Stay ahead of the competition with the top 5 marketing trends and predictions for 2024. Discover the strategies that will shape the future of marketing.
Discover predictions for how major trends will shape the landscape of marketing next year and beyond., whereby I agree to provide Gartner with my personal information, and understand that information will be transferred outside of mainland China and processed by Gartner group companies and other legitimate processing parties and to be contacted by Gartner group companies via internet, mobile/telephone and email, for the purposes of sales, marketing and research.
Every year, we predict critical marketing trends that will impact marketing leaders. Understanding these trends will help you focus, prioritize and plan for next year.The impact of these trends on your strategic planTools and resources to focus your priorities in 2024Five marketing predictions from Gartner experts offer a perspective on how to prepare for the disruptions created by social media’s decay, an AI-free approach to communicating brand value, and the myriad ways in which GenAI will change the landscape of everything from search behavior to staffing considerations. No. 1: By 2025, a perceived decay in the quality of social media sites will push 50% of consumers to significantly limit their use of major platforms.Consumer concern over GenAI spreading misinformation on social platforms remains high. Over 70% of consumers expect AI to negatively impact social channels. Many social channels have already begun to incorporate AI, which has the potential to hasten the perception of diminished quality. As a result, consumers are actively limiting their use of major platforms. No. 2: By 2026, 80% of creative talent will use GenAI daily, allowing for more strategic work, resulting in increased spending on creative.will enable the faster development of more creative variations for hypertargeted, personalized experiences. Managing this will increase CMO spending on agency and in-house creative talent toward more strategic creative endeavors. No. 3: By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products.As AI becomes more prevalent in marketing, addressing consumer trust and confidence issues will be a significant challenge. A segment of customers may shift their behaviors and seek out AI-free, “acoustic” brands that prioritize authenticity and ethics. Brands that embrace acoustic positioning can differentiate themselves and potentially target premium or safety-focused markets.The rapid expansion of GenAI in search engines will significantly reduce organic search traffic for brands, as individuals obtain information directly from AI-generated results. CMOs must prepare for the disruption to revenue and lead generation by adapting channel investments and focusing on conversion-focused keywords, gated content and potentially repositioning No. 5: By 2026, 60% of CMOs will adopt measures such as content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content to protect their brands from widespread deception unleashed by GenAI.To safeguard their brands, organizations must prioritize the implementation of content authenticity measures and establish responsible-use guidelines for GenAI. The lack of existing frameworks and best practices necessitates transparency and trust-building mechanisms, compelling brands to demand clear policies from vendors and agency partners while integrating content authenticity features into technology.should set a clear direction of travel, but should be responsive to the changing nature of the marketing environment. The planning cycle is long. But like our predictions indicate, a lot can happen in 18 to 36 months. Be sure to keep the following in mind throughout the planning cycle:external factors that are outside the control of the organization. Examples include economic shifts , social or cultural changes or technological shifts .external factors that are within the control of the organization. Examples include changes in the competitive landscape , shifts in customer behavior or changes in channels .Most importantly, avoid a set-and-forget approach. Instead, make strategic planning a process of continual refinement rather than a one-off exercise. This requires plans that are structured enough to build a clear roadmap, but also capable of adjusting direction if previously unforeseen obstacles or opportunities arise. Enable faster, smarter decisions and stronger performance on your mission-critical marketing prioritiesThe Gartner Marketing Score is a strategic planning tool for both B2B and B2C marketing leaders that evaluates the maturity of your marketing function using objective, peer-based performance standards. Connect with the leading CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.How to Apply Generative AI for New Competitive AdvantagesHow Generative AI Will Impact Business Leaders Plans in 2024The top 5 marketing predictions for 2024 from Gartner experts are: By 2025, a perceived decay in the quality of social media sites will push 50% of consumers to significantly limit their use of major platforms. By 2026, 80% of creative talent will use GenAI daily, which will create strategic efficiency and result in the need to allocate more budget toward creative and content. By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products. By 2028, brands will see their organic site traffic decrease by 50% or more as consumers embrace GenAI-powered search. By 2026, 60% of CMOs will adopt measures such as content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content to protect their brands from widespread deception unleashed by GenAI.Audit and test how AI-free experiences impact brand engagementInvest in cross-functional teams to ensure all brand content adheres to guidelinesAI will expand creative possibilities by enabling the development of more concepts and creative variations. This will increase CMO spending on agency and in-house creative talent who will focus on more strategic endeavors and orchestrating new ways of using AI to stay ahead of the competition.
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