With each passing year, the marketing landscape continues to evolve, with new trends, technologies, and techniques emerging to help businesses connect with their target audiences.
As a marketer, it’s critical to understand what’s coming down the pipeline in the world of marketing, so you can plan ahead, and out-perform.
So after back-breaking research, we’ve compiled this list of marketing trends that are set to dominate in 2024, discussed by industry experts.
Whether you’re a seasoned marketer or just starting out, you’ll find valuable insights to secure better ROIs this year.
Let’s get started, shall we?
Automation Via Artificial Intelligence
In recent years, artificial intelligence (AI) has transformed the way marketers approach automation. With AI-powered tools, marketers can automate a wide range of tasks, from content creation and distribution to audience segmentation and analysis.
Hamza G. Digital Marketing Expert at Outreaching.io, explains “One area where AI is having a significant impact is in lead generation and nurturing. By leveraging AI-powered chatbots, for example, you can provide personalized and immediate support to customers 24/7, without the need for human intervention.”
Another way AI is transforming marketing is through predictive analytics. By analyzing large volumes of data, AI-powered tools can identify patterns and trends that would be nearly impossible to detect manually. That can help you discover new opportunities, so you can create more effective marketing campaigns.
One real-life example of AI-powered marketing automation is from The North Face. The outdoor clothing and equipment retailer used an AI-powered chatbot to help customers find the perfect jacket for their needs. The chatbot asks questions about the customer’s preferences and suggests the best options based on their answers, without the immediate need of a human customer support specialist.
Anthony Milia, Author and Award-Winning Digital Marketer at Milia Marketing, says, “In 2024, we can expect to see even more businesses adopting AI-powered automation to streamline their marketing efforts and drive better results. By embracing AI tools like OpenAI’s ChatGPT-4 or Google’s Bard, marketers can focus their efforts on high-value tasks and free up time to focus on strategy and creative thinking.”
So if you’re looking to stay ahead of the curve in 2024, consider exploring AI-powered marketing automation to improve your lead generation, customer support, and campaign effectiveness.
Short Form Video Content
In 2024, we can expect to see a continued rise in the popularity of short-form video content. Platforms like TikTok, Instagram Reels, and YouTube Shorts are making it easier than ever for businesses to create engaging video content that resonates with their target audience.
“One reason for the popularity of short-form video content is its ability to capture attention quickly. With shorter attention spans and an overwhelming amount of content available online, businesses need to capture their audience’s attention in a matter of seconds. Short-form video content, with its quick cuts and snappy editing, is perfect for this.”, says Kenny Kline, President and Financial Lead at Barbend.
Another reason for the popularity of short-form video content is its versatility. You can use short-form video content for a wide range of purposes, from showcasing products and services to behind-the-scenes glimpses of their company culture. This flexibility makes it an excellent tool for driving engagement and building brand awareness.
One real-life example of a brand using short-form video content effectively is Nike. The sports apparel giant creates a series of 15-second videos on Instagram Reels showcasing their new collection. The videos are fun, engaging, and perfectly capture the energy of the brand.
If you’re looking to incorporate short-form video content into your marketing strategy, keep your audience in mind.
- What kind of content will resonate with them?
- What topics or themes are they interested in?
- What are the types of short-form videos they’re already consuming, ideally by your competitors?
Then based on the data, you can create targeted short-form engaging videos that showcase the essence of your brand, engage your audience, and do the selling. So in short, the short-form video content is a trend that’s here to stay in 2024.
Social Commerce Might Be the New Commerce
Social commerce, or the ability to sell products directly on social media platforms, is quickly becoming a major trend in the world of e-commerce. With more and more people using social media platforms like Instagram and Facebook to discover new products and connect with brands, social commerce represents a significant opportunity for businesses in 2024.
Jeoffrey Murray, Digital Marketing Expert at Solar Panel Installation, says, “The reason for the rise of social commerce is the changing consumer behavior. Today’s consumers are looking for a more personalized and convenient shopping experience.”
