As we move into 2025, it’s the perfect time to reflect on the key digital marketing trends that shaped 2024.
The Three ‘Es’: Engage, Experience, Encourage
This year has brought a massive shift in how people think and interact with brands. Call it a generational change or the evolution of customer expectations, but one thing is clear:
Engage: Customers expect meaningful interaction with brands, not just marketing messages.
Experience: Audiences are drawn to immersive, memorable brand experiences.
Encourage: Brands that succeed inspire their followers, fostering connection and community.
Globally, we’ve seen brands rethink how they treat and respond to customers. When your brand operates with genuine intent, adopting the three Es becomes second nature.
Good Content Will Always Outshine the Medium
There’s no denying the huge growth and potential of video. However, the cornerstone of effective communication remains unchanged: good content is king.
If your content doesn’t resonate with your audience, it’s akin to tumbleweed – seen briefly before being forgotten. The medium, no matter how innovative, cannot compensate for a lack of substance or relevance.
Research from our own client campaigns highlights that video content generates approximately 50% more impressions than other forms of media. Yet, there’s an important caveat: quality matters.
If you lack the expertise to produce professional and engaging videos, it’s better to focus on mediums where you excel rather than risk damaging your brand. Poor-quality video can detract from your message and erode trust with your audience.
Live Your Values, Don’t Laminate Them
In today’s digital-first world, authenticity isn’t just appreciated – it’s expected. The principle of “live rather than laminate your values” has never been more critical. It’s about embedding your values so deeply in your organisation that they naturally shine through in every aspect of your brand, especially on social media.
When your actions align with your principles, it creates an unwritten acknowledgment among staff, visitors, third parties, and stakeholders. This authenticity signals that your company genuinely prioritises people over profits – a philosophy that resonates deeply in an age of increased transparency and accountability.
While profits are undeniably essential, they should never come at the expense of people or the planet.
Takeaways
The message for brands is clear: success lies in creating content that truly connects with your audience. This means focusing on their needs and interests, not just ticking boxes to maintain a content schedule.
Quality and authenticity should always take precedence over the pressure to produce. In a digital landscape saturated with noise, audiences are drawn to brands that consistently deliver value and meaning.
But it doesn’t stop at the content itself. Brands that live their values – not just talk about them – stand out. By prioritising integrity and trust, they build stronger connections with their audiences, fostering loyalty and a deeper sense of purpose.