Welcome to 2024, a year that’s already shaping up to be a landmark in the world of marketing.
As seasoned pros, we’ve seen trends come and go, but what’s unfolding this year is something different. Things are moving fast and there are some truly impactful trends that will reshape the marketing landscape.
Let’s cut through the noise and dive straight into it. We’re not just talking about the next big thing – we’re talking real changes that are reshaping our industry. From leveraging cutting-edge AI to the loss of cookies to a focus on true personalization.
I’ll walk you through the trends that are not just buzzwords, but game changers. So, grab your coffee, and let’s break down the marketing playbook for 2024.
What Are the Top Marketing Agency Trends for 2024?
At the heart of it, we are seeing 10 key trends in 2024:
- Loss of Cookies
- Privacy & Data Changes
- Email Constraints
- Purpose-Driven Marketing
- Generative AI & Content Creation
- Video Content is Still Here
- AI-Based Personalization
- Advanced Data Analytics
- Agile Marketing
- Partnership Marketing
Let’s dive a bit deeper into each of these trends.
Marketing Agency Trend #1: Loss of Third-Party Cookies
Unless you’ve had your head buried in the sand, you are well aware of the “cookiepocolypse”.
For years we’ve been talking about the removal of third-party cookies from major tech platforms.
Well, the time has finally come.
Apple started blocking third-party cookies in 2023 and as of January 1, 2024, Chrome has began their phase out. Oh, and Microsoft is also deprecating cookies in early 2024.
What does this mean for marketing agencies?
Proving your value is about to get a lot harder.
So is campaign optimization.
For marketing agencies, the focus has to be on first-party data and more innovative attribution strategies.
It really is a pivotal time for agencies to adapt and reinvent their methodologies, focusing on genuine connections and data integrity to stay ahead.
Marketing Agency Trend #2: Data & Privacy Changes
We’ve touched on privacy a lot here at Customers.ai (see Data Privacy Changes: A Must-Read Guide for Marketing Agencies).
The reason being, there have been A LOT of privacy and data changes that are impacting how marketing agencies do business.
Last year we had the official switch to GA4.
iOS 17 introduced Link Tracking Protection and the removal of Click IDs.
Then we had Meta announcing Ad Free Facebook subscriptions in the EU.
On top of it, states passed privacy regulations at record pace. It’s a lot to keep up with!
What does this mean for marketing agencies?
For a long time, marketing agencies were able to kind of roll with the punches when it came to privacy changes.
Big changes like GDPR and CCPA made waves but overall they were fairly easy to adjust to.
What we are seeing now is different.
These updates are fundamentally impacting the way marketing agencies do business and it means that adjustments need to be made much quicker and innovation is not just necessary, but key.
Marketing Agency Trend #3: Email Constraints
As of February 1, 2024, Google and Yahoo’s new email regulations will officially have launched.
If you aren’t super up to date on what this means, we did a deep dive sometime ago.
The gist of it is that emails, especially from bulk senders, are about to be scrutinized at a much higher rate and deliverability is going to be a challenge if the right steps aren’t taken.
Two main points to be aware of:
- Mandatory Digital Email Signing. Senders with over 5,000 emails will need to use DomainKeys Identified Mail (DKIM) for digital signing. While this is already a best practice, non-signed emails are now treated more suspiciously.
- New Complaint Rate Threshold. A complaint rate over 0.3% now poses the risk of being blocked. A complaint occurs when a user marks an email as spam, not when they unsubscribe.
Along with the rollout of new email regulations, Google also rolled out a new AI email spam filter to better capture spam.
What does this mean for marketing agencies?
Email deliverability will become essential in 2024. With email providers cracking down on spam, there must be a focus on creating truly compelling messages that resonate with audiences.
It also means moving away from cold email tactics and toward warm leads.
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Marketing Agency Trend #4: Purpose-Driven Marketing
According to a study by Deloitte, over 25% of consumers walked away from a brand that they interpreted as insensitive.
Customers want to feel good about who they are doing business with and they want to do business with companies who stand for something. It’s part of the reason people love REI!
What does this mean for marketing agencies?
What makes your client’s unique? How are they helping people? Once you understand that, take that service and shoot it to the moon — get micro, get focused, and amplify your “here to help” messaging for better brand loyalty.
Marketing Agency Trend #5: Generative AI & Content Creation
Just like cookie deprecation, AI is not a thing of the future…it is here. And it’s already being used by big companies and major ad agencies.
According to Reuters, WPP, the world’s biggest advertising agency, is working with consumer goods companies including Nestle and Oreo-maker Mondelez to use generative AI in advertising campaigns.
