
Is there a shift from search engines to social media?
The younger generation is shifting from SERPs to more helpful and authentic answers on social media. The shift will continue as social media platforms add more search-focused features.
A survey towards the end of 2023 showed that 51% of Gen Z make purchase decisions via TikTok rather than Google. There are three search types for the 74% of Gen Z who use TikTok as part of their decision making process, reporting 12.4 billion video views.
69% of video format results
65% more relatable answers
47% of personalised answers
In mid-2022, Prabhakar Raghavan, who runs Google Knowledge & Information, talked about the popularity of social apps at Fortune's Brainstorm Tech conference. He noted that younger users turn to TikTok and Instagram instead of Google during the evolution of search discussion. He also suggested that Google Search will change because of the demand for visual content by the younger generation.
How Do Marketers and iGaming Writers Prepare for Social Content Optimisation?
There is a need for discovery-optimised content for search engines. Google and other search engines will need to expand to include social content. It is vital to ensure the content is trustworthy because that is the reason many prefer social media. Preparing for the shift will take getting familiar with social media SEO and gathering a list of keywords.
Is video content demand expanding?
Content marketing trends now include more, which means more formats, features, and videos. Quick clips are the superstars in engagement and are 52% more likely to be shared than any other content. Focusing on the increase in video popularity, we look at the three best strategies.
Turning high-performing text content, for example, blogs, into videos.
Testing and tracking videos of different lengths to discover audience preferences.
Cross-post content across multiple platforms to track which offers the best engagement.
Is having employee ambassadors a way to connect on a more personal level?
Yes, and it's easy to spot on LinkedIn, where the same content gets more engagement published on personal accounts instead of brands. The growing search for authenticity encourages every brand to connect with clients on a more personal level. Stepping out of the brand's shadow is part of most content marketing strategies.
Gen Z is the biggest motivator for personal social media mashups. This includes their newfound love for LinkedIn and distrust of brands. Businesses that connect with consumers on a more personal level reap the rewards. Employee-influencer content will undoubtedly also improve brand growth on other platforms.
Several brands encourage employees to post promotional videos on personal social profiles and offer rewards. Such posts are way more effective than a faceless brand trying to connect with the audience. Below are three ways to prepare for this trend.
A rewards system for employees promoting your company online.
Ensuring easy sharing options for all content.
Offer a social media guide to assist readers in sharing posts.
Will we ever return to basic marketing strategies?
Yes, not all basic content marketing strategies are out the door with any finality. Re-evaluation strategies lead to more engaging and approachable content. Old-school content strategies remain extremely useful and include owned media, topic clusters, and original research.
The focus moves to super-unique and valuable content. Success depends on the best keywords. Free keyword tools are great for finding phrases that players and other clients use most to find affiliates and other businesses.
Original research offers the audience something unique, signalling Google's experience and authority.
iGaming Content Marketing in 2024
The audience rewards brands that connect with them most. This means a personalised marketing focus and offering the most relevant content. Google favours quality above all. Audiences want a connection with the actual humans behind businesses. Experimenting with different content styles could be challenging but exciting and super rewarding when it involves the entire team.
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