Discover the marketing environment of 2024, including insights into AI integration, short-form video popularity, UGC initiatives, and the value of authentic branding.
Because marketing is so tightly related to consumer behavior, the performance of your campaigns is subject to cultural ebbs and flows, regardless of the field of marketing you specialize in. To improve your google ranking by content marketing strategy for the modern consumer, consider incorporating some trendier components alongside more tried-and-true efforts.
In this post, we will look at the top marketing trends for 2024, including social media marketing, digital marketing, brand marketing, and more.
As you go through these trends, keep your specific consumer base in mind, as not all of them will necessarily translate to all audiences. To help you find out who your customers are and how to contact them, take the University of Pennsylvania’s top-rated crash course, Introduction to Marketing.
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Top marketing trends for 2024
To identify the top marketing trends, we reviewed a variety of marketing publications and studies from several marketing disciplines. Trends to consider when developing your marketing plans include:
AI is improving efficacy and efficiency.
Short-form video material, like as TikTok, is powering social strategy.
User-Generated Content (UGC) boosts brand awareness.
Community activities and authentic branding foster consumer trust.
Quality editorial content persists.
Case studies continue to increase brand recognition and sales lead generation.
Search engine modifications are affecting search engine optimization (SEO) tactics.
AI-powered chatbots are expanding their conversational capabilities.
Personalization is improving the user experience.
Let us take a closer look at each of these patterns and the evidence that supports them.
1. AI improves efficacy and efficiency
The impact of AI developments extends across industries and job functions, and marketing is no exception. According to HubSpot’s State of Marketing Report 2024, 64% of marketers are already using AI and automation, while 38% of those who did not use AI in 2023 intend to do so in 2024. Furthermore, consulting firm Gartner estimates that by 2026, 80 percent of advanced creative marketing roles will be entrusted with leveraging GenAI to improve their top marketing trends efforts.
AI is widely used in two areas of marketing workflows: content creation and marketing analytics.
GenAI for Content Production
Many marketers use generative AI (GenAI) at various stages of content creation, estimating that they save about three hours of work per piece of content, with 84% reporting higher efficiency when creating content, 82% reporting “significantly more” content, and 56% reporting improved content performance.
GenAI solutions such as ChatGPT and Google Gemini can help you develop content ideas, create briefs and outlines, draft material, and even compose whole pieces.
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Using AI for Marketing Analytics
Data-driven marketing is not a new idea, but the method marketers obtain data is changing due to AI. According to The Work Innovation Lab’s 2023 research, The State of AI at Work, 30% of workers already use AI for data analysis, while 62% desire to use AI for data analysis.
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With AI powering your analytics, you can learn more about your target audience, discover trends, forecast behaviors, and improve your top marketing trends efforts more quickly and accurately than you would without it.
Begin honing your marketing analytics skills with the Meta Marketing Analytics Professional Certificate. You’ll learn how to obtain and evaluate top marketing trends, as well as how to convert your insights
2. Short-form video content is the driving force behind social strategy
As marketers increasingly target digital-first generations, they meet them where they are: scrolling through short-form videos on TikTok, YouTube, and Instagram. According to HubSpot, short-form video has the highest return on investment (ROI) and is expected to grow the most in 2024, with 53% of marketers increasing their investment in TikTok, YouTube Shorts, and Instagram Reels.
3. UGC raises brand recognition.
User-generated content (UGC) refers to any content that people share about your product on their social media profiles. The content itself may be similar to what influencers or affiliate partners post, but unlike those posts, businesses do not work directly with users to promote or generate the content. It’s similar to word-of-mouth top marketing trends in that individuals generate content and distribute it with their audiences, and businesses can then harness that material through strategies such as social sharing or giveaways.
Traditional influencer marketing and affiliate marketing programs remain important components of marketing strategy, but top marketing trends professionals are increasingly turning to user-generated content (UGC) as a low-cost solution to enhance brand awareness in a way that feels natural to the average viewer. According to Gartner, more than 80% of consumers believe that user-generated content improves product discovery, brand trust, and overall experience.
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4. Community involvement and real branding foster consumer trust
Authenticity is the third-highest value identified by US consumers, according to Gartner, and cultivating a real brand voice will become increasingly vital as AI-generated content becomes more widespread in online environments.
The modern marketer’s response: emphasize emotional ties through community-building initiatives. According to a 2024 survey from marketing platform TINT, 70% of marketers believe that community building is critical for client retention, and 82 percent of consumers are more willing to buy new products from a firm that has an active online community.
Begin honing your brand marketing skills with the University of London’s highly rated Brand Management: Aligning Business, Brand, and Behaviour course.
5. High-quality editorial content persists
Marketers will continue to spend in editorial content, such as blog posts and podcasts, to increase engagement, drive conversions, and promote thought leadership. According to HubSpot, 82 percent of marketers polled intend to increase or maintain their investment in podcasts and audio content, while 92 percent intend to increase or keep their commitment in blogging by 2024.
Begin honing your digital marketing skills with the Google Digital Marketing & E-commerce Professional Certificate. You’ll learn about the principles of digital marketing, how Google analytics can help you improve your performance, and how to use top marketing trends channels.
6. Case studies enhance brand recognition and generate sales leads
More traditional content marketing tactics, such as case studies, are commonly utilized to boost brand recognition and lead generation, particularly in B2B marketing. In 2024, case studies will continue to appear in marketing tactics. According to HubSpot, 26% of marketing teams now employ case studies in their content marketing strategy, and 87% want to increase or maintain their investment in case studies.
Start improving your top marketing trends like contenet marketing skills with Northwestern University’s Content Strategy for Professionals Specialization. Here, you’ll discover how to engage your audience, manage content, and maximize your effect.
7. Changes in search engine algorithms impact SEO strategy
Gartner expects that AI-powered additions to leading search engines would result in a 50% decline in organic search traffic to firms’ websites by 2028. Despite the altering landscape, HubSpot says that 92% of marketers want to grow or maintain their SEO expenditure in 2024.
In addition to modifying historical techniques, SEO teams are progressively expanding into video, image, and, in some cases, audio search content, with the goal of prioritizing a positive customer experience while taking advantage of all of Google and Bing’s latest advances.
Begin improving your SEO abilities with the University of California, Davis’ Search Engine Optimization (SEO) Specialization. You’ll learn about SEO basics, how to improve your website, and some advanced strategies.
8. AI-powered chatbots enhance conversational capabilities
Chatbots and virtual assistants provide users with high-quality responses to frequently asked or simply answered questions. With breakthroughs in artificial intelligence (AI) and natural language processing (NLP) technology, marketers may now program and use these tools to boost efficiency while maintaining customer happiness. According to HubSpot, 58% of marketers intend to expand their investment in chatbots by 2024.
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9. Personalization increases the user experience
AI also enables tailored experiences, which, according to 96 percent of marketers, lead to repeat business and increase revenues by 94 percent. Machine learning product suggestions or immersive experiences, such as augmented reality (AR) capabilities that allow users to “view” physical objects in their environment, can tap into specific consumer preferences to unlock data-driven purchasing decisions and boost customer happiness.
Nonetheless, this is a growing digital marketing trend. According to HubSpot, while 73% of marketers think that personalization is crucial, only 35% believe that their brand provides a tailored customer experience.