Additionally, Authority Hacker’s AI survey showed that 85.1% of AI users use the technology for article writing and content creation.
The point? AI is here and whether you agree with it or not, it’s being used to create marketing and advertising content.
Image Source: Lady Smith News
What does this mean for marketing agencies?
AI opens tons of doors for marketing agencies and can certainly help improve efficiency in the content production process.
The key is to keep the human element at the core of the messaging and avoid falling into the trap of publishing the bland, generic content that AI tends to put out. Oh, also fact checking.
While AI can put out some great content, it’s not an expert and it requires fact checking.
At the end of the day, marketing agencies need to be experimenting with AI if they want to stay ahead of the game.
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Marketing Agency Trend #6: Video Content is Still Here
Has video made every trends list for the past 10+ years? Yup.
Do we still need to include it? Yup.
Here are a few stats from Hubspot’s Video Marketing Survey:
- In 2023, people watched, on average, 17 hours of online videos per week
- People are 52% more likely to share video content than any other type of content
- 75% of viewers watch short-form video content on their mobile devices
Video isn’t going anywhere, yet marketers still aren’t using video as much as they could be. According to Sprout Social, only 35% of marketers anticipate utilizing YouTube in the next 12 months.
What does this mean for marketing agencies?
Video presents a huge opportunity for marketers and brands. Consumers are spending their time watching online videos making it the perfect place to put your ad.
That being said, it’s important to put your ad where it will be seen. Consumers have become really good at avoiding ads, which could result in wasted spend.
Image Source: Marketing Charts
If you are looking to get started in video, start small. Create a video for the blog or for the help section. Create short videos for social and see how your audience responds.
Like we said earlier, video isn’t going anywhere so it’s time to figure out how to make it work for you.
Marketing Agency Trend #7: AI-Based Personalization
As a marketer, the dream is personalization – serving really specific ads to individuals.
Unfortunately, with the privacy changes we mentioned above and previous ones not mentioned, this is becoming harder and harder, especially in the ads space.
AI is changing that.
According to a Twilio report, 92% of businesses surveyed are using AI-driven personalization.
What does this mean for marketing agencies?
With AI, marketers are able to actually craft hyper-personalized content, especially in email campaigns.
And this level of personalization goes beyond just using a customer’s name – it’s about creating content based on behaviors, preferences, purchase history, and more.
The payoff for agencies is clear: enhanced customer engagement, higher conversion rates, and more meaningful brand interactions.
[Check out the Customers.ai AI Email Writer]
Marketing Agency Trend #8: Advanced Data Analytics
Thanks to the privacy changes we’ve noted a few times and Google’s shift to GA4 (boo!), 2024’s marketing scene is seeing a surge in advanced data analytics, powered largely by Generative AI.
Marketers are being forced to get crafty when it comes to attribution – this includes using sophisticated tools to sift through data and glean deeper insights into consumer preferences and behaviors.
Image Source: Marketing Evolution
It’s important to note, this shift is not just about adapting to new privacy norms; it’s about turning a challenge into an opportunity to understand audiences on a more nuanced level.
What does this mean for marketing agencies?
Agencies are now able to predict trends, tailor marketing strategies, and create more relevant content thanks to these more advanced data platforms.
For example, a retailer could use these insights to predict upcoming fashion trends, aligning their marketing campaigns more closely with consumer interests.
The key is to not dwell on what once was but instead focus on what can be.
Marketing Agency Trend #9: Agile Marketing
It may be a stretch to call marketing agility a trend, as at first blush it seems more like a necessary survival skill. However, marketers are uniquely positioned to leverage digital tools and technology better than most.
When the world throws you a pandemic or mass social unrest, you’ve got to make quick changes to stay relevant in the marketplace. Your consumers’ needs ebb and flow like the tide and you’ve got to be the lifeboat on these choppy seas of change.
A great way to keep pace is by having an omnichannel approach to marketing where you can keep tabs on all of the different channels from a single dashboard or platform.
Image Source: Triple Whale
What does this mean for marketing agencies?
We know how fast things move and that has never felt more relevant than this year.
Marketers need to ensure they are staying up on trends and adapting to changes as quickly as possible.
It means being proactive vs. reactive and ensuring you have the tools and technology you need to be successful.
For example, consider adding more cross-channel marketing tools to your tech stack this year to both delight your clients and improve your agency’s internal efficiency.
Marketing Agency Trend #10: Partnership Marketing
Every industry is looking towards fractional solutions in various applications. When it comes to marketing — combining forces with other successful or driven marketing agencies is better all around.
Here at Customers.ai, we have had some really great partner-driven campaigns. For example, just this past December, we did an event with our partners at Semrush to announce our product integration:
What does this mean for marketing agencies?
