9 Pivotal Marketing Trends to Watch in 2024, According to Experts
TL;DR
AI Integration: Marketers are increasingly leveraging AI, with a focus on empathy, addressing evolving consumer expectations.
Generative AI in Messaging: The adoption of generative AI for content creation is expected to accelerate, offering transformative opportunities for brand and messaging improvement.
Human-led Branding: Amid the rise of AI, marketers are advised to maintain a human-first approach in crafting unique and authentic brand messaging .
Purpose-led Content: Marketers are urged to shift to purpose-led thought leadership content, focusing on genuine relevance and connection with the audience .
End-to-End Customer Experience: Marketing leaders are anticipated to expand their role to influence every aspect of the customer experience, emphasizing brand-consistent experiences throughout the customer journey.
Adapting to Low-Data Era: Marketers need to adapt to a low-data era, making decisions with less decision support by focusing on fundamental advertising strategies .
SGE Roll-Out by Google: The anticipated SGE roll-out by Google in 2024 will impact content marketing and SEO, requiring marketers to prioritize personality-driven content.
Account-Based Approach: Account-based marketing is expected to extend beyond enterprise clients, with a focus on targeted ads and messaging for specific accounts or buyer segments.
Automation and GTM Plays: Marketing strategies will witness a shift towards automation and go-to-market plays, leaving traditional ABM tactics behind.
Over the past two decades, the MarTech landscape has undergone a significant transformation, witnessing a substantial growth from approximately 150 solutions to an expansive ecosystem comprising over 11,000 solutions.
The evolution of mobile as an independent channel and its subsequent convergence with online platforms has been a noteworthy development. Additionally, the emergence of social media platforms, exemplified by the likes of MySpace, has further shaped the digital landscape.
Notably, the introduction of generative AI by OpenAI slightly over a year ago has added a new dimension to the marketing domain. Reflecting on the experiences of the last 12 months and anticipating the coming year, one resounding theme emerges: the inevitability of continual change.
In the dynamic realm of marketing, where customer focus is paramount, 2024 is poised to be a litmus test for marketers. In this context, we are pleased to share insights from distinguished marketing experts on key trends shaping the landscape.
1. Doing more with AI — with empathy: HubSpot's forthcoming State of Marketing report for January 2024 reveals that 64% of marketers are already integrating AI into their roles. This integration spans diverse areas such as content creation, market research, administrative tasks, and enhancing user experiences. The momentum of leveraging AI is anticipated to surge in 2024, a sentiment echoed by Sean Downey, Google's President, Americas, and Global Partners. Downey emphasizes the centrality of AI in addressing evolving consumer expectations and consumption habits, positioning marketers as pivotal growth drivers within their organizations.
2. Harnessing generative AI to improve messaging performance: With 46% of marketers acknowledging the benefits of AI tools in content creation, Christy Marble, a seasoned CMO, anticipates an accelerated adoption of generative AI. This transformative opportunity is seen as a means to enhance brand and messaging performance significantly. Marble provides actionable tips for streamlining content creation processes, emphasizing the importance of AI as a tool to refine messaging rather than merely creating more content.
3. Crafting unique branding with human intelligence: As AI integration becomes more widespread, there is a foreseeable rise in generic content. To stand out, maintaining a focus on high-quality, human-led content is emphasized by Holly Bowyer and Julie Neumark, Partners at Media & Marketing Minds. Their advice underscores the need for marketers to steer the AI-assisted research process while anchoring brand messaging in authentic human voices.
4. Becoming more purpose-led as Generative AI transforms buyer journeys: In response to the transformative impact of generative AI on search algorithms, marketers are urged to shift from traditional how-to content to purpose-led thought leadership. Andrew Wheeler, CEO at Skyword, underscores the need for content that resonates on a personal level, asserting that genuine purpose translates to genuine relevance, especially in challenging economic climates.
5. Owning the customer experience: An anticipated evolution in marketing leadership involves a formal expansion into every facet of the customer experience. Christina Mautz envisions marketing leaders taking responsibility for the end-to-end customer journey, from awareness to acquisition, and through product usage. The aim is to influence customer loyalty by consistently delivering brand-aligned experiences.
6. Making more decisions with less data: As privacy laws and changes in cookie policies limit data accessibility, marketers are urged to adapt to a low-data era. Andy Crestodina advocates a return to fundamental advertising strategies, emphasizing the importance of creating awareness and trust through videos, research reports, PR activities, and influencer collaborations.
7. Preparing for generative AI in search: The impending SGE roll-out by Google in 2024 is anticipated to bring significant changes to content marketing and SEO. Marketers are advised to recalibrate SEO and content creation strategies to prioritize personality-driven content that AI cannot replicate.
8. Using an account-based approach for more than just enterprise: Account-based marketing, once reserved for enterprise clients, is expected to extend to broader segments. Sydney Sloan, CMO at Drata, advocates for leveraging evolved platforms to target specific accounts or buyer segments with tailored ads and messaging. This approach is positioned as a more efficient alternative to indiscriminate PPC spending.
9. Leveraging automation & GTM plays: In 2024, marketing strategies will witness a shift towards automation and go-to-market (GTM) plays, leaving traditional ABM tactics behind. Bryan Law, CMO at ZoomInfo, emphasizes the importance of repeatable and scalable GTM plays, driven by centralized data and real-time intent signals. Mastery of these approaches is identified as a key factor for outpacing competitors.
As marketers prepare for the changes ahead, it is crucial to strike a balance between embracing emerging technologies and adhering to foundational marketing principles. Despite the evolving landscape, understanding customers remains a constant, underscoring the timeless nature of fundamental marketing practices.