Top 45+ Current Marketing Trends to Watch Out for in 2024

It’s that time of the year when marketers and analysts use their experiences and the current market situation to figure out key marketing trends for the future. 

This is important so that marketing teams can adjust their strategies and experiments moving forward, based on user behavioral changes, software updates, and dynamic marketing technology. 

So, to make it easier for the busy marketers out there, I made a list of 45+ marketing trends that you can work around moving forward. 

Thank me later. Let’s dive right in.

Chapters

Marketing Trends to Watch in 2024

The marketing world is on a fast-track evolution path and marketers on all fronts need to stay ahead of the curve just to keep up.

That being said, traditional marketing channels like email marketing still provide the highest return on investment for small businesses.

It’s complicated, I know.

1. Marketers plan on launching 9 campaigns per quarter on average this year and 2024.

marketing campaigns per quarter
42% of marketers say the number of campaigns per quarter increased between 2021 and 2022 and will continue to do so. (Source)

Let’s be real, marketers who don’t use automation tools today often lag behind the ones who use them daily.

The same is true for AI, especially in the marketing industry. (See Trend #2) 

We’ve all seen ChatGPT revolutionizing a lot of industries (the recent Sam Altman debacle aside).

While a lot of companies are using such tools as a replacement for their marketers, the truth is you need marketers who know how to be more efficient with AI and automation. 

Currently, the average marketer spends six hours per day on operational, administrative, or manual tasks.

That leaves them with one more hour of work minus the food break. 

That being said, the report found that 9 campaigns per quarter have become a possibility because a lot of marketers fully utilize AI and automation now.

2. Effective marketers are 46% more likely to use automation.

effectiveness of automation for marketers
Leveraging automation allows more time for creative work.

HubSpot’s State of Marketing report for 2023 found that effective marketers are 46% more likely to use automation while the rest reported having an ineffective strategy. 

According to Statista, 17.4% of marketers (each) worldwide agree that content marketing and marketing automation are two of the most effective digital marketing techniques. 

On top of that, Nucleus Research found that marketing automation has an ROI of 544% – $5.44 for every dollar spent.

3. 92% of marketers expect their budgets to increase or remain the same.

marketing budget statistics
HubSpot’s State of Marketing Report for 2023

The report found that 45% of marketers expect their budgets to remain the same this year and the next.

Meanwhile, 47% of marketers expect budgets to increase. On the other hand, 7% of marketers expect marketing budgets to decrease. 

With the exception of 2020 and 2021 due to the pandemic, marketing budgets tend to increase with the growth of any business due to revenue growth.

4. Marketers plan on prioritizing user-generated content in the coming years.

impact of video for consumers
66% of consumers prefer brands that use video and audio but only 20% of marketers have the resources to pull that off, so they leverage UGC. (Source)

Tint’s State of Social and User-Generated Content report for 2023 found that 93% of consumers trust content created by real people. 

A Statista report found that only 38% of users trust ads on search engines. Meanwhile, only 19% of users trust ads on social media. 

Blendtec, a blending machine company, increased impressions by 58% while doubling their followers on Instagram after they connected with influencers and brand advocates. 

The rise of UGC is why influencer marketing is doing so well, especially on Instagram and TikTok.

5. More people are using social media as a search engine.

social media as a search engine
75.8% of respondents admitted to using social media as a search engine.

69% of consumers also admitted to purchasing something they saw on social media.

As the previous trend suggests, UGC works on the majority and that’s why many people prefer turning to social media for recommendations of products, how-tos, and other information. 

This is why social media sites consistently update their search algorithms and hashtag functions, especially TikTok.

A recent study found that TikTok is the #1 search engine for 51% of Gen Z users. 

Since every search engine requires optimization for ranking, you can expect brands to start optimizing for specific social media sites.

Digital Marketing Trends

Some people like to categorize all online marketing tactics under digital marketing but I like to restrict it to paid ads (performance marketing) and lead generation.

A little perspective on paid ads – according to Google, they estimate that every $1 spent on Google Ads brings in $2 in revenue.

That’s an average of 200% ROI.

6. Marketers are now trying to reach specific audiences without using third-party cookies.

access to third-party cookies
77% of marketers are ready to lose access to third-party cookies while 16% aren’t.

The report found that 54% of marketers are looking into alternative solutions to target specific audiences.

Of those marketers, 29% plan on using social media for targeted ads while 28% want to collect first-party data from customers. 

Moreover, 27% of marketers are using Google Topics API. 19% are looking into universal identifiers while another 19% are exploring contextual advertising. 

This is an attempt to respect the privacy of users while also reaching specialized audiences.

7. The current digital marketing strategy maturity ratings show that only 5% are optimized.

current digital marketing maturity rate
Digital marketing strategy optimization is on par with brand strategy, digital media, and content marketing strategies.(Source)

Meanwhile, 12% are quantified, 21% are defined, and 38% are managed. 24% of businesses are still in the initial stages when it comes to a digital marketing strategy. 

That being said, small business trends show that they are now spending between 5-10% of their revenue on marketing, and a significant part is for digital marketing. 

Therefore, the study found that the future digital marketing maturity rating shows that 22% of businesses will have optimized digital marketing strategies.

future digital marketing maturity rate
The future shows more optimization with digital marketing strategies.

Overall, businesses are conscious about investing more in digital marketing to improve capabilities.

8. 28% of marketers expect Google Ads to provide the highest ROI while 26% believe the same for social media ads.

digital marketing channels by roi
Display advertising has the lowest confidence among marketers.

The study found that marketers believe SEO offers the highest ROI among all digital marketing channels. 

Talking about paid ads, 18% said they don’t use Google Ads at all while 16% said they don’t use social media ads. 

You can see a trend in the graph above where paid channels are showing a lower ROI compared to organic channels.

9. Going into 2024, only 11% of businesses are confident in their MarTech stack.

defined MarTech stack
Well-defined MarTech stacks help better manage lifecycle marketing activities.

41% of businesses believe there are significant gaps in their MarTech stack while 48% don’t have any structured approach for choosing MarTech. 

Statista estimates that the current MarTech industry has a worldwide valuation of $344.8 billion.

Furthermore, there are currently more than 11,000 MarTech solutions available. 

So, there may be saturation when it comes to choosing the right MarTech tool.

A Gartner survey found that marketers only utilize 42% of their MarTech stack’s capabilities.

And, this figure has decreased from 58% in 2020. Therefore, marketers are looking to reduce gaps in their MarTech stack based on their needs and industry.

10. Big data and analytics will allow for hyper-personalization in ads and consumer experiences.

roles of big data in digital marketing
Personalized experiences often allow for premium pricing. (Source)

Jennifer Gaier, the Director of Marketing at Elwyn believes that consumers today expect tailor-made experiences – with the use of big data and analytics, it’s now possible to make that happen at a larger scale. 

This is true for all touchpoints whether it’s physical stores, social media, or websites.

If I’m personally craving a pepperoni pizza and I receive an ad for it, I will order it. 

Now imagine this happening at a much larger scale with more niche recommendations based on past purchases, behavior, and history.

Then, imagine a brand creating a personalized experience based on this data. 

It’s been happening already, yes, but recent advances in AI and machine learning are going to further refine it.

Content Marketing Trends

Content marketing is an essential part of any digital marketing strategy today because search engine optimization relies on it.

That is why 90% of companies currently have a content marketing strategy in place.

11. More B2B marketers are using generative AI for content marketing.

b2b marketers use of generative ai for content
Yet, 28% still don’t use AI tools for content tasks (Source)

51% of marketers use generative AI to brainstorm new topics while 45% use it for researching and first drafts. 

Not a lot of marketers use AI for generating images, audio, or videos because there’s still a lot of room for improvement there.

However, AI tools like ChatGPT 4 work great for content marketers because they allow them to refine their ideas, writing, and approaches.

AI writing tool search volume
Up until February 2019, there were zero searches for that term. (Image Source)

If you look at the searches for ‘AI Writing Tool’ in the last five years, you’ll see little to no reference until 2022.

After that, there’s a sharp growth in searches.

12. The use of AI in content marketing still lacks guidelines.

generative ai tool guidelines
14th Annual Content Marketing Survey by CMI & MarketingProfs.

61% of marketers said that they don’t have any guidelines for generative AI tools.

8% were unsure while only 31% said that they either have some or established guidelines. 

CMI contacted Ann Handley, Chief Content Officer at MarketingProfs, to comment on this.

She expressed disappointment but was not surprised at the numbers because most people are only starting to use generative AI. 

Meanwhile, many well-known marketers such as Ross Simmonds, CEO of Foundation Marketing, still believe that the best way to come up with content ideas is to study and create for communities. 

13. Sales remain the most important metric for measuring your content marketing strategy’s success.

important metrics of a content marketing strategy
This gives a clear idea of management expectations from content marketers.

40% of marketers said that sales are the top metric to measure any content marketing strategy’s effectiveness.

It’s followed by web traffic at 32% and 30% for social engagement. An interesting thing is that 29% believe the same for conversion rates and 27% for lead generation.

This may be due to different expectations of organizations when it comes to leads and conversions.

14. The potential for recession is leading to marketing budget cuts, especially in content marketing.

marketing change due to a recession
20% of marketers changed their marketing plan due to the potential for recession.

While a potential recession leads to budget cuts on all fronts, content marketing departments may take the biggest hits. 

Cutting marketing budgets during recessions is risky – the short-term relief often leads to long-term detrimental effects due to lower brand awareness. 

The fact is, a recession is a great time to build brand awareness instead of focusing on lead gen, especially if you have the bandwidth.

That way, you get to capitalize on the recovery.

15. Across the funnel, content marketing remains relevant as ever.

effectiveness of content marketing
32% of content marketers optimize to convert users.

Purpose-driven content helps add value across the funnel. That’s why content marketers focus on all parts of it. 

Despite that, only 13% of marketers plan on optimizing for the decision-making stage. That’s because this stage is about relevant lead generation and engagement.

These are relatively harder metrics to show results for. 

The purchase stage allows marketers to show sales, exploration allows them to show organic visitors, and the loyalty stage allows them to show repeat sales and satisfaction.

B2B Marketing Trends

B2B marketing is often considered plateaued. However, it has started to gain popularity especially as marketers utilize LinkedIn to its full potential.

I mean, 40% of B2B marketers don’t just consider LinkedIn as the most effective channel for driving high-quality leads for nothing.

16. B2B digital ad spend growth is slowing down.

predicted average growth rate of B2B digital ad spend between 2024-2025
The predicted average growth rate of B2B digital ad spend between 2024-2025 is 10.6%. (Source)

Before the pandemic, the average growth rate for B2B digital ad spend was 23.8%.

After the pandemic, there was a sharp dip and there still isn’t any indication of recovery. 

Despite that, digital’s share of B2B ad dollars is increasing – it was 43.5% in 2022 and 44.5% in 2023. 

Other than that, social media is currently the top destination for B2B digital ad buyers.

Combined, LinkedIn and Meta are dominating this space, accounting for 37% of the total B2B digital ad spend in 2023.

17. B2B marketers will slightly increase MarTech spending.

U.S. spend on martech in 2024
The downward trend of MarTech spending is ending in 2023.

In 2022, the growth rate was at 15.9% and it decreased to 12% in 2023.

However, it’s bouncing back to 12.7% in 2024 and eventually 15.6% in 2025 ($31.29 billion). 

While the upward trend is slow for now, you can expect exponential increases by the end of 2024. 

B2B marketers will have to argue for more MarTech budgets to keep up with competitors.

18. B2B marketers continue to favor search engine marketing and social media.

sem and social media top marketing tactics
This includes SEO, content marketing, and email. (Source)

48% of B2B marketers use email marketing, 47% use content marketing, and 46% use SEO and other website optimization tactics. 

Meanwhile, only 39% of B2B marketers use influencer marketing. The report also found that we can expect a similar trend throughout 2024.

19. B2B marketers are going to leverage influencers and thought leaders.

b2b marketers leveraging influencers and thought leaders
Thought leaders and influencers allow brands to better resonate with audiences. (Source)

Influencer marketing shows significant promise in B2C marketing but it also shows potential in B2B marketing. 

Professionals look toward industry experts and thought leaders for opinions on their tech stack, services, and more.

Therefore, brands partnering with individuals with a professional following have a higher chance of resonating with audiences. 

