The New Year is a time to reflect on your goals and prepare for a new start. But, whilst many are at home assessing their New Year’s resolutions, businesses and marketing teams should be taking a long look at the successes and potential for improvement in the coming year. 

At Infoserve, we know exactly how this should be done. 

How to prepare an annual marketing strategy

Take a good long look at your SMART goals 

If you set goals at the beginning of the year then it’s time to reevaluate your progress. 

Go over both annual and quarterly goals and ask yourself the following questions: 

How did your performance match up against the goals you set? Did you surpass them? Do you think you can push them further, and if so, how can your 2024 goals help you achieve this? 

When setting long-term goals, remember to keep them SMART: 

Specific
Measurable
Attainable
Relevant
Timely

Evaluate audience response 

You cannot reevaluate your existing marketing strategy or prepare a new one without understanding your audience’s response. 

Analyse KPIs (key performance indicators) like engagement rate, share rate, conversion rate and customer feedback. 

Are there patterns or trends that could be used to inform future decisions? Is there a type of content that performed better than others? 

Use the information you gather from audience analysis to refine your approach and tailor campaigns to better resonate with your target audience.

For example, if you drew in more customers organically through SEO-informed blog content than via social media ads, then it might be time to increase the time/budget allocated to blog content in the coming year.

Understand your competitors 

Competitor analysis is an ongoing process that should be an integral part of your marketing strategy. If you analyse your competitors only once, we can guarantee that you won’t absorb all of the information you need to know about their process, successes and failures. 

This is because, just as you do, they will reassess their marketing strategy at regular intervals, make changes and adapt to their audience’s needs. 

Ensure you: 



• Determine whether your competitors have remained the same 
• Identify any upcoming competitors
• Research their tactics, campaigns and outcomes
• Reassess their pricing and promotional material 
• Analyse engagement on their content 
• Review their content strategy 

Divide your strategy into quarters

A year is a substantial stretch of time, and breaking it down into manageable quarters allows for more focused and agile planning. Each quarter can have its own set of goals, campaigns, and themes. 

This approach ensures that your marketing strategy remains adaptable to changing circumstances and industry shifts. Regularly reassessing and adjusting your plan throughout the year enables you to capitalise on emerging opportunities and navigate challenges proactively.

Identify opportunities early

Effective marketing is not just about reacting to trends but also about identifying opportunities and trends as they arise. 

Communicate with your suppliers, and keep all teams informed. Impulse decisions can create amusing and effective content when a social media trend emerges, but long-term success requires a thoughtful and analytical approach. 

When you identify opportunities early, you allow yourself the time to respond in the most considered manner possible. 

Opportunities should align with your brand identity and contribute positively to your audience's experience

Expect regular reevaluation 

The only constant in marketing is change. 

As you prepare your strategy for the new year, embrace the reality that regular re-evaluation is essential for success. Be open to adjusting your tactics based on data, feedback, and emerging trends. This adaptability will position your brand as dynamic and responsive, fostering long-term success for your business.

Prepare for 2024 marketing trends 

Alongside preparing your standard annual marketing strategy, you must also keep your eye on shifts in consumer behaviour. Trends within marketing are ever-changing, and the way you respond to them can define the way your company is viewed by your audience. 

With 2024 fast approaching, here’s how to stay on the ball: 

1. Conduct industry analysis

Conduct a thorough analysis of your industry, paying close attention to market dynamics, consumer preferences, and technological advancements. This foundational knowledge will serve as a springboard for tailoring your marketing strategy to align with emerging trends.

2. Embrace the data 

Analytics tools exist for a reason, and that is to help you make more informed decisions regarding your business’s strategy. Utilise this data to remain vigilant and responsive to your adapting audience. 

By understanding the nuances of their behaviour, you can finetune your marketing strategy and capitalise on trends. 

3. Emphasise your commitment to customer experience 

As consumers become more discerning, personalised experiences are no longer a luxury but an expectation. 

Invest in technologies that enable personalised marketing efforts, from tailored content to custom product recommendations. Additionally, prioritise delivering exceptional customer experiences across all touchpoints. 

Brands that excel in customer satisfaction are more likely to thrive in an environment where consumers value authentic and meaningful interactions.

4. Explore sustainable practices 

Whilst we consider sustainability to be a necessity rather than a trend, establishing yourself as a forward thinking industry with ethical practices allows you to keep up with increasingly conscious consumers. 

Communicate transparently about your commitment to sustainability and ethics, as authenticity grows more vital to generating customer loyalty. 

This could relate to the logistics of your business, the technology you use, production methods, materials and equipment, or even the products themselves. 

5. Invest in influencer marketing 

Influencers are often the front line of social media marketing, as their job is to keep on top of consumer trends. They have an already established social media presence with a following whose ethics reflect theirs implicitly, which means they know exactly what your audience wants to see. 

They will be able to adapt more swiftly to changes than your already busy marketing team, without you needing to engage. 

Identify influencers whose values align with your brand and collaborate on authentic campaigns. The credibility and reach of influencers can significantly amplify your message as we head into a new year. 

6. Adapt to evolving social media trends 

Social media platforms are dynamic ecosystems that evolve rapidly. Stay attuned to shifts in user behaviour, algorithm changes, and emerging platforms. 

Tailor your content to align with the nuances of each platform and leverage the latest features to enhance engagement. A proactive and adaptive approach to social media will be crucial in navigating the ever-changing landscape.

Not sure where to start? 

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