Oh go on then... Here's some Trends & Predictions for Digital in 2024 & beyond. The Daily Dose of Digital - 04/01/24

It's that time of year (well, actually I might be a bit late to the party) where everyone is outlining their predictions & trends for the new year ahead. It would be remiss of me not to hop aboard the bandwagon. Whilst I think we all know the headlines are choc-full of Gen AI (including the regulation of AI which I wrote about previously), there's some other interesting trends in there to be aware of.

With this in mind, I thought it would be good to share some highlights and key findings from a recent Gartner report, with their predictions on 2024 and beyond.

Navigating the Shifting Landscape of Digital Marketing: Key Findings from Gartner’s Predictions for 2024 and Beyond:

1. Decline in Social Media Interaction:

- By 2025, 50% of consumers will significantly limit their interactions with social media due to a perceived decay in the quality of platforms.

- Factors contributing to this decay include the spread of misinformation, toxic user bases, and the prevalence of bots.

- Over 70% of consumers believe the greater integration of Generative AI (GenAI) will harm the user experience on social media.

2. The Rise of AI-Free Branding:

- By 2027, 20% of brands will differentiate themselves based on the absence of AI in their business and products.

- 72% of consumers believe AI content generators could spread false or misleading information, leading to mistrust and a preference for AI-free interactions.

3. Increased Investment in Advanced Creative Roles:

- By 2026, 80% of advanced creative roles will be tasked with leveraging GenAI to achieve differentiated results, shifting their focus to strategic creative endeavours.

- Despite the initial attraction of cost savings with GenAI, CMOs will increase spending on creative and content due to its significant role in driving business results.

4. Decrease in Organic Search Traffic:

- By 2028, organic search traffic for brands will decrease by 50% or more as consumers embrace generative AI-powered search engines.

- 79% of consumers are ready to use AI-enhanced search, and 70% trust GenAI-backed search results.

- Although social media usage may see a decline, users will also demonstrate more social-native search behaviours, with TikTok being cited as a huge opportunity for social search optimisation, replacing some organic search.

5. Adoption of Content Authenticity Technology:

- By 2026, 60% of CMOs will adopt technology for content authenticity, enhanced monitoring, and brand-endorsed user-generated content to protect against deception by GenAI.

Impacts for Marketers in 2024 and Beyond:

1. Redefining Customer Acquisition and Loyalty Strategies: As consumers pull away from social media, marketers must refocus their strategies to accommodate changing preferences and find new ways to engage and retain customers.

2. Positioning and Differentiation: Brands may consider positioning themselves as AI-free to appeal to consumers seeking more human and authentic interactions, distancing themselves from perceptions of impersonality associated with AI-powered businesses.

3. Embracing Advanced Creativity: Marketers will need to invest in talented creatives who can harness GenAI for innovative and impactful work, ensuring that creativity remains a driving force behind marketing strategies and business results.

4. Diversifying Channels: With the expected decline in organic search traffic, marketers should explore and test other channels to diversify their reach and reduce dependence on traditional SEO.

5. Ensuring Content Authenticity: The rise of GenAI in content creation necessitates transparency and the use of authenticity technology to maintain customer trust and protect brand integrity.

Conclusion:

Gartner's predictions highlight a complex future for digital marketing, where advancements in technology like GenAI significantly reshape consumer behaviour and brand strategies. Gartner clients can learn more in the full report: “Predicts 2024: How AI Will Reshape Marketing.”

Marketers must stay agile, embracing new tools and strategies while also understanding and addressing the growing demand for authenticity and human touch in brand interactions.

As the landscape evolves, the balance between leveraging advanced technology and maintaining consumer trust will be crucial for success. Establishing your brand's position on these new technological advancements and user behaviours will be vital to thrive in 2024 and beyond.

What do you think about Gartner's predictions? Do you agree?