3 Marketing Trends to Watch in 2024

The top marketing trends to watch in 2024 based on our marketing peers across all industries.
Check out our 2024 Agenda to see how many of these topics we are covering in our conference

Data compiled from 1400+ Global Marketers published by HubSpot – discover the trends, winning opportunities and challenges brands will face this year, with data from 1,400+ global B2B and B2C marketers.

According to this new report, the top 3 marketing trends are as follows:

  1. AI’s here to stay64% of marketers use it. Most of them say they’ve seen value from it and will keep investing in it.
    Still, only 39% of marketers who don’t use it plan to start in 2024.
    The biggest hangups? Job replacement fears, inaccuracy, ethics, learning curves, and poor quality work generated from it.
  2. Social media could become your top marketing channel.
    As marketers, we aim to create seamless customer journeys. And, now, consumers can discover, research, and buy products all in one TikTok session. How much more seamless can it get?Unsurprisingly, most marketers say social media is or will be their most-used channel. (Some even say it’s their highest ROI earner.)Meanwhile, social media was one of our favorite places in 2023:
    • 64% of Gen Z and 59% of Millennials discovered new products while surfing social media.
    • 59% of marketers saw social media-driven sales grow YoY.
    • 17% of consumers bought a product from a social media shop.


3. For influencers and video, starting small could yield big ROI.
While marketers increasingly invest in micro-influencers with niche, but engaged followings, they also say short-form videos are one of the top content types for driving traffic, engagement, and ROI.


Download the entire report by HubSpot



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