2024 Planning Insights for Your Marketing Roadmap

Key Trends

In addition to customer insights, there are a few key trends that marketers need to be aware of for 2024. These include:

• The rise of artificial intelligence (AI): AI is rapidly changing the marketing landscape, and it’s important for marketers to start embracing this technology. AI with machine learning, data modeling and other emerging technologies can help you automate tactics, personalize experiences, and gain insights into customer behavior. 

• The economic impact of inflation: Despite consistent reports indicating easing inflation and unemployment rates nearing a 50-year low, many Americans remain skeptical, fueled by mistrust in media and political figures. Consumers’ economic outlook remains low, resulting in less discretionary spending and more price sensitivity as they prioritize higher value over brand loyalty.

• The growth of social media marketing: The consumer purchase journey has shifted to prioritize inspiration and ideas over informational research and comparison. This is driven by their reliance on social media to discover new brands and products. Case in point – TikTok users are more likely to make an impulse purchase than the average customer (TikTok for Business). This means that marketers need to inspire customers, using social media to jumpstart a seamless omnichannel experience that moves customers quickly from discovery to purchase.

• The importance of storytelling: People are more likely to remember and engage with brands that tell compelling stories. Use your content to share your brand’s story, values, and mission. 
• The focus on social responsibility: Consumers are increasingly supporting brands that are aligned with their values. In 2024, marketers need to focus on social responsibility and demonstrate their commitment to making a positive impact on the world.