Marketing in 2024

I fondly remember the day in 1999 when I first heard about Google at a company conference. Our company President predicted a revolution. He was right. I honestly don't remember most of his other prophetic visions, but that one about Google stands out to this day as something fundamental to my career.

Trends are opportunities. Some will pan out. Some will fade out. However, as a marketer, it has been hugely beneficial to me to be aware of trends, and even to try to get ahead of them. Early adoption of ideas comes with both benefits and risks, but the potential upside of being on the front end of a trend in marketing pays dividends that make a difference.

For me, understanding Google's value in the search arena was the spark of inspiration I used to be an early leader in SEO. From SEO, I evolved my knowledge and skills to stay ahead of many trends in digital marketing. Even after more than 20 years in the industry, I never stop looking for new ways to be more effective as a marketer.

Much like 1999 for Google, 2023 opened up my eyes to the power of AI in marketing.

If you are like me, someone who wants to always stay on the leading edge of tech and trends, here are my predictions for 2024, many of which expand on the AI revolution of 2023.

Personalization at its Peak: Remember when we thought personalized email greetings were revolutionary? In 2024, we're diving deep into personalization, using sophisticated data analytics to craft marketing messages that resonate with each individual's unique preferences. It's like having a personal concierge for every customer – truly a game-changer in building lasting relationships. I will say that the winners and losers of personalization will be determined, in part based on how transparent they are with how they personalize marketing, advertising, and content. By now we’re all aware that personalization happens as a function of data. Ethics and empathy matter.

Conversing with AI: Voice is the new frontier, my friends. We've seen the likes of Alexa and Siri become household names, but that's just the tip of the iceberg. In 2024, we're looking at AI-driven conversations shaping customer experiences. It's not just about asking for the weather anymore; it's about engaging, immersive brand interactions through voice technology.

When I got my first Alexa voice-enabled device I thought it was cool, but it felt cumbersome, and I, like many wondered how much privacy I was giving up for the benefit of asking Alexa to play me a song. It certainly didn’t feel conversational at that time. The next wave of digital assistants like Alexa and Siri should better be able to determine context and emotion.

Immersive Worlds with AR and VR: Remember the Pokémon GO craze? It was just a glimpse of what's to come. AR and VR are set to transport our customers into fully immersive brand experiences. Imagine trying on clothes in a virtual store or test-driving a car from your living room. It's not just marketing; it's an adventure.

I have always enjoyed both gaming and cars. I feel that AR and VR are at a place where auto manufacturers could better capture the hearts and minds of people young and old with experiences that deliver the essence of their products in engaging and fun ways.

Green is the New Black: The wave of sustainability is here to stay. In a world where consumers are increasingly eco-conscious, brands that don't just talk the talk but walk the walk in sustainability and ethics will win big. It's about creating a brand legacy that's not just profitable, but also responsible and admirable.

Over my nearly 7-year tenure with HP, I was fortunate to have had an active role in elevating HP’s authentic contributions to making the world a better place. I was lucky that HP’s ethics and values were strong, and aligned with my views of the world, and my understanding of customers. I suggest that all marketers assert a positive influence on the subject of sustainability in their organizations in 2024.

AI's Creative Streak: AI isn't just for data crunching. In 2024, it's our creative partner, helping us craft compelling content that hits the right notes with our audience. From snappy ad copies to engaging video scripts, AI is the new member of the creative team, offering insights and efficiency like never before.

For many months, after our evening family reading time, I would ask my children, now 9 and 11, for a crazy mix-up of ideas from which we’d create fascinating images with Dall-E. This daily use and observation allowed me to see how quickly these tools improved in 2023, and how these tools have the power to change our perceptions of reality. As a marketer, the ethics of these tools are on the forefront of my thoughts and I encourage all to use these tools responsibly.

The Reign of Video and Interactive Content: Video content has been king for a while, and its kingdom is only expanding. Coupled with interactive elements, video is an unstoppable force in capturing audience's attention. Platforms like TikTok and Instagram have shown us the power of short, engaging content. In 2024, this will be the go-to strategy for brands looking to make a lasting impression.

I’ll admit, there have been many evenings where I’ve gotten lost in video shorts on Instagram. While many of those hours were utterly wasted on inane content, there is a psychological draw to this content that is undeniable. Brands have an enormous opportunity to leverage this medium, and few have even scratched the surface of this path to consumers.

Privacy as Priority: Data breaches in 2023 have been wake-up calls. In 2024, safeguarding customer data isn't just good practice; it's a cornerstone of brand trust. We're stepping up, embracing stricter data privacy policies and transparent practices. Trust is the most valuable currency in this digital age. To my point earlier, I think marketers need to lead their work with ethics and values first. Customers are smart, and they’re unlikely to forget a breach of trust. Marketers need to be the vocal advocates of the consumer and speak up if there are uses of data in their organization that are inconsistent with what they’ve conveyed to consumers. I also think simpler, plain-text privacy agreements need to become the norm.

The New Age of Influencer Marketing: Influencers aren't just celebrities anymore; they're authentic voices resonating with niche audiences. In 2024, the focus is on micro-influencers who align perfectly with brand values, creating genuine connections and driving engagement in ways that big names simply can't. Mass media campaigns are hard to come by these days. I’m a tad nostalgic for the clever national campaigns of brands in the 80s and 90s, but I know those days are mostly gone. While my kids might never have the memories of jingles, taglines, and slogans, they are affected by the Mr. Beast-type influencers of the world.

Blurring the Lines Between Online and Offline: The digital and physical worlds are converging, and we're here to make the most of it. In 2024, we're crafting seamless experiences that link online engagement with offline interactions. Think QR codes in physical stores leading to immersive digital experiences – it's a holistic approach to customer engagement.

Again, I feel fortunate to have worked in areas of marketing that are still rather niche, and highly valuable. As an omnichannel subject matter expert, I take a fully holistic approach to customer journeys that encompass all touchpoints online, offline, actual, and virtual. While no two customer journeys are the same, each one should be amazing.

One Last Prediction:

My final prediction is that a year from now some of these predictions will seem silly, overly optimistic, or perhaps even anachronistic. Let’s revisit this on 12/29/2024 and see where these visions net out.