What will marketing look like in the year 2024? What trends from 2023 will gain momentum and evolve into marketing best practices?

1. that will continue to grow in 2024…

2. #1
GENERATIVE AI

3. 2023 can be easily called the “Year of Gen AI”….
51%
49%
67%
of people in the US, UK, Australia and India
claimed to have used Gen AI and 1/3rd plan
to increase its use1
of marketers are currently using Gen AI and
estimate that it will save them over 5 hours
per week2
of marketers globally are positive about
Gen AI3
1,2 Salesforce (2023) Generative AI Snapshot Research: The AI Divide
3Kantar Marketing Trends

4. And the use of Gen AI will only increase in
the coming years….

5. Experts estimate that…
$50m
80% of creative talent will use Gen AI
daily by 20261
will be spent by the top 10 agencies in
partnerships to build custom AI solutions
for enterprise clients in 20242
1Gartner, The Future of Marketing: 5 Trends and Predictions for 2024 and Beyond
2
Forrester, Predictions 2024: Exploration Generates Progress

6. #2
FIRST-PARTY
DATA

7. In 2023...
11
70%
of global internet users have
reported taking some step to
protect their identity.1
US states, besides California
announced privacy laws similar to
the CCPA. Some of these are
already in effect2
1 Statista, Most Common Online Privacy Measures Worldwide (2023)
2Fast Company, Predicting the top 5 digital marketing trends for 2024

8. In 2023, Google also announced phasing
out support for third-party cookies…

9. 1% of global Chrome users can no longer
be targeted with 3P cookies starting Q1
2024
This is expected to be implemented for 100%
of Chrome users by Q3 2024
Source: Google To Disable Third-Party Cookies For 1% Of Chrome Users, Search Engine Journal (Oct 2023)

10. Ensuring brands remain on the right side
of privacy will be a priority going into
2024…

11. #3
RETAIL MEDIA

12. Growth of retail media as a channel
mushroomed in 2023…

13. 51%
9.9% 25%
expected growth of retail
media at the end of 2023; the
fastest channel after Digital
OOH and CTV1
of brands spread their
investments beyond Amazon
to 41 retail media networks2
of retail media networks
offered DCO to brands for
data-driven personalization3
1 2023 Global Mid-Year Forecast, Group M
2, 3 2023 Retail Media Research Report, Merkle

14. is the projected growth of retail media
between 2024-2027
>20%
Source: Insider Intelligence

15. In 2024 experts also expect to see…
increasing demand for
standardization,
transparency, and security by
brands
increasing use of retail media
networks by non-endemic
brands that do not sell on
the retailer’s website
Source: 2023 Retail Media Research Report, Merkle
closer partnerships between
brands and retailers to accelerate
the growth of first-party data
application of Gen AI technology
to maximize efficiencies and reduce
time-to-market
1 2
3 4

16. #4
FOCUS ON ROI

17. 75%
of CMOs were asked to do
more with less: fewer
resources and smaller
budgets1
In 2023…
1
The State of Marketing and Budget Strategy (2023)

18. While over a third of marketers in Europe (37%)
and North America (35%) expect their budgets
to be higher in 2024…

19. …delivering ROI will continue to remain a top
priority for most…

20. Factors driving marketing investments in 2024
Source: The Voice of the Marketer, 2024 (WARC)
Brand metrics : 54%
(awareness, consideration, purchase intent)
ROI : 44%
Market share: 30%
Sales: 36%
Market penetration: 34%
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#2
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