Marketing is a constantly evolving field, and Erica Santiago’s analysis of the top 2023-2024 Marketing changes is an insightful exploration of where the industry is headed. As someone deeply invested in understanding marketing trends, I found Santiago’s evaluation particularly valuable for its data backed approach and actionable insights.
One of the standout points in Santiago’s article is the continued dominance of short-form video content, which remains a powerhouse in reaching audiences. As Santiago notes, platforms like TikTok, Instagram Reels, and YouTube Shorts cater to “the fast-paced attention spans of online audiences,” making them indispensable tools for marketers. This aligns with the fact that 53% of marketers are leveraging short form video, with only 8% planning to decrease their investment. The versatility of video content, as Neil Patel highlights, lies in its ability to be repurposed into other formats, which not only amplifies its reach but also enhances efficiency.
Another compelling trend Santiago discusses is the importance of aligning content with brand values. With 82% of shoppers wanting brands’ values to resonate with their own, this trend underscores the growing consumer demand for authenticity. As Santiago mentions, “75% of shoppers say they’ve cut ties with a brand over a conflict in values.” For marketers, this is a reminder that storytelling and value based marketing are no longer optional they are essential for building lasting relationships with customers.
The rise of AI in marketing is another game changer. Santiago highlights its broad applications, from content creation to process streamlining, and points out that “88% of marketers plan on investing the same amount or more into leveraging AI this year.” I found her example of Amazon using AI to summarize consumer reviews particularly interesting, as it showcases how AI can enhance customer experiences while improving efficiency.
Marketers are focusing on several key trends to drive brand engagement and growth. According to the article, “case studies will continue to drive leads and brand credibility,” with 87% of marketers planning to “maintain or increase their investment” in this strategy. Case studies help build trust by offering prospects “an incredibly deep and exclusive look into how people or brands benefit from a product, service, or strategy.” Visual content, particularly “infographics,” remains a crucial tool for marketers. These graphics combine “the shareability and visual appeal of a nice photo” with “helpful data and informative information,” making them “incredibly engaging” for web visitors and social media audiences. As a result, 88% of marketers plan to “increase or maintain their investment in infographics.”
Social media continues to evolve as a primary sales channel. The article notes that platforms like Instagram and TikTok are making social media shopping the “new norm,” with “71% of Gen Z ers prefer discovering new products on social media.” TikTok is set to see even more investment, with 56% of marketers increasing their budget for the platform in 2024, as it “yields the highest ROI compared to other social media channels.”
In SEO, the article emphasizes the importance of “image and video optimization,” with 53% of marketers leveraging it as part of their strategy. Additionally, “link-building” is crucial for improving brand authority, with 63% of marketers finding it to be their “most effective SEO tactic.”
Erica Santiago’s 2024 marketing trends article provides a thorough and insightful look into the evolving marketing landscape. While she highlights key trends like the dominance of short form video content, AI integration, and the importance of brand authenticity, one of the most critical aspects of her analysis is the focus on data privacy and customer control. As consumer concerns over privacy continue to rise, Santiago notes that brands will need to give customers more control over their data. With 87% of marketers planning to maintain or increase their investment in this area, it’s clear that data transparency and consumer trust will be essential for long term marketing success. This forward thinking approach makes her article particularly relevant for marketers preparing to navigate the future of consumer privacy.
Referenced Article: https://blog.hubspot.com/marketing/marketing-trends