As technology continues to advance and shape the world we live in, we’re seeing how AI is becoming more and more prevalent in the world of marketing. We marketers are progressively understanding the advantages of applying this (not so new) technology and it’s quite safe to say that we’ve already experimented with some AI-powered marketing tools.
So, today’s post will be different.
We’ve asked ChatGPT, the powerful language model trained by OpenAI, to forecast the marketing trends for 2024. We then analyzed these marketing predictions and debated whether they hold up in the real world. As a team of marketers who use AI every day, we’re excited to share our insights and expertise with you.
How much do you think our opinions may differ?
This is the prompt we used:
Prediction #1: Personalization at Scale
Personalization has been a marketing trend for a while, but in 2024, it will become even more important as consumers expect customized experiences at every touchpoint. Companies will need to use advanced technologies like AI and machine learning to collect and analyze data on consumer behavior, preferences, and purchase history to deliver personalized experiences. (Source: Forbes) Example: Amazon’s recommendation engine suggests products based on previous purchases and browsing behavior.
We’re seeing more and more companies try to tailor their messages and overall experience to their consumers, and it’s true that it will become even more important in 2024. As consumers become more tech-savvy and digitally connected, they will look for that “delight” factor, feeling heard and understood by the brands they consume. As a result, we’re experiencing a huge increase in the demand for Pathmonk Accelerate, our hyper-personalization tool powered by AI.
However, while personalization is undoubtedly a powerful tool, it’s important to be mindful of potential downsides. One risk of relying too heavily on personalization is that it can lead to a “filter bubble” effect, where consumers are only exposed to content and products that reinforce their existing beliefs and preferences. This can limit their exposure to new ideas and opportunities, and ultimately harm their overall experience. When using personalization tools, it’s important to analyze user intent to accurately forecast their next most likely actions in the customer journey, so we can avoid this problem.
So our final say? There’s no doubt that this marketing prediction is a high-priority item on our list.
Prediction #2: Augmented Reality
With the rise of AR technology, brands can provide customers with interactive experiences that enhance their product usage and increase engagement. In 2024, AR will be integrated into more aspects of marketing campaigns, from in-store displays to social media ads. (Source: Business Insider) Example: IKEA’s AR app allows customers to see how furniture would look in their home before purchasing.
Augmented Reality (AR) technology is an exciting trend that presents new opportunities for brands to engage with their customers and create memorable brand experiences.
It’s true that in 2024, we can expect to see AR integrated into more aspects of marketing campaigns. However, it’s important to note that AR technology is still relatively new and can be expensive to implement. Brands should carefully consider whether AR is the right fit for their marketing goals and audience before investing in it. Additionally, there may be technical barriers to overcome, such as the need for customers to download a separate AR app or have compatible devices.
Another consideration is the potential for AR experiences to be perceived as gimmicky or overwhelming. Brands need to ensure that their AR experiences add genuine value and enhance the overall customer experience, rather than simply being a flashy add-on. So, a hot trend to keep an eye on, for sure, but not for everybody.
It wouldn’t have made it to our human-curated list.
Prediction #3: Voice Search Optimization
As voice assistants become more prevalent, optimizing for voice search will become a crucial aspect of SEO. In 2024, brands will need to adjust their content to match the conversational nature of voice search queries and focus on long-tail keywords. (Source: Search Engine Journal) Example: “Hey Siri, where can I buy a new laptop?”
Yes! The trend of voice search is undoubtedly one of the most significant shifts in the way people search for information, regarding pretty much everything, so you should start spending time optimizing your content to reflect how people speak when they search for information.
It’s important to note though that optimizing for voice search isn’t a one-size-fits-all solution. Brands need to consider their target audience and the context in which they will be using voice search. For example, someone using voice search on their phone while walking may have different search queries than someone using a voice assistant in their home.
Another consideration is the need to ensure that voice search optimization doesn’t sacrifice the quality of the content. Brands should focus on creating high-quality, informative content that provides value to their audience, rather than solely focusing on the technical aspects of voice search optimization.
Again, another reason why companies should keep upskilled content creators in their teams, and not rely solely on AI.
Prediction #4: Social Commerce
Social media platforms will continue to evolve as major sales channels. In 2024, social commerce will become even more integrated with features like in-app purchases and shoppable posts, making it easier for consumers to purchase products directly from their social media feeds. (Source: eMarketer) Example: Instagram’s checkout feature that allows users to buy products without leaving the app.
The trend of social commerce is an exciting development for marketers, as it provides an opportunity to reach and engage with consumers in new ways. In 2024, brands will need to focus on creating a seamless social commerce experience for their customers. This means optimizing their social media profiles for sales, creating compelling content that encourages purchases, and leveraging the latest social commerce features to make the buying process as easy as possible.
However, it’s important to remember that social commerce is still a relatively new concept and there are challenges that brands will need to navigate. For example, some consumers may be hesitant to make purchases through social media due to concerns about data privacy and security.
