As we embark on 2024, companies are reviewing their digital marketing strategies for the year ahead. Which trends will command attention? The market is innovating at an incredible rate, propelling companies to evolve action plans to stay relevant. Consider the following trends.
AI-driven interactions
Consumers are hungry for real time interactions. AI-powered chatbots, tools and strategies will dominate the market as the expectation mounts for immediate responses to questions and needs.
Buyers will also want to quickly compare their options and appreciate guidance related to purchasing decisions. AI-driven conversations will customize and streamline the buying process, increasing customer satisfaction and new business opportunities.
Stronger rules for responsible use
At the same time, there may also likely be a rise in stricter rules and enforcement as several states have enacted AI regulations this year.
California, Colorado, Virginia, Connecticut, Utah, Iowa, Indiana, and other states are passing similar laws or have them already in effect. And more states are anticipated to follow suit.
It’s probable that the federal government will develop laws to standardize operations across the nation.
Sustainability marketing
Social responsibility and the environment are in the spotlight when it comes to modern buying behaviors. Consumers are putting their dollars behind companies that show a higher level of ethics, eco-friendly packaging, fair trade sourcing and other sustainability practices.
Marketing can be a force for positive movement, and in 2024, this point will only be underlined further. From climate change and supply chains to carbon emissions, several companies are leading the way toward a more sustainable business model and ultimately, future for all.
Brand rethink
Speaking of values, due to hiring shortages and the recent loss of consumer trust based on poor customer services experiences, brands will need to reestablish trust in the new year. Companies will gravitate toward authenticity and deep brand storytelling to ensure their mission and values are seen, heard and understood.
Promoting thought leadership on important topics in their respective industries is another way organizations can build credibility and a loyal consumer base.
Hyper-customization
Predictive analytics and big data will serve up tailored advertising and product recommendations. Algorithms continue to advance, meaning the mass marketing of yesterday has likely left the building permanently. Data extracted from brick-and-mortar stores, social media and websites can be combined to cater to individual customer demands and desires.
And, of course, new platforms are ever-emerging. So, we can expect to see the continued use of information gathering with every click and view.
Short-form content marketing wins
Video has been elevated to unprecedented heights already by social sites like TikTok and Instagram. Expect to see more video-based content, especially short but impactful snippets that capture attention and dominate advertising.
More companies may also use live streaming to launch products, offer sneak peaks, handle live question and answer sessions and host educational webinars. Commerce marketing may also see a jump, through social platforms, and connected and shoppable TV. Roku, Peacock and other services are looking to drive revenue streams, and this is one trend predicted to keep growing.
How is your company staying ahead of content trends?
Explore our emerging trend insights.