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Published on

February 6, 2024


AI, consumer trends, trends

Our world is experiencing enormous political changes: Recession, rising prices for housing and living, wars, climate change and attacks on the basic democratic order in many countries. Topics such as AI, new work and the dominance of social media are shaping the needs and expectations of consumers. All of this has a direct impact on consumer behaviour and how brands interact with their customers. Let’s take a look at the top trends for consumer marketing in 2024.

Artificial intelligence (AI) is becoming more firmly established in marketing

Artificial intelligence (AI) and machine learning will continue to be THE topic of discussion in 2024. AI, voice search and augmented reality will help companies to stay ahead of the curve with their marketing content in terms of the current type of approach while improving customer experiences and interactions with brands.  

Personalisation Reaches New Heights

Consumers value and expect individualised experiences that precisely meet their needs and preferences. With the help of algorithms and data analysis, patterns and trends in consumer behaviour are recognised. Brands are creating personalised content, recommendations and offers in real time. Predictive analytics uses AI to predict potential buyers and global social trends, helping companies to proactively adapt their marketing strategies. AI-driven automation also optimises the entire marketing process – from target group selection to the evaluation of campaign successes. AI is becoming an indispensable tool for increasing efficiency and supporting personalised, relevant marketing campaigns.  

Voice Search and Conversational Marketing

The proliferation of voice-controlled devices has changed the way people search for information. Companies need to adapt their digital presence to be optimised for voice search. Conversational marketing, based on chatbots and AI-driven conversations, is becoming increasingly important to ensure a seamless customer dialogue.   


Sustainability and Social Responsibility as Key Values

Sustainability and social responsibility are no longer just buzzwords but have moved from an “eco-niche” to the centre of society. Over 70 per cent of consumers worldwide are prepared to change their consumption habits to reduce their environmental impact.  

Environmental awareness is shaping consumers’ purchasing decisions. Brands that are seriously committed to sustainability and social responsibility are gaining credibility and customer loyalty. The focus is not only on green products, but also on transparent supply chains and environmentally friendly packaging. Those who are prepared to take responsibility for the environment improve their own brand image. Brands that use false or misleading communication to win the favour of their target groups risk being punished for greenwashing. They’ll also be punished in the long term by the same consumers withdrawing their trust.     


Achieving Social Media Success with Micro-influencers

The influence of influencers remains strong, but the focus is shifting from big celebrities to micro-influencers. These often have a dedicated niche target group and create authentic connections with their followers. Brands are increasingly relying on these micro-influencers to reach their target groups in a targeted and credible way.  


Local vs. International: The Art of Global Locality and Cultural Sensitivity

The competition between local and international marketing is becoming more complex. Customers still value local connections but, at the same time, are looking for global trends and innovations. The balance between a strong local presence and international relevance is becoming crucial.   

Brands need to adapt their messages to local cultural characteristics to be perceived as authentic. By adapting content to local markets and cultures, brands can increase their reach and build a deeper connection with their customers. 

At the same time, utilising international platforms and trends offers the opportunity to reach a global customer base. The trend is to emphasise local roots without neglecting the appeal of international elements.   

Changes That Are Here to Stay

The consumer marketing trends presented here are not fleeting phenomena but represent significant changes in the consumer landscape. From sustainability to AI to localism, these trends emphasise the dynamic process of consumers’ ever-evolving demands. Brands that want to stay relevant and build a strong, lasting connection with their customers. It’s crucial to understand these trends and integrate them into their marketing. 


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