5 Insights and Innovations from the 2024 State of Marketing Report

Explore the future of marketing with our breakdown of the 2024 State of Marketing Report. Uncover five crucial insights and innovations that are set to redefine the marketing landscape. From AI-driven strategies to the latest in video content and a cookieless world, get ready to transform your approach and stay ahead in the dynamic world of marketing.

2024 State of Marketing Report

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Marketing is like a living organism, constantly evolving and adapting. And, as marketers, we need to stay on top of best practices and trends. So, let me present you with the top 5 insights from the newest State of Marketing Report.

The State of Marketing Report is a collaboration between Rock Content, HubSpot, Litmus, and Search Engine Journal. We surveyed a massive pool of over 1,460 B2B and B2C marketers globally to uncover the hottest marketing trends for 2024. 

We’ll explore how AI is reshaping the industry, and equip you with the knowledge to win over audiences in this new marketing era. I bet you know that Artificial intelligence (AI) is a major driver of this change, pushing the boundaries of what’s possible.

In fact, the 2024 State of Marketing Report – revealed that over 60% of marketers plan to ramp up their AI investments for content creation and personalization. Why? Because AI is on the edge of becoming a marketer’s best friend.

As Giuseppe Caltabiano, VP of Marketing at Rock Content, says, “AI is transcending its role as a mere tool, becoming the cornerstone of innovative and effective marketing strategies.

Ready to explore the main trends of 2024 in marketing, from AI to a cookieless world? Keep scrolling to discover the key insights from the State of Marketing report!

Pro tip: if you want to dive into the full report and get all the trends, you can download it for free here.

#1. The AI Revolution

AI is now every marketer’s best buddy, supercharging content creation and personalization like never before.

As Rob Giglio, CCO at HubSpot, rightly says, “Marketing has changed more in the last 3 years than in the last 50. We’re not just gathering info anymore – success now means acting on intelligence. We’ve moved from the Information Age to the Intelligence Age.

This shift is clear in how marketers are using AI in all sorts of ways, from chatbots providing quick customer support to AI-powered analytics offering deep insights into consumer behavior.

But, of course, the AI revolution isn’t all smooth sailing. Worries about data privacy, the complexity of AI systems, and the need for skilled pros to handle AI tools are just some of the hurdles marketers face.

But the upsides far outweigh the downs. AI opens up new doors for creativity, efficiency, and personalized marketing, making it a must-have tool for marketers aiming to stay on top in a cutthroat market.

At Rock Content, we embrace the AI revolution, blending our AI tools with our human talents. By combining these assets, we continuously adapt our strategies to harness the power of AI. Our AI-driven solutions are meticulously crafted to assist marketers in creating high-quality, engaging content that resonates with their audience. This approach ensures that our clients stay at the forefront of marketing innovation.

#2. Video Takes Center Stage

Video content has become a must-have in marketing strategies. The 2024 State of Marketing Report shows that 86% of marketers see video as essential, proving its big role in the industry.

From engaging product demos to captivating storytelling, video content is a great way to connect with your audience and get your message across.

Platforms like TikTok and Instagram Reels have boosted the importance of video even more. They’ve changed the game for how brands connect with their audience, offering fun and dynamic ways to share content.

At Rock Content, we published a comprehensive article about the last Google Core Update, and quickly adapted the same content for a video on Instagram and TikTok

That’s why 75% of marketers are gearing up to add short videos to their strategies. They know these platforms are gold mines for grabbing attention and influencing viewers.

To get video working for you, try these tips:

  • Know Your Audience: Figure out what your audience likes and create videos that hit the spot.
  • Get Social: Use platforms like TikTok and Instagram Reels to show off your brand’s personality to a wider crowd.
  • Go for Quality: Invest in top-notch production to make sure your videos shine.
  • Get Found: Use relevant keywords and hashtags to make your videos pop up more and drive traffic to your site.
  • Keep an Eye Out: Track how your videos are doing and use what you learn to make your next ones even better.

