As we jump into 2024, the AI landscape in the marketing field is going through some big changes, driven by innovative trends that are ready to reshape how businesses connect with their audiences. In this article, we’ll explore the top AI marketing trends for 2024, drawing insights from industry experts and thought leaders.

Further Refinement of Ad Targeting

AI is increasingly used for enhanced ad targeting, looking into large audience datasets to optimise messaging and precision. The evolution of this trend suggests a future with more accurate ads, setting a higher standard for what defines success. Marketers are advised to closely monitor ad performance, emphasising quality and ensuring messaging remains finely tuned. 

  • Actionable insight: Even if not currently using AI for targeting, marketers should stay alert as consumer ad-savviness may increase, needing refined messaging strategies. 

Improved AI Marketing Automation 

Marketing automation, powered by AI, continues to advance, allowing quicker changes, micro-campaigns, and personalised content delivery. This trend could mean that people expect things to happen faster, so marketers need to create campaigns that are more niche-specific. They should come up with content ideas that match the latest automation tools, using AI to make things easier and improve how well their campaigns work. 

  • Actionable insight: Embrace AI-powered automation to explore smaller campaigns and optimise resource allocation, staying ahead of evolving audience demands. 

More Capable Chatbots

Nowadays, chatbots can perform more tasks beyond generating leads. Thanks to the latest AI improvements, they can give detailed answers to complex customer queries. Companies are likely to start using even smarter chatbots that help visitors navigate websites and sales processes. Coming up with a good content plan for chatbots and keeping an eye on how users interact with them can improve the customer experience and boost conversions.

  • Actionable insight: Evaluate chatbot logs to identify gaps in information, creating content that fills these knowledge gaps and ensures users receive the assistance they look for.

More Use of Predictive Analytics

Predictive analytics, while not new, continues to evolve. It now gives marketers even more power to make accurate predictions and make recommendations to specific audiences. When powered by AI, predictive analytics can forecast sales, fine-tune campaigns, and improve product performance analysis. To make the most of it, marketers should focus on collecting detailed historical customer data. 

  • Actionable insight: Make sure to gather all the detailed customer data that is necessary for a successful predictive analytics implementation. 

Improved Research and Decision-Making

AI is becoming a valuable asset for small businesses, streamlining research processes and providing informed decision-making. As AI capabilities advance, smaller companies can go head-to-head with the big players. Marketers should familiarise themselves with AI tools like ChatGPT and Jasper to stay competitive and keep high quality standards in content creation.

  • Actionable insight: Spend some time learning and using AI tools in your research to make sure your business can thrive in a competitive environment.

Continued Adoption of Voice-Based Shopping

Voice-based interactions are becoming more common each time, changing consumer behaviour and marketing strategies. With the increase in voice-based shopping, marketers should tweak their content to fit the way people talk. This means including longer-tail keywords and optimising content for voice searches, to perform well in a market that is constantly changing. 

  • Actionable insight: Plan your content strategies around voice searches, expecting that more and more people will use voice interactions for shopping and finding information.

More Use of Multimodal AI

The use of multimodal AI, combining text and visuals, is catching on and letting people make more interesting and immersive content. Even though using multimodal AI can help produce more content, it is still important to keep it high-quality and unique. Marketers should try out generative AI for inspiration but always making sure there is a solid quality control process to keep the content up to a high standard.

  • Actionable insight: Try using multimodal AI when brainstorming content ideas, but make sure there is a thorough quality control process to keep the content quality and uniqueness.

The Impact of AI on Marketing Jobs

Even though concerns about AI taking over marketing jobs are still around, it is more likely that a team effort will be the way to go. Marketers should get into reskilling, focusing on boosting their creative and strategic skills to pair with the use of AI. Creating a culture of collaboration between humans and AI tools sets businesses up for long-term success in the ever-changing marketing landscape.

  • Actionable insight: Make learning new skills a priority to get marketing teams in sync with roles that involve AI, highlighting the special skills humans have. 

The upcoming AI scene in marketing brings exciting opportunities and challenges. For marketers to navigate the landscape for 2024 and beyond, it is crucial to stay in the loop, learning about the latest trends, and keeping their top quality standards. 

Visit our AI Hub to stay informed on everything AI-related!