Marketing Trends in 2024: A breakdown of the most influential trends of the year

It’s that time of year when new ideas, refreshed goals, and innovative approaches are prevalent in the marketing world. Everyone is focused on maximizing budgets and getting the most out of their ROI.

It’s crucial to stay informed about upcoming trends for the next year, especially as the digital landscape continues to rapidly evolve.

Marketing is intricately linked to consumer behaviour, meaning that the effectiveness of your campaigns can be impacted by cultural trends. To improve your marketing strategy for today’s consumers, it’s crucial to blend trendy elements with traditional methods.

In this article, we’ll delve into the hottest marketing trends for 2024, such as social media marketing, digital marketing, brand marketing, and more. Remember, not all of these trends may apply to your particular consumer base.

Top marketing trends of 2024

1.     AI improves effectiveness and efficiency

AI advancements have a significant impact across various industries and job roles, including marketing. According to HubSpot’s State of Marketing Report for 2024, 64% of marketers are already utilizing AI and automation. Additionally, 38% of those who did not use AI in 2023 are planning to implement it in 2024. Consulting firm Gartner also predicts that by 2026, 80% of advanced creative roles in marketing will involve using GenAI to enhance marketing efforts.

AI is commonly being integrated into marketing workflows, particularly in content production and marketing analytics.

Many marketers are utilizing generative AI (GenAI) at various stages of content creation. They estimate that they save approximately three hours of work per piece of content. 84% of those using AI report higher efficiency when creating content, 82% report producing “significantly more” content, and 56% report increased content performance.

You can leverage GenAI tools such as ChatGPT or Google Gemini to generate content ideas, develop briefs and outlines, draft content, or even write complete pieces.

2.     Using short-form videos is essential for social media strategy.

Marketers are focusing on reaching digital-first generations by creating short videos on platforms like TikTok, YouTube, and Instagram. According to HubSpot, short-form videos have the highest return on investment (ROI) and are expected to grow significantly by 2024. 53 percent of marketers are planning to invest more in TikTok, YouTube Shorts, and Instagram Reels.

3.     User-generated content (UGC) can help increase brand awareness.

User-generated content (UGC) refers to any content that users post about your product on their social media profiles. This content is similar to what influencers or affiliate partners post, but businesses do not directly sponsor or produce it. Instead, it is like word-of-mouth marketing, where users create and share content with their audiences. Businesses can then use this content through tactics like social sharing or giveaways.

While traditional influencer marketing and affiliate programs are still important, marketing professionals are increasingly turning to UGC as a cost-effective way to boost brand awareness in a way that feels natural to viewers.

According to Gartner, over 80 percent of consumers believe that UGC enhances product discovery, brand trust, and overall experience.

4.     Building trust through community efforts and authentic branding.

According to Gartner, authenticity is the third most important value for US consumers. As AI-generated content becomes more common online, it is crucial to maintain a genuine brand voice.

Marketers today are focusing on creating emotional connections through community-building initiatives. A report from TINT in 2024 revealed that 70 percent of marketers believe that building a community is essential for retaining customers.

82 percent of consumers are more inclined to buy new products from companies with active online communities.

5.     Quality editorial content remains important.

Marketers will keep investing in editorial content such as blog posts and podcasts to drive engagement, boost conversions, and establish thought leadership. According to HubSpot, 82% of marketers surveyed intend to increase or maintain their investment in podcasts and audio content, while 92% plan to do the same for blogging in 2024.

6.     Case studies are essential for boosting brand recognition and generating sales leads.

Traditional content marketing methods, such as case studies, are commonly utilized to enhance brand visibility and attract potential customers, especially in B2B marketing. According to HubSpot, case studies will remain a key component of marketing strategies in 2024.

Currently, 26 percent of marketing teams incorporate case studies into their content marketing strategy, and 87 percent of marketers intend to either increase or maintain their focus on case studies.

7.     Changes in search engines are impacting SEO strategies.

Gartner predicts that brands will experience a 50 percent decrease in organic search traffic to their websites by 2028 due to AI-powered improvements in popular search engines. Despite this, HubSpot reports that 92 percent of marketers plan to increase or maintain their investment in SEO by 2024.

SEO teams are adapting by expanding into video, image, and sometimes audio search content, in addition to updating traditional strategies. The goal is to prioritize a positive customer experience while taking advantage of the latest developments from Google and Bing.

8.     AI-powered chatbots expand conversational capabilities.

Chatbots and virtual assistants are now able to provide consumers with accurate answers to common questions. Thanks to advancements in AI and natural language processing (NLP) technologies, marketers can easily program and utilize these tools to improve efficiency without negatively impacting customer satisfaction. According to HubSpot, 58 percent of marketers are planning to invest more in chatbots by 2024.

9.     Personalization improves user experience

Artificial Intelligence (AI) is making personalized experiences possible. According to HubSpot, 96 percent of marketers believe that personalization leads to repeat business, and 94 percent say it increases sales. By using machine learning to provide product recommendations tailored to individual preferences or offering immersive experiences such as augmented reality (AR) features that allow users to visualize products in their own space, businesses can make data-driven purchase decisions and enhance customer satisfaction.

Elevator pitch

Looking forward to 2024, the marketing landscape is constantly changing due to cultural shifts and consumer preferences. It is important to combine innovative digital strategies with traditional methods to connect with your audience effectively. Trends like immersive experiences, personalized content, and social media engagement are crucial for brands to build strong relationships with consumers.