Subscription to everyday life, even more immersive and engaging entertainment, and - without major surprises - further development of AI. The creators of Martech Trendbook 2024 present seven megatrends that will shape marketing in 2024.
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"This is the second edition of Martech Trendbook. This time we identify seven marketing trends. We show which values are becoming important to consumers and how to address them in communication using new technologies" - we read on the Martech Trendbook 2024 page prepared by the creative studio Panowie Programiści. Each trend is also enriched with comments from industry experts and video case studies of the most innovative ideas in the field.
Karina Orzechowska
And so according to the creators of the above publication, the most important trend in the coming twelve months will undoubtedly be the further development of artificial intelligence and the increasingly wider use of its capabilities. And not only in creative tasks, but primarily in optimizing production processes, logistics, personnel management, and many others.
"Artificial intelligence allows for the creation of services and products better tailored to consumer needs. Therefore, avatars entertaining children, accompanying lonely people or teaching foreign languages are appearing on the market. Fridges, cars or air conditioners learn our behaviors and adapt to our individualized needs" - we read in Martech Trendbook 2024.
Among other significant trends, the report's authors also mention the development of immersive entertainment, "which will blur the boundaries between movies and computer games", and the extension of the subscription model to various areas of everyday life e.g. grocery shopping.
- The developing trend of sharing will redefine the system we live in and strengthen the popularity of the subscription model - over the last decade, the subscription economy has grown by 435%! - comments Klaudia Chruściel, Country Marketing Manager at Storytel.
The last four trends mentioned in Martech Trendbook 2024 are not so much directions of technology development, but rather values that are becoming increasingly important for consumers. These are increasing emphasis on the honesty and authenticity of brands (including the courage to communicate their weaknesses), real actions for the environment, as well as fighting the biggest challenges of humanity such as inequalities, discrimination or exclusion and confirmation that the product is a human creation.
- We show which values are becoming important for consumers and how to creatively address them in digital communication. This year's report can therefore be treated as a supplement to Martech Trendbook 2023, in which we characterized ten technologies changing contemporary marketing - summarizes Małgorzata Kudła, COO of Panów Programistów.
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