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Friday review - a reminder of 10 of the biggest marketing trends for 2024




The end of the second week of January 2024 and I thought it might be useful to explore just 10 trends that are super relavent for any business of any size. There's a lot here and its worth musing over them to see how they may be adopted into your business.


  1. Artificial Intelligence (AI) Integration: AI continues to play a significant role in marketing. Businesses are leveraging AI for data analysis, predictive modeling, customer segmentation, and optimizing content creation and delivery. AI-driven chatbots and virtual assistants are enhancing customer service and engagement, offering personalized interactions and improving customer satisfaction​​.

  2. Hyper-Personalization: Consumers are increasingly seeking personalized experiences. Through big data and analytics, brands are creating hyper-personalized marketing strategies, offering tailored content and product recommendations. This approach is expected to become more refined, making mass marketing strategies less effective​​​​.

  3. Focus on Older Audiences: There's a growing emphasis on engaging older generations like Baby Boomers, who are increasingly using social media and online shopping. This shift opens up opportunities for generational marketing, where businesses can connect with older consumers by understanding their motivations and challenges in adopting digital platforms​​.

  4. Video Marketing: The impact of video, especially short-form content on platforms like TikTok and YouTube Shorts, is significant. Brands are using short-form videos for various purposes, from product launches to customer testimonials. Such content is proving effective in capturing and retaining audience attention​​.

  5. Streaming and Connected TV (CTV) Growth: There's a shift from linear TV to subscription-based and ad-supported streaming services. This change presents new opportunities for advertising, especially with the introduction of ad-supported tiers in services like Amazon Prime Video. The measurement landscape in TV advertising, however, is becoming increasingly complex​​.

  6. Influencer Marketing: Influencer marketing remains a powerful tool, especially among younger consumers. Influencers are one of the most trusted sources for product recommendations, and there's a trend towards long-term relationships between brands and influencers​​​​.

  7. AI-Generated Marketing Content: AI is also being used to create marketing materials, with consumers generally perceiving businesses that integrate AI as innovative and forward-thinking. However, authenticity remains a challenge in AI usage​​.

  8. Evolution in Social Media Marketing: Social media continues to be a dominant force in marketing, with trends like live streaming and user-generated content gaining traction. Live streaming, in particular, has shown significant growth, allowing real-time engagement with potential customers​​.

  9. Adjustments to Cookie-less Targeting: With Google set to phase out third-party cookies, brands are exploring alternative targeting solutions, likely relying on AI modeling to predict and understand buyer behavior​​.

  10. Heritage Brand Revivals: Legacy brands are finding new life by recontextualizing their products for modern audiences, particularly Gen Z. This involves engaging with young consumers online and leveraging viral moments​​.


To add a bit of realism here a 10 examples of businesses leveraging these trends - OK so these are big businesses generally but evebn


  1. AI Integration in Marketing

  • Example: Spotify’s AI DJ. This feature uses AI to analyze user listening data to create personalized radio stations, showcasing how AI can enhance user experience and personalization in content delivery.

  1. Hyper-Personalization

  • Case History: Amazon's recommendation system. This system uses customer data to provide highly personalized product suggestions, significantly increasing sales and customer engagement.

  1. Focus on Older Audiences

  • Example: AARP's digital marketing strategy. AARP has successfully engaged older audiences by tailoring its digital content and advertisements to resonate with the interests and needs of the Baby Boomer generation.

  1. Video Marketing

  • Case History: Nike’s short-form content on TikTok. Nike leverages TikTok to create engaging, short video clips that resonate with a younger audience, effectively boosting brand awareness and engagement.

  1. Streaming and CTV Growth

  • Example: Hulu’s ad-supported streaming tier. Hulu offers tailored advertising opportunities within its streaming service, allowing brands to reach diverse audiences through targeted, high-quality video ads.

  1. Influencer Marketing

  • Case History: Gymshark and fitness influencers. Gymshark collaborates with fitness influencers on social media to promote their products, resulting in substantial brand growth and a strong online community.

  1. AI-Generated Marketing Content

  • Example: Coca-Cola’s AI art campaign. Coca-Cola invited digital artists to create AI-generated artworks using its iconic brand assets, demonstrating an innovative approach to AI in advertising.

  1. Evolution of Social Media Marketing

  • Case History: Dove’s #RealBeauty campaign on various social media platforms. This campaign used authentic, user-generated content to promote body positivity, successfully resonating with a wide audience.

  1. Adjustments to Cookie-less Targeting

  • Example: Google’s Privacy Sandbox. As part of moving away from third-party cookies, Google is developing the Privacy Sandbox to provide more private web browsing while still enabling targeted advertising.

  1. Heritage Brand Revivals

  • Case History: Barbie's revival by Mattel. Leveraging nostalgia and modern digital marketing strategies, Mattel reinvigorated the Barbie brand, attracting a new generation of consumers.

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