It's not enough to master technology and ways of creating, we have to be truly creative in order to make ourselves heard and seen in the midst of so much on offer. Yesterday's main trends continue to apply today, the relevance of e-commerce and video content continues to grow, the humanisation of brands has never been so important, in an era in which Artificial Intelligence is having its boom, with many new features appearing. These are the trends that will continue to dominate Marketing and Digital Marketing in 2024, but they're not the only ones... we have to be able to keep up with market developments so that we don't get left behind.
Here are our 10 marketing trends for 2024:
80% of global consumers say they are willing to make an effort to buy from companies that support causes that are relevant to them. With this in mind, it's important to consider risk management in marketing planning; brands need to be informed about the social and economic issues in the world around them.
More than 67% of marketing professionals are convinced of the multiple possibilities and advantages of using Generative Artificial Intelligence. With the industry exploiting the technology in creative processes, the need to deeply understand the role of AI will become increasingly challenging.
As a result of rising inflation and private labels gaining more and more power, companies will continue to resort to various factors in order to stay active in the market, such as: promotions, reduflation or discounts.
Although companies' levels of innovation are lower, brands perceived as innovative by users, on average, achieve three times more growth than others.
Studies indicate that 62% of marketers still prefer to work with behavioural metrics, such as viewing time, click-through rate, browsing time or retention rate. But AI-based predictive metrics are on the rise, such as the likelihood of purchase or the likelihood of abandonment.
With the popularisation of Artificial Intelligence, search by traditional means is under threat and today online search engines are consolidating their position as the fifth strongest point of contact in terms of building and impact for a brand, whereas in 2018 they ranked 11th.
Companies are increasingly incorporating sustainability metrics into their KPIs because consumers are increasingly concerned about these issues. Anyone who puts more effort into making their business practices more sustainable and communicating their policies and actions more transparently will gain the trust of their customers and inevitably increase their sales.
Consumers increasingly expect brands to offer personalised solutions that meet their needs. Tools and strategies such as chatbots, marketing automation, recommendations, satisfaction surveys or loyalty programmes should increasingly be on brands' action plans for 2024.
Companies tend to support social and environmental issues and be consistent with the brand's DNA, even if they may cause controversy. Authenticity takes sides on issues that are important to society and can create an emotional connection with its followers.
Augmented Reality and Virtual Reality continue to play an important role in the lives of brands and are becoming increasingly accessible to the general public. Companies should explore how these technologies can be used to improve the customer experience. For example, Augmented Reality can be used to creatively present a product or service and "glue" it to the customer's reality so that they have an immediate perception of its function, appearance or usefulness, in order to create immersive shopping experiences.
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