Marketing Trends in 2024.

Jan 13

1. The Rise of AI in Marketing:

AI is swiftly becoming the ultimate marketing assistant, with adoption barriers such as job security concerns, brand reputation, and a lack of knowledge on its usage.
Social media apps are transforming into frictionless e-commerce platforms, offering higher ROI in 2024.
Video-centric apps like TikTok, Instagram, and YouTube are projected to experience the most significant growth, although Facebook remains the most used and ties with Instagram for the highest ROI.

2. The Dominance of AI in Content Marketing:

AI is identified as the top marketing trend in 2024, serving as the ultimate content marketing assistant.
64% of marketers are already using AI, and an additional 38% plan to adopt it in 2024.
Sean Downey, Google's President, Americas and Global Partners, emphasizes AI's pivotal role in addressing evolving consumer expectations and delivering business outcomes more efficiently.

3. Generative AI Impact on Content Creation:

Generative AI is changing the way marketers create content, with 85% stating it has influenced their content creation in 2024.
Marketers using generative AI report improved content quality, efficiency, and personalization, with 56% noting better performance compared to non-AI-created content.

4. Social Media Reigns Supreme:

Social media retains its position as the highest-ROI marketing channel, with 43% of marketers utilizing it.
The effectiveness of social media is attributed to its role as a prominent product discovery and purchasing channel, with virtual stores providing a frictionless shopping experience.

5. Video-First Platforms and Short-Form Video:

Video-centric platforms like TikTok, Instagram, and YouTube offer the best ROI, with 56% of marketers planning increased investment in TikTok.
Short-form video emerges as the top content marketing format, with 26% of marketers intending to invest more in it than any other format in 2024.

6. Embracing Micro-Influencers:

Influencer marketing continues to grow, with 86% of marketers finding it effective.
Micro-influencers (10,000 to 100,000 followers) are preferred by 64% of marketers, offering cost-effectiveness, easier relationship building, and engagement with loyal communities.

7. Adapting to Privacy Changes:

Data privacy changes, including the third-party cookie phaseout, pose challenges for marketers.
81% of marketers rely on third-party cookies to some extent, and 76% anticipate marketing becoming more difficult without them.
Social media targeting and first-party data are popular alternatives explored by 47% of companies.

8. Disconnected Data and the Need for Integration:

Marketers struggle with disconnected data, tools, and company siloes, hindering effective decision-making.
The implementation of a single source of truth, such as a CRM like HubSpot, is identified as a solution, enhancing alignment between sales and marketing teams.

9. AI's Role in Data Integration:

AI is recognized for improving data connection and collaboration, with 74% of marketers stating it helps share data more effectively.
A unified approach to data management is crucial for achieving successful marketing strategies in 2024.

10. Looking Ahead:

The landscape of marketing is continually evolving, with the above trends offering a glimpse into the shifting dynamics.
For a comprehensive overview of tactics, opportunities, challenges, channels, and content trends, stay tuned for the upcoming State of Marketing Report in 2024.

Morten Storm