Into the New Year: Marketing Trends to Look Out for in 2024

As we step into 2024, I’ve been thinking a lot about the marketing landscape and how different it looks year-on-year. In this era of Artificial Intelligence (AI) and ever-developing tech, staying on top of it all is not just a strategy; it's a necessity. I wanted to talk about some aspects of marketing I think will be key in 2024.

The Rise of AI and Automation:

In 2024, it’s clear that AI and automation will continue to be adopted by the masses, and we’ll see them widely integrated into marketing strategies. With the capability to analyse vast amounts of data, AI has the ability to give us deeper insights into consumer behaviour, preferences, and trends. Done right, automated processes can streamline workflow and allow marketers to tailor content with precision that would have never been possible in previous years.

I couldn’t finish this section without mentioning ChatGPT (who in marketing hasn’t been talking about ChatGPT?). I could write a whole article on the benefits and drawbacks of this generative AI (and perhaps I will), but if I were to synthesise my thoughts it’d look like this: tread carefully. While it can be of great assistance (the cover image for this article was generated by GenCraft – an AI imagery tool) it should never be your central content strategy. Elon Musk might not agree, but it’s my belief that nothing can replace the human mind, and thinking ChatGPT can produce all your content for you is a sure-fire way of disengaging your audience.

Conversational Marketing:

Engaging with customers has never been more crucial, and conversational marketing can be a powerful tool to make your customers feel heard. Chatbots, voice assistants, and messaging apps will continue to play a pivotal role in creating meaningful interactions. These tools not only provide instant responses but also contribute to building a more personalised brand experience.

However, having an actual person that your consumer can talk to if necessary is just as important. Tools like WhatsApp API are great for initial bookings or queries, but how frustrating can it be as an end-user if the chatbot can’t answer your questions and you end up going round and round in circles? Finding that sweet spot between instant responses and accurate information remains key.

Video Dominance:

Video content continues its reign as the most compelling and shareable form of media. In 2024, I’m certain we'll continue to see a surge in live videos, interactive content, and short-form videos across platforms. It’s interesting to consider that the type of videos that were once seen as completely informal have slowly found their way into corporate circles; as TikTok and Instagram reels continue to gain popularity with the masses, I expect we’ll see more and more big conglomerates embrace this type of content.

Brands that can get visual storytelling right will have a competitive edge, as audiences continue to show the highest levels of interest in this medium.

Sustainable Marketing:

Environmental issues have become a central part of social lexicon in the past few years, and consumers are more conscious than ever about which brands they support. I think sustainable marketing will be a key trend in 2024, with consumers increasingly expecting transparency and accountability from businesses.

It’s no longer enough to simply hand out bamboo notepads at events; brands that adopt ubiquitous eco-friendly practices and communicate their commitment to sustainability will be the ones that stand out and resonate with their audiences.

Augmented Reality (AR) Integration:

Augmented Reality is set to revolutionise the way we experience products and services, and I expect that over the next five years this will transform many industries. Whether it's virtual try-ons for fashion or virtual tours for real estate, AR provides an immersive and interactive dimension to marketing. Consumers are increasingly expectant of this tech being available, and the businesses that get it right will have a huge competitive advantage.

Last year I was personally able to represent my company at COP27 (in Egypt) from my home (in London) via the Metaverse, meeting clients and attending keynote speaker sessions. In 2024, expect to see more brands embracing AR to enhance customer engagement and create memorable brand experiences.

Conclusion:

As a marketeer, I can’t wait to see the changes that 2024 will bring. While it can be useful to look forward and predict what the trends next year will look like, we never know what’s just around the corner, and often being able to embrace change & innovation is half the battle.

Being agile, staying customer-centric, and adapting to the changing dynamics will be the cornerstone of successful marketing strategies in 2024.