The marketing trends in 2024 - Online Manipal
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The marketing trends in 2024


Short-form Video Content (TikTok, Reels, YouTube Shorts, etc.) will continue to rule brand or service to audiences. Both B2C and B2B marketers have learned that getting to the point with short-form videos can be much more effective. It not only takes less bandwidth to create a short-form video, but this type of format aligns well with the fast-paced attention spans of online audiences in an array of demographics. This is why platforms like TikTok, Reels, and Snapchat have gained quick growth and marketing interest. This article will discuss the following marketing trends that are likely to gain importance in 2024-

  • Creating content reflecting the brand’s values will be key to retaining customers.
  • Native advertising/sponsored content is still valuable.
  • Influencer marketing is still crucial.
  • Leveraging AI will only increase into the new year.
  • VR and AR could be making a comeback.

For ages, marketing has been one of the most essential elements for the growth and development of any business. With the pace of time, new methods and innovations have been taking place to remain alive and meet the objectives of the organization. As the world is stepping into the dynamic realm of marketing in 2024, the market continues to evolve at a quick pace, driven by technological advancements, shifting consumer behaviors, and emerging societal trends.

In this ever-changing environment, marketers must remain active and adaptive, constantly seeking innovative strategies to captivate audiences and drive meaningful engagement with their products and brands. With each passing year, new trends emerge, reshaping the way businesses connect with consumers and navigate the difficulties of the digital age.

In this exploration of the marketing trends for 2024, we explore the key developments that are ready to shape the industry and define the strategies of forward-thinking marketers in the year ahead. From the integration of cutting-edge technologies to the prioritization of sustainability and ethical practices, these trends offer valuable insights into the evolving landscape of modern marketing and the opportunities it presents for brands to thrive in a rapidly changing world.

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Following are some marketing trends in 2024-

1. Short form video:

Most video creates a deeper connection with the potential customer base, and it is easy for brands to show the purpose of the product through video content into podcasts and text-based content. The survey shows that 53% of the marketers are ready to leverage short-form videos like TikTok, and reels and 38% will continue to invest the same amount, compared to the previous year.

2. Creating content:

To keep on the good side of the consumers, most marketers will start investing in creating content. It will help in promoting brands and will make a point of showcasing their values and views on topics that are relevant to their customers. Almost 82% of the customers want their brand to be associated with the value. Whereas 75% of consumers have cut ties with a brand over a conflict in values.

3. Native advertising:

Unlike traditional ads, which are designed to interrupt and stand out, native ads blend in and promote the brand to new audiences who might otherwise never know about it. Such ads are popular on social media, through search engine results, content recommendation platforms, or in campaigns. Instagram is one social media that promotes brands for native ads regularly. Most consumers view native ads as better and more informative than banner ads.

4. Artificial intelligence:

It is the most popular way of promoting in the era of technology. It is used for creating content such as blogs, websites, and many more. Amazon has made use of it to summarize and include key points from consumers’ feedback and reviews. It is very popular among marketers for its ability to update processes and allow marketers time to pursue other tasks and projects.

Nearly 47% of consumers have three to five pieces of content before engaging with a sales repetition, and most expect brands to create content to gain their interest. The reason for brands becoming popular worldwide is because they invest in content. Following are a few examples of content marketing trends-

1. Podcast and other audio content:

Most of the consumers across the different age groups listen to podcasts. Marketers have made use of this trend and have promoted their brands across the globe. 75% of Consumers across different age groups have been using this trend.

2. Blogging:

It has been a common marketing strategy since brands started building their website. It has been used for so long, simply because it works, so much so one in three marketers leverage their blog and website. Besides providing consumer engagement and potential conversion, blogs also offer a key benefit to marketers’ websites. Survey shows that robust blogs have more search potential and can implement SEO strategies easily compared to websites.

3. Infographics:

Infographics have the shareability and visual appeal of a nice photo and are packed with helpful data and information. This is the reason why they make themselves credible engaging web visitors and social media audiences. This helps marketers, bloggers, and content creators to tell persuasive stories. A survey shows that 88% of marketers will increase or maintain their investment in infographics in 2024.

Social media marketing is a popular channel that has become a part of almost every business’s greater marketing strategy. Consumers get authentically connected with marketers on a personal level to improve their brands. 90% of the consumers are actively using social media.

Many social media platforms are vying to become the next go-to shopping destination. Instagram shopping, Facebook shops, TikTok, etc. 71% of Gen Z prefer discovering new products on social media. Similarly, 51% of millennials depend on social media for newer products. Nearly 47% of marketers will increase their investment in social media shopping tools in 2024.

TikTok will continue to attract customers’ attention even in 2024 as 56% of marketers are likely to increase their investment in the current year. More than 50% of millennials are reported to visit TikTok whereas 38% of Gen X are reported for the same.

The table below gives an idea about marketer’s choice for opting social media.

The table below gives an idea about marketer’s choice for opting social media.

Social MediaLeverage
You Tube52%

To make business discoverable online, marketers should have to invest in SEO. The survey shows that 92% of marketers will continue to increase their investment in SEO. This will help them to optimize their business for specific types of consumers.

Though writing content is sharable, reaching out to consumers is possible only through websites or ensuring that their content gets connected to the consumers. More than 63% of marketers think that SEO tactics are most effective in promoting brands.

Voice search optimization could gain popularity as 41% of marketers are planning to increase their investment in VSO in 2024 since it is a hassle-free process of procuring information about the brand. Chatbots will continue to streamline conversational marketing. Chatbots are powered by computers and AI that automate specific tasks. AI makes sure that these bots understand consumers’ queries and give personalized responses. This helps to improve interaction over time. Most of the consumers hate to wait. It would be rather easy to speak to the chatbot and get prompt responses as it gives one service experience to the consumers. 62% of the consumers are comfortable using a chatbot. This has made 58% of marketers leverage investment in chatbots in 2024.

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The most essential component required for successful implementation and meeting the objectives of the marketers is consumer data. However, there is always a threat of getting it misused. Email ID, card information, or location information may be misused or siphoned into the wrong hands, leading to fatal situations. It will create distrust in the business, and the business may lose potential consumers.

Though many organizations have come up with additional privacy policies and measures, there is always a threat of misusing the data available. Despite such situations, 87% of marketers have rising hope in levering their investments in new marketing trends. As marketers anticipate these potential trends in 2024 and adapt strategies accordingly, they must position their brands for success in an ever-evolving marketing war out there – digitally and otherwise.

Want to establish a successful career in marketing?

Concluding this article, if you find your interest inclined toward marketing trends and want to build a career in marketing, getting an MBA degree in marketing is the best option. Getting an online MBA degree from Manipal University- Jaipur gives you the option to choose from 10 career-focused electives, such as HR, finance, marketing, operations, international business, and analytics & data science to create successful career paths in the domain and industry of your choice. If you are looking for online degree courses, MUJ also offers online BBA that equips learners with business skill sets that will make them stand out in domains like finance, marketing, sales, human resources, and more.


Information related to companies and external organizations is based on secondary research or the opinion of individual authors and must not be interpreted as the official information shared by the concerned organization.

Additionally, information like fee, eligibility, scholarships, finance options etc. on offerings and programs listed on Online Manipal may change as per the discretion of respective universities so please refer to the respective program page for latest information. Any information provided in blogs is not binding and cannot be taken as final.

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  • MBA marketing

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