The marketing world is always an exciting place, with the latest and greatest trends never failing to amaze the brands I support and the audiences on the receiving end. With 2024 on the horizon, things are about to get even more interesting, with a bevy of new trends, tools and tactics helping businesses of all niches level the playing field.

With a bunch of new marketing trends there for the taking comes a whole host of opportunities for brands looking to get their products or services in front of just the right people. So, what can you expect when it comes to the marketing trends of 2024?

2024 is all about video

The use of multimedia has seen brands get more creative than ever in recent years, and the theme will continue long into 2024. Video marketing will be the tactic of choice for businesses big and small looking to make their mark.

Providing the engagement, visual appeal and powerful communication method every business is searching for, video marketing and live streaming ensure the personal touch many brands are lacking. Augmented reality (AR) marketing will also be facilitated with the rising use of video.

Collecting data at source

Privacy and security are the hottest of topics in the marketing world. Changing legislation has caused a real headache for brands and marketers, yet delivered the added protection consumers deserve. In the spirit of embracing stricter privacy regulations, digital marketers are altering the way they do things.

‘First party data’ will become the go-to resource for businesses tailoring their marketing campaigns and building lasting relationships with their customers. Unlike third party data, first party data is collected directly from customers to ensure the most accurate, reliable and compliant insights ever.

AI used for good

While there is much worry about how the use of artificial intelligence will impact various industries and the individuals who serve them, it will be used to personalise the consumer experience for the better during 2024. The result? Happier customers, higher engagement, more effective marketing campaigns and increased conversion.

Voice search becomes a must

Voice search has been slowly but surely cropping up as a top marketing tactic. During 2024, it’ll become a must for businesses looking to maximise digital success. The use of smart speakers and voice assistants has exploded, and businesses have to optimise their advertising and marketing campaigns to reach customers using their voice to search.