Marketing Playbook: AI, Videos, Personalisation Engage In 2024

Change is the only constant in the world of marketing, as with any other industry. This makes staying ahead of emerging trends crucial for businesses looking at maintaining a competitive edge. Various disruptive technologies are changing the marketing landscape, which means marketers must navigate areas that may not be very familiar to them. Understanding the key trends in marketing thus becomes very important for marketers to effectively engage with their audience. Let us look at some of the emerging trends shaping the marketing landscape in 2024 and how businesses and marketers are adapting to these.

AI As The Force To Reckon  

AI has emerged as a game-changer in marketing. It is helping derive actionable insights from vast amounts of data. AI-driven analytics tools like IBM Watson Analytics are enabling marketers to uncover patterns, predict trends, and personalise their approach for maximum impact. It is possible for businesses to refine their strategies, optimise campaigns and enhance the overall customer experience with the goldmine of analytics available at their disposal. 

Video Content Reigns 

Video marketing platforms are on a high. Video content, especially short form, has become a cornerstone of digital promotion. This offers brands with fresh opportunities to connect with their audience who go by what their favourite influencer follows, etc. The rise of live streaming and interactive video content further underscores the importance of visual engagement. For instance, '82e,' owned by Deepika Padukone, capitalises on Instagram Reels to showcase products and foster engagement through visually appealing content. 

Content Tailored To Localised Audience

Being a diverse market, any marketing initiative can become a success only when it also addresses the regional audience. Brands are increasingly embracing vernacular content to establish authentic connections with people in different parts of the country. This kind of an approach not only connects with consumers on a deeper level, but also fosters inclusivity and relatability.

AI & Chatbots For Personalisation

AI is not just penetrating the realm of analytics but also transforming user experiences through chatbots. Chatbots provide instant support and streamline interactions, thereby improving overall user satisfaction. AI-driven insights can enable marketers to deliver personalized content recommendations and targeted advertising strategies. This will further ensure that they are able to take a tailored approach as per individual preferences.

Blend of Ecommerce & Social Commerce

Online shopping has increased manifold and this has led to the integration of ecommerce functionalities into social media platforms. Many brands today leverage social media for marketing campaigns blending product promotion with shopping features, seamlessly. This is further enhanced by AR and VR allowing consumers to visualise products in a more interactive manner.

Influencer Marketing On Rise

Influencer marketing ensures more personalised and authentic connections with audiences. Influencers with smaller yet highly engaged followings are giving brands the opportunity to establish genuine connections with niche audiences. Brands are also strategically collaborating with influencers to create authentic content that resonates with their target demographic, fostering trust and credibility.

Optimising Voice Search

The rise of voice-activated devices has made voice search optimisation essential. Marketers are adapting SEO strategies to accommodate natural language queries, ensuring brands remain discoverable in the evolving landscape of search engine interactions.

Customer Experience Is Priority 

Brand loyalty is built through excellent customer experience. Realising this, brands are investing in technologies like chatbots and AI-driven customer support to enhance every facet of the customer journey. By delivering seamless and personalised experiences, businesses foster lasting relationships with their customers.

Marketers and brands must take a proactive approach to emerging trends and understand what works and what will not. As the marketing landscape continues to evolve, adaptation and innovation will be key to success.

(Urvashi Chandna is the Senior Marketing Manager at AHEAD)

Urvashi Chandna

Guest Author