Digital Marketing Trends Forecasted for the Year 2024 by Advertising Industry Experts
As the roaring year of 2024 gears up with a turbulent January, it'd be a wild guess to predict what the rest of the year holds in store for us. With the recent past serving as a reminder that the unexpected can and will happen, it's heartening to know that some experts shared their insights about the upcoming months at ADWEEK's annual Outlook event.
Both virtual and in-person attendees - a first for many - were treated to insights from brands such as TelevisaUnivision, BNY Mellon, and Visa. Here's a hint: Artificial intelligence (AI) and the extinction of the cookie are set to leave a hefty impact.
Feeling curious? Jump into the gallery below and check out all the sessions from Outlook 2024!
The discussions at ADWEEK's Outlook event, along with related sources, suggest profound changes in AI application and the effects of cookie deprecation for brands in 2024:
Forecasting AI in Marketing
- Ace Predicting Customer Behavior: AI tools like Bloomreach Engagement employ machine learning to foresee customer actions, enhance campaigns, and customize omnichannel experiences (emails, weblayers, etc.).
- Streamlining Strategy & Analytics:
- Taking the load off your team: AI slashes administrative tasks by up to 70% , giving teams more time for strategic decisions.
- Predicting Market Trends: Harvard Business School (2024) highlights AI’s ability to analyze patterns and preferences, enhancing product launches and investments.
- Keeping an Eye on the Competition: Tools such as Grok’s DeepSearch let you monitor competitor activities, pricing adjustments, and customer sentiment via AI-driven data aggregation.
Impacts of Cookie Deprecation
- Privacy-Focused Marketing: Google’s scheduled third-party cookie expiration (late 2024) propels brands towards first-party data and AI-powered contextual targeting.
- AI Stepping Up:
- Making up for cookie gaps: Predictive analytics and zero-party data (quizzes, subscriptions) will fill the void left by cookies.
- Modelling Customer Journeys: Research from MIT and Shanghai Jiao Tong University showcases AI’s role in mapping customer journeys without intrusive tracking.
- Striking a Balance: Brands must harmonize AI-powered personalization with escalating data privacy norms, leveraging no-code tools to democratize insights.
Brand Outlook
- AI-Human Symbiosis: ADWEEK’s "To AI or Not to AI" debate underscores the need for a equilibrium between automation and creative storytelling.
- CTV & Nano-Influencers: As cookies dwindle, connected TV and micro-influencers gain ground for targeted, privacy-safe engagement.
- Staying Agile: Tools such as Bloomreach and Northbeam’s trend analysis stress the importance of swiftness when adapting to AI-driven market shifts.
- During the 2024 ADWEEK Outlook event, attendees were provided insights on the potential impact of technology such as artificial intelligence (AI), and the extinction of cookies on brand strategies.
- One session, titled "Forecasting AI in Marketing," suggested that AI tools like Bloomreach Engagement could predict customer behavior, streamline strategy and analytics, and monitor competition through AI-driven data aggregation.
- In another session, "Impacts of Cookie Deprecation," experts discussed the role of AI in filling the void left by cookies, enabling privacy-focused marketing, predictive analytics, modeling customer journeys, and striking a balance between AI-powered personalization and data privacy norms.
