Marketing Trends for 2024: What to Expect?
Posted: Mon Jan 20, 2025 8:22 am
GPT Chat , Artificial Intelligence , Digital Marketing , Posts About Media and Social Networks
The world of digital marketing is constantly changing, and 2024 will be no different. In 2023, we will witness one of the biggest revolutions: the popularization of generative artificial intelligence. This technology has already shown incredible progress in optimizing text and image content creation processes, but it has also brought challenges, such as companies blocking AIs on Google-Extended to prevent them from capturing third-party information and using content without authorization.
Another major trend for 2023 is the rise of influencer marketing . Companies are increasingly working with influencers to promote their products and services to a wider audience. Not to mention that TikTok has grown exponentially and continues to be a social network with great prospects for the coming year.
Another important trend for 2023 is the growth of social commerce. Companies are increasingly selling products directly on social media platforms, such as TikTok Shop , which launched in the US in August.
Overall, 2023 has been a year of innovation and growth for digital marketing. Brands that are adapting to the latest trends are able to stand out from the competition and achieve their goals.
Here are the top 14 trends that we at digital zalo database and advertising agency Fizzing 360° believe will shape the digital marketing landscape in the coming year. Check it out!
1. Artificial Intelligence in digital marketing
Artificial Intelligence (AI) will continue to be a dominant force in digital marketing. Some AIs today already have the ability to analyze large-scale data, identify trends, and provide valuable insights, making it an invaluable tool for marketers.
Google, for example, has already announced that in 2024 we will have a new artificial intelligence, Gemini AI, which promises to surpass OpenAI's ChatGPT-4 . According to experts, it is the only AI capable of going beyond human cognition. According to Google, Gemini is capable of understanding and performing different demands with a high level of complexity, such as text, audio, video, image and code. The impact of this AI on digital marketing in 2024 is certain.
2. Augmented and Virtual Reality and Metaverse
Augmented Reality (AR), Virtual Reality (VR) and Metaverse technologies are becoming increasingly sophisticated, providing unique opportunities to create immersive and engaging experiences for consumers. In this line, we already have, for example, the launch announced by Meta of its new AR glasses model in partnership with Ray-Ban for 2024.
However, despite their great potential, more advanced technologies that could have a major impact on digital marketing, such as Google Live View, have lost some traction. Furthermore, these technologies are still not as accessible to the general public.
So, for the next year, we can expect AR, VR and especially the Metaverse to grow exponentially in digital marketing, mainly due to the use of generative AI, which can create a connection between the real world and products. For example, an effect that can be placed on a piece of jewelry sold by a store, so that the customer can try it on before buying it.
3. Google Analytics 4
Measurement is a top priority for CMOs, according to a Google and BCG (Boston Consulting Group) survey. In addition, 75% of them are under pressure to achieve more results while investing less and less.
In this scenario, Google Analytics is an essential tool for measuring digital marketing. However, the previous version, Universal Analytics, will be discontinued on July 1, 2024. However, the new version of the tool, Google Analytics 4 (GA4), is now available for migration and brings a series of important changes.
Migrating to GA4 is the future of digital marketing measurement, as the new tool features several innovations, such as the adoption of an event model instead of sessions, an emphasis on privacy, and the ability to collect data from different platforms. Therefore, it is essential to install GA4 now, so that you are prepared for the significant changes that will arise.
4. Big Data through artificial intelligence
Still on the subject of measurement, the influence of AI in interpreting Big Data is expected to continue to grow in the coming year. As AIs become more sophisticated, they will be able to process vast amounts of data even faster and more efficiently, identify even more subtle patterns and trends, and generate even more new and innovative insights.
By 2024, according to a study conducted by IBM, 32% of brands plan to employ artificial intelligence to understand their customers’ perceptions and feelings. This expected use will result in a 50% increase in sales volume. As a result, artificial intelligence will be integrated into every touchpoint throughout the customer journey.
5. GenAI and Chatbots in digital marketing
GenAI is a technology that uses algorithms to create new data from existing information, such as images, text, music, code, and designs. This AI technology can be applied to chatbots to make them smarter and more personalized by 2024. With GenAI, a chatbot can learn from a user’s previous interactions and offer recommendations for products or services that are relevant to them, always with their consent.
One possible reason for delaying the development of this technology is the issue of user privacy, which is increasingly being analyzed. The same is true of third-party cookies, which are gradually being eliminated in response to this concern for the privacy of some users, and this should decrease even further in 2024. We believe that, with adequate transparency, chatbots can be a good alternative, as they offer greater transparency to the user about which company is “capturing” their interests.
6. Commerce on social networks
Social commerce, or the ability to shop directly through social media, like TikTok Shop for example, will continue to grow in popularity in the coming year.
In a survey conducted by Forrester in the US, 60% of adults surveyed, over the age of 25, said they had already purchased on a social network. Brands should take advantage of this trend by making it easier for consumers to buy their products where they already spend a lot of time.
However, in 2024, a major challenge will need to be resolved, whether through commerce via social networks or even commerce via chatbots, as we mentioned earlier: user privacy. Keeping an eye on the issue of privacy and this new commerce model, together with digital marketing, is essential.
7. Video Marketing
Video will continue to be a powerful medium for engaging audiences in 2024. Whether it’s short videos on TikTok or Reels on Instagram, video is an effective way to capture consumers’ attention and convey information quickly and interestingly. Additionally, adopting increasingly humanized and authentic content in digital marketing will also continue to be a strong trend.
