Digital and AI strategies set trends in marketing and advertising for 2024

Marketing June 11, 2024

The advancement of artificial intelligence (AI) applications and digital strategies are key in marketing and advertising in 2024. More than 80% of companies are expected to adopt generative AI programs and models by 2026, according to Gartner. In addition, the elimination of third-party cookies by Google will encourage contextual advertising, while digital marketing and 360 marketing will gain prominence, as well as indicators such as attention for future decisions. SEM and SEO will continue to be crucial.

 

Impact of Artificial Intelligence

AI tools are revolutionizing the sector, from content creation to digital campaign optimization. AI allows the generation of ad variations and the prediction of user behavior, democratizing creativity and allowing small brands to compete with large companies.

 

Challenges and Changes for 2024

The sector faces challenges such as possible staff reduction due to automation. Furthermore, it is crucial to keep the customer at the center, identifying their motivations and adapting marketing to their needs. Google's demise of third-party cookies will require new strategies, such as collecting first-party data and using AI to analyze customer behavior.

 

Attention: New Indicator

By 2024, attention will replace visibility as a measure of success in advertising campaigns. This indicator considers factors such as viewing time and ad size, using this data to improve media buying and the impact of the brand message.

 

Relevant Trends

  • SEO and SEM: Crucial to improve visibility and attract relevant traffic.
  • Retail Media: Expected to generate €14.32 billion in Europe in 2024.
  • Connected Television (CTV): With growing use in Spain, it allows ads to be segmented according to the user's interests.
  • Social Networks: They continue to be essential to interact with the audience and adapt the message to different channels.


Competencies and Professional Profiles

Marketers must develop skills in data analytics, social media management, familiarity with emerging technologies, digital content creation, and understanding consumer behavior. Training can include university degrees, master's degrees and Vocational Training programs focused on marketing, advertising and data analysis.