Marketing Evolution: 6 Trends that will change the Rules of the Game in 2024

Nearly three years after the first lockdowns, we are still discovering major changes in society – and the way consumers respond to marketing strategies is no exception. In 2024, the collective desire to connect hasn’t gone away. Despite initial reluctance, many have embraced the paradigm-shifting opportunities offered by the digital community.

As a business owner, you probably want to know how best to approach your marketing strategy with an eye to the future. To predict which marketing strategies will work in 2024, we spoke with industry experts about trends to adopt to stay ahead of the curve:

What are marketing trends?

Marketing trends are the latest emerging strategies, tactics and technologies that are used to attract and engage consumers. They evolve as technology advances, customer preferences change and new competitors emerge. Keeping abreast of these developments is essential if you want to stay competitive and achieve your marketing goals.

Marketing trends to adopt in 2024

1. Interactive content marketing
2. Marketing with Artificial Intelligence (AI)
3. Livestreaming
4. Partnerships with long-term influencers
5. Promoting users, not just products
6. Media marketing
7. “Trendjacking – taking viral trends to your own advantage

01. Interactive content marketing

As governments tighten GDPR laws, and tech giants crack down on third-party cookies, marketers are preparing to lose huge amounts of data. This might explain why interactive content like quizzes are so sought after now – brands can collect psychographic data in less intrusive ways. According to a 2022 survey (1,600 marketers), 45% said they use interactive content very often on social media, and 77% think it’s the most effective.

In addition to the benefits of data collection, interactive content engages consumers. Data from over 230,000 sales and marketing professionals shows that this type of content receives 28% more views than static content. What’s more, the average person spends 4.6 minutes longer interacting with interactive content.

Some examples of interactive content that can be included in marketing strategies in 2024:

• Games
• Quizzes
• Computers (for various estimates)
• Poll
• Virtual Reality (VR)
• Questionnaire
• Dynamic presentations
• How-to videos
• Simulations
• Software demos
• Interactive slides with images
• Interactive maps
• Interactive infographics

02. Marketing with Artificial Intelligence

Ross Simmons, CEO at the Foundation, told Marketing Millennials, “In 2023, I think we’re going to see major campaigns driven by AI-generated creative and content.” You’re probably already noticing this trend, with images created by DALL-E 2 invading social networks in recent months. Evidently, Business Research Company anticipates that the global market for artificial intelligence in marketing will grow from $17.46 billion in 2022 to $48.91 billion in 2026.

May Habib, co-founder and CEO at an AI-powered writing platform called Writer, explains that smart tools can dramatically streamline the creative process, whether you’re writing a blog post or just a few paragraphs for an “About Us” page. “Outlines done with AI doubled the search volume for Emotive in a month,” she says of one of the platform’s clients. “It would have taken six months of outsourcing to an agency to achieve the same search impact that a single writer created with our product.”

03. Livestreaming

After working as a balm for pandemic isolation, livestreams have become ubiquitous in marketing. Video games popularized the concept, but now it includes everything from eSports competitions and concerts to interviews and tutorials. Marketers have noticed this trend and will be investing heavily in livestreaming in 2024, especially in Twitter Spaces and Instagram Live Rooms.

Melinda Lee, chief content officer at a live-commerce platform called Stage TEN, believes the communal nature of live broadcasts has made them so popular. “You see the community watching and interacting with the broadcaster and with each other,” she explains. Thanks to that enthusiastic participation, your broadcasts can become impromptu focus groups. “All the time, you’re gathering data about what people want to know about the product, the questions they’re asking, what would draw them to a livestream,” Lee says. She recommends incorporating feedback prompts right into your broadcasts.

Livestreams have a minimal barrier to entry – you need minimal equipment and don’t need to be tech-savvy to use them. Plus, you can always reuse the recordings for different types of content. Livestreams can drive traffic to your website and help you connect with your target market.

04. Partnerships with long-term influencers

Influencers excel at creating parasocial relationships that make their audiences feel part of their lives. Marketers who want to capitalize on that connection have begun to exploit the real potential of this type of marketing, weaving companies into the fabric of those relationships.

Rather than paying a bunch of newly minted influencers to post a little something about the business, brands are investing in long-term partnerships with fewer content creators. Always prioritize quality, not just quantity when deciding who to partner with. Think of it as mass marketing done right. “I see a lot more effort put in – not just how big a creator’s audience is, but whether it’s a good fit with the brand,” says Lee.

05. Promoting users, not just products

Marketers are working to facilitate customer interactions and amplify community-generated content. This can mean running forums, promoting user-generated content on social media, posting testimonials on websites, or initiating a referral rewards program.

Some companies even go as far as to acquire other companies based on the community concept. Pendo, a product management company, acquired Mind the Product – a community of more than 300,000 product managers, designers and developers – earlier this year.

A community-driven marketing strategy is most successful when the community is built directly into the business. For example, Figma offers a plethora of templates, most of which are created by users of the platform. This feature emphasizes brand identity as a facilitator of collaboration. Figma sponsors and supports local groups through an initiative called Friends of Figma. By cultivating community, Figma reinforces brand loyalty and facilitates word-of-mouth marketing.

06. Media Marketing

As you’ve probably already noticed from the other five trends discussed, media is no longer just a facet of modern marketing – it’s fundamental. Whether it’s a marketing blog or a YouTube channel, media is a necessity to your strategy. “Companies understand that their customers have other needs, challenges and things that they care about, and those don’t often revolve around the company or the product itself,” Rodberg says. “It’s about how the company can help solve those needs or provide value on other levels than just the product.”

Think Red Bull – a marketing empire that also happens to sell energy drinks in several flavors. In addition to owning several sports teams, an athletic sponsorship business, and a travel agency, Red Bull also has a small media conglomerate consisting of magazines, content websites, a record label, TV shows, and movies. All these channels bring profit in their own right, but they make Red Bull – a company worth more than $7 billion – a global household name.

Red Bull is an extreme example, but most companies today invest in one form of media marketing or another. Banks are buying culinary publications, game makers have millions of followers on TikTok, and apps are funding artists because they know that to get customers, they need an audience. “People are looking for either entertainment or education or connection,” Rodberg says. “If you don’t create those things and just produce ads, people just aren’t going to respond.”

07. Trendjacking

If you’ve seen TikToks related to Minions or Netflix making topical jokes on Twitter, you know how powerful trending trending can be. Trendjacking is a marketing strategy where a brand uses viral topics, events or memes to connect with its audience. By using conversations and interests that are already capturing the attention of the online community, brands can position themselves at the forefront of these discussions, gaining exposure and increasing visibility.

One of the major advantages of this type of marketing is the ability to generate buzz and virality. By incorporating viral themes or memes into social media posts, brands attract the attention and interest of a much wider audience. This can lead to increased user engagement, shares and a potential reach far beyond the usual follower base.

Furthermore, trendjacking allows brands to show their personality and creativity. By injecting humor, wit or a unique perspective into their content on the trends of the moment, brands can create a memorable impression on their audience. This not only cultivates a sense of familiarity, but helps build a more authentic connection with consumers.

However, it is important that brands approach this type of marketing with caution and authenticity. It’s essential to make sure that the trend or topic chosen aligns with the brand’s values, audience and overall marketing strategy. Authenticity is key to avoid backlash or appearing opportunistic. Brands should seek to add value to the conversation, not just jump on a trend for the sake of being trendy.

How to keep up with digital marketing trends

In the dynamic digital marketing landscape, keeping up with the latest trends is crucial to success. Here are some effective strategies for staying up-to-date with what’s new:

• Industry publications and resources: Subscribe to industry newsletters, blogs and websites that offer insights and news in marketing.
• Attend industry events: Getting involved in conferences and events gives you opportunities to network with experts, learn about new trends, and discover cutting-edge tools and technologies.
• Interact with experts: Follow and connect with thought leaders, influencers and digital marketing experts. Interact with their content, participate in discussions and seek their perspectives to stay up-to-date.
• Analyze reports and data: Study studies, research reports and data analysis to gain insights into consumer behavior, emerging technologies and trends.
• Experiment with new tools: Be curious and test tools, platforms and technologies that are emerging in marketing. This hands-on approach will help you get first-hand experience and understand their potential impact.
• Keep learning: Digital marketing is a constantly evolving field, so learning and adapting to the new is essential. Be committed to professional development, attend online courses and always explore new learning opportunities to expand your knowledge and skills.