Hey there, marketers! As we wrap up 2024, it’s time to reflect on the marketing trends that shaped our industry this past year. We’re also going to take out our crystal ball and look at what could be lying ahead for us in 2025…
Key Marketing Trends from 2024
AI Went Mainstream
2024 saw AI tools become a staple in any marketer’s toolkit. From content creation to data analysis, AI helped us work smarter and faster. For example, OpenAI’s GPT-4 became a go-to tool for many marketers, helping create personalised content. Jasper AI, another popular platform, reported a 300% increase in user adoption among marketing teams in 2024.
What’s more, search engines like Google and Microsoft Bing started incorporating generative AI elements into their platforms.
“From content creation to data analysis, AI helped us work smarter and faster.”
Photo by Solen Feyissa on Unsplash
Video Shorts Dominate
Short-form videos continued their dominance on social media. Brands got creative with 15-second stories that packed a punch on Instagram. TikTok’s popularity continued to soar, with over 1.04 billion active users by the end of 2024. Instagram Reels also saw a significant uptick, with brands like Nike and Starbucks leveraging the format to great success.
Starbucks, for instance, used Reels to highlight their seasonal drinks and behind-the-scenes content. They created visually appealing videos showcasing the creation of their popular beverages, often set to trending music. Their “Secret Menu” Reels, which revealed how to order custom drinks not on the regular menu, went viral and significantly increased engagement on their Instagram profile.
Voice Search Optimisation
Although more people are using voice assistants such as Alexa, Siri, and Google Assistant, voice search has not completely changed the way people search online. It had been expected that voice search would become the dominant searching mode, however this has not happened. However, voice search optimisation is still a necessary component to SEO strategies.
Some brands have nevertheless optimised their websites for voice search. For example, Domino’s Pizza developed a voice-activated ordering system that works on multiple devices, including Google Home and Amazon Echo. They optimised their site for common voice queries, like “order a pizza” or “track my pizza order”, making it easy for customers to order pizza without even opening the app.
Photo by charlesdeluvio on Unsplash
What to Expect in 2025
In-Ap Purchases Will Transform E-commerce
In-app shopping experiences on social media platforms, such as Instagram or TikTok, could revolutionise how we shop.
For example, a consumer could be scrolling through their Instagram feed, see an item they like, and complete purchase there and then, without having to leave the app. This seamless and fluid shopping experience will remove the need to switch between apps or websites, reducing any barriers to purchase and increasing conversion rates. As social media platforms continue to integrate these more advanced eCommerce features, users will enjoy a more intuitive and engaging shopping experience.
Hyper-Personalisation
AI will allow for even more tailored marketing messages, creating highly personalised customer journeys. Personalisation will move beyond mere name insertion and generic product recommendations. The future of personalisation will go even deeper into individual consumer preferences, behaviours, and emotions.
Advanced AI and machine learning algorithms will allow brands to create hyper-personalised interactions with customers, creating a genuine connection and understanding. For example, a customer may receive an email acknowledging their recent purchase and recommending another product based on their unique lifestyle and preferences.
Netflix’s recommendation algorithm is a prime example of this trend, and we expect to see similar approaches in other industries.
Micro-Influencer Partnerships
Brands will focus on collaborations with niche influencers for more authentic and targeted reach. Studies show that micro-influencers often have higher engagement rates than celebrity influencers.
AI Generative Search
The way we search online is becoming a more conversational, AI-driven experience. Users are increasingly asking complex questions to search engines, just like they would ask a human being, rather than just typing keyword phrases. This shift has big implications for a marketer’s content strategy, as traditional educational content may become less effective with Google’s AI providing direct answers to informational queries.
To succeed going forward, businesses need to focus on creating unique, perspective-driven content that AI cannot easily summarise. This includes comparative analyses, interactive tools, and data visualisations. Success in generative AI search will require a different approach to traditional SEO. Brand will need to focus on establishing authority through unique perspectives, expert opinions, and valuable content that helps users make purchasing decisions.
Photo by Benjamin Dada on Unsplash
We’d love to hear your thoughts. What trends are you most excited about? How are you planning to adapt your strategy for 2025?
Remember, staying ahead of these trends can give you a real edge over your competitors. If you need help keeping up with the fast-paced world of marketing, our team at Kamreno is here to support you.
