Kantar, a leader in marketing analytics and data analysis, presented its first report titled "Marketing Trends 2024". The study used data on consumer attitudes and behaviours to help marketers refine their strategies for the coming year. Kantar identified 10 trends that will have the greatest impact on the market in 2024.

1. Artificial intelligence will settle into the industry

About 67% of marketers view the potential of generative artificial intelligence (GenAI) positively. Research into the use of artificial intelligence in the content creation process is gaining importance, which means that research into its effectiveness will become crucial in the coming year.

2. Culture comes first

Consumers care about supporting brands that represent their values. About 80% of consumers make efforts to support companies that support important social causes. When planning marketing strategies, companies must align their messaging with changing cultural expectations.

3. Message control vs. cancel culture

Public figures who consistently express their views, even if they are controversial, will gain popularity. In 2024, those who are authentic and stand up for their beliefs will speak to consumers' hearts.

4. The fight for viewers' attention and emotions

Measuring advertising effectiveness will become more advanced thanks to artificial intelligence, enabling marketers to better understand how to attract viewers' attention.

5. Moving to holistic measures of success

More and more companies are including sustainability aspects in key performance indicators, which shows changing business priorities.

6. Sustainable growth requires radical innovation

Innovative brands achieve greater growth. In 2024, radical innovation will be key to achieving growth after the pandemic period.

7. Brands challenging the established order

What trends will influence marketers' work in 2024?

Brands that drive change and question the status quo are gaining popularity. Large brands must adapt with flexibility to meet consumer expectations.

8. The power of premium brands

In inflationary conditions, premium brands can maintain their position by focusing on building brand value.

9. Life beyond the search engine

Changes in online search require revising digital strategy so brands can reach consumers where they currently spend their time.

10. Retail media in the advertising industry

Media connected to retail networks are becoming a key channel for reaching consumers. In 2024, retail media specialists will invest more in these channels.

Gonca Bubani from Kantar notes that marketers must constantly learn and make decisions based on reliable data. Using artificial intelligence is a profound change, but effectiveness requires combining technology with human ingenuity.

About Kantar:

Kantar is a global leader in marketing data analysis, combining expert knowledge with innovative analytical tools. It helps clients understand people and achieve sustainable growth in over 90 global markets.