Where to Find Your Clients in 2024

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The modern market is changing dramatically and requires companies to be highly adaptable. To stay ahead of competitors and attract the target audience, you need to choose and combine the most effective tactics. In the article, the Topface Media team explained what has changed in consumer preferences and collected the best ways to attract customers in our reality.
Market trends and changes in consumer behavior
The main factors influencing the state of the market and consumer behavior include global socio-economic changes, technological progress and the revision of values ​​and priorities by society.
An overview of market trends influencing customer behavior in 2024
The trend towards rational consumption
Although sales are growing compared to 2022, Russian consumers continue to choose more budget-friendly products. Competition among brands offering such products is increasing and requires more effort from companies. Customers have to be attracted with additional incentives - bonuses, discounts, loyalty programs. In addition, sellers need to justify the cost of the product, emphasizing its cost-effective potential, for example, durability.

The departure of foreign companies with big names and the emergence of import-substituting brands on the market have strengthened this trend. Consumers have become less attentive to names and more demanding of the price-quality balance. Products from companies that have established themselves as honest and reliable gain an advantage over products from well-known brands, especially in the segment of expensive items with a long service life - for example, equipment and cars. It is especially important for sellers in such niches to work with reputation and recognition.

On the topic: How a company's reputation social media marketing service on the Internet affects sales and how SERM can help with this
The trend of online market growth
After the pandemic, the share of e-commerce in the market continued to grow. According to TASS , by the end of 2023 , more than half of the active audience practices online shopping. The majority of them buy on marketplaces that make it possible to choose a product at the best price: according to data announced at the final Tinkoff conference , this is 81% of users.

Another reason why people prefer online shopping is access to the widest possible range and convenient search. Online trading platforms that offer more functions for evaluating, filtering and selecting products according to customer requirements will win the competition.
How to Attract New Clients in 2024
Source
Changes in the preferences and needs of the target audience
1
More awareness and focus on health
Consumers have begun to approach most of their spending more consciously — to refuse spontaneous purchases and to choose more carefully. People have become more concerned about their health, buying products to maintain it and paying attention to the safety, environmental friendliness, and usefulness of products.



Consumers expect quality service from brands and stores at all stages of purchase and attention to their needs. Providing the best service: prompt order processing, support in the process of selecting goods and fast delivery is a working way to attract customers.
3
Reviews are more important
At the stage of choosing a product from a number of competitors, advertising is inferior in importance to the public rating and reviews of the seller and his product. Real opinions of other people have become more often the determining factor for the client's decision to buy or refuse to buy.