Our Top 5 Marketing Trends to Watch Out for in 2024

It’s the most wonderful time of the year. 

No, not the holidays – although they are always a welcome solace for any marketer who has just spent the last year wringing every last drop of creativity out of overworked minds.

Much as we’ve all just enjoyed a well-earned rest sipping cocktails by the pool, we all know new challenges lie just around the corner.

Which is why now is the perfect time of year to start making some predictions around what sort of marketing trends we should watch out for in 2024.

From the continuing integration of AI across a range of marketing functions, to the increasing importance of sustainability and ethical marketing, there are plenty of marketing trends destined to play a big role this year. 

So what are we waiting for? Here are our Top 5 marketing trends to watch out for in 2024.

The Continuing Rise of Conversational Marketing

While we haven’t quite said goodbye to the old ways of calling a company during business hours to get our customer queries answered, the rise of e-commerce and the fact we’re all practically glued to our phones has changed the way businesses respond.

At the forefront of that change is conversational marketing. This is essentially just a one-on-one conversation conducted in real time – usually via the aid of a chatbot or virtual assistant. 

Any time you see one of those “How can I help you?” prompts pop up on a webpage, that’s a form of conversational marketing. 

And with AI-powered chatbots growing more and more responsive – and providing an important step along the purchasing decision-making process – we should expect to see even more conversational marketing in 2024.

More focus on Ethical Marketing and Sustainability

“Don’t buy this jacket.”

It’s been 12 years since Patagonia took out their legendary ad in the New York Times and placed ethical marketing and sustainability firmly at the forefront of the marketing zeitgeist.

These days, it’s not enough for brands to state they have values – consumers want to know what those values are and how, exactly, the company lives up to them.

That means that anything from eco-friendly packaging to ethically sourced goods and services – not to mention a company’s stance on major issues like climate change – can weigh heavily on a consumer’s decision to purchase.

Put simply, expect even more transparency from brands on their ethical marketing and sustainability practices in 2024.

Video Content That Cuts Through the Noise

More than 60% of TikTok’s billion or so active monthly users are classified as Gen Z.

Which means that if you want to reach someone born between 1981 and 1996, there’s a good chance you’ll be able to do so on TikTok.

The video platform caught a bad rap when it started, with many criticising its throwaway content and suspicious of its Chinese origins. Yet there’s no denying TikTok is a force to be reckoned with – and businesses have taken note.

Hashtags like #SMB and #SmallBusiness guided consumers to a range of Aussies businesses using TikTok to create clever, memorable marketing campaigns that helped cut through the noise this year.

And even if you’re not on TikTok – although it’s now considered one of the largest advertising platforms in the world – there are still countless hours of content across YouTube, Reels and Stories, and even LinkedIn.

Make no mistake, video is here to stay. And more often than not, it’s in the guise of short-form content.

Increased Personalisation and One-on-One Marketing

Dear [FName].

We’ve all been there. Some of us have even sent the emails!

But when it comes to buying online, today’s consumers have long been accustomed to receiving highly personalised content.

Gone are the days when it was enough to chuck a bunch of random email addresses into a CRM to spam with generic, non-personalised content. 

Today’s consumers expect increasingly personalised content – from tailor-made EDMs to one-on-one sales calls and even bespoke in-store experiences.

And with so many data points now freely available, we should expect even more personalisation from here on in. 

So get personal… or get ready to be left behind.

The Influence of Micro Influencers

Influencers have been peddling carefully-positioned products across social media for ages now, and plenty of brands have enjoyed success teaming up with influencers with huge follower counts.

Increasingly, though, many brands are turning to micro influencers – or individuals with niche followings – to help market their products.

Don’t be fooled by smaller follower counts. Micro influencers attract a niche audience which allows them to interact with their followers on a much more personal basis – at a crucial point of the buying phase.

Expect more marketers to think small, not big, when it comes to using influencers going forward.

And if you are looking to stay on top of the trends in 2024, don’t hesitate to drop us a line.

At Hunt + Hawk , we specialise in helping businesses do so much more with their marketing.