Our team of experts here at RAW Marketing have hit the ground running in 2024, diving into the latest trends in B2B tech marketing:
Email Marketing isn’t Dead – Quality Over Quantity
Is email marketing losing its effectiveness after four decades as a marketing strategy?
Recent questions have been raised; however, email marketing isn’t dead. Christian Ciendua, our Digital Marketing Specialist, acknowledges recent studies indicating that 56% of buyers prefer to receive B2B offers via email. But the challenge lies in the volume of emails they are receiving, leading to disengagement and important messages getting lost in the clutter.
The goal for 2024 is clear: more strategic emails, with thought-out journeys, and each one must be more personalised, compelling, and valuable.
Human Touch Essential in the Automated Age
As AI takes centre stage in 2024, Alex Arnold, our Outbound Marketing Lead, champions the enduring power of human connection. “Let’s acknowledge the genuine difference the human touch makes, particularly in the contact centre. While chatbots and automated systems have their roles, they can’t replicate the warmth, empathy, and problem-solving abilities that a human agent brings to the table.”
Adding to this narrative, research reveals users slash purchase rates by over 79.7% when engaging with disclosed chatbots. This not only reinforces the value of human interaction but also highlights its essential role in shaping consumer decisions and building meaningful relationships.
Zero Trust in 2024
Amidst a 23% surge in reported cybercrimes in 2023, cybersecurity is not just a passing trend for 2024 – it’s a fundamental business strategy. The escalating frequency and complexity of attacks drive the adoption of new security processes. Estienne Prior, our Frontend Web Developer, underscores the significance of Zero Trust Architecture (ZTA) as a key pillar in 2024 cybersecurity strategies.
As of now, 41% of organisations have deployed a zero-trust security architecture. ZTA is positioned to play an even more vital role in securing company infrastructures, especially as organisations transition to cloud-based services. In response to increasingly sophisticated cyberattacks, ZTA has become a favoured security model, working on the principle that no user or device can be fully trusted, regardless of their location or network.
True Colours of Green Marketing – Authentic Sustainability
In 2024, Lily Ryan, our Marketing Executive, sees a growing demand for honesty in sustainability claims. This is because in Australia, people come across an average of 122 green claims daily, leading to increased scepticism about green labels and sustainability claims.
The spotlight is shining brighter than ever, urging companies to communicate clearly and truthfully, highlighting tangible actions in their reports. Lily recommends that, in the pursuit of authenticity, partnering with trusted brands is like having a reliable ally, which can significantly boost credibility with discerning consumers.
Nurturing Trust through Data Privacy
In 2024, integrity and honesty take centre stage. While using data helps organisations create personalised customer experiences, safeguarding customer data is crucial. According to Harris Wakeling, our Account Manager, honesty is vital in managing customer data. In fact, 65% of consumers express dissatisfaction with companies not being transparent about their use of personal data. Being clear about data usage and giving customers control is essential. Businesses need to assess what they offer in exchange for customer data. Staying updated on data privacy rules is equally crucial to build and keep trust with customers.
This year, one constant is still clear: marketing, in all its advancements, ultimately revolves around forging meaningful connections.
For more insights, contact the RAW team here: https://raw-marketing.com.au/contact-raw/
