AI in Marketing
AI in marketing is reshaping the way brands connect with target audiences. It’s a catalyst for innovative strategies and tailored customer experiences,.
Dr. Leeya Hendricks, chief marketing officer, Rimm Sustainability and Asif Choudry, sales and marketing director, Resource, both emphasised AI’s pivotal role in elevating personalisation and human-centric marketing approaches, pointing toward AI’s capability to enhance customer interaction and real-time engagement.
Choudry commented: “One of the most significant marketing trends for 2024 is expected to be the transformative power of AI in marketing, with a focus on personalisation and a human-first approach. AI will be used to create innovative strategies that overhaul business processes and the customer journey. Personalisation will become even more critical as customers expect tailored experiences. Additionally, there will be a strong emphasis on sustainability and ethical marketing, with a focus on environmental, social, and governance practices, and a push for greater inclusion and diversity in marketing campaigns.”
The integration of AI in marketing highlights a fundamental shift in traditional strategies and tactics, to data-driven personalisation and tailored customer journeys.
Influencer Marketing
The influencer marketing landscape is rapidly developing, encouraging brands to build more meaningful, collaborations .
Ellie Murphy, founder, Flourish Marketing, and Chair of CIM Scotland told the panel: “Influencers – don’t panic, they’ve not gone away, and we still check in with influencers to inform (and perhaps motivate) our purchasing choices, but we’re demanding authenticity, and a keen and real interest and focus on the products influencers are promoting.”
Micro and nano influencers are being chosen by an increasing number of brands as they generally have a more engaged and relevant follower base, that brands want to reach with their marketing messages.
There is a clear shift from traditional, reach-focused influencer marketing towards a more authentic, engagement-driven approach, which highlights the value of genuine connections between brands, influencers and target audiences.
Immersive Technologies
Augmented Reality (AR) and Virtual Reality (VR) are expected to transform how brands engage with their target audiences.
The integration of AR and VR is likely to become a standard element of the marketing mix toolkit, offering novel ways to showcase products and services in interactive, fun and engaging formats.
Immersive technology experiences are set to increase customer involvement, making brand interactions more memorable and impactful. By capitalising on the features and functionality of AR and VR, brands can create unique, personalised experiences that more deeply with consumers, resulting in higher engagement and conversions.
Implementation of AR and VR technologies will however require brands to navigate the complex challenges of creating immersive content, finding a balance between innovation and useability, ensuring accessibility to a wide range of customers, and keeping continuously upskilled and aware of technological advancements.
As brands navigate some of the key trends of 2024, the challenge will be to strike a balance between innovation and authentic human connection that lies at the core of successful marketing.