A poll from InvespCro found that 94% of marketers believe that B2B businesses can take advantage of an influencer marketing strategy.

Despite that, only 24% of B2B businesses use influencers and thought leaders.

20. A mix of in-person and digital experiences is taking charge.

augmented reality for training
AR allows you to simultaneously create in-person and digital experiences.

An omnichannel approach ensures that you reach your audience regardless of their location or time zone.

It also helps reduce the risk of alienating prospects. The blend of experiences is possible through augmented reality (AR), virtual reality (VR), and live streaming.

According to Snap, 75% of the world population will be regular users of AR by 2025. 

This allows B2B marketers to craft mixed reality experiences for prospects.

Mobile Marketing Trends

Many marketers now prioritize mobile marketing because it’s now the primary point of contact in most cases.

Research shows that on average, a person spends 3 hours and 15 minutes each day on their phone.

21. 800 million devices will be on the 5G network by 2024, allowing marketers to utilize high-bandwidth strategies.

amount of devices on the 5G network by 2025
There will be 1.4 billion devices on the 5G network by 2025. (Source)

The 5G network has a lot to offer but the most significant part of it? The massive boost in connectivity and speed.

On average, 5G speeds are five times faster than 4G but the potential is that it can reach 200x speeds. 

That means users on the 5G network can instantly download very large files, access high-bandwidth content on-demand, and stream HD content anywhere. 

This allows marketers to test things like VR/AR marketing, generative ads, and more personalized advertising.

22. Mobile commerce is the standard for online shopping in 2024.

Optimizing for mobile
Optimizing for mobile has become essential today.

Smartphones are now the primary device to browse retail websites and for ordering online.

The ease of access and convenience of mobile commerce are the main reasons for this. 

In fact, 32% of US consumers prefer to pay for things via their smartphone at all times. 

That is why marketers need to optimize their checkout process and buyer journeys for mobile. Offering mobile-only promotions is also a good strategy.

But most importantly, they need to offer as many mobile payment options as possible. 

On the other hand, it’s much easier for marketers to use data from mobile users for targeted marketing, personalized ads, and for deploying progressive web apps.

23. Most users access apps and websites on mobile only.

digital audience use apps and websites on mobile only
Family and educational apps are still dominated by other devices. (Source)

Data shows that a large majority of applications are only used on smartphones.

That includes retail apps, food apps, rideshare apps, and even B2B apps. 

This means marketers need to be aware of how users in their industry are using their apps and websites.

Knowing that they can make an informed decision on their mobile marketing strategy.

24. Mobile advertising is growing at a steady rate.

online display advertising spend
Every year since the pandemic, mobile advertising peaks around Q4. (Source)

Online display ads are still the most popular with marketers but mobile advertising is gaining in popularity too. 

There was a sharp dip in overall ad spend during the pandemic. However, the recovery has been steady and each year, online advertising spending increases. 

Therefore, we can conclude that marketers will be investing more in mobile ads in 2024.

25. AI is helping boost the capabilities of mobile marketing.

market value of AI in marketing globally
The market value of AI in marketing globally. (Source)

The marketing and advertising industry currently has the highest adoption rate for generative AI in workplaces. 

Similarly, AI can help marketers predict user value on the spot, optimize bids, display appropriate creatives based on users, and more. 

Mobile marketing involves a lot of testing and personalized experiences – AI can reduce the redundancies in such strategies while also offering on-demand data.

Influencer Marketing Trends

I can argue that influencer marketing is among the most major shifts in marketing dynamics in recent years but someone will shout “AI.”

At any rate, influencer marketing is increasingly relevant, especially with the younger generation – the future buyers.

26. Gen Z tend to trust influencers most among all age groups.

Gen Z trust in influencers
11% of Gen Zers trust influencers for product recommendations. (Source)

The survey also found that 58% of Gen Zers and 56% of Millennials have made purchases following an influencer recommendation. 

The trust in influencers drops significantly when we move toward the Gen X and Boomer populations.

Regardless, Gen Z and Millennials make up a large part of small-time consumerism, making influencer marketing a major marketing tactic today.

27. Brand awareness remains the primary goal of most influencer marketing campaigns.

goals of influencer marketing campaigns
27% of marketers said that brand awareness is their top goal with influencer campaigns. (Source)

For 26% of marketers, increasing revenue is the primary goal for influencer marketing campaigns.

