Will It Be Another Year of AI Dominance? - Marketing Trends 2024

Predicting the trends that will dominate the marketing landscape is a challenging yet exciting task. Whilst many 2024 Marketing Trends blogs will speak entirely on how artificial intelligence (AI) tools will dominate for the upcoming year, we have made our own predictions.

While AI will continue to be a powerhouse and influence every conversation and strategy planning session, 2024 promises a more nuanced narrative.

Explore Acorn’s multifaceted marketing trends shaping the year ahead below, and what it all means for marketers and consumers:

AI's Continued Reign 

During 2023, the significance of AI and machine learning cannot be underplayed. It pulled the strings and played the most pivotal of roles, emerging as the undisputed #1 marketing trend for the year. Set to continue to push the boundaries of marketing, this prediction underscores the transformative influence that AI will exert on both marketers and consumers alike.

For Marketers: The reliance on AI algorithms will deepen as marketers leverage these powerful tools to meticulously analyse vast amounts of customer data. This strategic use of AI will empower marketers to decipher nuanced patterns, preferences, and behaviours, providing them with invaluable insights to shape their strategies. The result? The ability to deliver highly personalised, real-time content that resonates with individual consumers on a profound level. This personalised approach goes beyond mere customisation, ensuring that every interaction is not just relevant but anticipatory, meeting the evolving needs and expectations of the audience.

For Consumers: The advent of AI translates into a paradigm shift in consumer experiences. In 2024, consumers can anticipate tailored interactions that go beyond the conventional bounds of personalisation. AI-driven insights will enable brands to craft experiences that are not only customised but intuitively aligned with individual preferences and needs. From product recommendations to communication strategies, the entire consumer journey will be enhanced, elevating the quality of interactions and fostering a deeper connection between consumers and brands. This evolution signifies a departure from generic marketing approaches, ushering in an era where each consumer feels uniquely valued and understood.

Trust Beyond Transactions

Amidst the disruptions in social media and the growing concerns around privacy, brands are pivoting towards a more holistic approach. In 2024, marketing strategies will revolve around cultivating communities, viewing them not merely as transactional spaces but as hubs for idea generation, networking, and trust-building.

As the social media landscape undergoes constant transformation, brands will exert more effort and adopt smarter tactics to connect with their audience authentically. This involves fostering environments where users feel valued, heard, and understood, creating a symbiotic relationship that extends beyond the typical buyer-seller dynamic.

"TikTokifying" Content

In the ever-evolving landscape of social media, short-form videos are experiencing a meteoric rise, with platforms like TikTok setting the stage for a new era of content consumption. The trend of "TikTokifying" content has become synonymous with capturing attention in brief, engaging bursts. Marketers are increasingly recognising the potency of these bite-sized videos, which, when done right, can captivate audiences and convey messages swiftly.

For any marketers out there, this shift towards short-form videos implies a rapid departure from traditional long-form content strategies. Marketers will need to adapt to the brevity demanded by platforms like TikTok, crafting content that is not just informative but instantly captivating. This trend encourages creativity in condensing messages and making a memorable impact in a matter of seconds.

For consumers, "TikTokified" content translates into a more dynamic and visually stimulating content experience. The concise nature of short-form videos aligns with the fast-paced nature of modern life, offering quick yet entertaining insights. Brands that successfully embrace this trend can connect with audiences on a more personal level, fostering a sense of relatability and immediacy.

Tapping into Less Saturated Markets

Speaking of the fast-paced nature of modern life, if you know me, you know I can’t NOT mention podcasts, and the dichotomy between podcasts and blogs is becoming increasingly pronounced. While there is an abundance of blogs, estimated to have surpassed the staggering milestone of a billion, the podcast arena boasts a comparatively modest five million. This discrepancy signifies a unique opportunity for marketers to explore the less saturated podcasting space.

“Everyone has a podcast these days” is just untrue.

“Everyone has a podcast these days” is just untrue. With only a fraction of the competition, podcasts present a fertile ground for marketers, and the public, to disseminate their messages. The less saturated market allows for greater visibility and discoverability, enabling brands to stand out in a space where quality content can quickly garner attention. Add to that that most podcasts are abandoned when immediate fame is not achieved, and the number of high-quality podcasts in particular areas looks less saturated still!

And for the consumer, this relatively recent podcast boom translates into a diverse array of easily accessible and niche-specific content. The less saturated podcast market allows listeners to discover a wealth of quality content without being overwhelmed. The immersive and portable nature of podcasts also enhances the overall user experience, providing a convenient way to consume valuable information on the go.

Measuring Social Media Influence: A Growing Challenge

The volatility of 2023 has left an indelible mark on social media dynamics, making the task of measuring influence more intricate and costly. Platforms such as Twitter underwent significant changes, with the rise of alternatives like Threads. Simultaneously, the cost of utilising social media dashboards surged.

In response, marketers are compelled to delve deeper into assessing the Return on Investment (ROI) from their chosen social media platforms. The upheavals have also increased the complexity of analytics, necessitating a more nuanced approach to understanding and leveraging social media influence for enhanced referral traffic and conversions.

 The Evolution of Dashboards

Notably, and this one is just for the marketers in the room, 2023 witnessed substantial shifts in the accessibility and pricing models of social media dashboards. Industry mainstays like Hootsuite discontinued their free versions, while TweetDeck was integrated into other services, often packaged under subscription-based models.

This transformation underscores the importance of a strategic and cost-effective approach to social media management. Marketers must adapt to these changes, carefully selecting platforms and tools that align with their objectives while keeping a keen eye on the evolving landscape of social media analytics.

So, as we step into 2024, the marketing landscape as I see it is at the mercy of AI, but the real skill will come from its integration, alongside community building, and the evolving challenges of social media influence measurement. Brands that navigate this dynamic terrain with agility and strategic foresight are poised to not only thrive but also shape the future contours of marketing.

Acorn Scientific Marketing always have a finger on the pulse, trying and testing cutting-edge methods to grow scientific brands from the ground up. Get in touch with an Acorn representative to learn more about how we’re transforming businesses with our award-winning techniques.