Driving Impact Among Too Many Technological Advancements

If you’re a company founder today, it’s seemingly impossible to keep up with how rapidly evolving the marketing landscape is. Technology advancement brings stockpiles of challenges to circumvent, but there are also opportunities to glean for businesses. Without calling stake to the obvious (Ai, VR, machine learning), I’ll highlight three upcoming technological advancements shaping the business landscape in 2024 and examine how forward-thinking brands are leveraging these innovations to drive success. 

Safari's "Web Eraser" Tool and the effect on the US Ad Market

How This Technology Innovates 

Apple's development of a Safari tool allowing users to "erase" portions of their web experience, potentially including ads, is reshaping the digital advertising landscape. With Safari comprising a significant portion of the browser market, this tool could have a substantial impact on ad visibility.

Impact on Businesses:

This development underscores the importance for founders and marketers to diversify their growth strategies beyond traditional digital advertising. As Safari users gain more control over their web experiences, businesses must focus on building direct connections with their audience. Investing in first-party data, such as email lists, becomes crucial for maintaining engagement and fostering brand loyalty.

Trustpilot and the Rise of Fake Reviews

"The vast majority of people (92.8%) say they make buying decisions based on online product reviews. Around three-quarters (74.7%) say that reading positive reviews for products makes them more likely to buy them, and 65.8% say that reading negative reviews makes them less likely to purchase a product.(source: LinkedIn Apr 27, 2024)"

Emerging Issue:

The increasing prevalence of fake reviews on platforms like Trustpilot poses a significant challenge for businesses seeking to build trust with consumers. Despite advancements in AI detection, the number of fake reviews continues to rise, undermining the credibility of online reviews. Luckily consumers are more privy to fake reviews now than ever before, with the help of tools like Fakespot.com - a free analyzer that predicts false or bot reviews. 

Key Takeaway:

It's essential for businesses to prioritize authentic review collection as part of their marketing strategy, as well as establishing a verification process. This is where smaller companies have the upper-hand against more established competition. The consumer market is wisening up and authenticity is winning. Lean in to your relationships with customers and provide service and products that continue to impress. You can’t fake genuine connection and brand loyalty. 

The Loss of Paid Media Attribution 

Attribution Complexity:

Navigating paid media attribution can be complex, with various factors influencing data accuracy and reliability. Issues such as vendor biases and privacy updates like iOS 14 make it challenging for businesses to obtain accurate insights into campaign performance. It’s harder than ever to answer the question “how did they find us?”, which is a valuable data point to have when considering where to spend money. 

A Fresh Perspective:

Businesses have been coming up with excuses and challenges as to why they can’t grow for decades. It’s not to say they are not valid – they are. But the question remains: What are you going to do about it?

Continue to practice a holistic approach to marketing that encompasses both paid and organic strategies. While paid media remains valuable, organic marketing, brand reputation, and customer retention strategies are equally essential for long-term success. By focusing on building strong relationships through other digital channels (such as organic content on social media, community groups, and email lists) with customers and prioritizing organic growth, businesses can achieve sustainable results in today's competitive landscape. 

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Volt & Clove's Approach:

Volt & Clove recognizes the shift towards audience-centric marketing strategies. We specialize in helping businesses leverage email marketing to build meaningful relationships with customers. By prioritizing owned channels like email, businesses can navigate changes in the advertising landscape with confidence and continue driving growth.

Volt & Clove emphasizes the importance of genuine customer feedback in building trust and credibility. By actively soliciting and showcasing authentic reviews, businesses can differentiate themselves and establish a positive reputation in the marketplace.

Lauren Volper is the founder of digital marketing agency Volt & Clove, an email marketing and SEO-focused firm in the Hudson Valley.