5 Key Advertising Trends Shaping the Future of Brands in 2024

Introduction

Looking at the future towards the early 2024 the adverting industry seems to be packed with lots of energy and more idea. This puts tremendous pressure on the brands to conform to or embrace these new dynamics impacting or improving consumer points of contact. Who and in what respects these changes position companies in a given industry, depends on the understanding of these trends. Here are five of such trends that are already real in the advertising market now and how the brands should address them:

1. Hyper-Personalization

 Today’s consumers are sophisticated as they only respond to personalized marketing messages. Hyper-personalization is that aspect of the content and provides, which allows synthesizing the messages that will be appropriate to a certain client’s needs.

  The survey that was done recently by Accenture also revealed that 91% of customers wanted products to be recommended based on their choice. In addition to this, the targeted electronic mail marketing can produce the transactional response level, which can be up to 6 times higher than to other general, non-targeted, electronic mail marketing promotions.

 An excellent example is Netflix that uses algorithms to sort data received from users hence making use of hyper-personalization. Some of its impacts have included high viewership retainer where, out of all the channel’s viewership retention rate is 70% and people say that personalized marketing actually works. 

2. Artificial Intelligence

 Marketing and Advertising are the spheres where Artificial Intelligence impacts are experienced to the highest extent because it enables the collection of large amounts of data and their analysis in real-time, which positively affects the upgrade of brand promotions and social media presence.

  According to the research done it is estimated that by 2028 market size for AI in advertising around the world shall be $24 billion, with annual compound growth rate of 28%. 6 % from year 2021 to 2028.

 For example, the Coca-Cola’s AI system allows for prediction of how the advertising campaigns under consideration will perform prior to their implementation. In what ways have the strategies employed by Coke improves its marketing campaigns from being more efficient and effective? In this way, Coke is improving the evaluation of past data and consumers’ responses to get more with less and increase the ROI of the campaigns.

3. Video Content

 Video content remains the most influential format in digital advertising, and the demand for it continues to grow. Short-form videos, popularized by platforms like TikTok, Instagram Reels, and YouTube, are especially prevalent in social media marketing.

 In 2023, video content represented 82% of internet traffic, a trend expected to continue into 2024. Video ads are shared 1,200% more frequently than text and image ads combined, demonstrating their significant impact.

 Nike’s viral “You Can’t Stop Us” campaign, featuring athletes dancing during the pandemic, achieved over 58 million views on YouTube. This campaign underscores the enduring power of video content in capturing audience attention.

4. Sustainability and Ethical Advertising

Consumers are increasingly mindful of ethical factors in their buying decisions, leading companies to adopt more sustainable practices and offer greater transparency.

A Nielsen survey indicates that 73% of global consumers are prepared to adjust their behaviours for environmental reasons, and 66% prefer to purchase from brands that are environmentally responsible.

Patagonia illustrates this trend with its #Don’tBuyThisJacket campaign, which underscores the environmental impact of consumer behaviour. This strategy has strengthened customer loyalty and increased sales, highlighting the growing importance of sustainability in advertising.

5. Influencer Marketing

 That’s why influencer marketing is still one of the main channels for brands as it offers consistent reach to a large audience. Therefore, the influencer not only provides the consumer with a recommendation but also an opinion of the advert critical to the consumer decision in the absence of the previous effective customary forms of advertising.

 As per several expectations, the worth of the influencer marketing business was $ 21 in 2023. To change it one billion and is expected to rise in 2024. Another important category of influencers is the micro influencer with between 10,000 and 50,000 followers They can make you enjoy an engagement rate of 7% while the macro influencer over and above 50,000 followers can only make you enjoy an engagement rate of 1%. 6% engagement rate.

  For instance, PepsiCo intended to launch a new product line in 2022 and they used micro-influencers to make this campaign Sellnow & Rapp (2020) asserts that the use of micro-influencers has been effective in engagement than conventional marketing by 32%.

Conclusion

These are the trends in the advertising industry in 2024, and one has to be abreast with such changes if they want to keep up with the competition. Further, it can be stated that through hyper-personalization, AI technology, video content, sustainable development, and influencer marketing, it will be possible to contact audiences and deepen their relationship. At Shubindia AD work , we have made it our mission to assist brands in addressing these newer facets of marketing trends and accomplishing their objectives effectively in this more complex digital era.

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