As the end of another exciting business year comes into view, we bring you some of the most important trends that will define and mark the next year. But before that, we want to recap the key events of 2023 and how the world of social media, digital marketing, and the entire field has changed and shaped in the current year.
2023 was a fascinating year for marketing, with a series of innovations that transformed the way brands communicate and engage with their audience. From advanced technologies to an evolution in understanding consumers, this year has been full of surprises and developments.
Every social media platform witnessed intense changes throughout 2023. For instance, algorithms underwent significant modifications on Facebook, Instagram, and TikTok, causing major shifts in how brands reached their audience. TikTok remained unstoppable, expanding and more deeply integrating into marketing strategies, while Instagram and Facebook introduced new features and content display priorities.
In addition to changes in social media and algorithms, technological advancement significantly influenced marketing in 2023. The development of Augmented Reality (AR) and Virtual Reality (VR) technologies also contributed to innovations in digital marketing. Brands increasingly utilize these technologies to create interactive experiences, allowing consumers to connect with products or services in an entirely new way.
So, what awaits us in the coming year?
3 Marketing Trends That Will Be Significant in 2024
1. AI marketing
Experts agree that artificial intelligence (AI) will be crucial for content creation and campaigns in the coming year. AI will become an integral part of marketing strategies, providing more precise, personalized, and efficient methods of engaging consumers. Here are a few key aspects of AI marketing that will characterize 2024:
- Increased Personalization with AI: Data analysis tools and machine learning enable brands to create highly personalized campaigns. AI will be used to tailor content, product recommendations, and personalized marketing messages that better suit the needs of each consumer.
- Automation of Marketing Processes: AI will continue to facilitate marketing processes with automatic optimizations, campaign planning, result analysis, and ultimately content creation. This frees up marketing teams to focus on creative strategies while routine tasks are handled automatically.
- Chatbots and Customer Service: Chatbots created with the help of artificial intelligence will become even more sophisticated in providing customer support. Through the application of advanced speech and language processing techniques, chatbots will offer more personalized and efficient responses to customer queries.
2. Trendjacking
We have already written about trendjacking on our blog and created a guide for creating quality viral content using this method. Exploiting current trends and events for marketing purposes will be popular in 2024.
You may have noticed how Netflix on Twitter and Ryanair on Instagram skillfully use all current topics to create viral content. If you want to learn from someone, these two brands can be an excellent example of successful and entertaining trend jacking :D Just look at their memes and other content on social media, and everything will become clearer.
One of the key advantages of using this approach is the ability of content to create buzz. This way, a brand can count on a broader audience, as their content will attract new people to their social media profiles. Sharing such content and achieving its potential viral status will undoubtedly increase the brand’s follower base.
Another reason for a brand to use trendjacking is the opportunity to show the true personality of the brand. By incorporating humor, wit, and a unique perspective into content related to current trends, the brand will stand out from the competition and leave a great impression on the audience.
3. Long-Term Collaborations between Brands and Influencers
The trend of long-term collaborations with influencers truly changes the dynamics of influencer marketing. Instead of superficial engagements, brands increasingly recognize the value of deepening relationships with a smaller number of influencers to build more lasting connections with their audience.
This approach allows brands to fit into existing relationships that influencers build with their audience. As influencers skillfully develop parasocial relationships where the audience feels closeness to them, brands entering into long-term collaborations use that connection to organically integrate into the lives of their community.
Trend analysts like Shachaf Rodberg observe a broader change in the marketing paradigm itself. In addition to adapting the format of influencer marketing, there is also an evolution in the marketing channels of the brands themselves. From involving semi-famous creators to giving space to internal brand creators, there is a clear transformation in how brands communicate with the audience through social channels.
Therefore, it is essential to pay attention to the transition of brands to quality over quantity when choosing influencers to collaborate with. Besides the number of followers, more attention is now given to whether the influencer aligns with the values and identity of the brand. This will be a fundamental criterion for collaboration between brands and influencers in the coming year.
How to Keep Up with Marketing Trends?
To always stay on top, it’s important to follow trends and implement what can be useful for your brand. Below, we share with you some effective strategies for tracking trends:
- Always attend events in your industry: You will meet experts in your field and learn a lot about new trends, tools, and technologies.
- Connect with experts in your field: Always stay updated on what experts, influencers, and leaders in your industry are saying. Participate in conversations, comment on the content they create, and explore whether their advice works for you.
- Experiment with new tools: This part is most related to marketing and its concrete implementation in business. Whatever you do, if you manage your networks, it’s good to learn as much as possible about tools, understand how they work, and how they can help your business grow.
We hope our trends have been interesting to you, and that you will apply some of them next year in communicating your brand with customers. If you need help in any segment of marketing communication with the target group, especially if it concerns the visual aspect, our team is here to help your brand reach a new, better level of understanding with customers. Contact us, and let’s tell successful brand stories in the new 2024.
