The Hottest Marketing Trends To Watch In 2024


January 8, 2024

Claire Moorhead


If there’s one thing we’ve learned in the ever-evolving realm of marketing, it’s that change is the only constant. And let’s be real, keeping up with the latest trends and then trying to implement them can feel like you’re chasing your tail.

But fear not, my friends! I’ve got you covered. As we step into this brand-spanking new year, I’m here to spill the tea on the hottest marketing trends that are set to dominate our online world.

So, grab your favorite mug of coffee (or tea, no judgment here), find your comfiest spot and join me as we unpack the seven hot marketing trends that will dominate the scene and revolutionise the way we connect, engage, and captivate our audiences in 2024. 

1. AI (Artificial Intelligence):

Chat GBT

This isn’t just sci-fi stuff anymore—it’s the real deal in marketing.

AI’s predictive analytics are driving insane results. In 2022, Statista reported that 75% of enterprises were expected to deploy AI in some form. In 2024, this is only going to get bigger with more businesses expected to use AI to power hyper-personalisation, customer segmentation and, my personal favourite, content creation. 

Just an FYI, before you panic about AI taking our jobs – AI can’t do human the way you do human, but it can inform, inspire and increase speed for your digital marketing efforts. This is a case of how you can work smarter, not harder in 2024.

I have started to use AI to help with client content creation, but let me be clear; it is not foolproof. You need to give a VERY detailed brief and make sure you fact-check everything and add your personalisation and brand tone of voice.

2. Content Marketing:

Ah, the king of all things marketing! People still crave authenticity and value-packed content.

Content marketing is still THE BEST way to position yourself as an expert and to sell to your audience authentically.

Most of us marketers believe content marketing is a key strategy, however, in 2024 it’s evolving beyond just blog posts to interactive content like AR/VR experiences and immersive storytelling.

For those of us who aren’t set up for VR yet (!), my recommendation is to just focus on creating more video content where possible.

3. Micro-Influencers: 

Move over Kylie Jenner…Micro (10-50k) and nano (1-10k) influencers are now stealing the spotlight!

These influencers may have smaller followings, but brands are becoming much more interested in their higher engagement rates (around 60% higher engagement!) and deeper connections with their audience.

Does anyone remember the girl with 2.6 million followers who couldn’t sell 38 t-shirts?! Apparently, this case isn’t rare and a big following doesn’t necessarily mean a big influence. 

Brands are now looking to leverage relationships for authentic and targeted marketing campaigns that resonate better with niche audiences.

4. Email Marketing:

Flodesk email marketing

Yup, it’s not going anywhere! Don’t overlook the power of the inbox!

Reports show that email marketing has an impressive ROI of $38 for every $1 spent. But it’s smarter now.

With the rise of AI, email marketing is becoming hyper-personalised. According to a study that has been tracking email usage since 1993, over 4.48 billion people will use email by 2024. This becomes an even more powerful tool when paired with smart segmentation and personalisation.

I always recommend to clients to implement email as part of their marketing strategy, this is the best way to warm up leads and to get customers interacting and buying from you.

Looking to get started with email marketing? You cannot go wrong with Flodesk. Try for free here.

5. Purpose-Driven Marketing:

Today’s consumers care about more than just the product. They want a brand with a soul!

Purpose-driven marketing that aligns with social and environmental causes isn’t just a trend; it’s becoming an expectation. Studies indicate that 64% of consumers make purchase decisions based on a brand’s values.

And Nielsen found that 66% of consumers will spend more on a product if it comes from a sustainable brand. In 2024, brands without a purpose-driven narrative might find themselves left in the dust.

If you are a fellow service provider, I urge you to take a look at your company mission and values and make sure these align with the needs of your ideal clients & customers.

6. Personalisation:

It is all about personalisation, and alas it’s not just about slapping a name on an email. (Although this is a blooming good place to start if you’re not doing this already!!)

Surveys show that 80% of consumers are more likely to buy from a brand that offers personalised experiences. People want to feel like they’re being listened to. That their problems can be solved and that they are more than just a number or a sale.

In the B2C world, advanced AI tools are enabling real-time customisation of experiences across platforms, making customers feel seen and understood. 

However, if you are a fellow service provider, then think about how you can truly personalise the customer experience. Can you segment your emails? Are your proposals bespoke enough? Can you create personalised landing pages?

7. Voice Search Optimisation:

Alexa, Siri, “OK, Google” — our smart speaker friends/assistants are here to stay.

With more than 50% of searches expected to be voice-based by 2024, according to Comscore, optimising for voice is no longer an option. It’s a necessity! 

Researching (and targeting) keywords specifically for voice search can help improve the chances of your content being served to users using their voice assistants for answers. As a starting point, I would focus on:

Question keywords: These are keywords that begin with question words like “how,” “what,” “why,” “when,” and “where.” An example of a question keyword is “how to do a tax return.”

Conversational keywords: These are keywords that mimic natural conversation and reflect how people speak when using voice search. An example of a conversational keyword is “How do I do a tax return?” Keep the language on your site as simple and conversational as possible.

This, to be honest, is how I would advise you to write all of your content across all of your channels.

So, there you have it. Get ready to embrace these trends and up your marketing game in 2024.

Embrace the AI, create killer content, team up with micro-influencers, craft purposeful campaigns, personalise like a pro, and optimise for voice search—because that’s where the magic happens! 🚀✨

In this comprehensive e-book, I've distilled years of valuable experience into easy-to-follow, practical steps, empowering you to start mastering the art of online marketing.

Get ready to start attracting your ideal clients and set your business up for long-term success. 

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