Top Marketing Trends of 2024

Why marketers keep refreshing brands instead of betting on splashy ads; ‘The year of implementation’: How marketers are leveraging AI on mobile; As retail media networks widen their scope, is a reckoning inbound?; Why marketers increasingly downplay sustainability efforts View online | Sign up

TRENDLINE The Top Trends in Retail Marketing Retail marketers are navigating a point of transition as evolving media consumption habits, particularly the surge of social media video, shape shopping behaviors. Explore their strategies in this Trendline.   NOTE FROM THE EDITOR Marketers are trend-oriented by nature, and 2024 highlighted the difficulty many experience in keeping a finger on the pulse. Brat summer, demure and other social media moments provided stages for brands to prove their relevance, but executions did not always feel strategically aligned. At the same time, the industry often felt stuck in the past, relying on nostalgia for old ads that carry questionable levels of resonance today.   Areas like artificial intelligence (AI), retail media and connected TV reached fresh levels of maturity in 2024, and in some cases began to converge. Data-driven marketing continued to reshape the CMO agenda and the agency ecosystem in a waning period for traditional creativity. But marketers in many ways still lack sophistication with the emergent tools they are expected to master in the names of efficiency and growth. Look no further than generative AI, which is positioned as transformative but seemed to produce as many publicity blunders as practical use cases in recent months. While the next watercooler discussion can be hard to predict, the underlying marketing trends of 2024 will evolve heading into the new year. Below, Marketing Dive has gathered some of the biggest trends pieces of the past 12 months, with an eye on drawing out which approaches are resonating and which are failing to connect.   And to support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76. As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive X/Twitter | Email Deep Dive Nostalgia-washing: How brands can look back without getting hung up to dry As marketers continue to look for inspiration in campaigns and culture of the past, the savviest will focus on brand truths to make meaningful connections. Deep Dive Why marketers keep refreshing brands instead of betting on splashy ads The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing. Deep Dive ‘The year of implementation’: How marketers are leveraging AI on mobile While AI has its place in the realms of social media, mobile commerce, apps and more, a sea of questions remains around regulation and brand safety. Deep Dive As retail media networks widen their scope, is a reckoning inbound? Expanding into offsite media like open-web programmatic could alleviate supply pressures but opens a whole new can of worms for the category. Deep Dive Why marketers increasingly downplay sustainability efforts Greenhushing on climate-related initiatives is becoming more widespread amid an intensifying regulatory environment and consumer backlash. Deep Dive Legacy media makes new bets on CTV and retail media convergence Disney’s new partnership with Walmart Connect and Amazon’s latest streaming TV ad formats demonstrate how the growing channels can work together. 5 ways marketers can master RCS for mobile messaging Now that Apple has adopted Rich Communication Services, here’s how brands can prepare to use the business side of the messaging standard. Deep Dive What FCB’s stealthy data unit says about the future of agency creativity FCB/Six is seeing double-digit growth at an otherwise sluggish time for the industry, speaking to rising client demand in areas like CRM and loyalty. Deep Dive ‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.

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