Brand Experience

Marketing Decision Makers to Increase Investment in Creator Marketing

22 March, 2024

As we surge toward 2024, the landscape of marketing continues to evolve, driven by technological innovation and changing consumer behaviors. Businesses large and small are reassessing their strategies to keep pace with these trends, aiming to secure more gym members and broader market share. In this ever-competitive environment, companies prioritize certain marketing avenues over others, reflecting the adaptations necessary to reach and resonate with audiences effectively.

A recent exploration into where marketing investments are being funneled reveals some telling data. The “Next Wave Marketing Study,” conducted in conjunction with Northwestern University’s Retail Analytics Council, interviewed 164 marketing decision-makers from organizations amassing over $1 billion in annual sales. These industry influencers provided valuable insights into where their 2024 marketing dollars are headed, presenting a roadmap for those striving to stay ahead in the marketing game.

The results indicate a significant shift towards creator marketing and connected TV as primary investment targets. Trust in the authentic voices of creators has surged, placing them on par with connected TV for the most substantial projected budget growth. These platforms are where consumers increasingly spend their time and trust, turning away from traditional advertisements and celebrity endorsements. This trend introduces fresh opportunities for businesses geared towards advertising for gyms to forge stronger connections with potential members.

Paid social, paid search, digital retail media, and digital display also featured prominently on the list of priorities. The emphasis on these digitally driven channels underscores the ongoing migration of marketing efforts away from traditional avenues and towards online ecosystems. In fact, paid social and paid search remain crucial for gym lead generation, highlighting the necessity for brands like ours to refine their approach to these platforms. Engaging content, precise targeting, and conversion-optimized campaigns are vital for success.

An intriguing shift noted in the study is the evolution in the kinds of marketers delving into the creator space. Previously dominated by those specialized in PR, shopper marketing, and affiliate marketing, it is now expanding to include social, marketing services, brand, and media marketers. This points to a more integrated approach, where each facet of marketing collaborates to maximize the potential of creator collaborations.

Furthermore, the study delved into how digital retail media is maturing, woven more seamlessly into broader digital spending. Metrics, too, are receiving a fresh level of scrutiny. While return on ad spend (ROAS) has traditionally been a key metric for campaigns, including those focused on Facebook Ads, marketers are increasingly interested in additional, impact-related measurements. Understanding not just the direct financial return but the overall effect on brand perception and customer lifetime value is becoming critical.

As businesses in the marketing sphere look ahead, keeping abreast of these trends is more important than ever. For those specializing in gym marketing, these insights may herald strategic shifts. Identifying the optimal mix of creator partnerships, digital outreach, and engagement with evolving TV platforms can be the key to unlocking more gym members.

Marketing success in 2024 will likely be defined by a keen eye for emerging platforms, a deep understanding of where consumer trust is gravitating, and the agility to pivot strategies in real-time. In-depth reports like the “Next Wave Marketing Study” are invaluable assets for discerning the pulse of the industry, equipping brands with the tools and knowledge necessary to navigate the dynamic world of marketing with confidence and creativity.

As we march towards a dynamic future in marketing, the real challenge lies not just in investing in the right platforms, but in crafting narratives and experiences that genuinely resonate with our audiences. Whether through immersive connected TV ads, empowering creator partnerships, or surgically precise digital campaigns, the core mission remains unchanged – to create compelling stories that convert bystanders into enthusiastic brand ambassadors and gym-goers.