As we close in on the end of the year, let's take a look at what we're predicting for marketing in 2024. Marketing is a quick-change, rapid-fire business that is among the first to fall prey to fluctuations in industry and market trends, consumer-preference shifts, and economic downturns. Predictions may not play out exactly like we hope, but having an eye to what we can expect in 2024 can help shape your marketing strategy for better results.
What do we think is on the horizon for marketing in the new year? Here are a few things we're expecting:
AI skills on the rise
Not only are marketers looking for ways to sharpen their understanding of how to use AI tools in their work, but employers are starting to look for AI expertise when hiring. Savvy marketers are going to need to focus on building their AI expertise, and smart companies will be finding ways to implement these tools to make the most of their in-house skills.
At the same time, AI is going to continue pushing content toward the median, so companies who want to distinguish themselves are going to have to work harder to find the right balance of privacy, compliance, innovation, and speed.
A downturn in social media
Research from Gartner shows that consumers feel the quality of social media is heading down quickly. With that in mind, companies are likely to see a shift in their social-based engagement, and social teams are going to need to be prepared for a year of responsive, agile tactics to stay ahead of the game.
Conscientious brands win
Consumers are expecting more from companies every day, and we're seeing real-time results from companies who aren't taking a stand when it comes to issues that matter. In 2024, we're going to see an increased pressure from consumers for companies to be transparent about their beliefs and values, and standing up for them consistently not only in their work but in the wider world.
Value is the driver of the day
This has always been true to some degree, but we're no longer facing a marketing landscape that's focused on products or results, and even the current buzzword of client-centricity is going to see a shift. How? Value is where it's at. Every single interaction your audience has with your business is going to have to offer up real value (yes, every time) or you're going to see losses in engagement and conversion.
How do you make sure you're offering value every time? Get back to the basics.
Ready for more thoughts around what's coming in 2024 and beyond? We'd love to hear what you see coming around the bend for marketing, and how you're working to make sure your company is ready.
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