Marketing trends to rule 2024
New year, new marketing challenges! With 2024 already in progress, what will shape digital strategies worldwide in the coming months?
While the dynamic nature of the marketing industry makes it impossible to foresee every twist and turn, there are some major themes that all marketers should be aware of to provide forward-thinking services.
So, to make the best out of 2024, let’s take the following 7 trends seriously — they may help (or hinder) the plans you have already made for your brand/brands.
1. AI-powered personalisation
This year, humanizing the marketing experience will be about leveraging data for hyper-personalized interactions. While some consumers already seek AI for speed and convenience, others may view it with mistrust and cynicism.
Marketers will heavily depend on AI algorithms to analyse customer data, enabling them to deliver highly personalized, real-time content. Expect to be trying to keep up — either with enhancing your AI-centred offering, or setting out your stall as the outlier, but with greater trust.
Consumers can expect tailored experiences and data-driven product recommendations, enhancing overall interactions with brands and alleviating technology-related fears.
2. Green is the new black
This year, humanizing the marketing experience will be about leveraging data for hyper-personalized interactions. While some consumers already seek AI for speed and convenience, others may view it with mistrust and cynicism.
Marketers will heavily depend on AI algorithms to analyse customer data, enabling them to deliver highly personalized, real-time content. Expect to be trying to keep up — either with enhancing your AI-centred offering, or setting out your stall as the outlier, but with greater trust.
Consumers can expect tailored experiences and data-driven product recommendations, enhancing overall interactions with brands and alleviating technology-related fears.
3. Videos, videos, and more videos
Video now accounts for over half of programmatic spending and is projected to gain even more share in 2024. And audio is rapidly catching up, with U.S. podcast ad revenue expected to exceed the $3 billion mark next year.
The key to engaging audiences effectively lies in utilizing short-form video, live streaming, and interactive video formats. Looking ahead, we recommend testing these and new formats through integrated partnerships and programmatic platforms to open up opportunities at scale.
Consumers can expect more engaging and visually attractive content, making their online experiences even richer.
4. Cookieless world
As data privacy regulations evolve, marketers must navigate through some significant changes. In 2024, we’ll see cookie-based advertising strategies take their final bow.
Effective communication is crucial for brands to reach target audiences amid reduced granular data availability. Brands looking to use first-party data for targeting should establish a strategic collection plan. With a thoughtful approach, you shouldn’t fear the cookie crumbling.
Improved transparency and security in data handling — starting this year, 1% of Chrome users will see the removal of third-party cookies, with a complete elimination scheduled by the second half of 2024.
5. Making life easier through automation
Creation and distribution are set to undergo a revolution in 2024 with the integration of automation tools and AI. Today, only 13% of surveyed brands do not use any form of marketing automation.
Investing in content automation platforms will be essential for maintaining consistency and efficiency, assisting in handling routine tasks. From email drip campaigns to predictive AI – explore your options!
What it means for consumers: A smooth and cohesive user experience as content seamlessly flows and reaches them across different channels.
6. Customer-first magic
Customer experience will be a top priority for chief marketing officers (CMOs), driving investments in technologies and strategies to enhance the end-to-end customer journey. Happy customers, when treated well, become powerful brand advocates.
Focus must remain on researching the newest technologies and less conventional ways to better the customer journey, ensuring even the smallest details are addressed. Any lapse in care may lead customers to lose patience and consider switching to a competitor.
Interactions with brands have never been this smooth. They are ready to do anything and everything for customer loyalty.
7. Content diversity to the stage
Brands will diversify their content to cater to a global and multicultural audience in 2024. Demographic changes and evolving consumer expectations are making it so that the brands that don’t meet varying consumer needs aren’t rewarded with their business.
Adapting strategies to resonate with diverse demographics, including content localization and cultural sensitivity. One of the best practices is to audit the existing experiences you deliver through the lens of different identities of the people you want to serve.
What it means for consumers: A wave of content that embraces inclusivity and reflects their cultural backgrounds, enhancing the relevance of brand messaging.
8. Ready to tackle 2024?
Now, obviously this is not an exhaustive list, but we hope these top considerations provide some nutritious food for thought.
Could these trends lead to the collapse of mass-marketing as we know it? Don’t let fear of change hold you back. If you think you could do with a team of marketing experts by your side throughout the next 12 months, drop us a message. We’d love to hear from you!