Marketing 2024
Over the past year, Frost & Sullivan’s Brand and Demand Marketing Solutions engaged with
more than 100 global senior level marketing thought leaders to get their perspectives on pivotal trends and strategies poised to reshape 2024. Core focuses like AI adoption, optimizing events, and bolstering content are finding new avenues and opportunities in a post-shutdown world. By highlighting these five key strategies for success, our hope is to positively impact your 2024 marketing performance.
Let's Go!
1. ARTIFICIAL INTELLIGENCE
AI continues to gain momentum in marketing, especially when it comes to generative AI. The key is positioning generative AI as a collaborator, strategic ideator and creative force by which your team can achieve a high level of efficiency in a shorter period of time. With that said, all marketing thought leaders are in agreement with the premise: the human element has never been more important. Ensure that even with the use of AI, that is not lost.
Website chatbots, lead follow up, top of funnel AI engagements (conversation starters) and analytics. Allow AI to assist in parts of your business that could use greater efficiency without losing vital connection with your audience.
KATE EMERY
“For us, AI will be an essential part of our predictive analytics. The ability to predict where your future customer is coming from and who needs what will strongly impact our 2024.”
Benefits
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Firstname Lastname, Position
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Role Spotlight
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Firstname Lastname, Position
Address
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New York City, NY
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Phone
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Email
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sample2@email.com
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Internal Strategy
EXTERNAL Strategy
Image and text content generation, email marketing, design, personalization, and campaign strategy can now be impacted by AI. Get your team 25, 50 or even 70% of the way there by utilizing an AI tool that can help build your campaign efficiency. Just always remember to maintain the human element and message in an authentic voice that is uniquely your own.
VP, Marketing
TARUN DEVASIA
Chief Marketing Officer
“Specifically in creative domains, we leverage AI for content creation, video editing, transforming long-form content into engaging short-form snippets, and personalization in email marketing.”
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BROOKE MLSNA
VP, Marketing
“We use AI as a powerful tool
for efficiency and creating 'first drafts', but cautiously considering security implications when feeding AI platforms information.”
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2. BEYOND ARTIFICIAL INTELLIGENCE
While AI is the catchy buzzword of the moment, marketing is such a broad category that 2024 trends will extend far beyond those two letters.
And many marketing thought leaders were very excited to talk about areas they feel will be impactful this year and moving forward.
Gone are the days of one-to-too-many. This has been replaced with more strategic approaches and hyper-personalization when it comes to targeting prospects and keeping active customers. Where you can, ensure the messaging is more targeted and specific to a persona you’re either looking to bring aboard or keep.
ABM / ABX
It’s not enough these days to just “keep” an active customer. The goal is to continue to grow that account, so that it becomes more entrenched in your company ecosystem and you’re building a longer lasting, more robust relationship.
CUSTOMER GROWTH
The ability to utilize advanced analytics will allow organizations to create content, messaging and events that speak directly to specific audiences in almost a one-to-one fashion. This allows those who are looking to be spoken to in a very direct way.
HYPER-PERSONALIZATION
As technology proliferates, customers of all types will
seek out brands they feel are authentic and trustworthy. Thus, organizations will need to tailor their messaging and brand voice toward trust, transparency, and authenticity.
BRAND TRUST
3. Virtual v. In-Person Events
Many marketing thought leaders are seeing valuable engagement, educational and top of funnel opportunities with virtual events and formats. However, a majority agree that middle to bottom of funnel opportunities to build long-lasting relationships and close deals show far better ROI with in-person. Thus, the secret to success with events is now taking both and utilizing each to their strengths.
THE DEBATE IS OVER
Website chatbots, lead follow up, top of funnel AI engagements (conversation starters) and analytics. Allow AI to assist in parts of your business that could use greater efficiency without losing vital connection with your audience.
VIRTUAL EVENT BEST PRACTICES
Image and text content generation, email marketing, design, personalization, and campaign strategy can now be impacted by AI. Get your team 25, 50 or even 70% of the way there by utilizing an AI tool that can help build your campaign efficiency. Just always remember to maintain the human element and message in an authentic voice that is uniquely your own.
IN-PERSON EVENT BEST PRACTICES
KRISTIN RUSSEL
Chief Marketing Officer
“No longer simply showing up, but taking an omnichannel approach to events. With tradeshows we'll not only attend, we'll be running brand marketing, geofencing the event & hosting a webinar concurrently.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
HARSHA KOTIKELA
Dir, Product & Solutions Mktg
“We’ll likely go back to our mix of
events pre-COVID, but with an emphasis on smaller scale. Buyers
are still interested in virtual & in-person, but the value-add needs
to be there.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
4. INTEGRATED Campaign Tactics
Marketing campaigns are becoming more and more intricate and hyper-personalized. Because of these changes, tactics must also change to align. Thinking beyond just elements like AI, our marketing thought leaders stressed these tactics as focal points for them in 2024:
BEST PRACTICES
There's no more powerful voice than that of your customer, especially when they're speaking to specific use cases and the success they've seen. Put in specific programs that allow and encourage your customers to be your biggest advocates.
CUSTOMER SUCCESS STORIES
Not just for employees, but especially clients and prospects, building a safe space for everyone to feel welcomed and with an opportunity to either share, participate or gather information, this strategy can build fans for life.
COMMUNITY SPACES
Bringing B2C principles to the B2B world is a smart move and one way to do that is to build an influencer network of thought leaders within your industry. Provide to them a platform and give them an opportunity to speak on your behalf.
INDUSTRY INFLUENCERS
5. What's In & What's Out
The last three years of marketing have been a rollercoaster. Shutdowns, the virtual world expansion, re-openings and now a re-emergence of many pre-pandemic opportunities. So, what do we make of it all and what does the future of marketing performance hold? We know it's a lot to take in, so we wanted to outline what our marketing thought leaders said would be "in" or "out" for them in 2024.
MARKETING ANNUAL
In-person (more intimate) events, ABM / ABX, AI proliferation, website conversion, sustainability messaging, client growth / retention, intent level data, video marketing, B2B influencers
& hyper-personalization.
WHAT'S IN
Large trade shows, conference style virtual events, one-to-too-many targeting, content quantity (versus quality), unrefined social targeting & random acts of marketing.
WHAT'S OUT
The advent of AI-driven content made 2023 a pivotal year in marketing, forever changing how we view and create content. While AI remains integral, especially generative AI, marketers will be looking to craft narratives that genuinely resonate and adapt to evolving customer preferences. Lessons from discussions with B2B marketing executives stress the need for a strategic, forward-thinking approach.
looking forward
Additionally, the blending of real and virtual experiences seamlessly and emphasizing smaller, intimate events has become key. Anchoring campaigns on authenticity, enabling sales through insights, and differentiation in the marketplace are pivotal. Navigating this evolving landscape
requires a nuanced strategy, synchronizing tech advancements with a human touch.
For more marketing insights
5 Key Success Strategies
With so much content available
to the public today, the way you tell your story and the message you build for your organization
has never been more important.
Speak to what makes your company unique and how that message applies to what is happening in the world. Customers are looking for authentic brands with unique perspectives and voices to partner with.
STORYTELLING
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GAME CHANGER & CO-PILOT
MARKETING TRENDS
KATE EMERY
“For us, AI will be an essential part of our predictive analytics. The ability to predict where your future customer is coming from and who needs what will strongly impact our 2024.”
Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
