Trends Forecast for 2024

Unveil the potential of your brand with This Brand Works Top Marketing Trends for 2024.

1. The Rise of the B2B Influencer

Bar chart titled "At-A-Glance: Habits of Highly Successful Influencer Marketers" showing percentage comparison between "Very Effective" and "All Others" for various influencer marketing habits, such as utilizing influencer programs, professional influencers, industry experts, compensation strategies, performance measurement, technology use, audience identification, tracking, and overall influence program success.

According to a report by Ogilvy, 75% of  B2B marketers are currently using Influencer marketing, with 93% of them planning to increase their B2B influencer activities in the future.  

Partnerships with influencers like Marketing Max are becoming integral for brands, facilitating trust, credibility, and connections within the business community.

What’s more, marketers who rate their B2B influencer activity as very effective are more likely to outsource, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2. The report was based on data from 425 marketing decision-makers at B2B brands in 2023

Key Take Away

Investing in influencer marketing is a great way to build trust and credibility amongst B2B decision-makers. Always-on campaigns, backed by AI-driven data and managed by a marketing agency are the most effective.

2. B2B Shift to Brand Spend

Bar graph showing marketing goals for B2B companies with 252 respondents. The most common goals are increasing brand awareness and generating more leads, each at 59.9%. Other goals include increasing sales at 56.3%, improving brand authority or reputation at 29.8%, increasing customer retention at 27%, improving audience engagement at 23.8%, and other goals at 1.6%.

Image credit: Marketing Manager Mindset Report 2023 from Livestorm, mention, and Jotform

As B2B marketing matures, there's a noticeable shift towards investing in brand spend. Beyond product-centric campaigns, businesses are recognising the lasting value of brand-focused activity. 

This shift underscores a strategic move to connect emotionally with B2B audiences, fostering loyalty and trust. In 2024, focus on brand spend isn't a luxury; it's a strategic priority.

Simple ways to ensure you build your brand awareness include:-

  • Create a brand playbook that everyone understands and uses within the business

  • Use a brand tool kit to ensure all your communications are consistent

  • Create useful content, and post consistently

Key Take Away

80% of B2B deals are won by brands known by the decision makers. Focusing on brand-building activities will help attract and convert more sales.

3. Company Culture

A line graph showing the cumulative returns of the top 100 best companies from 1998 to 2022, with the red line indicating a growth factor of 3.36 and an 1811% increase, the gray line showing a growth factor of 1.539 and a 539% increase, and the x-axis representing years from 1998 to 2022. The graph has the title "The 100 Best Companies beat the market by a factor of 3.36" and the source cited as FTSE Russell.

Culture is the secret sauce that makes a business unique, vibrant and more profitable. Research from FTSE Russell, states that companies that make the ‘100 Best Companies to Work For’ list outperform the market by a factor of 3.36. Emphasising that a thriving company culture is an essential ingredient for success.

In the evolving landscape of work, where flexible working has become the norm, focus on company culture has become critical. It's about fostering a sense of community and shared values that transcend physical boundaries. It's the key to unlocking employee potential, driving innovation, and ensuring long-term success.

Key Take Away

Ensure your company values are unique, aligned with your brand, and routinely taught and rewarded to foster a strong culture.

4. AI and Big Data - The Future Decision Making

An infographic listing top AI tools, including Jasper, ChatGPT, MURFAI, scikit learn, Fireflies, GENESYS, AdZis, growthbar, AdCreative, TensorFlow, opennn, textio, remesh, Magisto. Each tool has a brief description of its function.

2023 witnessed a surge in AI adoption, and 2024 is expected to see growth in AI tools and understanding how to use them for interpreting big data to extract valuable insights and make predictions.

According to industry experts and market analysts, AI will play a pivotal role in decision-making for optimal media mix, return on investment, and new market launches.

Predictions suggest an increasing number of businesses will experiment with AI for strategic decision-making, putting pressure on marketers and media agencies to adapt.

Key Take Away

Leaning into AI tools can significantly enhance marketing spend efficiency by providing data-driven insights, automating tasks, and optimizing campaigns.

5. Immersive Real Life Experiences

Group of friends having a barbecue outside on a grassy hill with a view of rolling hills in the distance, some holding drinks and chatting.

In an era dominated by virtual interactions, the allure of real-life events is making a robust comeback. From Immersive theatre and limited retail releases to the emerging trends of ‘blesiure travel’ (mixing business and leisure) and business retreats,  brands are recognising the power of face-to-face connections to drive meaningful engagement.

In 2024, the tangible moments offered by real-life engagement will be pivotal, fostering genuine, meaningful connections in an increasingly digital world.

Key Take Away

Use in-person events strategically during 2024. Think fewer, bigger, and better to leave your audience with long-lasting memories.

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