One real-life example of social commerce in action is the popular online retailer ASOS. The company allows customers to shop directly on their Instagram feed by including a “Shop Now” button on their posts. Customers can click the button and be taken directly to the product page to complete their purchase.
All it takes is a couple of steps to integrate those shop now buttons, and you make it easier for your audience to buy from you.
Becoming a Brand for Greater Good of Humanity
In 2024, consumers will continue to prioritize brands that align with their values and make a positive impact on the world. Brands that prioritize social responsibility and environmental sustainability are becoming increasingly popular, and businesses that fail to prioritize these issues risk losing customers.
One real-life example of a brand that has successfully aligned itself with the greater good of humanity is Patagonia. The outdoor clothing brand has a long-standing commitment to environmental sustainability and social responsibility, and they have built a loyal customer base by prioritizing these values. Patagonia has even launched campaigns to encourage customers to reduce their carbon footprint and support environmental activism.
In 2024, businesses that prioritize social responsibility and environmental sustainability will have a distinct advantage in the marketplace.
“Align your business with causes that matter to your customers. That way, you can create a positive impact on the world, and as well as differentiate yourself from competitors”, says Jonathan Faccone, Managing Member & Founder of Halo Homebuyers.
The Experimental Adoption of VR and AR in Marketing
Virtual reality (VR) and augmented reality (AR) have been buzzwords in the marketing industry for several years, but in 2024, we can expect to see a significant increase in their adoption. These immersive technologies allow brands to create unique and engaging experiences for their customers, and they are particularly effective at showcasing products in a way that is not possible through traditional marketing channels.
One real-life example of a brand that has successfully used AR in their marketing is IKEA. The furniture retailer has an app that allows customers to virtually place furniture in their homes, giving them a better sense of how the products will look in their space before making a purchase. This has not only improved the customer experience but has also reduced the number of returns.
Another example of a brand that has successfully used VR in their marketing is Marriott Hotels. The hotel chain has created virtual reality experiences that allow customers to explore their properties before booking a room. This has been particularly effective for events and meetings, as potential customers can get a better sense of the space before committing to a booking.
“These immersive technologies have the potential to transform the customer experience, and businesses that are early adopters of these technologies will have a significant advantage over their competitors”, says Gene Fitzgerald, Head of Marketing at BOS on the adoption of AR and VR.
To get started with VR and AR in marketing, first, identify the areas where these technologies can make the most impact. For example, retailers can use AR to create virtual dressing rooms, while real estate agents can use VR to showcase properties to potential buyers. Once the opportunities have been identified, you can start experimenting with these technologies to create unique and engaging experiences for their customers.
More Advertising That Doesn’t Look Like Advertising (Native Ads)
In 2024, we can expect to see a continued increase in the use of native advertising, which is a form of paid advertising that matches the form and function of the platform on which it appears. Native ads are designed to blend in seamlessly with the content around them, making them less disruptive and more engaging than traditional display ads.
One real-life example of a brand that has successfully used native ads is BuzzFeed. The media company is known for its sponsored content, which seamlessly integrates with its editorial content. This has been particularly effective for brands looking to reach a younger audience, as BuzzFeed’s content is highly shareable on social media.
Another example of a brand that has successfully used native ads is Airbnb. The home-sharing platform has created sponsored content that showcases unique and interesting places to stay around the world, which aligns with its brand values of travel and adventure.
In 2024, we can expect to see more businesses using native ads as a way to reach their target audience without disrupting the user experience. To be effective, native ads need to be relevant and valuable to the target audience, and they need to fit seamlessly into the content around them.
Alison Lancaster, CEO of Pressat.co.uk, says “Identify the platforms where your target audience spends their time. For example, we are a women’s fashion business targeting a women demographic, we consider platforms like Instagram or Snapchat.”
Create relevant and valuable content that fits seamlessly into the content around it to engage your target audience in a way that is less disruptive and more engaging than traditional advertising.