Aja Frost, Director of Global Growth at HubSpot, emphasizes the importance of social listening in creating effective video content: “Use social listening tools to understand which low, medium, and high-intent questions prospects and customers are asking, then work with the Social Media team to create content answering those questions — or, even more powerfully, enabling brand advocates to answer it for them.

By tuning in to your audience and answering their questions, you can create video content that’s not just eye-catching but also adds value and builds trust.

At Rock Content, we understand the vital role of video in modern marketing. That’s why we’re constantly exploring innovative ways to incorporate video into our strategies. By staying up-to-date with the latest trends and leveraging the power of video-centric platforms, we help our clients achieve their marketing goals and connect with their audience in a meaningful manner.

#3. Adapting to the Cookieless World

The digital marketing scene is going through a big change with the phaseout of third-party cookies in Chrome. This move is going to shake up how marketers go about collecting data and targeting their audience.

According to the 2024 State of Marketing Report, a whopping 78% of marketers are planning to up their investment in contextual advertising. This shows a shift towards different strategies in response to this change.

The impact of Chrome ditching third-party cookies is huge. Marketers now have to find new ways to gather data and target their audience without relying on cookies. This means turning to first-party data collection methods, like email sign-ups and customer interactions, which give valuable insights while still respecting user privacy.

In this cookieless world, it’s crucial for marketers to explore new ways to gather data and target their audience. That’s why many are looking to technologies like machine learning and artificial intelligence to analyze first-party data and spot patterns in customer behavior. This lets them target their audience more personally and effectively, even without third-party cookies.

Contextual advertising is becoming more important as an alternative to cookie-based targeting. By placing ads in relevant content environments, marketers can reach their target audience based on the context of the webpage, instead of relying on individual user data. 

This not only follows privacy rules but also makes sure ads are more relevant and interesting to the audience. Plus, the report talks about the growing role of generative AI in content creation. 

As Giuseppe Caltabiano, VP of Marketing at Rock Content, says, “Generative AI isn’t just about efficiency — it’s about creating content that outperforms.”

At Rock Content, we use tools like WriterAccess, which blends AI with human expertise to create top-notch, engaging content. This synergy between AI and human collaborators ensures that the content not only meets the technical requirements but also resonates with audiences on a deeper level.

Marketers need to stay flexible and embrace new technologies and strategies. At Rock Content, we’re always on the lookout for innovative solutions to help our clients reach their audience effectively, even in a world without third-party cookies. By staying ahead of the game and adapting to these changes, we can keep delivering powerful marketing campaigns that connect with audiences and drive results.

#4. Combining Influencer Marketing and SEO

Two strategies really shine in 2024: influencer marketing and SEO. The 2024 State of Marketing report sheds light on how important both these tactics have become.

Influencer marketing is now a cornerstone of modern marketing strategies. Brands are teaming up with creators in their niche more than ever to boost demand and sales.

Kyle Denhoff, Director of Marketing at HubSpot, talks about the impact of these partnerships, saying, “Brands that partner with a select few Creators in their niche create demand and drive sales through channels like YouTube, Newsletters, Podcasts, and Social. More than half of our YouTube demand comes from Creator partnerships. Our audiences want to learn from credible experts over institutional brands. This mix of owned and Creator media is helping propel our business forward.

This shows how marketing is moving towards a more genuine and expert-focused approach, where influencers have a big role in shaping how consumers see things and getting them involved.

Meanwhile, SEO is still super important for a successful online presence. The report says that making content search engine-friendly is more important than ever, with a focus on making personalized, experience-driven content that tackles real needs.

Ben Steele, Senior Editor at Search Engine Journal, puts it simply, “Your content must be personal, demonstrate experience, and address real needs.

This shows how marketers need to make content that not only ranks high in search engines but also connects with their target audience on a deeper level.

When you put the reach and authenticity of influencer marketing together with the targeted precision of SEO, you get a powerful combo that boosts visibility, engagement, and conversions. 

