In the consumer marketing industry, hyper-personalization has become the norm and consumers are increasingly skeptical of cookie-cutter marketing messages. Brands that embrace authenticity, transparency, and a genuine connection with their audience will rise above the rest.
In fact, some brands are growing tremendously by providing:
In the end, authenticity always wins and makes connections with the company's target audience.
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, highlights eight key marketing trends for 2024 to help companies stand out and capture market share.
Here are the key trends to pay attention to next year.
Podcasts have become an essential part of many people's lives, and smart advertisers are taking advantage of this trend with witty podcast advertising, sponsorships, and branded content.
“B2B podcasts offer a platform for industry thought leadership, fostering trust and credibility. With 37 percent of B2B marketers utilizing podcasts, this marketing trend reflects the medium's effectiveness in delivering valuable insights, building connections, and enhancing brand authority. The listeners also believe that the ads in the podcasts are somewhat related and hence, they are generally satisfied with it.” (Source - Content Marketing Institute, 2022).
In 2024, podcasts, still immune to AI content generation and hyper-personalization, can be used as a great lead-generation tool.
Voice Search Optimization
Voice Search Optimization is a key trend since 55 percent of households are expected to own a smart speaker. Optimizing content for natural language queries enhances visibility, with voice searches set to constitute 50 percent of all searches, including using conversational keywords and creating FAQ-style content.
Embracing this trend ensures brands align with changing user behavior, enhancing accessibility and user experience in the evolving world of voice-activated technology.
AI-Based Marketing Strategies
AI-based hyper-personalization will change how companies interact with their customers or clients. Gartner predicts that ‘by 2024, 40 percent of enterprise applications will have embedded conversational AI, up from less than 5 percent in 2020.’
Media houses and marketers are going to increasingly count on artificial intelligence algorithms to analyze massive volumes of data to create more targeted and personalized customer experiences. Personalized recommendations, chatbots, and predictive analytics are just a few examples of how AI is reshaping marketing strategies, making interactions more refined, engaging & ROI driven.
Social Media Marketing
Social Media Marketing has dominated the world's marketing strategies since 2000. In 2023, “WhatsApp, Twitter, Snapchat, and Pinterest experienced a significant dip, whereas platforms such as TikTok, LinkedIn, and Instagram experienced notable post-pandemic growth,” according to Hootsuite.
“Social media’s social search has become the biggest threat to traditional Search Engines because there is real-time human interaction or suggestion. Gen Z and Millennials rely on social media search more.” (Source – Pew Research Center, 2023 Data).
TikTok is now integrating Google search results into its in-app results. The company has introduced powerful search features to its Creative Center, such as Keyword Insights to create a more authentic impact among the users.
“X’s Thread with its short text strategy is now reaching more than 44 million daily active users and it is growing day by day.” (Source – Hootsuite)
In 2024, short-form videos (including YouTube shorts), interactive content, and community-building initiatives are expected to dominate social media marketing strategies.
Influencer marketing continues to be an important marketing tool but with a twist. Micro and nano-influencers are gaining prominence, as audiences seek more genuine connections.
Brands are moving away from celebrity endorsements and embracing micro influencers or regional influencers who align with their values, fostering authenticity and building trust.
Augmented Reality Marketing
Augmented Reality (AR) is breaking new ground in marketing by providing immersive and interactive experiences. From virtual try-ons to AR advertisements, brands such as IKEA, Gucci, Amazon Salon, Sephora, Kohl, and Asos are already leveraging a great deal using this technology to create a user-friendly, informative, and memorable brand interaction.
According to ARtillery Intelligence, “AR advertising spending is projected to reach $13 billion by the end of 2023 and expected more in 2024, showcasing a 38 percent YoY average growth per year.” (Source - ARtillery Intelligence, 2023).
AR and VR are now showing steady growth in the marketing industry with other industry players also pinning their entry such as Apple Vision Pro.
Shifting Towards Streaming & CTV
Shifting Towards Streaming & CTV (Connected TV) has been a great 2023 and will be a 2024 marketing trend, driven by the surge in digital consumption.
“With 80 percent of U.S. households having at least one CTV device, brands recognize the potential of targeted, personalized advertising on these platforms as an integral component of future-focused marketing strategies. (Source - Leichtman Research Group data).
Self-Service Ad Platforms
Self-Service Ad Platforms are a game changer mix-and-match marketing strategy for many companies, empowering brands with autonomy and efficiency. This can be your top 2024 advertising partner, so stay tuned!
Here are examples of current self-service Ad platforms.
“Brands such Shopify and small businesses are leveraging self-service platforms, with a 28 percent increase in self-serve ad spending expected by 2024.” (Source – eMarketer)
The shift towards these platforms will bring more flexibility, transparency, advanced AI optimization and direct control.
Allen Marketing Communications, Inc. stays on the pulse with key marketing trends to help our clients capture market share in their industry. We provide brands with a strategic partner in crafting authentic, personalized, and powerful marketing campaigns.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.