11th House marketing

2024 Marketing Trends that would benefit South African business

26 February 2024

The world of marketing is an ever-changing landscape, and just when you think you have a grasp on it, new trends emerge, reshaping the industry. As a South African marketer, staying ahead of these trends is crucial for the success of your business. In this blog post, we will delve into the key digital marketing trends for South African businesses in 2024 and explore how they can contribute to the growth of your enterprise.

Navigating through the dynamic realm of marketing, it’s essential to recognise that not every trend is suitable for every business. However, gaining insights into the prevalent marketing trends for the South African business industry in 2024 can empower you to make informed decisions about your marketing strategy.

Let’s dive into the carefully curated list of 2024 digital marketing trends that we have compiled for South African businesses. Get ready to stay ahead of the curve!

Most popular marketing trends for 2024

In the ever-evolving landscape of marketing, staying ahead of the curve is essential, especially for small businesses in South Africa. Let’s delve into the marketing trends that will significantly impact these enterprises in 2024.

  1. Short Content Dominance: Short-form content is gaining prominence, with platforms like TikTok, YouTube Shorts, and Instagram Reels taking centre stage. These platforms provide an excellent avenue for businesses to connect with their audience on a more personal level. Short videos, particularly infographics, have witnessed a surge in popularity. Explaining intricate subjects through visual content, such as country maps or world trade, has proven to be highly effective.

    Long-form videos can offer depth and large amounts of information about a product, brand, or service to audiences.

    However, both B2C and B2B marketers have learned that getting to the point with short-form videos can actually be much more effective.

Need help brainstorming short video content ideas? Our team is available for a free consultation!

  1. Video content: Video marketing has been on the rise, and in 2024, it is poised to become the dominant force in digital marketing. While long-form videos provide in-depth information, short-form videos have proven to be more effective in capturing audience attention. Podcasts, a form of video content, remain a valuable tool for sharing knowledge, experiences, and testimonials. Mastering video marketing is crucial for brands aiming to engage their audience effectively.
  2. Brand value: Building and maintaining brand value is crucial for retaining clients. Brands are increasingly showcasing their values and taking stances on relevant topics to resonate with their audience. Native advertising, a subtle approach to promotion, involves featuring content on third-party websites to seamlessly integrate with the user experience.

    Let us help you craft a brand story that appeal with your audience. Contact us for a free brand value audit!
  3. Native advertising content is valuable: You may ask what is native advertising? Well, When your brand pays to feature content on a third-party website, you’re investing in native advertising.
    Unlike traditional advertising, which is designed to interrupt and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you. For example, Instagram is a popular social media network that routinely partners with brands for native advertising.
    By taking advantage of the Instagram Story or Shop features, brands are able to share posts that look similar to the average user’s followers’ posting style, while subtly advertising a product.
  4. Influencer marketing is still important: 2023 was the year for influencers, you could not scroll through your social media feeds without seeing an influencer promoting a product. And in South Africa there’s an increase of brands collaborating with influencers to showcase their product. My personal favourite has to be Nivea and Kellogg’s South Africa marketing campaign. When marketers collaborate with influencers and industry thought leaders in their industry, they can expand brand awareness and gain fans from the influencer’s own audience.
    Are you worried collaborating with a famous influencer could break the bank? No problem!
    Micro-influencers with 10,000 to 100,000 followers are a more affordable solution and often yield more success than if a brand were to work with celebrities or macro-influencers.
  5. AI will only get better: If you have not heard of ChatGPT or its counterpart Google Bard, then you are better than us, who have made it custom to our work, even personal lives.  At 11th House Digital  Marketing, we use AI to help us with content ideas, assisting with research, strategic marketing insights and curating our daily work.
    AI is especially popular among marketers for its ability to streamline processes and allow marketers time to pursue other tasks or projects.

    Wondering how AI can streamline your marketing processes? Get in touch with our team to discuss your specific needs!

Though there are concerns surrounding the use of AI, if you want your company to remain competitive in 2024 and keep up with demand, you‘ll likely want to look into leveraging different AI tools if you haven’t already.

Content marketing trends for 2024

Have you ever heard a client say they love your brand because of the content you put out? That’s powerful! It’s no surprise then that brands worldwide are ramping up their content marketing investments. The impact of well-crafted content is evident when clients express their preference for a brand due to the quality of content produced. In 2024, brands are expected to continue expanding their investments in content marketing. Below are just a few trends you’ll want to follow in 2024.

  1. Podcasts and Audio Content Surge: The popularity of podcasts is on the rise in South Africa and shows no signs of slowing down. Platforms like “McG Podcast and Chill” show how audio can effectively share expertise and engage audiences. As a marketer, don’t miss out on this opportunity. Consider launching your own podcast, featuring industry experts, or collaborating with established shows.
  2. Blogging is still king: Yep, you read it right. Contrary to any assumptions, blogging remains a powerhouse in content marketing. Despite its age, blogging remains a potent tool for South African businesses. Why? Consistent, high-quality blog posts drive engagement, conversions, and most importantly, SEO discoverability. Imagine a potential client searching for social media management on Google. 

If your website features blog posts with insightful tips and strategies, they’re more likely to find you, explore your services, and eventually become a client.

Ultimately, sites with robust blogs have more search potential and can implement SEO strategies much easier than sites that don’t.

