2024 Marketing Trends You Can't Afford to Ignore!

Marketing is always a dynamic game. There are trends that take shape and trends that fade away. Either you ride the tide or you are out! As a marketer or a business owner, these trends, however you see them, are extremely critical to your or your company’s growth. From influencer marketing to voice search, there are some trends that are not just game-changers but also here to stay! If understood, integrated, and executed well, they could turn the tide for your organisation too.?

I have taken some time out to not only list these trends but also help you understand each of them, why they are here to stay, and examples of how they were put to use by startups and giants to grow their businesses:?

1. Artificial Intelligence: AI is the new intelligent assistant that everyone has!?AI solves two major problems for marketing in one go: efficiency and enhanced customer experience. The thing is, AI can be used in more than one way across your marketing efforts to make them more effective.

Let's see how: AI tools in content, campaigns, ads, SEO, leadgen, you name it and there is a tool out there that you could use to automate or hasten your process. As per a recent report, 80% of marketers report increased efficiency and productivity with AI-powered automation.

Add to that the level of personalisation you can get with AI, you can literally leapfrog your customer experience. All the well-known banks today use AI to provide their clients with customized financial advice. Most customer facing websites are now powered by an AI chatbot with a human like interface. Basically, you get tailored answers and 24*7 support.?

?According to Salesforce, 72% of consumers expect brands to understand their needs and expectations, highlighting the importance of AI-driven personalisation. Brands like Starbucks use AI algorithms to analyse customer data and deliver personalised recommendations through their mobile app, resulting in a 150% increase in user engagement.

2. Influencer Marketing: With the dawn of the digital age, a new type of celebrity has emerged: the influencer. As a marketer, I may know this; but anybody outside, for example even my husband, who works in finance, still refuses to believe it. :)?

?Well, I am not joking. With a staggering growth rate, the influencer marketing industry in India is expected to grow at a 25% CAGR over the next decade, reaching INR 2200 crores in 2051. But why influencers??

We all want to buy products, but how do we know they are actually what the packaging or marketing says? Referrals and influencers come in here. Someone who has tried and tested it and talk about its real worth! Influencers are more relatable than celebrities; they are people like you and I, which builds a layer of trust, credibility, and stories that are believable yet touch the heart. That is what influencers bring to the table, which allows them to dominate the segment over traditional celebrities. According to a recent study, 92% of marketers believe that influencer marketing is a successful marketing strategy. Let’s add a layer to that, at least 33% of Gen Z’s have purchased a product based on an influencer's recommendation in the last 3 months.?

We all know of Nykaa - India's biggest beauty and wellness marketplace. It has successfully done many influencer marketing campaigns to increase its audience reach and, therefore, sales. Recently, I saw Nykaa’s collaboration with Dino Morea, doing an ASMR video on makeup products, and I am 100% sure the negagment levels went through the roof! To make their videos engaging, save worthy and entertaining, Nykaa partners with influencers doing makeup tutorials showcasing their products. This method works like an integrated brand strategy, builds trust and authenticity, while boosting brand visibility and revenues.

3. Purpose-Driven Marketing (over Promotional Marketing): Have you ever paused to think about why you prefer a certain brand over another? It is no longer just about the price, how premium the product is; it is about the values that the brand represents, and how it creates a positive impact. Purpose-driven marketing allows you to build a community and is all about connecting your brand to a cause that resonates with your customers. In India, consumers are becoming more aware and there are brands going viral because they are impacting a larger community and stand for something bigger.?

This shift in consumer behavior has made purpose-driven marketing a long-term trend. Fab India is able to command a premium due to the cause it represents. FabIndia is about a lifestyle, not just a product.? It talks about connecting over 55,000 rural artisans with urban markets, it stands for the preservation of traditional Indian art and the promotion of long-term rural development - thus taking aesthetics a notch up by combining it with ethics. This is how FabIndia appeals to ethical consumers by aligning its business goals with its core values and societal responsibilities

There is a sudden growth in sustainability and ethical marketing, as consumers are more conscious than ever, resulting in a growing demand for brands that are environmentally and ethically responsible. In the USA, at least 66% of consumers are willing to pay a premium for sustainable products. The numbers are lower in India, but they are growing at a rapid pace. This is seen in a lot of FMCG brands like skincare, haircare, and food products, where purpose driven marketing around - organic, environment-friendly, and sustainable products is the key driving factor behind product sales.??

Patanjali Ayurved took to purpose driven marketing, making it their core by focusing on natural ingredients and ethically sourced products. The brand ambassador, Baba Ramdev, first built a community through yoga and ayurveda. With a strong following, he then established the FMCG company, focusing its messaging around organic, sustainable products, resulting in a significant increase in brand loyalty and sales.

