The digital marketing landscape is always evolving. But 2023 ushered in a new era driven by an explosion of AI-powered marketing tools.
So it’s no surprise that many of the 2024 marketing trends are part of the AI revolution or responses to it. But that doesn’t mean there are no surprises in store, especially with an uncertain economy and big changes to Google’s third-party cookies policy.
That’s why we’re breaking down the 2024 trends marketers need to know to keep their brands on the cutting edge this year.
1. AI-Powered Marketing Is Here to Stay.
Research organization Gartner predicts that by 2026, 80% of top creative roles will require the use of generative AI to realize “differentiated results.”
But AI will still be in an early upswing in 2024. Marketers will continue to experiment with generative AI, identifying which tasks can be responsibly automated or improved with enhanced analytics. 2024 could also see the rise of the “chatbot revolution,” a testament to the success of AI-powered customer service.
In 2024, marketers will be focused on long-term AI integration that allows them to pursue bigger goals by freeing up their time for more complex tasks.
2. “Acoustic” Brands Will Emerge.
Not everyone will be onboard the AI train. Just ask the “acoustic” brands: brands that openly choose not to use AI in any of their marketing processes.
Gartner reports that growing distrust of AI and its ability to spread false information online will result in a preference for acoustic brands among some audiences. But the trend isn’t just about ethics and values, either. AI-generated content is getting easier to spot, and some are finding it a bit one-note.
AI offers a world of possibilities for those opting in, but it will also create a new opportunity for skeptical consumers and rebellious brands.
3. Adapting to Web Tracking & SEO Changes.
Big changes keep on coming! Google will begin phasing out third-party cookies in January of 2024, which means a longstanding tactic for tracking user web activity will be obsolete by the end of the year.
Much of 2024 will be spent preparing for this shift and measuring its impact. According to HubSpot, adaptations could include switching to a first-party cookies approach that tracks the activity of users on your site but not other sites. Or it could involve investing in email marketing as a work around (see this article for an in-depth explanation).
Search engines like Google are also rolling out AI-enhanced search, which displays answers or top-ranking content on the search results page. SEO strategists might adapt in 2024 by focusing on terms with less competition.
4. Emphasis on Sustainability in Marketing.
It’s always a good time to adopt ambitious sustainability policies. But 2024 might be an especially good year to do so.
Environmental consciousness in marketing has been around for a while, but organized initiatives like the ones of Ad Net Zero are new. Per Google’s Consumer Insights blog, leaders in the advertising industry are leading new efforts to reduce the carbon footprint of their processes and production methods in 2024.
Need to start smaller? Marketing teams or agencies can always refer to the 4 P’s of sustainability in business – People, Planet, Purpose and Profit – as a touchstone for getting started (see this resource from Future Lab to learn more).
5. Short-form Video Continues to Convert.
The short-form video is not going anywhere in 2024. In fact, it’ll be more widely applied than ever before.
Short-form video is going strong on TikTok and YouTube. But you may find quick, bite-sized videos in places you wouldn’t expect: like the homepage of a website, as well as LinkedIn. In 2024, marketers will get even more creative with this storytelling format for better engagement across the board.
The popularity of short-form video means it’s a better time than ever to lean into influencer and affiliate marketing. Want to dip your toes in the water? See our introduction to influencer marketing or how Idea Kraft used influencer marketing to earn 1.6 million views for a recent campaign.
Ready to tackle 2024? We know we are.
The upcoming year will bring some significant changes, but the team here at Idea Kraft is ready to meet them with optimism and confidence. We can help brands across the country do the same! Schedule a consultation to learn more about our capabilities, including digital marketing, branding, and web development.
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