Top 10 Marketing Initiatives to Try in 2024

Useful marketing initiatives start with a business question, a defined audience and a measurement plan. Programs benefit from testing a message, preserving clean campaign data and learning from customer behavior across paid, owned and organic channels.

• Why it matters: A clear initiative links creative work to an outcome that the business can observe and improve.
• How it works: Choose a goal, form a hypothesis, launch a bounded test and review the evidence with context.
• What's next: Test a tagged social update with newsletter sign-up as key event; test a mobile landing-page change with form submission as key event.

There’s more to creating a successful marketing plan in 2025 than simply knowing the basics and following the rules. 

Businesses are like people in that each is unique and has its own individual selling points that set it apart. 

What works well from a marketing standpoint for one business may be a terrible fit for another and vice versa.

The world of marketing is also constantly evolving, right alongside key factors like technology, social trends, and search engine algorithms. 

Choosing the right marketing initiatives can help you stay ahead of the curve. 

Here’s a closer look at what you need to know to dominate your goals in 2025 and beyond.

6. Optimize your social media presence

In a changing world that’s becoming increasingly internet-reliant, people aren’t necessarily turning on the television (or even going to dedicated news websites) for their news anymore. Many expect and prefer to find out what’s going on in the world and with industries they care about via social media.

Quite a few also log onto social media for quick news and information fixes throughout their day when they’re bored or otherwise have a few minutes to kill.

There’s also this urgency to respond quickly and ride trends as they break, not a day later when they’ve already fizzled out. Brands that can pivot fast, adjust their tone, or join conversations in real time tend to stand out. Timing can be everything—sometimes that hilarious tweet you send during a minor internet crisis can net more goodwill than a year of scheduled campaigns.

So don’t be afraid to use your social media profiles to deliver frequent, timely updates on topics like industry news and hot subjects relevant to your brand. Just make sure you’re also tailoring your updates to suit your platforms of choice.

7. Make mobile-friendliness a top priority

Although there are definitely still people out there who prefer to do their web surfing and online shopping via standard desktop systems, people access the web the most often via smartphones and other mobile devices these days. That said, the more mobile-friendly you can make your website and all of your content, the better.

And let’s be real, patience for slow-loading pages or janky layouts is basically zero—people just bounce. A little attention to image sizes, simplified navigation, and quick access to CTA buttons can go a surprisingly long way. Even if you’re not personally browsing from your phone 24/7, your customers probably are, so double-checking the mobile experience isn’t just a box to tick, it’s the battleground for attention.

Make sure your website design is responsive enough that it adapts to a wide variety of different screens. Avoid making users scroll from side to side or zoom in to view your content. Fast load speeds need to be a top priority, as well.

8. Automate your processes where it makes sense

Personally handling every aspect of your marketing campaign can be extremely difficult, especially as your business continues to grow over time. Outsourcing certain tasks or delegating them to other team members can help but may not constitute the best use of labor that costs you valuable marketing dollars.

Automating repetitive tasks that don’t require hands-on human attention – like sorting through leads and qualifying them or sending out marketing emails – can save you a fortune in both time and money. It also leaves your time free for tasks that really need your personal attention.

9. Partner with top influencers

Although you’ll frequently see terms like “content creator” and “influencer” used as synonyms, they’re actually very different. Both can help you make the most of your marketing strategy but in very different ways.

An influencer likely does create content – especially on social media – but they’re most valuable for the level of respect and loyalty they enjoy from their audiences. Partner with the right influencers, get them to recommend your products to their followers, and you can tap into a special group of highly engaged potential customers.

10. Hire experienced freelance content creators

Content creators can also be incredible assets to a business’s marketing department. Between your website, business blog, outreach efforts, and social media feeds, you’ve really got your work cut out for you when it comes to producing enough content.

It is nearly impossible to handle it all yourself, but relying solely on automation or AI shortcuts will only backfire. Top-tier content that ranks well and attracts engaged, paying customers requires a human touch.

The good news is: there are platforms that can help you find the best content creators while counting on AI-powered tools to increase efficiency.

Building a team of freelance content writers, videographers, graphic designers, and other talent you might require saves you money and time. It also allows you to tap into the unique points of view, talents, and skills of other highly creative people.