This mix lets brands use the credibility of influencers while making sure their content is easy to find and matches their audience’s needs. Combining influencer marketing and SEO is becoming a top strategy for brands that want to stay on top in 2024.

By using this combo, marketers can really reach and connect with their target audience, getting some great results in an online world that’s more competitive than ever.

#5. Integrating Branding and AI-Powered Personalization

Branding and AI-powered personalization go hand in hand to make a strong and effective strategy. The 2024 State of Marketing report gives us some great insights into how these things are changing marketing for the better.

Branding isn’t just about a logo or a catchy phrase; it’s about what makes a company special and how it connects with its audience. The report says that 80% of marketers think having a strong brand identity is very important for standing out in a busy market. 

A clear brand helps businesses connect with their audience, making them feel loyal and trusted.

And then there’s AI-powered personalization, which is changing how marketers talk to their audience. With new AI tech, marketers can make content and experiences that are personalized for their customers.

The report also shows that over 60% of marketers plan to spend more money on AI for making content and personalization, showing how important AI is becoming in marketing.

When you put branding and AI-powered personalization together, you get a strong marketing plan. By using AI to look at customer data and behavior, marketers can make branding messages and content that really match what each person likes and needs. This way of doing things doesn’t just make customers happy; it also makes the brand feel more connected to its audience.

And the report says that using AI-driven personalization can help brands stay important and remembered by customers. By giving out content that’s made just for what their audience likes and needs, brands can keep being a big part of people’s lives on different platforms.

Bringing together branding and AI-powered personalization is a smart move for marketers who want to make a big impact on their brand. By mixing the emotional side of a strong brand with the super-accurate personalization of AI, marketers can make campaigns that really connect with their audience, making them feel engaged and loyal along the way.

BONUS: Elevating Customer Experience

Customer experience (CX) is a big deal when it comes to a brand’s success. The 2024 State of Marketing Report shows just how important CX is in today’s marketing world.

Having a great customer experience isn’t just a bonus anymore; it’s essential. The report says that 80% of marketers think making the customer experience better is a top priority for their company. This shows that people are realizing how a good CX can lead to more loyal customers, higher retention rates, and, in the end, better business.

One big part of making the customer experience better is personalization. Jobeth Harvey, the CRM, Loyalty, and Wine Club Manager at Vinomofo, said it perfectly: “The more personalized we are, the better results we see. Integrating platforms gave us the power to provide a consistent omnichannel customer experience.

This shows how important it is to use technology to make a smooth and personal experience for customers no matter where they interact with your brand.

The report also says that the most successful and fastest-growing companies are using the right tools, processes, and systems to grow, all while staying creative and connected. This means finding a good balance between technological innovation and human-centric approaches is crucial for delivering a customer experience that resonates with today’s consumers.

Taking in customer feedback, using data to understand what customers want, and making sure to talk to customers on all platforms are some of the ways marketers can make the customer experience even better. By focusing on these things, brands can make a CX that not only meets but goes beyond what customers expect, making them loyal and helping the brand grow for the long term.

Customer experience is a big part of marketing today. Brands that care about CX and use personalization and tech in how they talk to customers will excel in a world where competition is intense.

Wrapping Up

As we navigate the future of marketing, it’s clear that the landscape is rapidly changing, driven by technological advancements and shifting consumer expectations.

The 2024 State of Marketing Report provides valuable insights into the key trends shaping the industry, from the rise of artificial intelligence and video content to the significance of branding and customer experience.

The future of marketing is bright and full of opportunities. By remaining informed, adaptable, and dedicated to providing value to our clients, we can continue to thrive in this exciting marketing era. Let’s embrace these changes and collaborate to shape a future that’s both innovative and impactful.

Don’t let the future of marketing catch you by surprise! Discover the secrets to staying ahead and driving growth for your business with the comprehensive State of Marketing Trends Report. 

Get your hands on the insights that could significantly impact your marketing strategy in 2024. Download the Complete Report Now and embark on a journey to marketing excellence!


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