Marketing Moments to Watch in 2024: Predictions from Industry Experts
2023 witnessed the meteoric rise of Artificial Intelligence (AI), captivating the world’s attention. As we look ahead to 2024, marketing experts anticipate a transformative year, with several key moments set to reshape the marketing landscape across industries.
Political Arena: Navigating Elections and Sifting Information
The year 2024 will be marked by several high-stakes elections worldwide, presenting both challenges and opportunities for marketers.
United Kingdom General Election (November)
Nick Graham, a senior consultant at Kepler, foresees a media maelstrom during the UK election, emphasizing the importance of local news and the emergence of hyperlocal CTV as game-changers. He warns of the threat of deepfakes and the need for brands to clarify their values and messaging to gain consumer trust.
United States Elections (November)
Claire Elsworth, strategy director at Impression, highlights the significance of trust and transparency in the upcoming US elections. She anticipates renewed scrutiny on data manipulation and the impact of social media platforms. The rise of smaller social platforms, such as Bluesky, presents an opportunity for brands to navigate more trusted spaces and foster unity in a divided digital world.
Elections Worldwide
Tom Jarvis, chief executive and founder of Wilderness Agency, draws attention to the global scale of elections in 2024, with more than 60 countries set to hold votes. He urges brands to be mindful of how their messages align with consumers’ digital consumption patterns, balancing the need for news with the desire for distraction.
Sports: Global Spectacles and Cultural Moments
2024 will witness several major sporting events, providing brands with opportunities to engage with diverse audiences and create memorable experiences.
Paris Olympics (July – August)
James Dobbs, managing director of Story10, emphasizes the captivating nature of the Olympic Games and the opportunity for brands to engage with diverse audiences. While official partnerships restrict access to event IP and venues, “non-official” brands can activate through ambassadors, influencers, and fan-focused cultural content. Dobbs emphasizes the alignment of key social pillars, such as diversity and inclusion, with the Olympic values.
Uefa Euro Football Championship (June – July)
Charlie Li, strategy director at TRO, anticipates a grand spectacle with the Euro football championship. He envisions cross-category collaborations and cultural marketing taking center stage, with brands weaving magic through experiential techniques and infiltrating sub-cultures.
Technological Advancements: AI, Consumer Tech, and Data Challenges
Technological advancements continue to reshape the marketing landscape, presenting both opportunities and challenges for marketers.
Next-Generation Amazon Alexa (Expected Q1)
Roger Barr, chief digital officer at iCrossing UK, expresses excitement about the launch of the next-generation Amazon Alexa, powered by generative AI. He expects a more intuitive and intelligent user experience, revolutionizing e-commerce shopping, search, and browsing.
Consumer Tech Boom
Susan Corbo and Becky Armentrout, group creative directors at VML NY, predict a surge in consumer technology, including virtual AI assistants, wearable health trackers, and transparent OLED TVs. They envision a future where technology seamlessly integrates with daily life.
Eventual Cookie Deprecation
Kobby Osei, paid media director at Redpill, highlights the ongoing impact of Google’s decision to eliminate third-party cookies. This change will restrict personalized ads and require marketers to adopt new strategies, such as leveraging first-party data and social media insights.
Legal Battles Over AI
Rich Wilson, chief executive officer of ClickOn, anticipates a surge in legal compliance cases related to AI, facial recognition, and celebrity recognition systems. He emphasizes the need for brands to have a comprehensive strategy in place to avoid legal pitfalls.
Changes to Google’s Ad Rep Model
Alex Coe, head of performance at Don’t be Shy, predicts a transformation in Google’s ad rep model. He believes that the current setup, where customer support is outsourced to third parties, may face scrutiny and could lead to an overhaul of Google’s support system.
Marketing and Culture: A Return to Creative Storytelling
2024 is poised to witness a resurgence of creative storytelling in marketing, moving away from the cautious approach adopted during the pandemic.
Marketing Gets Fun Again
Alistair Robertson, creative partner at Nucco, believes that 2024 will mark a shift towards more captivating and genuine marketing campaigns. He encourages brands to embrace creative storytelling and visually brilliant campaigns, moving away from the cautious approach adopted during the pandemic.
Conclusion: Embracing Change and Innovation
2024 promises to be a year of significant shifts and transformative moments across politics, sports, technology, and culture. Marketers who stay attuned to these trends and adapt their strategies accordingly will be well-positioned to thrive in this dynamic and ever-evolving landscape.