7 Marketing Questions Teams are Asking in 2024 (+Data & Insights)

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In 2024, marketers have a lot on their minds. With the rapid adoption of AI, significant changes in the search landscape, and an uncertain economy ahead, knowing how to lead your team to success seems daunting.

When I’m in these situations, I take a deep breath and go for a walk to clear my head. Once I have a steady mind, I start by asking myself questions that can help guide my marketing efforts.

Knowing the customer, assessing user preferences, and knowing what to measure drive our field. The right marketing questions can help you find these essential answers.

So, let’s dive into seven essential marketing questions to guide your marketing soul-searching this year.

How can you measure your customer experience?

How do users perceive your company?

Which competitor do users prefer and why?

Why do certain pages have high bounce rates?

How has your customer experience changed over time?

Is the omnichannel experience consistent?

What content performs best on social media?

How can you measure your customer experience?

25% of marketers planned to use interviews for the first time in 2023. The HubSpot team also found that 50% used video formats on TikTok, Reels, YouTube Shorts, and more to keep up with the demand for fast, bite-sized content.

In my experience, I dabbled in a bit of everything. LinkedIn posts, social media ads, direct mail, you name it.

What’s the common thread here?

Innovation. As Beth Comstock wisely notes, “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”

For instance, I dedicate an hour of my day (Monday to Friday) to brainstorming. Is anything working well? Is something not looking so hot?

So, while you might focus on metrics to measure your customer experience, don’t forget to pinpoint what’s resonating already. That’s what marketing is all about, at its core: connection.

If you want to understand, leverage, or optimize how you interact with customers, take a look at the touchpoints that shape the customer journey. Everything from the initial engagement to post-purchase.

This gives you feedback that includes surveys, social media listening, and interactions. You get a better idea of what your customers like and dislike.

It’s this collection of data and constant tinkering that’ll help you measure the customer experience.

It’s all about improving over and over, so don’t be afraid to adjust your strategy, take advantage of insights, and match your marketing to your audience.

Here are a few things to track that might help you reveal patterns, sentiments, and preferences so you can better understand the areas that need some improvement: