Econsultancy’s digital and marketing trends for 2024
We’ve published a list of digital and marketing trends every January at Econsultancy for well over a decade, and have been training marketers for the better part of 20 years. What is striking about trends reports this year is the hegemony of AI.
Whether we are all now more susceptible to hype is up for debate, but the discussion around AI feels more akin to that associated with a platform shift (e.g. 'year of mobile'), than it does to a shiny distraction such as the metaverse.
Though we have a trend dedicated to generative AI in this year’s roundup, its presence is also felt in sections on data, customer experience and creativity.
So, without further ado, here is our list of trends for 2024…
1. Data haves and have nots 1.1 Owned channels, owned audiences 1.2 Data aggregation (or, from silos to warehouses) 1.3 Data science (and literacy) acceleration2. Customers are more than a conversion 2.1 Supercharged CRM (and ‘continuous commerce’) 2.2 CX must rise up the priority list 2.3 A rebound for trust3. Creative experiences 3.1 Value-based innovation4. GenAI: Beyond the cool demo 4.1 Delivering business value 4.2 A threat to the content ecosystem?5. People as competitive advantage 5.1 Complexity demands sustainable capability |
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