Knowing and using the latest trends to your advantage can help you get more value out of the money you spend on advertising this year.

1. Artificial Intelligence

“40% of Companies have hired dedicated AI experts to support their marketing teams.” (HubSpot State of Marketing)

Artificial intelligence has existed, to some degree, for the last 70 years. Yet, it’s only in the last couple of years that it’s become a mainstream idea in the advertising space.

Many business leaders believe we underestimate AI’s impact on companies, with 65% reporting that AI will rival the Industrial Revolution in its impact on productivity.

What does this mean for you?

In 2024, AI will be one of the best ways businesses can scale their growth and increase the quality of their advertisements.

If you want to leverage AI more than you currently do, consider hiring an AI expert or consultant to help you integrate AI into your work processes and advertising efforts.

I may not have an AI expert on staff, but I definitely experiment with these new tools to see where they work best. I’m not alone. HubSpot Program Manager Kaitlin Milliken also takes the time to test AI solutions like ChatGPT.

“AI may not be the best at coming up with creative concepts or writing the copy itself, but I use AI to eliminate manual tasks and supplement my skills,” Milliken says. “I had to work with large sets of images for a project. I used ChatGPT to create a Python script that managed the files for me. That’s saved me hours.”

If you don’t have the budget to hire an AI expert right now, there’s no reason why you can’t start consulting AI programs like Gemini or ChatGPT during every stage of the advertising process.

I like to use AI during brainstorming, ideation, content writing, planning, and more. Check out this blog on AI in Digital Marketing for more information.

2. Integrating Email Marketing With Other Channels

“While 87% report email is critical to their success, only 24% of email marketing programs are integrated into other marketing channels.” (Litmus)

It’s no secret that email marketing has one of the best ROIs of any digital marketing channel. Unfortunately, most marketing teams aren’t integrating email marketing programs into other marketing channels, limiting email’s impact.

How can you integrate email into your other marketing channels?

The first step to successfully integrating email programs into other channels is segmenting your lists (of emails) by audience type and making sure advertisements and content fit their needs.

For example, in my email lists, I will segment by industry, size of their business, products purchased in the past, and areas of interest. If you don’t know the answers to these questions, adjust your forms to require these questions.

Once you’ve segmented, you will then want to optimize your email delivery and automate your distribution. If you’re running an advertisement that’s costing you a fortune in PPC, be sure those on your email lists know about it first.

For more ideas on integrating email campaigns, check out this blog here.

3. Social Media Advertising

“Facebook, Instagram, YouTube, and TikTok have the strongest ROI — and these align with where marketers are investing in 2024.” (HubSpot State of Marketing)

I’ve found that where I choose to display my ads is just as important as the actual ads. If you’re not currently investing in one of these platforms, there’s a good chance you’re missing out on potential leads.

In fact, 27% of marketers who don’t use YouTube plan to start in the year ahead.

There’s also the looming possibility of the U.S. government banning TikTok, which could, in turn, skyrocket the cost of advertising on remaining platforms and oversaturate those markets if you aren’t ahead of the curve.

How can you get a strong ROI from social media platforms?

In 2024, a deep understanding of social media buying is vital for getting a good ad ROI. Careful planning and organization will ensure you’re investing in the right platforms. Check out this free media buying template to get started.

Be sure to monitor your ads’ performance to identify which platform provides the best bang for your buck. If a certain platform is lagging, consider investing in organic content marketing on that website instead of paid ads.

Social Media Advertising Trends in 2024

Creating a video-centric social media strategy might be the most crucial trend you will follow in 2024.

While certain social media platforms have always favored video (Youtube, TikTok, etc.), platforms that haven’t always done so now do favor video (Instagram, Facebook, X). Here are some social media ad trends you need to know.

4. Consistently Post on X

Despite Twitter’s rebranding to X and extensive layoffs last year by owner Elon Musk, the majority of marketers intend to keep their brand on X.

This is likely due to how simple the app is to use for quick updates, PR, and conversion, even with minimal time and money.

Experiential advertising and marketing is the precise expertise your viewers has at occasions, commerce exhibits, or throughout campaigns.

The 2020 pandemic canceled most in-person occasions or compelled entrepreneurs to make them digital occasions, placing experiential advertising and marketing within the again seat.

Nonetheless, now that restrictions have been lifted, experiential advertising and marketing is having a hay day, with 77% of entrepreneurs utilizing it as a key a part of their plan.

How are you going to use experiential advertising and marketing in 2024?

Should you’re planning on attending any exhibits this yr, ensure that your sales space is each eye-catching and memorable. Should you’re advertising and marketing a brand new product this yr, assume exterior the field and actually contemplate your consumer expertise.

Some previous experiential campaigns have included branded filters on social media, enjoyable pop-up outlets, interactive content material, giveaways, and extra. You may additionally contemplate how digital actuality can enhance your advertising and marketing.

8. Personalization

“73% of entrepreneurs say personalization is necessary, however solely 35% consider their clients get a really customized expertise from their model.” (HubSpot State of Advertising)

Personalization is a crucial facet of selling in 2024 as a result of most industries are supersaturated with comparable merchandise, and it’s getting more durable to face out.

Whereas creating a personalised expertise will be time-consuming, there are actually a number of instruments that may help within the course of.

For instance, I used to be as soon as contacted by a marketer from Reachdesk (an organization that makes a speciality of private gifting), and the marketer despatched me a watercolor set as a result of my profile described my love of portray.

This consideration to element and personalization received my consideration and my curiosity of their product. Should you’re new to personalization and need to seek the advice of an knowledgeable, contemplate attempting Hubspot’s Technical Consulting.

Try this weblog to discover extra manufacturers that take personalization severely.

What does personalization appear like in 2024?

In 2024, personalization appears to be like like full names in e-mail topic strains, deserted buying cart emails/texts with low cost codes, product suggestions primarily based on search historical past, chatbots to customise net experiences, and extra.

To make sure your clients are getting the best-personalized expertise, contemplate sending out surveys that ask clients how simply they’ll navigate your web site and what options they’d wish to see added.

9. Concentrating on Generational Audiences

“74% of entrepreneurs need to attain Millenials, 67% need to attain Gen X, and solely 27% are desirous about Child Boomer audiences.” (HubSpot State of Advertising)

Generations that grew up utilizing the web are more and more the goal of entrepreneurs. Seen as “digital natives,” millennials and Gen X are sometimes key decision-makers with buying energy at organizations.

In my view, this development is probably going resulting from advertising and marketing largely happening on-line versus conventional promoting means, which had extra in-person conferences and bodily commercials.

How are you going to attain digital natives in 2024?

The easiest way to succeed in every era is to grasp what sort of promoting works for them. Millennials primarily have interaction with social media, apps, and types that care about social points.

Gen X prefers to find merchandise by search, TV advertisements, and particular social media platforms (Fb, YouTube, and Instagram). These developments make social media an necessary funding for corporations hoping to succeed in digital natives.

Solely 4% of boomers have bought a product by social media, whereas TV advertisements, web searches, and retail shops work higher for his or her era. Try this weblog on how every era outlets for extra concepts.

Understanding Advert Tendencies in 2024

Some facets of selling won’t ever change, corresponding to fixing buyer issues and “ensuring that the shopper is consultant of a giant market” so you possibly can “have a reasonably good formulation,” as Melanie Perkins advises.

As you resolve buyer issues and check out the most recent developments this subsequent yr, make sure to be constant in your efforts, monitor your outcomes, and keep open to new concepts.