It's important to stay up-to-date with the latest marketing trends. In this blog, we'll explore some of the top marketing trends we anticipate for 2024, including AI marketing tools, data privacy, personalisation, short video, social media, authenticity, the importance of brand values, creativity, positivity and tech.
Amid the rising cost of living pressures, customers are rightly scrutinising their spending and expecting more value from their products and services. Businesses with a clearly defined value proposition, clever pricing, and sales strategies, a willingness to take advantage of the growing and innovative array of tech and AI advancements will be well-positioned to survive and thrive.
Here are some of the key marketing trends we are focusing on this year...
AI will continue to play a major role
Artificial intelligence (AI) is already playing a major role in marketing, and this trend is set to continue in 2024. AI can be used to automate many marketing tasks, such as data analysis, content creation, and customer segmentation. This can save businesses time and money while also improving the effectiveness of their marketing efforts.
AI marketing tools will become more sophisticated
As AI continues to evolve, so too will AI marketing tools. In 2024, we can expect to see more sophisticated AI marketing tools that can help businesses better understand their customers and target them more effectively. These tools will be able to analyse data from multiple sources, such as social media, email, and website analytics, to provide a more complete picture of customers' behaviours and preferences.
AI tools to explore:
HubSpot's ChatSpot and ChatGPT- Generate blogs, social posts, headlines, SEO keyword research, competitor research, data analysis and behavioural insights through the power of ChatGPT and HubSpot's ChatSpot interface.
Grammarly Go - Generate blogs, social posts, website content and headline suggestions via Grammarly's AI.
PictoryAI - Turn written pieces into creative videos with this AI video creator. It also includes automatic video captioning for optimised delivery.
LookaAI - Design brand materials with this real-time logo maker, brand kits, and templates.
DAll-E 3 - Generate images through text prompts.
Data privacy will remain a key concern
Data privacy has been a hot topic in recent years, and this trend is set to continue in 2024. Businesses will need to be transparent about how they collect and use customer data, and they will need to ensure that they comply with regulations such as GDPR as well as Apple, Google, and Yahoo's advanced requirements for mass email sends. Read about it here. Customers will also be more aware of their privacy rights and will expect businesses to respect them.
Personalisation will become even more important
Personalisation has been a buzzword in marketing for some time now, but it's set to become even more important in 2024. Customers will expect brands to provide personalised experiences across all channels, from email marketing to social media. This means that businesses will need to invest in technologies that enable them to collect and analyse customer data, and to use this data to provide relevant and personalised content.
'Hello first name', is now the bare minimum you can do to personalise your emails. Customers now expect a curated email based on their interests.
Short video remains a key format
Short-form videos have become increasingly popular in recent years, and this trend is set to continue in 2024. Platforms such as TikTok and Instagram Reels have demonstrated the power of short-form video content, and businesses need to take note. Short video can be a great format for engaging customers and promoting products or services in a fun and engaging way. Time is money and attention spans are shorter than ever, so getting to your point with a punchy video is key.
Ads will need to be more creative
As customers become more savvy about advertising, businesses will need to be more creative in their approach.
Ads will need to be engaging, informative, and entertaining if they are to capture customers' attention. Businesses will need to think outside the box and experiment with new formats and platforms to find what works best for them.
Social media will remain an important channel
Social media has become a key channel for businesses to reach customers, and this trend is set to continue in 2024. However, businesses will need to be strategic about using social media and focus on building authentic relationships with customers rather than simply promoting products or services. We recommend focusing on three channels and doing that really well.
Authenticity will be key
Customers are becoming increasingly sceptical of brands that don't appear authentic. In 2024, businesses will need to focus on building genuine relationships with customers and being transparent about their values and beliefs. Customers will expect brands to take a stand on issues that matter to them and to demonstrate a commitment to social responsibility.
Brand values will be more important than ever
In 2024, customers will expect brands to have clear values and to act in accordance with them. Businesses will need to be transparent about their values, and to ensure that they are reflected in all aspects of their operations, from marketing to product development. Customers will expect businesses to take a stand on issues such as sustainability, diversity, and social responsibility.
Be positive
Post the global pandemic, rising wars, climate events and the soaring cost of living pressures, we have reached our breaking point regarding negativity and bad news. Businesses that can bring joy, lightness and positivity to their messaging offer a welcome reprieve. So remember to avoid the doom and gloom and offer hope in your communications. Humour also goes a long way. We all like to laugh.
Tech will continue to drive innovation
Finally, in 2024, we can expect technology to continue to drive innovation in marketing. Businesses must stay up-to-date with the latest technologies and be willing to experiment with new formats and platforms. This will require a willingness to take risks and invest in new technologies, but the rewards can be significant for those who get it right. Are you interested in learning more about strategic marketing?
If you'd like to read more from Imogen, you can find more articles here.
Imogen Arnold-Dunk is an experienced marketer with over 17 years of expertise. As Client Service Director at Poignand Consulting, Imogen leverages her digital marketing knowledge to deliver outstanding results for her clients. Throughout her career, she has worked with renowned companies like Telstra, Qantas, Apple, Samsung, Microsoft, Vodafone, Bose, Bayer, and NBN, gaining valuable insights into the advertising and marketing landscape.