The world of digital marketing is constantly changing, and 2024 will be no different. In 2023, we will witness one of the biggest revolutions: the popularization of generative artificial intelligence. This technology has already shown incredible progress in optimizing text and image content creation processes, but it has also brought challenges, such as companies blocking AIs on Google-Extended to prevent them from capturing third-party information and using content without authorization.
Another major trend for 2023 is the rise of influencer marketing . Companies are increasingly working with influencers to promote their products and services to a wider audience. Not to mention that TikTok has grown exponentially and continues to be a social network with great prospects for the coming year.
Another important trend for 2023 is the growth of social commerce. Companies are increasingly selling products directly on social media platforms, such as TikTok Shop , which launched in the US in August.
Overall, 2023 has been a year of innovation and growth for digital marketing. Brands that are adapting to the latest trends are able to stand out from the competition and achieve their goals.
Here are the top 14 trends that we at digital zalo database and advertising agency Fizzing 360° believe will shape the digital marketing landscape in the coming year. Check it out!
1. Artificial Intelligence in digital marketing
Artificial Intelligence (AI) will continue to be a dominant force in digital marketing. Some AIs today already have the ability to analyze large-scale data, identify trends, and provide valuable insights, making it an invaluable tool for marketers.
Google, for example, has already announced that in 2024 we will have a new artificial intelligence, Gemini AI, which promises to surpass OpenAI's ChatGPT-4 . According to experts, it is the only AI capable of going beyond human cognition. According to Google, Gemini is capable of understanding and performing different demands with a high level of complexity, such as text, audio, video, image and code. The impact of this AI on digital marketing in 2024 is certain.
2. Augmented and Virtual Reality and Metaverse
Augmented Reality (AR), Virtual Reality (VR) and Metaverse technologies are becoming increasingly sophisticated, providing unique opportunities to create immersive and engaging experiences for consumers. In this line, we already have, for example, the launch announced by Meta of its new AR glasses model in partnership with Ray-Ban for 2024.
However, despite their great potential, more advanced technologies that could have a major impact on digital marketing, such as Google Live View, have lost some traction. Furthermore, these technologies are still not as accessible to the general public.
So, for the next year, we can expect AR, VR and especially the Metaverse to grow exponentially in digital marketing, mainly due to the use of generative AI, which can create a connection between the real world and products. For example, an effect that can be placed on a piece of jewelry sold by a store, so that the customer can try it on before buying it.
3. Google Analytics 4
Measurement is a top priority for CMOs, according to a Google and BCG (Boston Consulting Group) survey. In addition, 75% of them are under pressure to achieve more results while investing less and less.
In this scenario, Google Analytics is an essential tool for measuring digital marketing. However, the previous version, Universal Analytics, will be discontinued on July 1, 2024. However, the new version of the tool, Google Analytics 4 (GA4), is now available for migration and brings a series of important changes.
Migrating to GA4 is the future of digital marketing measurement, as the new tool features several innovations, such as the adoption of an event model instead of sessions, an emphasis on privacy, and the ability to collect data from different platforms. Therefore, it is essential to install GA4 now, so that you are prepared for the significant changes that will arise.
4. Big Data through artificial intelligence
Still on the subject of measurement, the influence of AI in interpreting Big Data is expected to continue to grow in the coming year. As AIs become more sophisticated, they will be able to process vast amounts of data even faster and more efficiently, identify even more subtle patterns and trends, and generate even more new and innovative insights.
By 2024, according to a study conducted by IBM, 32% of brands plan to employ artificial intelligence to understand their customers’ perceptions and feelings. This expected use will result in a 50% increase in sales volume. As a result, artificial intelligence will be integrated into every touchpoint throughout the customer journey.
5. GenAI and Chatbots in digital marketing
GenAI is a technology that uses algorithms to create new data from existing information, such as images, text, music, code, and designs. This AI technology can be applied to chatbots to make them smarter and more personalized by 2024. With GenAI, a chatbot can learn from a user’s previous interactions and offer recommendations for products or services that are relevant to them, always with their consent.
One possible reason for delaying the development of this technology is the issue of user privacy, which is increasingly being analyzed. The same is true of third-party cookies, which are gradually being eliminated in response to this concern for the privacy of some users, and this should decrease even further in 2024. We believe that, with adequate transparency, chatbots can be a good alternative, as they offer greater transparency to the user about which company is “capturing” their interests.
6. Commerce on social networks
Social commerce, or the ability to shop directly through social media, like TikTok Shop for example, will continue to grow in popularity in the coming year.
In a survey conducted by Forrester in the US, 60% of adults surveyed, over the age of 25, said they had already purchased on a social network. Brands should take advantage of this trend by making it easier for consumers to buy their products where they already spend a lot of time.
However, in 2024, a major challenge will need to be resolved, whether through commerce via social networks or even commerce via chatbots, as we mentioned earlier: user privacy. Keeping an eye on the issue of privacy and this new commerce model, together with digital marketing, is essential.
7. Video Marketing
Video will continue to be a powerful medium for engaging audiences in 2024. Whether it’s short videos on TikTok or Reels on Instagram, video is an effective way to capture consumers’ attention and convey information quickly and interestingly. Additionally, adopting increasingly humanized and authentic content in digital marketing will also continue to be a strong trend.