For another 26%, growing the brand’s social media following is the top priority. 

Other notable goals are improving brand reputation, increasing engagement, and advertising services or products. 

Furthermore, influencer marketing is also a great way to tap into markets with stronger barriers to entry or a lot of saturation.

28. The biggest benefits of micro-influencer marketing are that it’s less expensive and helps establish long-term partnerships.

benefits of working with small influencers
44% of marketers prefer micro-influencers because they cost less and provide long-term benefits.

Working with small influencers is often a great way to start your influencer marketing campaign.

It helps set your foot in the game, allows you to target hyper-niche audiences, and often brings out better results because small-time influencers have more loyal followings. 

At the same time, it costs less compared to working with big accounts. However, what I believe is the biggest benefit here is the long-term snowball benefit.

Working with small influencers now helps establish a good rapport. 

Therefore, when the same accounts grow a lot bigger, your maintained partnerships will be paying off.

29. Instagram will remain the leading platform for influencer marketing.

Instagram top influencer marketing platform
Instagram has been the leading platform for influencer marketing since it became mainstream. (Source)

After Instagram, Facebook still leads ahead of YouTube and TikTok. However, TikTok is gunning to become more relevant than YouTube. 

Meanwhile, Twitter and Snapchat have shown little to no growth over the years. 

This research does not take niche platforms into account, such as Twitch.

30. The majority of marketers will be increasing their influencer marketing budget.

marketers increasing influencer marketing budgets
67% of marketers intend on increasing their influencer marketing budget next year. (Source)

20% of marketers expect to keep their budgets the same while 12% are unsure. Only 7% of marketers plan on decreasing their influencer marketing budgets. 

That means 93% of marketers (and businesses) are in favor of influencer marketing and plan on using it in the future. 

More marketers are starting to understand what truly affects influencer marketing ROI.

HBR did a deep dive on this and found that originality had the biggest effect on ROI (15.5%).

number of followers of influencer on roi
The number of followers of an influencer has a 9.2% effect on ROI.

Meanwhile, influencer posts that link to the brand have the best effect on ROI (11.4%).

Email Marketing Trends

Email marketing is among the oldest digital marketing methods today and a favorite of a lot of B2B marketers.

Statista shows that the number of emails per day ranges around 347.3 billion as of 2023.

That’s some potential.

31. The SaaS industry remains the highest user of email marketing.

b2b companies using email marketing
66% of businesses using email marketing are B2B. (Source)

40% of email marketers are from the SaaS industry, followed by 22% in the e-commerce industry. 

B2C email marketing only accounts for 34% of all email marketing. This tracks with the historical success of email marketing in B2B situations. 

Other notable industries using email marketing are the healthcare, ed-tech, BFSI, and marketing industries.

32. Retention remains the number one objective for email marketing.

email marketers consider retention
Around 78% of email marketers consider retention as their key objective.

Other key objectives include brand awareness and promotions, followed by customer acquisition, newsletters, and technical communication. 

Most marketers believe that email is among the best channels for customer retention and remarketing, especially in B2B settings. 

Moving into 2024, email marketing remains as relevant as ever, so we can expect the same priorities from email marketers.

33. Email marketers are still working out interactive emails.

percentage of email marketers who use interactive emails
31.3% of email marketers sent at least one interactive email.

Interactive emails aren’t a new thing but they’re only gaining traction now. As people get faster smartphones and networks, interactive emails are becoming a seamless experience. 

This allows email marketers to create unique experiences while easily reaching their audience. 

Interactive emails can also be a treasure trove of information if marketers study user behavior, click patterns, and more.

34. Direct feedback on emails will drive future email marketing strategies.

email sentiment polls
‘Sentiment polls’ allow users to share how they feel about an email.

Email success metrics are either open rate, CTR, or bounce rate. Email marketers use these metrics to determine whether users liked their emails, instead of direct feedback. 

However, email tools now allow marketers to receive simple direct feedback to better gauge a user’s feelings about an email. 

I believe this is only a start, a good one at that. This email feedback system will provide much more relevant data to marketers so they can adjust their marketing strategies.

