Brand trends on the horizon

As we stand on the cusp of 2024, we see the marketing landscape evolving towards an eye-opening year. Let’s explore digital marketing trends for 2024, based on insights provided through a range of professional discussions and sources. The marketing world has witnessed substantial evolution over the last 5 years, and 2024 promises to be no different, with exciting developments in consumer behavior, technology, and industry strategies.

Inclusion in marketing
Marketing is not only about promoting products; it's also about communicating a brand's beliefs, values, and essence. Marketing teams have a distinctive responsibility and opportunity to lead the charge in championing inclusion. Externally, brand campaigns need to reflect the diverse global community authentically. Inclusion is about understanding nuanced experiences and giving a platform to historically marginalized voices—and making the message accessible.

Internally, marketing departments need to foster inclusive work environments and advocate for diverse hiring practices. The exclusion of talent or hindering career growth based on discriminatory factors tarnishes a brand's image and sends a message about its values. Marketing should be at the forefront, advocating for inclusivity, fostering diverse hiring practices, and ensuring that every campaign mirrors the world we live in and aspire to create. This elevates the brand and sets a standard for the entire organization and industry.

First party data = the new standard

Privacy and data protection are taking center stage in digital marketing. In light of increased concerns about data privacy and security, marketers are adapting to new regulations and changing customer expectations. The focus is on user consent and open data standards, with an emphasis on ethical data acquisition and storage. This includes practices such as zero-party data collection and privacy-focused advertising. These measures will help build trust with consumers and allow businesses to provide personalized experiences while respecting privacy. This trend aligns with the changing regulatory landscape and consumer expectations for responsible data handling.

In 2024, digital marketers are facing a new reality with stricter privacy regulations and the decline of third-party cookies. As a result, the industry is shifting towards prioritizing first-party data as the new standard. First-party data, collected directly from customers, offers greater accuracy, reliability, and compliance. It provides a treasure trove of insights that allow marketers to create highly personalized and effective marketing efforts. First-party data is a goldmine of information about customer preferences, behaviors, and purchase histories. Marketers can leverage this data to craft tailored campaigns, improve customer experiences, and build long-term relationships directly with their audience. By relying less on third-party data, businesses can navigate the evolving privacy landscape with confidence, ensuring they remain in compliance with data protection regulations. This shift towards first-party data represents a significant leap forward in the quest for data-driven marketing that respects consumer privacy.
Augmented Reality (AR) Marketing
I’ve worked on 4 augmented-marketing projects with global clients this year. I’ve written authentic campaigns that spark interest and engagement in an expanding digital world.
True, augmented reality (AR) has already made an impact in marketing—and 2024 will see its broader adoption and integration. Brands will leverage AR technology to create engaging experiences that allow consumers to visualize products or experiences in real-time. From virtual try-on features in the fashion industry to AR-powered home design simulations, marketers will use AR to enhance engagement, improve conversion rates, and deliver enhanced consumer experiences. This trend will blur the lines between the physical and digital worlds, offering exciting opportunities for creative marketers.
If you’re working on an AR campaign or have success stories, we like to hear about it in the comments.
Programmatic advertising
Programmatic advertising is redefining the way brands reach their target audiences. It combines technology and strategy to automate the ad-buying process, ensuring efficient and effective ad placements. Advertising such as this offers efficiency, real-time automation, and precision. It minimizes errors and maximizes the value for marketers by delivering personalized content to specific user segments. One exemplary case of programmatic advertising is Spotify, which tailors ads to users based on their listening habits and music preferences. The use of user behavior data leads to higher engagement rates and a 20 percent reduction in the cost per acquisition. Whether brands want to run local campaigns or expand globally, programmatic platforms offer flexibility and scalability, adapting swiftly to changing market dynamics. Programmatic advertising represents a new era for digital marketing where data, technology, and strategy converge.

Refining the role of Artificial Intelligence
Artificial intelligence (AI) is no longer a fleeting trend but a fundamental force revolutionizing the marketing industry. Industry giants like Amazon, Spotify, and Adobe harness AI for personalization, automation, content creation, and budget optimization. AI's applications range from chatbots offering tailored interactions to predictive analytics anticipating consumer behavior. AI excels in its ability to extract insights from vast data sources, providing marketers with a deep understanding of customer behaviors, preferences, and emerging trends. This refined data enables more effective marketing strategies that resonate with target audiences. Furthermore, AI-powered automation eliminates repetitive tasks, freeing marketers to focus on strategic, creative endeavors that set brands apart.

Tools like ChatGPT are already assisting leading brands such as Shopify and Coca-Cola in creating personalized ad content. AI-powered solutions offer faster and more cost-effective content production, enhancing marketing strategies and consumer experiences. The challenge lies in providing well-crafted prompts and strategically harnessing AI to achieve optimal results. AI is a powerful collaborator, amplifying human potential rather than displacing it.

Happy holidays to all our readers!
Thanks again for reading and we welcome your comments.

Akasha Lin
Akasha Garnier for #TheWishwall
Author, Brand Expert, Filmmaker
#ShineThroughtheNoise
Photo: AkashaLin
Article inspo: Recent brand discussions
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