Influencer/Creator and Brand Joining Hands for Mutual Benefits
Influencer and creator collaborations have been a popular trend in marketing for several years now. However, in 2024, we can expect even more brands to join hands with influential content creators to achieve mutual benefits.
When asked why influencer marketing is a growing trend, Brad Anderson, Founder of FRUITION, shares, “The reason for this is simple: consumers are increasingly turning to influencers and creators for product recommendations and reviews because they trust them. And brands are leveraging that trust factor to grow.”
Influencers and creators often have a more engaged audience than traditional advertising channels, leading to a higher ROI for brands.
To give an example, in 2021, cosmetics brand Morphe collaborated with TikTok creator Addison Rae to launch a makeup line. The collaboration generated a lot of buzz on social media and resulted in the product selling out within hours of its launch.
In 2024, we can expect to see even more creative collaborations between brands and influencers/creators. This could include brand-sponsored content, product launches, and even long-term partnerships.
However, note that influencer marketing is not a one-size-fits-all strategy. Brands need to carefully select influencers or creators that align with their brand values and messaging to avoid coming across as inauthentic or forced.
Clutter-Free Messaging Will Be Crucial in This Brand-Rich Era
Consumers are constantly bombarded with advertisements and marketing messages everywhere they turn. As a result, it’s becoming increasingly challenging for brands to stand out and capture consumers’ attention.
Tom Miller, Director of Marketing at FitnessVolt, says “In 2024, we can expect clutter-free messaging to be a crucial trend in marketing. This means creating simple, clear, and concise messaging that resonates with consumers and cuts through the noise.”
One example of a brand that has successfully implemented this strategy is Apple. Their minimalist advertising campaigns feature simple visuals and messaging that focus on the product’s benefits rather than overwhelming consumers with too much information.
To implement clutter-free messaging in your marketing strategy, start by identifying your core messaging and values. Focus on communicating these clearly and succinctly through your advertising campaigns, website, and social media channels.
Additionally, consider using interactive content such as quizzes or polls to engage consumers in a more meaningful way, rather than bombarding them with static advertisements.
Email Marketing Will Still Be Here for Community Building and Maximum ROI
Email marketing has been around for decades, but it’s still one of the most effective forms of digital marketing, and it’s not going anywhere anytime soon. In fact, it’s expected to continue to grow in popularity in 2024 and beyond.
Jake Smith, Founder of Personalised Number Plates says, “One of the main reasons for the continued success of email marketing is its ability to build and nurture communities. By creating targeted email lists and sending personalized, valuable content to subscribers, you can establish a loyal fanbase and increase engagement with their audience.”
In addition, email marketing continues to provide a high ROI for brands. According to a report by Campaign Monitor, email marketing has an average ROI of 4400%. This is due in part to its low cost compared to other forms of marketing, as well as its ability to drive conversions.
However, in order for email marketing to remain effective, focus on delivering value-filled messages. Consumers are inundated with promotional emails on a daily basis, and many are quick to hit the delete button if they feel like the content isn’t relevant or valuable to them.
To combat this, focus on creating targeted, personalized emails that provide value to subscribers. This can include exclusive content, personalized product recommendations, and promotional offers that are tailored to the recipient’s interests and behaviors.
A great example of effective email marketing is the popular beauty subscription box, Birchbox. The brand sends personalized emails to its subscribers with product recommendations based on their individual preferences, as well as educational content on how to use the products.
The Takeaway
Sumeer Kaur, Founder of Lashkaraa.com, concludes “The marketing landscape is constantly evolving, and it’s important for businesses to stay ahead of the curve to remain competitive. By embracing the latest marketing trends such as automation via AI, short form video content, social commerce, becoming a brand for greater good, experimental adoption of VR and AR, native ads, influencer/creator collaboration, clutter-free messaging, and email marketing, businesses can enhance their marketing strategies and connect with their target audience in more meaningful ways.”