Marketing Trends to Make the Most of in 2024
Another year has gone by—quickly. The changes and innovations that took hold in marketing made the days between 2022 and 2023 seem like light years. What’s in store for 2024?
The ever-evolving digital landscape
Last year was like no other in the digital world. From the changeover of Universal Analytics (UA) to Google Analytics 4 (GA4) to the gradual phaseout of third-party marketing (a.k.a. “cookies”), among other developments, the year that was 2023 will stand out. Let’s look at the future trends in marketing so that your brand and business will stand out to customers in 2024:
Artificial Intelligence (AI)
No surprise here. As reported by Lomit Patel in Forbes, brands and businesses will increase implementing AI in their marketing strategies for data analysis, campaign optimization, and creating more personalized experiences for their customers, among other uses. (Further news on personalization is below.) Mr. Patel wisely points out, however, that the use of AI must be judicious and collaborative—not a “set it and forget it” solution. This approach must be maintained now and always.
Self-service advertising platforms
This is a positive step for advertisers! The growing popularity of self-service platforms will take the power away from intermediaries and give it back to advertisers in campaign creation and management. An advertiser can display relevant content—transparently and straightforwardly on digital platforms—to potential customers who fit a particular target audience. If this model or equation sounds familiar, that’s because it fits in with another top-of-mind trend in marketing, which is…
Privacy—and more privacy
While consideration for the privacy of online users has been a concern for some time, genuine action is happening in 2024. As stated, campaigns for brands will be created and marketed to consumers directly through first-party data, while third-party tracking (which includes the “intermediaries” listed above) gets phased out with the implementation of Google’s “Privacy Sandbox” and “M120” at the beginning of this month. These first measures to end third-party tracking already establishes 2024 as milestone in digital marketing.
Promoting more personalization—or “hyper-personalization”
Last year’s holiday shopping season was a barometer for customer preferences, one of which is an increased demand for a more personalized user experience. Expect the term “hyper-personalization” to be read, heard, and practiced more often in 2024. Real-time data will be combined with AI in the creation of customer-centric content, which even includes products and services. Tying in with the section above about artificial intelligence, relatively new technologies like chatbots and voice search will become more widespread for the connecting of brands to potential customers.
Input from influencers
As part of the desire for a more personalized experience, consumers wish to connect a brand with a human face—an influencer. The practice of seeking, finding, and matching the “right influencer” to the “right brand” will be a top priority this year, particularly for hyperlocal campaigns. Similar to the first-party data approach, the influencer’s role in connecting with a targeted—or niche—audience provides direct comfort and confidence for doing business with the brand that’s being represented.
(To see an example of effective influencer marketing in action, visit the EGC Case Study page for client Jovia Financial Credit Union.)
Do the trends listed above correspond to any New Year’s Eve resolutions you may have set for your brand or business? The EGC Group is a full-service marketing agency with a suite of services that include brand strategy, digital marketing, media planning and buying, and social media marketing, among many others.