The Marketer’s Toolkit 2024 is based on extensive research and insights and is the result of WARC’s proprietary GEISTE trends research, with input from over 1,400 marketers worldwide, as well as one-on-one interviews with marketing leaders.
Its primary aim is to equip marketers with a comprehensive set of planning and decision-making tools to navigate the ever-evolving landscape of the marketing world in the coming year.
In 2024, several prominent trends are set to disrupt traditional global marketing practices, and The Marketer’s Toolkit highlights these areas as opportunities for marketers to explore and leverage business growth.
The five key trends that are expected to shape the marketing landscape in 2024 are:
1.Socio-Political Polarisation: The growing divide in socio-political beliefs and values has significant implications for marketers. Navigating this landscape requires a nuanced approach that takes into account the diverse perspectives and sensitivities of the target audience. Addressing polarising issues and promoting inclusivity can be a powerful way to connect with consumers in a meaningful way.
2.Generative AI: Artificial Intelligence, particularly generative AI, presents marketers with the potential to create highly personalised and engaging content. Leveraging AI-driven insights and automation can enhance customer experiences, streamline marketing campaigns, and drive better results.
3.Masculinity in Crisis: Changing perceptions of traditional masculinity is challenging established gender norms. Marketers need to acknowledge and address these shifts by crafting messaging and campaigns that reflect a more diverse and inclusive understanding of masculinity, which resonates with evolving consumer attitudes.
4.Sportswashing: The phenomenon of sportswashing, where brands associate themselves with sports and athletes to improve their image, is gaining traction. Marketers must be attuned to the ethical considerations of such associations and ensure that they align with the values and expectations of their target audience.
5.Community-Based Sustainability: Sustainability is no longer a mere buzzword; it’s a core concern for consumers. Brands that prioritise sustainable practices and engage in community-based initiatives are likely to gain the favour of an increasingly eco-conscious market.
Despite a mixed economic outlook for the upcoming year, the toolkit’s annual survey reveals that marketers’ confidence is on the rise. Most firms (61%) anticipate improved business performance in the coming year, which is a 10% increase compared to the previous year.
Moreover, with major events like the Olympics and election spending on the horizon, WARC anticipates that global ad spend will surge by 8.2% in 2024, surpassing the remarkable milestone of $1 trillion for the first time.
This growth signifies the robust and dynamic nature of the marketing industry, presenting numerous avenues for marketers to explore and capitalise on the ever-evolving landscape.
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