The forecast for 2024 calls for a change in marketing techniques and channels
With the advent of social media, digital marketing has become one of the most effective and popular ways of promoting products and services. Still, in 2024, you will see a shift in trends as this channel becomes saturated with competition.
2024 is also an election year, so welcome to the chaos of a very crowded and expensive media landscape. Alternative marketing solutions include pop-up events, strategic partnerships, sponsorships, and charitable initiatives.
AI and machine learning will streamline marketing in 2024
Artificial intelligence has already significantly impacted digital marketing, but the trend will become even more widespread in 2024. The coming months will find brands streamlining marketing with even greater use of computer systems that learn from the data they collect and then solve problems.
As a marketing professional, you are always looking for ways to streamline your work, and as technology continues to improve, you will be able to spend less time organizing campaigns, targeting ads, and creating content. Conversely, you will be able to focus on what matters most: understanding your audience and connecting with them in meaningful ways.
This shift toward streamlining is also reflected in the growing importance of data-driven marketing. After all, the more information you have about your customers’ needs and preferences, the better you can serve them. In the upcoming months, you will be able to invest in tools that allow you to access real-time insights into your customers’ behavior across channels and make better decisions about the content that resonates most strongly with each segment.
The trend toward experiential marketing is still going strong
Many of 2024’s most successful campaigns will involve experiential marketing — a marketing trend that combines the power of social media with real-world elements in a way that makes them memorable, engaging, and even viral. Experiential campaigns allow people to attend your events, visit your locations, and interact with your brand in real-time rather than simply reading about it online.
Marketing is all about making connections and integrating your brand into the fabric of the community in 2024. Over the coming year, you can use experiential marketing to have a conversation with your end users, meet them where they are, and show them you share the same beliefs, interests, and values.
Corporate social responsibility will play an increasingly important role in 2024’s marketing trends
While the concept of corporate social responsibility is not new, its role in marketing is expanding. In 2024, brands will be donating money to community causes, sponsoring area events, partnering with neighborhood non-profits, and volunteering time at local organizations to contribute their expertise toward solving environmental problems and supporting local businesses.
The benefits of corporate social responsibility are numerous. First, you build trust with customers by showing that your brand cares about them and the world around you, then engage your employees by showing them that their work matters. Finally, you build relationships in the community by demonstrating your commitment to helping others outside your workplace.
2024’s trend toward corporate social responsibility means you don’t just say what you believe — you take action. This year, be bold, lead the charge, and show your customers you stand for change.
Virtual reality and augmented reality will impact 2024 marketing trends
Virtual and augmented reality are still in the early stages of adoption, but they are poised to become increasingly prevalent throughout 2024. As more people become aware of the technology and familiarize themselves with it, it will take a more prominent place in marketing campaigns.
Embrace the emerging technology and get on the bandwagon early. It is a great way to attract that younger audience.
Short-form videos are still an effective way to reach your audience in 2024
Short-form videos have topped marketing trends in recent years and do not appear to be going anywhere in 2024. This means that advertising in the form of TikTok clips, Instagram Reels, and YouTube Shorts will remain a mainstay in this year’s effective marketing campaigns.
What keeps these short-form videos at the top of the marketing trends list year after year? Simply put, they are easy to digest, but they are still capable of explaining complex concepts. This makes their content ideal for both educating and entertaining audiences.
2024 is the year of performance-based marketing
Performance-based marketing compensates digital marketing only when advertising achieves set goals. In other words, your brand pays for results like views, clicks, leads, or sales — not effort.
Marketing strategies that are performance-based carefully measure your marketing activity to implement data-driven decisions because they enable your brand to enjoy the best digital ads while knowing precisely what you can expect from your marketing budget. As you track results, you learn valuable insights about your marketing strategy, target audience, and brand. Performance-based marketing keeps everyone extremely accountable and highly motivated.
As the world of advertising changes, our strategies must change along with it. Technology will continue to improve throughout 2024, and your brand will be able to streamline your work with AI and attract the younger crowd with VR and AR.
Thanks to the increasingly noisy digital space, your brand will find success by turning to alternative marketing strategies and performance-based marketing. Additionally, trends like experiential marketing and corporate social responsibility will encourage your brand to reach out and connect with your customers in even more meaningful ways.
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ABOUT THE AUTHOR
Ray Sheehan, Founder — Old City Media
Ray Sheehan is the Founder of Old City Media, a North American event production and experiential marketing agency. He has a background in strategic planning, marketing, event management, and advertising and has helped the company expand from one city in the United States to an international agency. Before this role, Ray partnered with UpcomingEvents.com, a production company in Philadelphia, and worked for 20th Century FOX. He oversaw all aspects of the business and produced a nationally syndicated television show for FOX. In 2020, he launched the G.I.F.T Program as part of Old City Media. Ray is recognized as a leader in the special events space, a marketing guru, and an innovative thinker in the Philadelphia community and beyond. Sheehan has been featured in The Super U Podcast, Medium, Street Fight, and more.