If the last few years have taught us anything, expect the unexpected. There’s no crystal ball to see into the future, but we can tell from current trends what may emerge as trends in upcoming years. 

Here are 5 trends we expect in 2024:

1. Artificial Intelligence (AI) Integration: Love it or hate it, AI burst on the scene in a big way and will continue to play a significant role in marketing. Many marketers are using AI to aid in ad campaign targeting and automation, as well as helping with customer service as chatbots and virtual assistants.
2. Voice Search Optimization: Voice assistants like Alexa, Siri, and Google Assistant have been steadily gaining in popularity over the last few years, and marketers should be looking at optimizing their content and ads for voice search. Searches are evolving from simple keywords, to longer, more conversational searches. Understanding the customer path to purchase and optimizing for long-tail keywords to provide direct, voice-friendly answers should be top of mind for businesses in the upcoming year. 
3. Video Dominance: The popularity of TikTok, and their META equivalent in Reels have proven that video consumption will continue to grow as a preferred content format. Video is easily digestible, and offers a quick way to relay Marketers should consider what they will need to invest in video marketing strategies. Short-form videos, live streaming, and user-generated content will gain importance in capturing audience attention and creating engaging experiences with your brand.
4. Personalization and Customer Experience: With the increasing availability of customer data and advanced analytics, marketers will focus on providing personalized experiences tailored to individual customer preferences. Looking for ways to create customer-specific content, related product recommendations, and personalized messaging (like Happy Birthday offers) will be crucial for enhancing customer engagement and loyalty. 
5. Privacy and Data Protection: On the flipside of customer personalization, data privacy concerns have grown over the past decade due to the seeming ubiquity of data breaches and online hackers. Consumers want to feel secure when sharing their information, and Marketers will continue to face even stricter regulations and increased consumer demand for data security. Look for an increased priority around user consent, transparent data practices, and secure handling of customer data to build trust and maintain compliance.