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The changing face of marketing in 2024

The articles looking ahead to trends next year are already starting to appear. 31 Marketing Trends You Need to Know for 2024 on the Marketing Insider Group blog seems to be slightly confused about whether there are 21 or 31 trends in the article, but is nevertheless a worthwhile long read. I’d recommend taking a look.

In summary, here are the main points (thanks GPT4):

  • AI Integration in Marketing: AI is becoming a core element in marketing, automating tasks like A/B testing and social post variations. It’s also behind voice search and smart assistants, enabling chatbots and AI-driven image enhancement.
  • The AI Paradox: While AI automates many processes, there’s a growing consumer desire for human interaction in marketing. Brands that balance AI efficiency with human empathy are seeing increased ROI and brand loyalty.
  • Changing Web Traffic Sources: Organic search remains the primary web traffic source, while social media’s contribution has declined significantly. Marketers are advised to focus more on SEO, direct and referral traffic.
  • LinkedIn for B2B Marketing: With the changing role of social media, LinkedIn is becoming more vital for B2B marketing, emphasising consistent content, live video, engagement, personal branding, and quality over quantity.
  • Content Amplification: Instead of traditional ads, content amplification through related articles is becoming more effective. Tools like Zemanta use AI to target relevant audiences.
  • First-Party and Intent Data: With privacy concerns and the decline of third-party cookies, first-party and intent data are crucial for personalised marketing and predictive analytics.
  • Generative Search Experience: This new trend in search technology, powered by Generative AI, offers dynamic, personalised, and interactive search experiences.
  • Account-Based Marketing: Focused on personalising messaging for businesses, it’s becoming more efficient with AI tools, requiring hyper-personalisation and alignment between sales and marketing teams.
  • Martech Landscape: The marketing technology landscape might consolidate into a few big players or proliferate with many specialised tools, influenced heavily by AI.
  • Strategic Marketing Transformation: Aligning marketing goals with business objectives, focusing on customer service, brand awareness, and online presence.
  • Social Commerce: Platforms like Instagram and TikTok are driving this trend, with features that facilitate direct purchasing.
  • Employee Activation: Beyond engagement, empowering employees to be brand ambassadors, contributing to content creation and marketing efforts.
  • Data Ubiquity: The proliferation of smart devices and IoT will result in more data collection, enabling advanced customer insights and personalisation.
  • Story-Driven Content Visualisation: Visual content remains crucial, complementing advancements in voice search.
  • Hyper-Personalisation: Tailoring marketing to individual customer needs and preferences using AI and data insights.
  • Voice Search: Continues to influence content creation and SEO strategies.
  • Video Marketing: Remains a dominant force, with an emphasis on SEO optimisation, interactive features, and integration across multiple digital channels.
  • Live Video: Rising in popularity for its real-time interaction and engagement capabilities.
  • Emerging Marketing Influences: Generation Z is becoming a more influential demographic than Millennials. Emerging markets and diverse audiences are becoming increasingly important.
  • Integrated Online-Offline Customer Experience: Blending physical and digital experiences, leveraging technologies like AR and VR.
  • Responsible Consumerism: Consumers increasingly prefer brands with sustainable and ethical practices.
  • Hyper-Local Marketing: Using geolocation data for personalised marketing at a local level.
  • Focus on Customer Retention: Emphasising loyalty and advocacy, providing a continuous and quality customer experience.
  • Preparation for 2024: Marketers should plan strategies focusing on audience needs