Similarly, a lot of new startups are scaling faster, with purpose driven marketing focusing on?connections, sustainability, and larger community impact.

4. ChatBots: If the customer is god, then your customer service has to be highly efficient. Imagine a customer service team that never sleeps, is always ready to help, and speaks your language. Whether you're a night owl browsing online or a busy bee doing some shopping during your lunch break, the chatbots have you covered. By this year's end, it is expected that 80% of businesses will use chatbots for customer service. With India's chatbot market growing at a CAGR of 6.7%, businesses are leveraging this technology to improve customer interactions and drive sales.?

Most banks and e-commerce platforms have already collaborated with some or another company to enable a WhatsApp and a website chatbot to enhance customer support and provide a more efficient and personalised experience. As per Haptik’s website, Jio Mart worked with Haptik to enable a chatbot on Whatsapp that gives personalized answers, allows users to browse the entire product catalog, create or modify carts, and checkout/pay without leaving WhatsApp. This resulted in an average of 1500 daily orders via the WhatsApp chatbot, with 68% repeat customers and 15% conversions. Chatbots have an enormous potential to improve customer satisfaction and increase sales.

5. Content Marketing: Be it video, audio, or written, content remains king. At least 70% of marketing leaders are actively investing in content marketing in 2024. With the industry expected to expand at a rapid pace, content marketing is becoming the foundation of any successful digital marketing strategy. It's not just about creating content; it's about reaching the right audience, at the right place, at the right time, with the right content that adds value. Brands have started using content marketing to become thought leaders and influencers in their industries, rather than just advertisers. With India's digital boom, content marketing has become a key strategy for businesses to engage their audience and drive customer acquisition. Any large consumer brand that hasn’t already invested in building thought leadership via content either on Instagram, Youtube, or blogs? There would be hardly any!??

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6. Augmented Reality (AR): AR in marketing can leave anybody confused! Let me help you understand. AR is a technology that overlays digital information, such as images, videos, or 3D models, onto the real world. This can be experienced through devices like smartphones or AR glasses.?

AR in Marketing is the strategic integration of AR experiences into marketing efforts. It allows brands to create interactive and immersive experiences that blend the virtual and real worlds. Who can leverage it the most? Consumer brands, interior design services. AR is becoming more and more popular, so much so that it is soon going to become a staple in marketing.

What can AR in Marketing do for customers? Apart from creating more engaging and personalised experiences for customers, it can also help customers visualise products in their own environment before making a purchase, leading to higher customer satisfaction and loyalty.?

Lets take an example of Product Visualization in Interactive Advertising. The popular Indian mango drink Frooti, leveraged elevated augmented reality to create a campaign, where you can scan the packaging of their products to see a cute animation of mangos popping up on your phone. This lighthearted exchange wasn't just enjoyable; it was also a marketing move to increase Frooti's brand awareness and boost engagement, as it prompted users to share their positive experiences on social media. There has been a wave of brands adding a sprinkle of magic dust to traditional product displays, making them more engaging and interactive with AR. With ads of shoes popping out of buildings, lipsticks and nailpaints, and painting the road on? streets, your imagination has to run wild, and AR will make it happen. So, if you haven’t explored AR in your marketing strategy yet, now’s the time to dive in!

These are some of the top marketing trends that are catching everybody's attention and seem to be changing the game. Yes, they are way beyond the traditional forms of marketing, but no, they are not passing fads.

As a brand, if you choose to embrace these trends, you open yourself up to deeper connections, increased engagement, and previously unattainable growth opportunities. I encourage you to go deeper: explore, understand the trend—will it stay? who is it appealing to? and then let some of them guide your marketing strategies. As marketers, brand managers, and founders, it's time to roll up our sleeves, challenge the status quo, experiment with new ideas, and use these marketing trends to steer your organisation to success in 2024 and beyond!

To discuss anything about marketing, or how you can streamline your marketing for growth, reach out to me at [email protected]?

#MarketingTrends #StayAhead #InnovateOrStagnate

Here are some of the references I used to write this article.

1. Hubspot paper
2. https://influencermarketinghub.com/conversational-marketing/
3. https://www.pagetraffic.in/blog/voice-search-optimization/
4. https://jeffreyboopathy.medium.com/indian-brands-working-their-way-into-augmented-reality-marketing-8848ebeba220
5. https://www.ibef.org/blogs/india-s-ar-vr-market
6. https://timesofindia.indiatimes.com/blogs/voices/ai-x-marketing-automation-the-future-of-marketing
7. https://brandequity.economictimes.indiatimes.com/news/marketing/conversational-commerce-the-art-of-turning-chats-into-sales/108320839
8. https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/creativity/purpose-driven-marketing-mondelez-india
9. https://www.g2.com/articles/augmented-reality-marketing