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There’s no denying that AI has made significant strides in the past year. What was once a niche interest has now become a pop culture phenomenon. As a result, marketers are utilizing AI in every aspect of their strategies, from content ideation to research and beyond. The growth and evolution of AI show no signs of slowing down, which means that marketing use cases for AI will also shift significantly in the coming months and years. In this article, we will explore the top AI advertising trends for 2024 and what they mean for your marketing strategy.
1. Further refinement of ad targeting
One of the primary ways that marketers are utilizing AI is for improved ad targeting. With the help of artificial intelligence, marketers can analyze large sets of audience data to refine their ad targeting and messaging. This trend is expected to continue and evolve in 2024, leading to more accurate ads and a higher standard for what constitutes a successful ad. As a marketer, it is important to focus on quality and ensure that your ads are not missing the mark.
What this means for you:
While you may not currently be using AI for improved ad targeting, it is important to keep in mind that consumers may become more savvy and scrutinize ads in the future. To stay ahead of the game, track the performance of your ads closely and A/B test messaging until you feel it is as targeted as possible.
2. Improved AI marketing automation
Marketing automation has become increasingly popular, from automated email sends to social media posts. This trend is expected to continue in 2024, with advancements in AI technology allowing for quicker pivots, more micro-campaigns, and the ability to deliver to smaller segments. As a result, audience demands may shift, with people expecting more timely campaigns, niche segmentation, and hyper-personalized content.
What this means for you:
Consider these audience demand shifts when brainstorming campaigns in the coming quarters. Automation powered by AI can allow you to run smaller campaigns and target potential pain points or topics. Think about how automating social media post scheduling or email sends can free up your time to work on other efforts.
3. More capable chatbots
Chatbots have evolved from being simple lead capture forms to being able to answer more nuanced customer questions. Recent advances in AI have made it possible for chatbots to guide visitors through websites and ultimately through the sales funnel. In 2024, more companies are likely to adopt advanced chatbots that can answer niche questions. If you haven’t already, now is the time to implement your own advanced chatbot to stay competitive.
What this means for you:
Develop a content strategy for your chatbot, including what it will say and what kind of content it can provide to users when they ask certain questions. Regularly check your chatbot logs to identify any gaps in knowledge and create content to fill those gaps.
4. More use of predictive analytics
Predictive analytics allows marketers to analyze customer data and predict market trends and customer actions. While this technology is not new, it is getting more capable each year. In 2024, AI will likely continue to expand predictive capabilities, enabling more accurate predictions, better product recommendations, and more informed campaign decisions.
What this means for you:
To take advantage of predictive analytics, ensure that you have rich, historical customer and site data. Capture the right data now, even if you are not currently using predictive analytics, so you are prepared to implement it when the right solution becomes available.
5. Improved research and decision-making
Research is often time-consuming for smaller businesses, putting them at a disadvantage compared to larger organizations with dedicated research teams. However, advanced AI can assist with various forms of marketing research, allowing smaller companies to expedite the research process, make more informed decisions, and quickly vet tools they are considering.
What this means for you:
As AI continues to advance in these capabilities in 2024, it will become even more feasible for smaller companies to compete with larger companies. Familiarize yourself with AI tools and how they can streamline marketing research processes. Focus on quality and fact-check any information you receive from AI tools.
6. Continued adoption of voice-based shopping
As AI technology advances, so does the capability of voice-based search. In 2022, 27% of US-based consumers used voice search for making payments. The adoption of voice-based shopping and searching is expected to continue, forcing marketers to base their strategies around the voice-based experience. Creating content focused on longer-tail keywords that would be asked in a voice search can help you stay ahead of the curve.
What this means for you:
Start creating content that is tailored to the voice-search experience. Focus on longer-tail keywords that users would ask in a voice search. This will set you up for success as AI allows for more refined voice-based shopping and searching.
7. More use of multimodal AI
Multimodal AI combines various inputs, such as text and visuals, to deliver a more complete experience. As this technology grows in capabilities and adoption, companies will be able to output higher volumes of copy and visuals. This will also allow for more refined keyword and ad targeting. Smaller companies will be able to compete with larger content teams.
What this means for you:
If you are not already using multimodal AI, consider using generative AI to brainstorm content ideas and provide jumping-off points for your team. However, ensure that you have a vetting process in place to prevent the publishing of generic, AI-generated content. Focus on quality and what makes your company unique to stand out from the competition.
In conclusion, AI advertising trends are constantly evolving, and it is important for marketers to stay on top of the latest developments. While AI will continue to advance in capabilities and use cases, foundational marketing knowledge and a focus on quality will always be essential for success. By embracing these trends and adapting your marketing strategy accordingly, you can stay ahead of the competition and make the most of the opportunities that AI brings.
