The importance of 'being real' in marketing today

Global marketers are gearing up for a challenging international landscape in 2024. The economic scene is uncertain with inflation, rising living costs and conflicts in various regions, making it a year where they need to grow amidst tough competition.

However, those who focus on being relevant, authentic and building meaningful and engaging connections are likely to come out on top.

To succeed in expanding globally, marketers must move beyond typical content creation. They should create smart plans that understand different cultures, adapt to how customers behave, and use local influencers. It is important to be flexible and adjust to changes in the market to make smart moves and keep going even when things get tough.

Being real is important, and making interesting and unique content that people can relate to is equally crucial. The key to success is combining strong plans with interesting content to connect with people worldwide, grabbing their attention while considering local differences.

Here are some of the best ways to stay at the forefront of marketing's evolution:

Standing out with brand purpose

In today's world, people are careful about the brands they pick. With so many choices and lots of online ads, getting noticed can be hard. To stand out in this busy market, a brand can be different by having a clear and confident brand purpose. This means being real, creating campaigns that have a better chance of going viral, engaging with audience and silently getting prioritised by customers.

Think of a strong mission statement like the base of a brand. It affects how the brand connects with its audience and customers. This connection shapes brand equity—how much people think the brand is valuable.

To make your brand stand out even more, consider how you can present your product better than others or choose smart marketing strategies. Showcasing your unique selling points (USP), presenting your product in a compelling way, and cleverly selecting marketing approaches can set your brand apart and make it more appealing to customers. For instance, emphasising your brand's positive impact through corporate social responsibility (CSR) can show that your brand cares about more than just making money, creating a deeper connection with your audience.

Reaching out worldwide with a coordinated campaign

On average, people globally use about 7.5 different social media platforms.  Social media and digital tech are everywhere. While it is crucial to be present on various platforms, merely being there doesn't make a campaign great. What truly matters is how people can connect with it.

To effectively engage global audiences, companies need a smart plan for online campaigns that goes beyond simply being on many platforms. It is about creating a meaningful connection that resonates with people.

While companies often have a well-thought-out plan for their local campaigns, international marketing is sometimes not as organised. To succeed globally, it is important to have a strategy that fits the channels people use regularly. The path customers take online is not always straightforward. 

For example, in the United States, people use various online platforms like social media, search engines, blogs, websites, and others before making a purchase. Understanding this is crucial for global marketers. They need to carefully choose which international channels work well together to create a meaningful connection with customers and bring in revenue.

Unlocking the strength of customer-created content

Brands don't have to do all the hard work of creating marketing stuff by themselves. A smart way to lighten the load on the marketing team while also showing off happy customers is to use user-generated content (UGC).

This has a special advantage because it is created by the brand's own customers and supporters. Surprisingly, 90% of users trust UGC when deciding to buy something.

By including UGC in their plans, brands can really shape how people see them by sharing content from dedicated and happy customers. This kind of content works really well in getting people interested and talking, especially on social media.

It not only boosts engagement but also leads to more sales and money. Ads that use UGC have click-through rates that are five times better than the usual ones.

The significance of tailored content for different markets

For many global marketers, making sure their content fits in with different places is a big deal. To stand out in 2024, worldwide brands need to think about how well their localised content helps them reach their goals in different markets.

The important things to consider are how relevant and real the content feels. In really competitive markets, people don't like experiences that feel below average or not interesting.

So, the focus should be on creating content that really connects with the local audience's culture, behavior, and reasons for doing things. Working with local experts is super important to make sure content in different languages is just right and works well on different channels and platforms.

Elevating customer satisfaction

In 2024, it is crucial for brands to create really great experiences for customers, not just to survive but to do really well even when things are uncertain. Nowadays, customers stick with a brand more because of the experience they get rather than anything else. Surprisingly, a big 86% of buyers are okay with spending more money if they get an awesome customer experience.

For brands aiming to make their customer experience better, using technologies like artificial intelligence (AI), machine learning, and augmented/virtual reality is the key. These technologies don't just make things more efficient for customers; they also open up new ways for customers to connect and have fun with brands.

Building better connections

In today's marketing landscape, brands are adopting conversational marketing to talk to customers in a friendly and personal way, creating direct and real-time connections. The focus is on enhancing customer interaction and experience for stronger loyalty and satisfaction.

Personalised marketing takes this further by tailoring messages based on individual interests, demographic details, and purchase history, aiming to create a one-to-one conversation feel. This approach not only boosts engagement and fosters loyalty but also brings advantages like improved customer experience, increased revenue, enhanced brand loyalty, and consistency across channels. By engaging customers as individuals, personalised marketing builds a stronger and more meaningful connection between brands and their audience.

The evolving landscape of global marketing demands a strategic and adaptable approach. As we navigate the challenges of 2024, the emphasis on authenticity, localisation, and customer-centricity becomes paramount.

By leading with a strong brand purpose, adopting a unified approach to global campaigns, harnessing the power of user-generated content, prioritising localisation, enhancing customer experiences, and embracing conversational marketing, brands can not only survive but thrive in an ever-changing international market.

The journey towards success lies in understanding and resonating with diverse audiences, fostering meaningful connections, and staying ahead of the curve in industry evolution. As we look to the future, these strategies will undoubtedly shape the trajectory of global marketing excellence.

Kush Aggarwal is the head of marketing at Bikano