Brandwatch 2024 Digital Marketing Trends | Brandwatch
Artificial Intelligence |
Picture a realm where consumers dictate the course. Gone are the days of CEOs solely steering the ship; consumers now wield the rudder, guiding brands toward personalized, rapid, and captivating interactions.
2024 heralds a flurry of trends set to reshape marketing landscapes. Drawing from expert perspectives and thorough data analysis, we offer comprehensive insights.
Once again, we unveil the top ten trends poised to define marketing in the forthcoming year. Within this report, discover:
- Data-driven insights elucidating the significance of these trends (both present and future)
- Compelling narratives detailing successful campaigns by brands embracing these trends
- Actionable guidance to enhance your strategies today
We trust you’ll find it enriching.
Trend #1: Marketers will embrace and harness the power of AI
Can you believe what’s dominating the marketing scene? AI, hailed as the word of the year by the Collins Dictionary, isn’t merely a buzz—it’s a monumental trend. In our survey, a remarkable 92% of respondents identified the imminent integration of AI in marketing as the top trend for 2024, indicating a profound industry transformation poised to redefine strategies and results.
Utilizing Brandwatch Social Panels, we assembled a cohort comprising marketers on X (formerly Twitter) and individuals engaging in marketing discussions on Reddit.
In AI and marketing dialogues spanning the last six months (from April 1 to October 1, 2023), this audience also delved into:
- SEO, witnessing a 95% surge from the prior six months
- Content creation and content marketing, experiencing a notable 91% increase
- Tools and marketing automation, demonstrating an 86% uptick
- Strategy, showing an 84% rise
- ChatGPT, marking an 18% escalation
The escalating discourse around these subjects underscores the diverse potential of AI beyond mere marketing tools.
Generative AI has emerged as a game-changer in marketing, empowering marketers to enhance efficiency and unleash their creative prowess. Its array of applications spans from crafting captivating social media posts to generating personalized website content and designing visuals, promising to revolutionize various marketing facets and drive innovation.
However, the rise of AI-generated content prompts crucial discussions regarding ownership dynamics. Unlike traditional intellectual property rights, generative AI tools assert partial ownership over the content they produce. This raises complexities for brands, as it could lead to copyright conflicts in the future. Moreover, the use of unregulated generative AI raises ethical concerns, potentially incorporating others’ intellectual property and inviting legal ramifications.
Brands that meticulously navigate generative AI tools can harness their advantages while sidestepping ethical and copyright pitfalls. Recent discussions have notably focused on two AI realms: AI voice cloning and AI chatbots.
AI voice cloning and AI chatbots
The saying “Fake it till you make it” has gained new significance amid the surge in discussions surrounding AI and voice cloning in recent months.
Exploring the discourse on voice cloning, marketers generally agree that AI-generated voice clones offer several benefits:
Efficiency: Transforming various scripts (e.g., Zoom chats, call transcripts) into diverse content formats such as blogs and social media posts, saving time.
Creativity and Personalization: Enabling voiceovers on video and audio content without the need for repeated recordings, fostering creativity and personalized content.
Multilingual Capabilities: Facilitating work across multiple languages, expanding reach and accessibility.
AI chatbots and automation are already revolutionizing day-to-day marketing
Meta reports 600 million daily chats on their platforms. Our survey reveals 75% of marketers foresee AI-driven customer service, like chatbots, dominating in 2024.
Analyzing nearly 200k online conversations from April 1 to October 1, 2023, we found significant enthusiasm for conversational and generative AI tools aiding tasks such as email drafting and music creation.
Gartner research indicates only 8% of customers used chatbots in recent service interactions, suggesting untapped potential. Despite this, there’s been an 85% surge in positive mentions of AI and chatbots.
Brand inspiration
The NYC mayor, Eric Adams, is improving voter communication by employing a generative AI voice clone in multilingual robocalls.
CD Projekt Red honors a deceased artist by recreating their voice using AI, preserving their character in a new game release with family consent.
H&M enhances customer experience by using AI to assist shoppers in navigating online product selection and guiding them through the purchase journey.
Newegg employs generative AI to craft product detail pages by summarizing reviews and generating accurate descriptions tailored to customer preferences.
Tips for marketers
Craft tailored strategies for optimal results. Leverage AI to enhance and automate campaigns for improved customer satisfaction. Constantly refine your AI approach. Keep abreast of AI advancements, monitor initiatives closely, and adapt strategies based on feedback. In 2024, it’s crucial for marketers to anticipate and rectify potential AI-related marketing oversights proactively. Avoid dependence solely on AI. Combining AI with human insights results in more personalized and impactful marketing strategies.
The Table of Contents of “Brandwatch 2024 Digital Marketing Trends” Report :
- Introduction
- What we’ll cover
- Trend #1: Marketers will embrace and harness the power of AI
- AI voice cloning and AI chatbots
- AI chatbots and automation are already revolutionizing day-to-day marketing
- Brand inspiration
- Trend #2: Authenticity-driven marketing will thrive
- Brand inspiration
- Trend #3: Personalization will be more important than ever
- Brand inspiration
- Trend #4: Social listening will strengthen marketing strategies
- The power of real-time consumer insights
- Brand inspiration
- Trend #5: Content marketers will elevate creativity to secure consumers’ attention
- Brand inspiration
- Trend #6: Social media will become the go-to search engine
- Brand inspiration
- Trend #7: Influencer marketing will grow even bigger
- Brand inspiration
- Trend #8: Social commerce is set to explode
- Brand inspiration
- Trend #9: Communities will take control and redefine engagement strategies
- Brand inspiration
- Trend #10: Consumers set the standards for business and marketing ethics
- The marketing ethics conversation
- Brand inspiration
- Use the right tools to boost your digital marketing strategy
Pricing:
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Methodology
This report is based on the insights gleaned from a survey of 517 marketing professionals conducted in September 2023 and consumer research from Brandwatch’s Consumer Research platform. We also received contributions from marketing leaders and social media practitioners, which added depth and diversity.
Our methodology cast a wide net, embracing various media sources encompassing social platforms, blogs, and mainstream news — millions of online mentions were analyzed for this report. This comprehensive approach was instrumental in capturing the complexities of discussions, sentiments, and perspectives surrounding these pivotal marketing topics.
