In the latest report "Marketing Trends 2024" prepared by the research company Kantar, 10 key trends are presented, which are predicted to turn the world of marketing communication upside down in the coming year. Among them are, among others, artificial intelligence and cultural values.
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Gonca Bubani, a global media expert at Kantar, emphasized that in order to meet dynamic technological and cultural changes, marketers must continue to learn and make decisions based on solid data:
"In order for marketers to navigate among the technical and cultural changes surrounding us, they must focus on continuous learning and making decisions based on reliable data. The use of generative artificial intelligence is not a passing fad, but a deep change that is already having an unprecedented impact on our industry. However, technology can do nothing without human ingenuity, and the effects are achieved by combining relevant data and specialist knowledge that people have" - Bubani believes.
"Marketing Trends 2024 is a practical guide, presenting in a nutshell the necessary tools and knowledge for marketers who want to stay at the forefront of the peloton" - she adds.
In 2024, the world of marketing is heading towards a revolution, and artificial intelligence will play a key role in it. According to research, 67% of marketers see a huge potential in AI, which heralds a breakthrough in the way brands communicate with the audience. Cultural values are becoming equally important. About 80% of consumers prefer brands that engage in significant social issues. Companies, planning marketing strategies, must therefore be sensitive to these changes and adjust the message to current cultural realities.
The fight for attention and emotions of consumers will become even more fierce, and artificial intelligence will help predict the effectiveness of advertising campaigns. Boldly speaking out about global problems attracts customers' attention, even if it involves a certain degree of controversy. In 2024, companies will increasingly include sustainable development indicators in key performance indicators, signaling a new era where business success will be combined with care for society and the environment.
Brands that boldly challenge established norms are successful. Therefore, agility, speed of introducing innovations and making decisions based on reliable data will become integral elements of competitiveness. In the face of inflation and the growth of own brands, companies will focus on strategic price management, while building and strengthening their brand in the premium segment.
In order to stay ahead of the competition, marketers must adapt to these dynamic trends, using both technology and human creativity.
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