4 Marketing Predictions for 2024

Every year there are a few trends that can help businesses define how and where to market. While some of these trends are bound to overlap year over year, there are others that are brand-new altogether. Staying on top of shifts in the marketing landscape and consumer preferences can set you up for long-term success, widen your reach and deepen your relationship with your target audience. Wondering where to focus your marketing efforts in 2024? Here are our predictions for the top marketing trends in 2024.

The very real staying power of artificial intelligence

Artificial intelligence (AI) dominated 2023, and it shows no signs of slowing. For a lot of businesses, this technology is becoming an integral part of their operations and customer relationship management. According to McKinsey, 55% of business executives anticipate AI to have a significant impact on marketing optimization. With the ability to do everything, such as chat with customers and generate content, AI is making marketing easier and more efficient for businesses.

Investing in AI tools like chatbots and marketing automation software can up your marketing game and help you save time for other tasks. Square has an integrated ecosystem of tools that can help you get started. With partners such as LiveChat in the Square App Marketplace, businesses can incorporate conversational commerce into their website to elevate the customer experience and ease the workload on their staff. Other tools, like Square Marketing, can help you generate copy for your marketing campaigns to ensure you’re crafting the right message for customers.

The importance of sustainability and ethics

The rise in the importance of sustainability and ethics in business will likely continue in 2024. It’s no secret that customers want to shop with businesses that reflect their values. Kantar found that 80% of global consumers say that they “make an effort” to buy from companies that support causes important to them. Marketing your business values in 2024 can help you attract the right customers and deepen your relationship with existing customers.

If your business is working to reduce its carbon footprint or ease the impact of climate change with certain actions, emphasize that in your marketing. If your business proudly supports certain social causes, make space for that on your marketing channels. Be mindful that if you’re marketing certain values, your actions should match them. Consumers are more aware of “performative” acts of support for certain causes and are quick to call businesses out. Be genuine with your marketing efforts, and be prepared to back them up.

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Customers will continue to search for businesses in new ways. From social media platforms like TikTok to traditional platforms like Google, customers have a variety of search options at their fingertips, and it’s important that your business is in a position to benefit, regardless of where the query originates. Google recently published data that shows there are 12 billion searches each month through Google Lens, which supports search via image. Furthermore, Statista predicts there will be over eight billion searches by voice assistants in 2024. Keeping your Google Business Profile up to date with accurate information, keeping your Google Merchant Centre full of high-quality images and refreshing your website SEO can help your business reach searching customers who use voice or image options.

When it comes to social media, hashtags and influencer marketing are your friends. Google research shows that almost 40% of young people use TikTok or Instagram to search for new restaurants. Leaning into influencers in your area, captioning your short-form content with hashtags like #vancouverbrunch, and geotagging your profiles can help place your business in front of the right audiences.

The shorter (the video), the better

According to CNN, the average person can only pay attention to one screen for an average of 47 seconds. With this in mind, capturing and keeping your audience engaged may require you to do more with less. This encapsulates everything, from shorter captions to shorter marketing videos. Strategically using short-form video platforms from YouTube to TikTok will be crucial in 2024. Determine which platform(s) your customers use most and implement a video marketing strategy to help you connect with and grow your online audience.

Short-form video can also help you build trust with customers and stand out against competitors. In a time where most things are digital first, short videos can show your customers why they should shop with you, how you’re different from other brands and emphasize the value they get from choosing you. Evaluate your messaging and the goals of your marketing for 2024 and look for ways these can be brought to life through video.