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As 2024 gets underway, the digital landscape is poised to undergo a transformative shift, driven mainly by consumer-facing applications like ChatGPT. But what’s trendy today could be obsolete tomorrow. Therefore, staying on top of the changing trends is crucial for business owners and diligent marketers to take advantage of coming opportunities. We have rounded up the top marketing and social trends to watch in 2024.
From ChatGPT and the launch of Threads to Twitter’s rebrand to X, the 2023 digital landscape was marked by many transformative marketing and social trends, and 2024 promises more.
Throughout 2024 and beyond, the rate of adoption of Generative-AI will go into hyperdrive. A well-managed GenAI strategy has a gigantic impact from a marketing point of view. A new IDC report shows that by 2027, GenAI will account for over 30% of marketing mundane tasks. Also, 38% of Chief Marketing Officers indicate that they have started executing GenAI technologies.
Implementing GenAI will free marketers to focus on more priority tasks. Picture content and website optimization, lead scoring, or even hyper-personalization.
The latest Funnel report shows there’s a lot of apprehension prevailing in the marketing industry. Almost 66% of marketers fear AI taking over their jobs in the next five years, and 75% say AI tools will impact their value or pay.
However, marketers shouldn’t fear an AI takeover of their jobs. They should fear being edged by fellow data-savvy marketers who are more proficient in AI. The Funnel’s report also indicates that marketers are upskilling to stay up-to-date on the rapid evolution, with over 85% of respondents saying they are investing in data science education.
The ANA has developed The 2023 Marketing Capabilities Framework - a talent resource to equip marketing chiefs with an industrywide playbook to advance modern marketing talent.
Most marketers (80%) say that AI tools save time and create a more efficient workflow. One HootSuite survey shows that 75% of social media marketers will use AI to redraft and rewrite text entirely in 2024.
The same survey found that 52% of social media experts will use AI tools like Stable Diffusion, Midjourney, and DALL-E to generate images in 2024 - a 136% increase over 2023. Such tools create realistic images in seconds, saving marketers time and money.
Traditionally, optimizing web pages to rank higher in SERP was the top priority for most brands, but increasingly, optimizing social media content has become even more critical.
In 2023, Google reported that around 40% of Gen-Zs are using Instagram and TikTok for search instead of Google. A GlobalWebIndex study also reveals that 54% of social media users use social network platforms for product research.
That’s why it's become more imperative than ever to include nuances such as metadata and keywords on social media posts. Doing so will help to improve the post’s discoverability and SERP ranking.
The saying “people follow people” is so true. In 2024, influencer marketing will continue to top every business’s strategy list to attract audiences. However, the traditional notion of “influencers” is changing as new types of digital influence emerge.
According to studies, nano-influencers, with 1,000-10,000 followers, can generate over twice the engagement of macro-influencers (100,000 to one million followers).
Therefore, an increasing number of brands in niche industries like wellness, fashion, and beauty are leveraging nano-influencers. An added benefit? Nano-influencers charge the lowest rates to brands of the four types of influencers.
Looking forward to 2024 and beyond, these top marketing and social trends, when interwoven into your brand’s marketing strategies, can broaden your reach, increase customer engagement, and enhance your brand visibility.
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