In the vastness of advertising, evolution is not just a buzzword; it’s a necessity. Advertising trends will project businesses forward in the most efficient way. As we navigate the twists and turns of the industry, prior years stand out as years of significant transformation. From the widespread adoption of AI to the increasing demand for personalized content and the exploration of augmented realities, the landscape has undergone a profound shift. Now, it is crucial to acknowledge how these trends continue to shape our strategies and approaches while also keeping our heads on a swivel to adopt new perspectives. To learn more about the advertising trends in 2024, continue reading below.
Advertising is an ever-changing beast — with those on ad and marketing teams working hard to stay ahead of trends.
In 2023, we saw the emergence of AI in all forms of content, the rise of personalization, augmented realities (including the metaverse), and the explosion of short-form video.
As a seasoned content marketer working in tech, I’ve noticed that advertising trends in 2024 seem to respond to the trends we saw in 2023.
For example, if my ad team was firmly against using artificial intelligence last year, I’d need to catch up with everyone who initially embraced it.
You might even be using AI without knowing it, with Google using AI in paid search to create relevant ads.
In 2024, advertisers will need to stay on top of trends, or their ad money won’t go as far. In this article, I’ll discuss upcoming advertising trends and how you can leverage these stats to increase engagement, value, and sales.
Digital Advertising Trends in 2024
While ad spending is predicted to spike in 2024, teams will likely be more responsible for how ads perform as companies tighten their budgets in anticipation of a recession.
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.
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.
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.
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Original article published on blog.hubspot.com