Another consideration is the need to ensure that social commerce doesn’t disrupt the social media experience for users. While social commerce can provide a valuable revenue stream for brands, it’s important to balance this with maintaining a positive user experience on the platform.
Finally, it’s worth noting that not all social media platforms are created equal when it comes to social commerce. Some platforms, like Instagram and Facebook, have already established themselves as major players in the social commerce space, while others are still exploring how best to integrate sales into their platforms.
Will this be one of the hottest marketing predictions? Only time will tell.
Prediction #5: Sustainability and Ethical Marketing
Consumers are becoming more conscious of their impact on the environment, and they expect brands to take responsibility and act accordingly. In 2024, brands will need to incorporate sustainability and ethical practices into their marketing strategies to build trust with their customers. (Source: HubSpot) Example: Patagonia’s Worn Wear campaign that encourages customers to repair and reuse their clothing to reduce waste.
Consumers are becoming more aware of the impact that their purchasing decisions have on the environment and society, and they are demanding that brands take responsibility for their actions. In 2024, it will be crucial for brands to incorporate sustainability and ethical practices into their marketing strategies to build trust. This means going beyond superficial marketing tactics and taking real, meaningful action to reduce environmental impact and promote ethical practices throughout their supply chain.
For example, brands can focus on reducing their digital carbon footprint, using sustainable materials, and promoting fair labor practices. They can also invest in sustainable packaging and shipping methods, reduce waste in their operations, and support environmental and social causes.
Automatically Make Your Website Carbon Neutral
Pathmonk Climate automatically offsets your emissions through high-quality climate projects, while analyzing and calculating your website’s carbon footprint. Showcase your climate actions with your zero-emission website certificate.
However, it’s important to note that incorporating sustainability and ethical practices into marketing strategies requires more than just surface-level changes. Brands will need to commit to making real changes throughout their operations and supply chain to ensure that their sustainability and ethical practices are truly meaningful.
So, does this marketing prediction make it to our list? Absolutely.
Prediction #6: Interactive Content
Interactive content such as quizzes, polls, and virtual reality experiences will become increasingly popular in 2024 as it provides consumers with engaging and entertaining experiences. Brands will need to create content that is not only informative but also fun and interactive to capture their audience’s attention. (Source: Content Marketing Institute) Example: BuzzFeed’s “What kind of pizza are you?” quiz.
While interactive content such as quizzes, polls, and virtual reality experiences have gained popularity in recent years, it’s important to approach this trend with a degree of skepticism. Yes, these types of content can be engaging and entertaining, but it’s important to remember that they must also be relevant and informative in order to provide real value to the audience.
There is a risk that brands may focus too much on the “fun” aspect of interactive content at the expense of providing meaningful information or insights to their audience. This could result in content that is entertaining but ultimately shallow, failing to deliver any real value to the audience.
Furthermore, while interactive content can be effective at capturing the audience’s attention, it may not always be the most appropriate or effective format for certain types of content. It’s also important to note that not all audiences will respond well to interactive content. Some may find it too gimmicky or superficial, while others may simply prefer more traditional forms of content such as articles or videos. Brands will need to carefully consider their target audience and their preferences before investing heavily in interactive content.
Our verdict: we’d take this marketing prediction with a pinch of salt.
Hey ChatGPT, That Wasn’t Bad, But This is What We’re Missing
While the marketing trends identified by ChatGPT are certainly important to consider, we’d like to add others to the list.
Firstly, with the phasing out of third-party cookies, cookieless advertising and analytics will become crucial aspects of digital marketing in 2024. Brands will need to rely on alternative data sources and privacy-friendly methods of tracking user behavior to effectively target their audience and measure campaign success.
Secondly, there’s much more to AI than just personalization. For example, AI can be used to analyze and predict consumer behavior, allowing marketers to make more informed decisions about their campaigns. It can also be used to automate repetitive tasks, such as social media scheduling or email marketing, freeing up time for marketers to focus on more strategic initiatives. Additionally, AI can help with content creation and optimization, from generating headlines and ad copy to recommending the best time to publish content.
Lastly, customer privacy will become an increasingly important consideration for brands in 2024. With regulations such as GDPR and CCPA in place, you will need to prioritize data protection and transparency to build trust with your customers. As marketers, it’s our responsibility to ensure that we are collecting and using customer data ethically and responsibly.
While some of ChatGPT’s marketing predictions are spot-on, such as the continued rise of personalized marketing and the optimization for voice search, there are some areas where we as human marketers must exercise caution. It’s important that we don’t forget about the need for customer privacy and the ethical implications of our marketing strategies, and we must also keep an eye on emerging trends such as cookieless advertising and analytics.
Was this post fun to write? 100%. Would we rely solely on ChatGPT for our marketing duties? Hell no.