Ready to start blogging? Check out these resources to build your strategy:

  1. Case studies are great to drive leads and brand credibility: Case studies are a compelling tool for establishing transparency and trust between brands and consumers. Offering an in-depth look into how individuals or brands benefit from a product, service, or strategy, case studies drive leads and enhance brand credibility. Whether displayed on web pages or offered as downloadable PDFs, marketers recognise the enduring value of case studies in 2024. Remember, a compelling South African case study resonates even stronger!
  2. Infographics: Visual Storytelling. Remember the saying, “a picture is worth a thousand words”?  Infographics take that concept to a whole new level. Combining visual appeal with valuable data, they captivate audiences on websites and social media. Invest in creating high-quality infographics relevant to your target audience and watch engagement soar.

SEO optimization is crucial for all your content. Each format you utilise contributes to SEO in unique ways. For example, well-researched blog posts with targeted keywords improve your website’s ranking in search results, attracting more organic traffic. Explore how each content format fits into your overall SEO strategy to maximise its impact.

Ready to Dominate with Content Marketing? Contact us for a free consultation. 

By incorporating these content marketing trends and optimising for SEO, you can empower your South African business to thrive in 2024. Remember, consistency and quality are key to building a loyal audience and achieving your marketing goals. Now go forth and create content that resonates!

Social media trends

As we delve into the realm of social media marketing trends for 2024, it’s crucial to recognise the profound impact social platforms have on the South African landscape. With 43 million internet users in South Africa, and a whopping 43% actively engaging on social media, it’s clear: your small business needs to be where your audience is. But navigating the ever-evolving social media landscape can be tricky. Here’s a glimpse into key trends shaping the South African scene in 2024:

Mobile Dominance in Social Media

The prevalence of mobile internet usage in South Africa is undeniable, with 97.6% of internet users accessing online content via their mobile phones. With 112.7 million cellular mobile connections, it’s evident that many South Africans are active on multiple devices. This underscores the significance of incorporating mobile-friendly content into your social media marketing strategy to reach a wider audience effectively.

  1. Go Mobile-First:
    Remember, 97.6% of South Africans access the internet via mobile. Optimise your social media presence for mobile devices, prioritising short-form content and easy navigation.
  2. Consider WhatsApp Business:
    With over 24 million active users in South Africa, WhatsApp Business offers a direct and personalised communication channel. You can use it for customer service, promotions, and building stronger relationships.
  3. Authenticity is Key:
    South Africans crave genuine connections. Showcase your brand personality, share behind-the-scenes glimpses, and engage in meaningful conversations with your audience.

Social Media Marketing: Authentic Connections

Social media marketing goes beyond just reaching your audience; it’s about authentically connecting with them on a personal level. This approach humanises your brand, fostering trust and loyalty. As a small South African business, leveraging social media as a part of your broader marketing strategy allows you to engage with your audience in real-time, responding to their needs and preferences.

TikTok will be the heavens for brands:

TikTok continues to be a powerful platform for brands, with over 1 billion global users. Since its viral emergence four years ago, brands have been seeking ways to tap into its true power. 

Contrary to the misconception that TikTok is exclusively for younger demographics, recent data from the 2022 Consumers Trends Report reveals a diverse user base. Approximately 50% of Millennials and 38% of Gen X-ers reported visiting TikTok in the last three months.

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    SEO: Building a Strong Foundation for Your South African Business in 2024

    In today’s digital landscape, a strong SEO strategy is the bedrock of any successful online presence. Think of it as the sturdy foundation upon which your South African business can thrive for years to come. But where do you start? 

    In need of a SEO specialist? 

    Before diving into tactics, identify your local business specific goals. Want to increase organic traffic? Boost brand awareness? Drive leads and conversions? Setting clear objectives guides your SEO strategy and helps you measure its success.

    1. Video and Image SEO Reigns Supreme:
      SEO goes beyond textual changes. Video and Image SEO play a pivotal role in enhancing your online visibility. Optimising videos and images for search engines, including Google Images and video carousels, is essential. Techniques such as compressing image files for faster page speed and embedding relevant videos with targeted keywords contribute to a comprehensive SEO strategy.

    Utilise tools like MOZ or RankMath for effective SEO management, including video and image optimisation. 

    1. Embrace User-Centric Optimisation:
      Remember, you’re optimizing for people, not just search engines. Focus on creating high-quality, informative content that resonates with your target audience and addresses their needs.
    1. Build High-Quality Backlinks:
      Link-building remains a potent strategy for establishing authority in your industry. When high-ranking sites link to yours, Google recognizes your credibility and authority. Strategic link-building, such as guest posting on reputable websites, can significantly elevate your authority. As evidenced by our company’s growth, targeting specific websites for backlinks resulted in a 40% increase in authority.
    1.  Repurpose and Refresh Existing Content:
      Don’t neglect your past efforts! Update old content with fresh information, keywords, and multimedia elements to breathe new life into it and attract new
    2. Chatbots will continue to streamline conversational marketing: In a world where instant responses are valued, chatbots emerge as valuable tools for conversational marketing. According to a report from Tidio, 62% of respondents prefer speaking to a chatbot rather than waiting 15 minutes for a human response. Incorporating chatbots into your customer interactions streamlines communication, offering quick and efficient responses.

      So, I think it’s safe to say chatbots will be leveraged more in 2024 to keep up with consumer demands. 

    You’re up to speed…  for now. And, as long as you’re keeping a thumb on the pulse of marketing trends — and always remain open to change — your business won’t fall behind.

    The future of marketing in 2024 in South Africa is all about blending technology with creativity and embracing inclusivity to create meaningful and impactful experiences for South African consumers. However, if you’re up to the task of needing digital marketing services or web design services in South Africa, it’s smart to consider hiring a professional digital media marketing company. This strategic decision will ensure that your South Africa local business  gets the best marketing support for 2024, leveraging their expertise and insights to stay ahead in the competitive marketing landscape.

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