Conflicting martech trends
Artificial intelligence, authenticity, and personalisation need to be key themes in 2024, Brandwatch’s “digital marketing trends” report has revealed.
Some 56% of respondents said human-to-human marketing will dominate as a way to counter the rise of artificial intelligence, while 92% of respondents said the integration of this technology will be the top trend in 2024, signalling a conflict among marketers.
While the majority (80%) of brands think they deliver authentic content, only 37% of consumers agree, it added.
Commenting on the report, Meghan Pound, digital marketing executive at Advanced Legal Technology, said personalised digital content experiences and hyper-personalisation will be paramount in 2024, as brands compete for the same customer.
“Audiences are becoming increasingly ignorant of traditional marketing. Therefore, brands must remain connected with their customers from different angles,” said Pound.
Other upcoming trends include social listening, with 76% of marketers agreeing it will feature heavily in 2024 strategies.
“With marketing budgets under pressure, harnessing the power of social intelligence is a golden ticket for marketers looking to improve the measurement and return on investment of their marketing initiatives,” the report said.
The study was based on three foundations: data-based insights, successful campaign stories from the year, and actionable tips to feed into marketing strategy.