In this article, we’ll explore the key developments that have been driving results in 2024, as well as provide insights on how businesses can stay ahead in 2024 and 2025.

The Growing Dominance of AI in Content Creation

By now you are likely familiar with Artificial Intelligence (AI), a term that is growing in popularity within the digital marketing scene. A 2023 study by Salesforce found that: 

• 76% of marketers use AI for basic content creation 
• 76% of marketers use AI for writing copy 
• 71% use it to inspire their creative thinking

Now for many marketers and content producers, the rise of AI-generated content has been equal parts exciting and infuriating. 

While this innovative tech has welcomed benefits such as being more time efficient, cost-effective, and making personalisation far more attainable, it also brings numerous drawbacks such as lack of creativity, increased bias, and reduced engagement.

In fact, one survey found that 62% of consumers are less likely to engage with and trust content if they know it’s created by an AI application. However, despite its downsides, it doesn’t look like AI is going anywhere any time soon.

The Importance of Personalised Customer Experiences

According to reports, both consumers and companies say that customer experience has become more important to them over the past year. And for many buyers, a better customer experience means one that’s more personal.

Here are just 3 benefits of providing a personalised customer experience: 

1. It helps you meet sky-high customer expectations
2. A personalised service can create a better customer experience that drives loyalty
3. Customer data analytics make it easier for your customer service team to answer questions and resolve issues quickly

The Rise of Short-Form Video Content

A report has found that short-form video is the top format marketers are using and it’s set to grow the most in 2024. With various studies supporting the concept of a shrinking attention span, it’s fair to say short-form is the way to go.

Here’s how investing in short videos can impact your business: 

• Higher engagement rates
• Enhanced brand recall
• Increased reach and visibility
• Higher ROI

‍Key Strategies to Stay Ahead in 2024 and 2025

If you’re looking to stay ahead of the competition for the remainder of this year and next, here are some steps you can follow:

Keep on top of the emerging MarTech technologies, from AI to voice search optimisation. New tech helps us to push the boundaries of what is possible and set new benchmarks for marketing success.

Remember to follow data privacy regulations. Doing so not only protects your customers' personal data but also your organisation's.

Focus on sustainable, authentic marketing strategies that build long-term customer trust. Authentic brands openly share their values, admit mistakes, and work hard to create real connections with their audience.

If you need any guidance or support with your digital marketing strategy, please don’t hesitate to get in touch with a member of the Drum Digital team today.

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