Partner marketing opens up opportunities you wouldn’t have otherwise. Not only will your agency become more scalable and able to take on more work but also you can focus on your expertise.
Find partners that complement you and share similar target markets as your business.
Remember, there are many different “partner marketing” models, but you’re basically outsourcing anything you haven’t mastered and freeing yourself up to become the master of all things.
What Is The Biggest Trend In Agency Marketing?
For 2024, the big trend is going to be across many verticals — being kind, being real, and being helpful.
It might sound mushy but we’re quickly approaching a time where brands have to take a stance. Then, they have to stick to it and beat that drum until you and your clients are excited about what you believe in.
While you might still be reeling from all of the changes in the marketing industry in recent years — stop monkeying around and start brainstorming new ways of doing things to maintain your marketing agency’s competitive edge.
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Marketing Agency Trend FAQs
Q. What are the latest trends in digital marketing for agencies?
Current trends include increased use of artificial intelligence, personalized marketing, and a focus on data-driven strategies.
Q. How are marketing agencies adapting to changes in social media algorithms?
Agencies are focusing on creating more engaging content, utilizing stories and live videos, and leveraging influencer partnerships.
Q. What role does data analytics play in modern marketing agencies?
Data analytics is crucial for understanding consumer behavior, measuring campaign effectiveness, and guiding decision-making processes.
Q. How are marketing agencies integrating AI into their strategies?
AI is used for predictive analysis, customer segmentation, personalization, chatbots, and automating repetitive tasks.
Q. What is the significance of video marketing in current agency strategies?
Video marketing is increasingly important for engagement, with a focus on short-form videos, live streaming, and interactive content.
Q. How important is content marketing for agencies today?
Content marketing remains a key strategy, focusing on creating valuable, relevant content to attract and retain a clearly defined audience.
Q. What are the emerging trends in email marketing for agencies?
Trends include automation, personalization, segmentation, and integrating interactive elements in emails.
Q. How are agencies using SEO in current digital marketing strategies?
Agencies focus on voice search optimization, mobile-first indexing, and user experience as key elements of SEO.
Q. What is the role of influencer marketing in today’s agency strategies?
Influencer marketing is used to build brand authenticity and reach target audiences through trusted voices in various industries.
Q. How are marketing agencies tackling privacy and data protection?
Agencies are emphasizing transparency, compliance with regulations like GDPR, and ethical use of consumer data.
Q. What trends are shaping mobile marketing in agencies?
Trends include the increasing importance of mobile optimization, location-based marketing, and mobile apps for personalized experiences.
Q. How is user experience (UX) influencing marketing agency strategies?
UX is crucial for customer satisfaction, with a focus on website design, ease of navigation, and providing a seamless user journey.
Q. What are the trends in programmatic advertising for agencies?
Trends include the use of AI for real-time bidding, increased focus on transparency, and leveraging first-party data.
Q. How is augmented reality (AR) being used by marketing agencies?
AR is used for creating immersive brand experiences, interactive advertising, and enhancing online shopping experiences.
Q. What role does sustainability play in marketing agency trends?
Agencies are increasingly focusing on sustainable practices, eco-friendly campaigns, and promoting corporate social responsibility.
Q. How are chatbots transforming agency-customer interactions?
Chatbots are used for improving customer service, providing instant responses, and automating simple tasks.
Q. What impact is voice search having on marketing agencies’ strategies?
Agencies are optimizing content for voice search, focusing on conversational keywords, and ensuring mobile compatibility.
Q. How are agencies leveraging interactive content?
Interactive content like quizzes, polls, and interactive videos are used to engage users and provide personalized experiences.
Q. What are the trends in omnichannel marketing for agencies?
Omnichannel marketing focuses on creating a seamless customer experience across all channels and touchpoints.
Q. How are agencies addressing the need for marketing automation?
Agencies are implementing automation tools for efficient campaign management, lead nurturing, and analytics.
Q. What trends are impacting local SEO strategies in marketing agencies?
Key trends include optimizing for local search queries, focusing on local listings and reviews, and localized content.
Q. How is the gig economy affecting marketing agencies?
The gig economy is leading to more freelance and contract work, providing agencies with flexible staffing options.
Q. What is the significance of micro-moments in agency marketing strategies?
Micro-moments involve targeting customers at the exact moment they need a service, focusing on intent-driven marketing.
Q. How are agencies using predictive analytics?
Predictive analytics is used for forecasting trends, customer behavior analysis, and optimizing marketing strategies.
Q. What are the challenges faced by marketing agencies in adapting to new trends?
Challenges include keeping up with rapidly evolving technology, skill gaps, and aligning new trends with client objectives.
