As we settle into the second part of 2024, it’s becoming increasingly obvious what trends are making the marketing world go round. Discover our top picks and find out what to keep in mind while planning your marketing strategy for the next months.
From the surge of AI-generated content to the rising importance of video marketing, there’s a lot going on in the marketing landscape. Most of these shifts are driven by technology and evolving customer values, both of which must be closely followed by your brand (if you want to stay relevant, that is). In this article, we’re going to help you stay on top of the changes by exploring the top marketing trends that have been proven to make waves lately. As the year is already in its second half, it’s a great time to revisit what’s been working in the past months and what’s to stay for the second part of 2024. Let’s find out!
AI Hyper-Personalization
AI tools have been revolutionizing marketing for a while now – but in 2024, the impact of artificial intelligence is reaching new levels. One of the biggest marketing trends we see it being used in is hyper-personalization.
It’s a strategy that leverages advanced algorithms to analyze vast consumer data, including browsing behavior, purchase history, or real-time transactions, to create ultra-tailored content, targeted experiences, and specific product recommendations. It’s about focusing on unique preferences and predicting the future needs of each client, which results in higher customer satisfaction and brand engagement.
Need proof?
86% of companies report seeing positive business results after using hyper-personalization, while 78% of customers claim that personalized content makes them more likely to repurchase from a brand.
Sustainable and Ethical Marketing
Sustainability is a big word in 2024 – and not just for the environmentalists but for marketers as well.
As our society’s focus and values change, so do the customer expectations. Modern consumers care about issues such as gender equality, racial injustice, climate change, and fair trade. They seek out brands that represent ethics and authenticity. This is especially true for younger consumers, aka Generation Z, 62% of whom declare they want companies they buy from to take a stand on social issues.
That’s why, in 2024, sustainable marketing is a critical strategy for fostering long-term relationships with customers.
One way to achieve that is to invest in a green loyalty program, which rewards customers for making environmentally conscious choices, such as purchasing eco products or reducing waste.
But it’s also important to go beyond transactions entirely and focus on emotions, experiences, and shared values. After all, 80% of customers claim to expect a richer and more emotional relationship with a brand. It’s definitely time to give them what they want.
Visual & Augmented Reality
As far as marketing trends go, this list couldn’t be complete without the mention of extended reality. Though not as prevalent in marketing campaigns yet, the importance of VR and AR is definitely growing – especially in retail.
By combining the best of both the virtual and physical worlds, these technologies create immersive and interactive experiences that make shopping easier, quicker, and much more fun.
One of the most popular examples is the virtual fitting rooms, which use webcam scans to create a 360-degree 3D model of a person’s body and make trying clothes online possible. Similarly, furniture retailers like IKEA use AR apps to let customers see how furniture pieces fit in their homes before purchasing, and beauty brands like Sephora offer visual try-ons for makeup.
By investing in these technologies, companies provide customers with more seamless experiences and simplify the purchasing processes – which is a biggie, considering that as many as 97% of consumers admit to abandoning a shopping cart because of inconvenience.
User-Generated Content
Social media marketing isn’t going anywhere.
In 2024, one of its most blooming branches is User-Generated Content (UGC) – a powerful marketing tool used by regular customers to create and share content about a brand or product. This can include reviews, social media posts, photos, videos, and testimonials – often much more authentic and relatable than traditional advertising.
And customers seem to be buying it, as around 3/4 of them claim that UGC strongly influences their buying decisions. Marketing professionals seem to agree, with over 80% believing that visual user-generated content is more impactful in reaching customers than “expert” videos and photos.
Social media platforms have made UGC not only very easy to create and share but extremely relevant, too. With how often and willing younger generations turn to social media for every insight, including shopping tips, its impact is likely to grow even stronger.
Micro-Targeting
Targeting customers is not exactly new. But now, marketers are taking it one step further.
Micro-targeting involves segmenting audiences into very small and very specific groups based on detailed data insights to deliver highly personalized and relevant messages. By analyzing factors such as demographics, interests, online behavior, and purchase history, brands can create targeted campaigns that resonate deeply with each segment.
For example, an online retailer might use micro-targeting to promote hiking gear to outdoor enthusiasts based on their search and purchase history. Similarly, a beauty brand could target customers interested in vegan products by showcasing their cruelty-free and natural cosmetics. This precision-based approach enhances engagement, improves conversion rates, and fosters customer loyalty by addressing individual preferences and needs.
Summary: Crafting a Marketing Campaign of Tomorrow
The list above consists of five marketing trends that have been growing in importance over the last couple of months. Though we can’t predict how the market will change within the next year, it’s highly likely those are here to stay for a while. How does your marketing strategy tally against them? Make sure you’re not too far behind!