Marketing trends you need to know in 2024
Marketing trends you need to know in 2024
Content types, distribution channels, challenges, AI, and more
Is it that time of year already?
That’s right, 2024 insights are starting to crop up left and right as we enter the last few months of the year.
Let’s take a look at the incoming marketing trends you need to know.
Today’s agenda:
🔎 B2B marketing trend outlook for 2024
🤫 Why is AI surrounded by secrets?
🟦 Should you get on Bluesky?
💼 Briefly — our quick news roundup
⏱️ Up & coming
What will marketing look like in 2024?
Content Marketing Institute, MarketingProfs, and Brightspot are the masterminds behind the 14th annual survey of marketers around the globe.
🔑 Here are the key stats you need to know, based on answers from 894 B2B respondents:
Artificial intelligence
72% say they use generative AI tools, with half (51%) using it brainstorm new topics
91% use free tools like ChatGPT
61% of organizations lack guidelines for using generative AI tools
Challenges
57% say creating the “right” content for their audience is a challenge
58% say the biggest challenge is a lack of resources
Content types & distribution channels
Three most popular types are short articles/posts (94%), videos (84%), and case studies/customer stories (78%)
Top three most popular distribution channels are social media (90%), blogs (79%), and email newsletters (73%)
84% say LinkedIn delivers the best value for their organization
Factors for success
Top-performing content marketers have the following advantages over their peers:
Supported by leaders who understand the work they do
More likely to have access to the right technologies
Have stronger communication
Predictions
45% think their marketing budget will increase, while 42% say it’ll stay the same
Marketers think the major priorities/trends in 2024 will include thought leadership and AI, with great emphasis on high-quality and short-form content to break through the noise
📘 What does your 2024 playbook look like?
One thing is for sure — marketers have their eye on the future of SEO.
AI continues to be shrouded in mystery
Stanford researchers are sounding an alarm with a new report that reveals the potential dangers of AI’s secrecy.
🤖 The facts:
10 AI models including GPT-4 and Titan Text were scored on 13 different transparency criteria
No single model achieved more than 54% on their transparency scale
Some experts say that the secrecy behind the models could make the process more about profits than learning, but the greatest danger is that it provides less “accountability, reliability, and safety.”
“Advancing science requires reproducibility,” Jesse Dodge, a research scientist at the Allen Institute for AI, or AI2, told WIRED. “Without being provided open access to these crucial building blocks of model creation we will remain in a closed, stagnating, and proprietary situation.”
Nothing but Bluesky
Many companies are over X/Twitter, and Threads doesn’t seem to have picked up the steam it needs yet to be a true competitor.
🟦 But what about BlueSky?
BlueSky was created by Twitter’s former CEO, Jack Dorsey, and Hootsuite calls it a “text-based microblogging platform” that calls back to Twitter’s early days.
Here’s what you need to know:
It’s invitation-only via a current user (or you can join a waitlist), in efforts to curb spammers and bots
The platform is decentralized — meaning it operates on independent servers — and open-source
It’s ad-free
Hootsuite says businesses should hop on the platform ASAP for thought leadership purposes.
✍️ As an early adopter, you can control the narrative for your industry.
Briefly
🧗 Common challenges for women entrepreneurs — and how to overcome them
🏡 Home sales in September fall to lowest level since October 2010 (the foreclosure crisis)
📱 iPhone 15 vs. Pro version: Is there a clear winner?
⏲️ Infographic: How slow web load times impact your business
Up & Coming
The National Association of Home Builders, the Mortgage Bankers Association, and the National Association of Realtors recently wrote a letter to the Fed urging them to stop raising interest rates amid high home costs and a “historic shortage” of homes.
The groups asked the Fed to not contemplate further rate hikes or sell its holdings of mortgage securities until the housing market has stabilized.