AI, AI and more AI: the 3 biggest trends in digital marketing in 2024
1. AI in marketing - quality is key!
Generative AI is the dominant trend of 2024, bringing with it such profound changes that no one can escape its development. From operational process optimization to the creation of digital marketing strategies and highly personalized advertising campaigns, AI enables marketers to create customized content that is precisely tailored to the needs and preferences of their target groups. AI-based marketing is also able to adapt content in real time in order to achieve maximum response and engagement. In addition, the technology allows precise customer analysis to identify and predict behavioral patterns, enabling companies to plan and implement their strategies more effectively.
Developments in the field of generative text AI in particular are leading to an exponential increase in the amount of content in the digital space, as AI tools allow content to be created with unprecedented speed and variety. In this article, we explain the various possibilities of AI, especially in content marketing, in detail. In this flood of digital content, it is crucial for companies to stand out with high-quality content.
In 2024, the integration of artificial intelligence in marketing will therefore be crucial to a company's success. Evernine is already using other innovative AI tools, for example in the areas of social media, campaigns and design:
➡️ 1. Anyword enables marketers to create targeted and engagement-optimized social media texts using AI and thus increase the effectiveness of their campaigns.
➡️ 2. MoEngage uses machine learning to analyze user behavior and offers features such as customer segmentation, real-time analytics and automated campaign triggering to increase customer loyalty and maximize the effectiveness of marketing strategies.
➡️ 3. Adobe Firefly is an advanced AI tool integrated into Adobe Creative Cloud that uses generative AI technologies to facilitate the creation and customization of visual content.
The challenge is also to use AI in a way that complements, rather than replaces, the human touch to create high-quality content that preserves the authenticity and voice of the brand. It is crucial that marketing strategies continue to be based on human interaction and empathy while taking advantage of AI technology.
Evernine supports companies in this with its own content-based approach. We are ready to take over the creation of high-quality content for you so that you can effectively achieve your communication goals. Our approach combines creativity and experience with technology-driven strategies to ensure that your messages are not only attention-grabbing, but also targeted and of high quality. You can find all the information you need in our CXO Masterclass.
2. Personalization and customer experience
Quality relies not only on content relevance and accuracy, but also on the ability to create emotional connections and offer real added value for the target group. Personalized content based on the individual needs and interests of users will become increasingly important in 2024. Here too, AI tools will help analyze user data and create tailored content to anticipate customer behavior, needs and preferences through precise predictions, enabling more effective segmentation and more consistent targeting across all channels.
These technological advantages will also become increasingly important in the war for talent in 2024. By using digital tools, companies are able to optimize their application process, automate screening procedures, accelerate the recruitment process using AI-supported chatbots and virtual interview platforms and thus increase the quality of candidate selection. This leads to a more efficient use of resources and a better candidate experience, which in turn increases the company's attractiveness as an employer.
As a partner for the innovative HR tool Personio or for HubSpot in the area of CRM and digital sales, Evernine offers companies comprehensive technological advice and support.
Learn all about Evernine's technology approach in our CXO Masterclass.
Lead your company on a sustainable path to greater cost efficiency in marketing, sales, PR & HR.
3. Responsible marketing
In 2024, companies must become aware of the responsibility they have towards society and their customers. The entire market is placing ever greater emphasis on topics such as CSR and inclusion. The pressure is growing enormously here, as customers are becoming increasingly socially aware and expect companies to deliver quality as well as social responsibility and inclusivity. Responsible marketing is therefore becoming a key issue for marketers. Earlier this year, Evernine asked itself whether purpose-driven companies are really more successful. You can find the answer in this article.
The approach, which is based on the principles of honesty and fairness and includes aspects such as truthful advertising, transparent operations and consideration of the social and environmental impact of business practices, is crucial in today's world. In the IT industry, for example, customers are increasingly choosing cloud service providers based on their energy consumption. Companies in this sector must therefore make their data transparent and credibly stand up for sustainability in order to be successful on the market. Sustainability communication is therefore becoming increasingly important. Together with its partner planeed, Evernine shows how targeted implementation can succeed.
Social listening is also playing an increasingly important role in the context of responsibility marketing. With the number of social network users steadily rising - 5.17 billion active users are expected worldwide in 2024 - analyzing online communication about brands and products is becoming increasingly relevant.
As a result, companies not only gain insights into the perception of their brand and products, but also into that of their competitors and customers' barriers to purchase, which enables them to act in a more responsible and customer-centric manner. We have summarized the most important information for you in this article.
To be successful, companies must digitalize all areas holistically. This also includes the corporate culture, such as the development of a digital-first mindset. Evernine shows how it works with its own cultural approach.
Quality is the decisive factor in 2024
These trends show that digital marketing in 2024 will be about much more than just distributing advertising messages. It's about ensuring quality in the face of ever-increasing AI-generated content, building genuine relationships with customers in the face of rapid developments in AI and adapting to rapidly changing digital landscapes. For brands that rise to these challenges, new opportunities are opening up to strengthen customer loyalty, attract new talent and increase business success.
“In view of the challenging market development in 2024, artificial intelligence will play a dominant role in all business areas,” explains Alexander Roth, Managing Director of Evernine.
“AI tools will be indispensable in 2024 to reduce costs and drive digitalization in marketing. However, companies must recognize that with all the efficiency gains from AI, quality must not be neglected. In a world where AI is producing vast amounts of content, quality is becoming a crucial factor in standing out from the crowd and being successful. AI can only provide limited support in areas such as quality and creativity, so human influence remains essential for true innovation and authenticity in marketing.”
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