Since new weather conditions bring in new advertising trends, it’s time to take a look at which direction advertising is headed for spring 2024. As winter weather says its final farewell, what’s in store for spring and summer?
How are advertisers adapting to the loss of third-party cookies? How is AI being used to better target audiences? 2024 is already an exciting year, and we’re only a quarter in.
Cookieless is taking over
As Google looks to put the final nail in the coffin for third-party cookies, many a marketer is writing their eulogy and heading to greener pastures in search of a new way to target audiences.
Cookieless is going to be the reigning star of 2024’s advertising trends and the focus of most marketers throughout the year. From contextual marketing to first-party data, marketers are throwing everything at the wall right now to see what sticks. Third-party cookies are leaving big shoes to fill, and 2024 will be the year we see what fills them.
AI-powered analysis is a powerhouse
AI-powered marketing tools are an effective way to process data and predict future advertising trends. In 2024, predictive analytics will get the recognition they deserve. While already in widespread use, predictive analytics don’t always get the share of the limelight, especially with generative AI taking so much attention in 2023.
While marketers can’t rely on predictive analytics for “set it and forget it” automation, AI can let marketers build a collaborative strategy between humans and AI.
Influencer marketing will shift to prioritize authenticity
Endorsements have been a pillar of marketing for generations, and influencer marketing has transformed them. However, what many marketers miss when working with influencers is the importance of authenticity.
In 2024 brands will shift their focus to working with smaller, more niche influencers to better engage with audiences. Modern audiences and consumers are looking for genuine relationships and authenticity from both brands and influencers. This creates room for smaller, more personalized channels.
Micro-influences with more niche audiences tend to have smaller, but highly-engaged audiences when compared to larger platforms. These large platforms may have more viewers, but what they have in size they lack in authentic engagement.
Certain demographics are also more likely to rely on influencers when making purchase decisions, so consider your target audience when including influencer marketing in your strategy.
It’s also important to ensure influencers mark paid content as such. Not only is this required in some jurisdictions like the EU, but it also helps to build trust and credibility.
Privacy and data security take center stage
Third-party cookies are sunsetting for many reasons, but the biggest is data privacy. Alongside their departure, companies will face greater scrutiny for their data collection and security.
In 2024 businesses will have to work hard to prioritize and protect their customers’ privacy and data. Consent and trust are everything. Robust, transparent, and honest data practices should be a pillar of every marketing strategy in 2024 and beyond.
Sustainability is making a comeback
Eco-friendly business practices are back in vogue – but beware: authentic action takes priority over face-value antics.
The environment is taking center stage in 2024 and consumers are looking for eco-conscious, sustainable practices from brands both new and old. It’s long past time for brands to adopt better practices and customers are looking to spend their money with those that already have.
Authenticity is the key to successful environmental initiatives. Long-term, effective, sustained action will win over consumers and directly impact campaign success. Genuine commitment is the most important factor in building out a successful green campaign in 2024.
2024 is shaping up to be a year of great change. As consumers search for stronger ethics from the brands they know and love, transparency and authenticity will be a focus for the greater part of the year. This means informed data collection, strong privacy policies, eco-friendly business practices, and relying on marketing that’s authentic and meaningful. Actions will speak louder than words in 2024.
If you’re looking to compare how 2024 is shaping up compared to the last year, be sure to check out our Advertising trends from fall 2023.
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