Beyond trends, storytelling, emotions and culture remain among the priorities of the marketing world in 2024.
When it comes to the world of marketing and advertising, there is only one constant element, and that is change. In a sector that values trends and innovation so much, staying at the forefront of technologies and audience conversation is essential, but we must not forget those foundations that mark the success of the sector year after year. That is why, with 2024 getting closer, the predictions and marketing trends that will need to be taken into account for next year are presented.
2023 was marked by uncertainty at a global level, in addition, artificial intelligence became the main protagonist with the popularization of tools such as OpenAI’s ChatGPT, as well as the launch of proposals from technological giants such as Google or Microsoft.
But, as Yusuf Chuku writes in AdAge, “the more things change, the more they stay the same.” That is why the professional describes, not the trends that will come to revolutionize the marketing sector, but those bets that will remain strong in 2024, bets that specialists must take into account given their assured success.
Storytelling: or why telling stories is a constant
Marketing and creative professionals know that telling stories is that element that makes advertising relevant in society. Humans are obsessed by stories, we allow ourselves to be captivated by them and we look for them in our daily lives. That is why storytelling remains so relevant today.
In this way, the commitment to storytelling, narration and stories that captivate remain the fundamental bets to maintain the attention of the audiences, especially in a panorama where the saturation of messages is part of the daily life of users in all the media.
Emotions continue to reign in marketing
Emotional marketing, that strategy that seeks to connect the consumer with the brand through a link or a message that penetrates the consumer’s subconscious, has been part of the industry since practically its creation.
These types of actions have a high impact, since they generate feelings, cause a more lasting effect and empathy in the viewer, which is why emotional marketing maintains its crown among the “trends of 2024.” Understanding emotions and taking advantage of them in favor of brands’ actions will continue to be essential when it comes to winning over consumers.
Culture intertwines with marketing
The cultural curiosity of audiences has intensified in recent years, cinema, literature, television and more have become entry channels to new horizons. In this sense, the intersection between brands and cultures in the current panorama is undeniable. According to a study by NBCUniversal and Magna, 67% of people believe brands should play a role in satisfying their cultural curiosity.
“While it is notoriously difficult to try to find ideas that are relevant around the world, it is in the key differentiators where we find universality, foster connection and create common ground,” says Yusuf Chuku. Who adds that people, despite our differences, “recognize their pain and joy through storytelling, which reminds us of the fact that we are more similar than different.”
Three marketing trends for 2024
To conclude his predictions for the marketing industry, Chuku summarizes three fundamental ideas that need to be taken into account for the coming year.
- Time spent becoming a better storyteller is not a waste of time.
- Brands should rely on the power of emotions.
- Cultural curiosity and micronarrative create appeal for users.
«These are skills (better yet, constants) that will never go away because they are based on the same things that make us human. And I’m willing to bet that’s a prediction I’ll be right.”