35. Email personalization remains the most effective email tactic, with the addition of hyper-personalization.

most effective email tactics
36% of email marketers believe personalization to be the most effective email tactic. (Source)

Personalization of emails isn’t new but 2024 shows promise for hyper-personalization.

With the help of big data, generative AI, and data collection tools, marketers can add super-specific details about individuals to better resonate with them. 

This was also possible before but with a lot of effort and research. That means each email took a lot of time which is why it was reserved for high-level B2B clients. 

However, today, it’s possible to do this at a mass scale.

Social Media Marketing Trends

Social media marketing involves all marketing efforts through social media platforms like Meta, Instagram, TikTok, and even WhatsApp.

Currently, the social media platform market size is worth $392 billion.

36. A growing number of people are getting news on TikTok, as opposed to other social media sites.

adults who get news from tiktok
Adults between the ages of 18-29 rely the most on TikTok for news. (Image Source)

While most people prefer not to get news from social sites like Snapchat, Meta (Facebook), and X (Twitter), TikTok is beginning to become a source of news. 

The study found that in the last three years, adults in the US who say they get news from TikTok has grown more than 400%.

It was 3% in 2020 and 14% in 2023 and it remains an upward trend. This is more true for GenZ and Millennials. 

This reliance on TikTok as a source of information and news opens up new avenues for marketing, similar to how TV news channels use traditional TV ads.

share of tiktok users who get news
TikTok has experienced the highest trust among social sites for news.

Other well-known social sites that have noticed a growth in users looking for news are Reddit, YouTube, LinkedIn, Twitch, and Instagram.

37. A lot of businesses today are using AI for social media to reduce their staff’s workload.

Hootsuite Social Trends
Hootsuite Social Trends 2024. (Source)

Many social media teams only have a single person running the strategy. Therefore, using AI to reduce workload is a reasonable choice. 

This gives social media marketers more time to showcase their creativity and think of fresh ideas. 

Fresh ideas and creativity are essential for a successful social media marketing strategy.

38. Businesses are wary of being on several social media platforms and how it affects ROI.

roi for using multiple social media platforms
52% of organizations are concerned about the ROI of the time and budget investment for being on multiple social platforms.

I agree that not every business needs to have a presence on every social media platform.

There are industry standards – having an account on Meta and Instagram. Then, there are industry-specific platforms like X (Twitter), YouTube, and TikTok. 

Plus, designing a social media strategy that spans several platforms is exhausting and takes a ton of resources. 

That is why it’s best to find out what your audience prefers most and invest in those platforms only.

That being said, having a passive presence on all well-known platforms is always a good idea.

39. LinkedIn, Instagram, and WhatsApp have the highest confidence in social media marketing.

roi using linkedin
Only 30% of brands are not happy with the ROI from LinkedIn.

For a large part of the last decade, Meta (Facebook) has been a baseline for social media marketing.

However, moving into 2024, LinkedIn, Instagram, and WhatsApp now have the highest confidence for positive ROI. 

My understanding is that LinkedIn is a gold mine for B2B marketing and conversions are often rewarding.

Instagram is a great platform for influencer marketing and, thus, a great way to reach wider yet targeted audiences.

WhatsApp allows for community building and long-term relationships.

40. Emotion-based marketing on social media is gaining traction.

emotion expressed in social media conversations
Joy is the most common emotion expressed in social media conversations. (Source)

After joy, anger is the second most common emotion in social media conversations. 

Industries need to take these emotions into account if they want to drive better social results.

It helps to monitor emotion-specific discussions online to discover customer pain points and turn them into opportunities. 

Other than that, these discussions allow marketers to gather feedback for product development.

And, it allows marketers to amplify positive feedback; celebrating positive interactions among the community.

Video Marketing Trends

Videos have become a key element in most marketing strategies – from YT videos to Instagram reels to TikToks, video content offers the most engagement among all mediums.

41. 9 out of 10 companies now use video in their marketing strategies.

video usage over time
91% of companies now utilize video marketing. (Source)

The introduction of TikTok and Instagram Reels has made it easier for companies to get into video marketing.

It’s not as expensive as it was before. Yet 30% of companies cite a lack of time for not using video marketing today.

reasons for not using video marketing
18% of marketers not using video claim they don’t know where to start.

