By Gary Mittman, Founder and CEO, KERV Interactive
The past year in marketing has been a whirlwind of transformative shifts for startups, venture capitalists, and entrepreneurs. The need to navigate uncertainty in economic, technological, and geopolitical spheres has never been more acute.
Here’s a breakdown of five factors set to advance reshaping the marketing landscape in 2024.
Growth of CTV and The Rise of Commerce Media
The trajectory of Connected TV (CTV) growth is not merely a trend but a seismic shift impacting traditional TV. Beyond its influence on content consumption, it is creating unprecedented opportunities for advertisers to connect and engage with audiences at different stages of their shopping journey. Marketers must not only adapt but strategically position themselves to leverage this evolution.
The growing influence of AI.
Brands will continue to push the boundaries of AI and creative in 2024, testing new applications that are yet to be fully realized to gain a competitive edge. This year, marketers will need to balance AI’s role in elevating creativity, enhancing efficiency, and personalizing campaigns with a steadfast commitment to maintaining transparency, accuracy, ethical standards, and a genuine human touch in brand interactions.
Attention as currency.
As consumer attention is becoming increasingly rare and invaluable, marketers must decode the nuances of this new currency, incorporating strategies that sustain attention. Contextual advertising, powered by AI, will be key to capturing and retaining attention. It will also be pivotal for advertisers to quantify and optimize for attention, as understanding the dynamics of this new currency becomes essential for staying ahead in the marketing landscape.
The rise of privacy regulations and the end of cookies.
Understanding varied perspectives on privacy across demographics is paramount. This year, navigating this complex terrain requires marketers to strike the delicate balance between delivering personalized experiences and safeguarding consumer data. Transparency will be the linchpin in maintaining trust.
Unwavering principles in marketing.
Maintaining ethical principles is non-negotiable. Building on solid ethical and technical foundations is not a luxury but a strategic imperative. As technology advances, the human touch must remain a guiding principle. The essence of marketing lies in genuine connections, and in year ahead, authenticity is the currency that will outlast fleeting trends.