Keeping up with today’s rapidly evolving marketing innovations and opportunities sometimes feels like trying to jump on a moving train. We’ve got you. Here’s a look at some of the hottest trends we’re tracking.

AI is here – and amazingly helpful

AI burst onto the marketing scene in 2023 with plenty of buzz, bold predictions (some of them quite dire), and what seems like a million different AI-infused apps (and the list keeps growing).

In 2024, we’re digging in: putting AI to the test, uncovering how to apply it, and defining when it makes sense. Of course, it’s continuing to improve by the second, which makes things fun – and challenging.

Right now, we’re focusing on three ways to harness the power of AI. There’s a lot to say about each of these. For now, I’ll just share a 30,000-foot view of the questions we’re asking and the use cases we’re pursuing.

• How can AI make us more efficient? I’m sure you’re right here with us. AI is a remarkable tool for saving time and streamlining routine tasks. It compiles meeting notes in real time, so we stay focused on the conversation. It takes a first pass at gathering information to help us understand an issue, industry, or audience. It saves time on campaign setup by automating processes, analyzing results, and expanding personalization capabilities.
• How can we leverage AI as a muse? Here’s where it gets really fun. We’re making AI part of our creative team by experimenting with queries to kick-start brainstorming for campaign ideas, generate headline options, and repurpose content designs for different formats. It’s a game-changer that amplifies the creativity of our team, but the outputs typically aren’t quite ready for prime time. Content and campaigns still need the human touch and, in MELD’s case, our deep connections with our clients.
• How can AI enhance our strategies? AI has so much potential to inform marketing strategies. We’re excited to dive deeper in this area in 2024. How can it help us understand and segment target audiences? Enhance customer personas? Optimize tactics? Map out campaign journeys? Identify and evaluate testing opportunities? We’re exploring and implementing, learning, and refining.

What’s your AI approach? Email me—I’d love to hear which tools you’ve tried.And to dish about which ones you like – and which just aren’t living up to the hype.

Storytelling for the win

The resurgence of storytelling is one of my favorite trends. Of course, storytelling has long been a staple of good marketing. But lovingly crafted, human-centered content is about to have a major moment in 2024.

From emails and social media to white papers, case studies, and videos, we have the opportunity to tell unique stories that stand out in a sea of sameness. Marketing storytelling draws audiences in because it feels different and worth investing time in to find out what happens next.

One of the main reasons storytelling succeeds with busy target audiences is the increasing ability to personalize. Thanks to digital technology and analytics, we’re able to tailor content for ever-more precise segments and truly connect with each person.

It’s also worth calling out that effective storytelling in 2024 doesn’t mean every piece needs to be converted into a long-form prose. Instead, it’s about how you’re telling your story – consistently – through your various touchpoints. Is everything working together, adding to the story, and connecting the dots for your audiences?

Video remains center stage

Speaking of storytelling, video continues to be an integral element in successful marketing campaigns. All you have to do is look at a few stats to understand why.¹

• 82% of consumers say videos influence their buying decisions.
• 87% of marketers report videos have helped generate leads.
• 89% of consumers want to see more video content from brands.

The innovations in video marketing are exciting – and increasingly accessible and cost-effective for organizations of all sizes. One of the hottest trends is short-form videos, with an emphasis on short. Standardly defined as videos under two to three minutes, brands are also finding success with 10- to 30-second short-form videos.

The shorter length works – as long as there’s a strong hook in the first 3 to 5 seconds – because the videos are highly snackable. Short videos serve as an effective appetizer to capture attention and draw prospects in to consume more in-depth content.

There’s room for longer videos, too. From explainer content to thought leadership, we’re helping clients turn traditionally written content into dynamic, engaging videos. The opportunity to be authentic and conversational is driving the uptick.

Stay tuned

When it comes to tracking the fast-evolving trends across the marketing landscape, we’re on it! Watch this space for updates and insights as they happen. And reach out anytime to talk trends, share your experiences, and collaborate to execute your marketing strategies.

Sources:
¹ Video Marketing Statistics 2024, Wyzowl.