That being said, with AI video-making tools today, it’s becoming much less expensive, quicker, and more convenient to create video content. 

As AI advances further, we can expect video marketing to be the primary source of content coming out of companies.

42. Companies will continue investing in video marketing due to net positive ROI results.

roi of video marketing
Only 4% of marketers claim their video marketing ROI is declining. (Source)

45% of video marketers see their ROI getting better with video marketing.

21% claim it’s staying the same while 30% are unsure. However, I believe that the 30% that are unsure are on the positive side, not negative.

Because the latter is much more noticeable. At any rate, video ROI remains strong so companies will continue investing in video marketing, with some increasing their investments.

43. Silent scrolling has become a massive opportunity for video marketers.

average screen time by country
The average American has 6 hours and 59 minutes of screen time per day. (Source)

Silent scrolling or doom-scrolling is when a person continues scrolling through Reels or TikToks, especially on mute. 

With a lot of people playing these videos on mute, brands have adapted to add subtitles or create more visually-telling videos. 

Companies need to stay on top of such user behavior and adapt their videos.

44. AI videos are becoming indistinguishable.

text-to-video prompts to create instant videos
Similar to this, text-to-video prompts allow marketers to create instant videos. (Source)

While AI videos still have a long way to go, you can expect them to start becoming indistinguishable soon. 

I’m talking about AI videos made from scratch. Because tools to ‘fix’ existing videos are already present.

For example, NVIDIA Broadcast 1.4 added an eye contact feature that makes sure your eyes are always looking at the camera, despite you looking elsewhere in real life.

This is done in real-time. However, companies like Veed are pioneering AI video-making.

Veed launched a VideoGPT tool that lets users create videos from scratch using AI. 

It’s only a matter of time before such tools are refined so that people can create entire videos or even movies using AI.

45. Marketing teams still have the highest production volume among all departments.

video production volume by role
38% of marketing teams create more than 51 videos per year. (Source)

Marketing departments pump out the most videos in an organization. However, sales and customer experience departments are catching up. 

For example, customer service trends show that customer experience teams focus on creating how-to videos.

However, companies tend to allocate the majority of their video budget to marketing teams.

Expert Insights on Marketing Trends

For the most part, most marketing experts are excited about AI. Kipp Bodnar, Chief Marketing Officer at HubSpot, says that companies that embrace AI will soon become the most successful ones in their industries.

Furthermore, the introduction of new social platforms is always an interesting topic.

Maya Wesby

“Threads was a natural way to reach a community we already had.” Threads, Meta’s answer to X (Twitter) became relevant pretty fast with over 100 million users in its first week.

Maya Wesby, Social Media Manager at Harvard Graduate School of Education

On the other hand, Brian Dean of Exploding Topics considers branded newsletters to be his numero uno marketing strategy in 2024.

Branded newsletters are an excellent source of information and they allow marketers to keep users engaged and informed. 

Also, while a lot of marketers are using AI to complete all of their tasks, even writing, experts like Ann Handley disagree.

She says she doesn’t use AI to write because writing is a thinking process and not a ‘doing’ process. 

That being said, she still doesn’t disapprove of AI tools – instead, she uses them to enhance her own writing experience. 

While every expert has a unique way of doing things, each of them offers some valuable insight into their specialty. 

I recommend following well-known voices in your marketing specialty on LinkedIn.

These LinkedIn creators share excellent information, experiences, and tips that allow you to make your own observations for future marketing trends.

Conclusion

There’s one common theme among all the trends I went through – AI is affecting almost every kind of marketing tactic.

And, it’s a positive impact that is allowing marketers to be more efficient and creative. 

Another critical trend I’ve noticed is how video is taking over as the primary source of content.

We’re at a point where consistent video production is necessary, but video budgets are still limited.

That is why AI video-making tools are becoming more popular. Last but not least, LinkedIn has become a gold mine of leads and B2B marketing.

With influencers and creators on the platform, it has set a new precedent for effective B2B marketing. 

All in all, companies need to keep adjusting their marketing strategies keeping the latest AI advancements and user behaviors in mind.

Mughees is an agile and detail-oriented content marketer and strategist with 3+ years of experience in strategy and management, and 9+ years of experience writing content that converts.