Even if you’re not the type of person to make new year resolutions, you can’t help but get that ‘fresh start’ feeling at the start of a new year. Whether it’s in your personal life or when you’ve got your work hat on, you question what you could do differently. Where should I focus my efforts? Should I try something new? Or (if you’re us) what are the marketing trends for 2024?

When setting marketing goals for the year ahead, businesses should adopt a forward-thinking approach that aligns with the rapidly evolving landscape of consumer behaviour and technological advancements. Building meaningful connections with your target audience is more important than ever before, but there are numerous ways to do it – and that’s where it can get a little tricky.

The most important thing is to analyse what worked well in 2023… and what didn’t. From there, consider the areas you want to focus on. To help, we’ve gathered together some of the biggest marketing trends for 2024, from sustainability to AI-enhanced search.

AI Continues To Soar

It’ll come as no surprise that AI is first on our list. According to Kantar’s Media Reactions 2023, 67% of marketers feel positive about the possibilities of Generative AI. For 2024, it’ll bring more opportunities for creativity, scale and efficiency.

It’s also expanding into more formats, such as audio and video, so expect significant advances in these areas. A recent example is MusicGen, which takes cues from text descriptions or melodies to create music.

If Artificial Intelligence baffles you, our very own Jude covered AI basics this time last year.

Search Is Changing

It is estimated that 6.3 million Google searches happen every minute. According to Kantar, search engines are the fifth strongest touchpoint that delivers on brand impact, compared to 2018 when it was just 11th.

Search is becoming so much more than keywords, with more and more people using voice search. Plus, Google launched Search Labs in 2023, which is currently testing SGE (Search Generative Experience) – bringing AI to the forefront.

The Power Of Print Marketing

As an antithesis to AI, you’ll be pleased to know that print shows up in our marketing trends for 2024. In a world dominated by digital content, having a break from a screen and holding – for example – a luxurious brochure with beautiful imagery offers a tangible experience.

With some businesses neglecting print marketing altogether, this could be your opportunity to stand out from the crowd.

Short-Form Videos Get Analysed

You may want to rethink your Instagram strategy for 2024. Research by customer engagement company Emplifi shows that branded video content on Instagram Reels outperforms the same on other platforms, including TikTok and Facebook. They found that Reels over 90 seconds had double the median number of video views than those on TikTok.

Not only that, Instagram Reels outperform the platform’s own Stories feature, with six times the amount of reach. That’s not wholly surprising, but here’s the crux – advertisers posted five times as many Stories as they did Reels in 2023. Yes, it’s quicker (often promoting posts from the grid) but it’d be wise to adopt a Reels-first approach for 2024.

Sustainability Matters

Unlike before, putting value in sustainability is no longer a choice – it’s pretty much essential. If you don’t state your policy, achievements or goals, you’re not only neglecting responsibility, but you could potentially lose business too.

As consumers become more aware of their own purchasing habits and responsibility, consider your business’ environmental impact – and make this information easily accessible on your website. Of all the marketing trends for 2024, this is the one that shouldn’t be about box-ticking – consumers will see right through you if it’s all for show.

Influencer Marketing Goes Niche

In the early days of influencer marketing, you would reach out to the people with the biggest followings hoping for big results. But there’s a growing trend for collaborating with influencers who have much smaller audiences, because they get higher levels of engagement from a dedicated, loyal fan base.

This opens up the opportunity for targeted campaigns, connecting with specific communities who have specific interests. Think of it as having a conversation with a pal, rather than broadcasting to the entire nation.

Want To Discuss Marketing Trends For 2024?

If you’d like to understand the marketing trends for 2024 and how they’ll affect your strategy, simply get in touch with our team. Call 01473 823700 or email enquiries@tridentmarketinguk.com and we’d be happy to help.