2024 Marketing Vision: Why the Next 60 Days Are Critical for Your Strategy

As the sun begins to set on 2023, forward-thinking businesses are already casting their eyes to the horizon of 2024. Consider this: How far have we come? What strategies have succeeded, and which have fallen short? Most importantly, what can we do differently?

It's a time of reflection, but more importantly, of preparation. The decisions made and the groundwork laid in the next 60 days can set the trajectory for your entire upcoming year. Yet, this year is not over – there's still time to make a significant impact. Let's explore why this period is not just a countdown, but a launchpad for 2024.

The Budgeting Imperative (and the Use It or Lose It dilemma)

As you approach the year's end, the allocation of your marketing budget stands as one of the most significant decisions on the table. It's not merely about numbers; it's about vision. A well-funded marketing strategy is a clear indicator of a company poised for growth, ready to embrace the opportunities that the new year brings.

So, do you have any dry powder? In other words, do you have unspent funds that you can put to use in this calendar year? If you’re not sure... ask!

Many of our clients at Motive3 use unspent funds in the 4th quarter to get ahead on next year’s investments, and there's a good reason for it. No one has a crystal ball! If you deploy funds now, there’s no threat of losing them once the finance department closes the books.

But, to do that, you need an investable plan.

Most companies we work with have a good intuitive sense of what to do. It’s usually some combination of:

• A refreshed or refined differentiated message,
• Prioritizing the highest leverage product and services messages,
• Developing a systematic approach to amplifying share of voice.

The good news is that companies with smaller market share benefit from investing in share of voice more than companies with larger market share do.

Trend Anticipation: Time is on your side.

The early bird doesn't just get the worm; it leads the flock. 2024 is set to unveil new marketing trends that will redefine customer engagement and brand positioning. Forrester just released their 2024 Predictions report , and they expect top agencies to invest $50 million in partnerships to build custom AI solutions for enterprise clients.

But that doesn’t mean you’ll get left behind as an SMB or mid-market company.

By acknowledging and acting on these trends now, you position your company not just as a player but as a pacesetter in the industry.

Consider these top 5 marketing trends to watch for in 2024, as identified by the Association of National Advertisers :

1. The rise of AI-powered marketing,
2. First Party Data Is the New Standard,
3. Video Marketing Dominance,
4. Social Commerce Boom,
5. Increased Focus on Brand Purpose and Social Responsibility.

Building a Messaging Playbook

AI isn’t just for enterprise-sized companies. A messaging playbook can help you leverage off-the-shelf AI platforms like ChatGPT and others for marketing campaigns, to create automated messages, and to deliver personalized experiences to customers. With the right resources in place, you can build out a comprehensive messaging playbook that ensures consistent, effective communication no matter which channel or platform you use. This will enable you to deliver engaging, targeted content that resonates with customers and drives ROI.

If you need assistance, inquire about our process for developing AI-ready messaging playbooks for clients.

Data-Driven Foundations

Data is the compass that guides your marketing ship; without it, you're navigating blind. The next 60 days are critical for setting up the systems that will collect and analyze the data you need to make informed decisions throughout 2024.

The Lead Time Leverage

Starting early gives you the luxury of time – time to test, to learn, and to refine. By initiating your 2024 marketing strategy now, you gain precious months to optimize and ensure that when the new year rolls in, your strategy is not just in place but already gaining momentum.

Conclusion:

The coming 60 days are not just a countdown to year's end; they represent a critical window for laying the groundwork of a triumphant 2024. By securing your budget, anticipating trends, forecasting resources, upgrading technology, and establishing a data-driven approach now, you ensure that your marketing strategy for the coming year is not just reactive but proactive – not just sufficient but exceptional.

What are your thoughts on these strategies?

I invite you to share your insights or ask for guidance. How are you preparing for 2024?

Join the conversation below or contact us directly for a more in-depth discussion.

I'm Ginger Zumaeta . I'm the CEO of Motive3 where we help companies position & communicate BIG IDEAS with messaging workshops & playbooks to streamline communications and fuel growth.

I typically on these topics: #branding, specifically #positioning, #messaging & #storytelling

Support this work: [ ? repost so your colleagues benefit]

Share your own thoughts: [ ? comment]

To see my future posts: [ ?? follow] and [ ? subscribe] to my newsletter here on LI

Stay in touch: [ ?? connection request]