11 new marketing trends to look out for in 2024

Marketing is an ever-changing industry, and if you are not keeping up with trends year over year, you are already behind.

In this article, we asked 11 leading business experts from different industries to provide you with their insights into what marketing automation trends are needed to close out the year successfully to make brand performance stand out. So here are their new marketing trends to look out for in 2024.

1) Lead capture

Emerging marketing automation trends are reshaping the landscape of business-to-audience interaction and operational efficiency. This notable trend centers around harnessing cutting-edge technology to acquire valuable customer data and profound insights.

Employing the prowess of data analytics and machine learning, companies can attain a comprehensive grasp of customer preferences and behaviors, enabling precise alignment of marketing strategies. This data-centric methodology unlocks the door to personalized and laser-focused communication, enriching the overall customer journey and bolstering conversion prospects.

Leveraging advanced technology to capture essential customer data and insights has become a linchpin for success in the fast-paced marketing landscape. Incorporating data analytics and machine learning into marketing automation enhances customer engagement and is a powerful tool for achieving marketing objectives.

Saneem Ahearn, VP of Marketing at Colorescience

2) Chatbot integration

An emerging trend in marketing automation centers around adopting chatbots, reshaping customer interactions through immediate and tailored assistance. These intelligent virtual helpers seamlessly integrate into websites, messaging applications, and social media platforms, enabling businesses to engage with their clientele around the clock.

Chatbots possess a versatile skill set, ranging from addressing frequently posed inquiries to offering product suggestions and facilitating order processing. Chatbots use artificial intelligence and natural language processing to deliver efficient and uninterrupted customer support, significantly elevating the user experience and fostering customer contentment.

Their capacity to manage numerous conversations simultaneously and their constant availability render them a valuable asset for enterprises seeking to streamline and enhance their customer service operations. As chatbots continue to evolve and refine their capabilities, their role in marketing automation is poised to become increasingly pivotal.

Adrian Pereira, Founder and CEO of Ecopeaco.com

3) Mobile-first approach 

A mobile-first approach has become indispensable in marketing automation. Given the widespread use of smartphones, prioritizing mobile compatibility is no longer a choice but a necessity.

The advantage is evident: it enables engagement with a broader audience, as more individuals access the internet through mobile devices. It entails optimizing layouts, images, and text for smaller screens, ensuring swift loading times and user-friendly navigation.

By doing so, businesses can capture the attention of users who predominantly use mobile devices, strengthening their brand presence and boosting conversion rates. In essence, embracing a mobile-first approach is pivotal for successful marketing automation, enabling companies to connect with a broader audience.

Travis Willis, Director of Customer Success at Aspire

4) Personalized content for users

Personalizing content in marketing is a game-changer. It’s like having a friendly chat with your go-to brand. Instead of generic ads, you get stuff designed just for you. Even more remarkable is that it’s always learning, thanks to data and insights. It isn’t a passing trend; it’s about building genuine connections with your audience.

As this concept gains traction, businesses must recognize the importance of using personalized content in their marketing strategy. In today’s fast-paced digital world, it’s the magic ingredient for staying competitive and keeping your audience engaged because your brand talks directly to their interests and needs. It’s time to join the personalized content revolution and create that unique bond with your customers.

Hilary Kozak, VP of Marketing at LivSmooth

5) Social media content automation 

While many businesses today have certain employees and staff that manage social media posting and content creation projects, there are now many new, very useful software tools such as social media management automation that can make social media posting effective and on schedule.

One key feature of this social media management software is analytics and reporting options that are frequently included in social media management software, which may help you monitor the success of your social media campaigns and posts, along with helping you comprehend how your content is connecting with your target demographic/audience.

It’s extremely important to have data such as this to make data-driven judgments when creating future content and what could be more successful and trendy to post. Scheduling posts and daily reminders will help you save time to work on other projects and will keep you on track for all social media marketing initiatives.

Bill Lyons, CEO of Griffin Funding

6) Omnichannel marketing

One of the most important new marketing automation trends that every company should adopt to succeed is to prioritize Omnichannel marketing.

Omnichannel marketing is providing efforts to improve a company’s brand and messaging across multiple channels seamlessly for consumers rather than focusing solely on one. These channels are physical channels, such as stores and customer service,  and, even more important nowadays, digital channels such as websites, social media, emails, and forums.

One example of an omnichannel marketing strategy is to give consumers the chance to find and purchase products online, in-store, or a combination of them all with such options like buying online and going in-store to pick up the items.

By focusing efforts on Omnichannel marketing, this investment will ensure that the consumer has a consistent and positive buying experience on each channel you offer and results will show.

Chris Hunter, Director of Customer Relations at Service Titan

7) User-generated content (UGC)

Leveraging user-generated content through marketing automation is becoming more and more popular. User-generated content, or UGC, is the creation and sharing of content by your customers or users.

Some common UGC are reviews, testimonials, social media posts, images or videos using the product. Using UGC is one way to build authentic trust between consumers and your target audience, and oftentimes boosts engagement in the community. Marketing automation tools can help monitor hashtags and collect tagged posts for your campaign.

UGC can be repurposed as content on the brand’s side through their social media channels, newsletters or other collateral materials. Additionally, automation can help streamline influencer outreach and partnerships, while also managing permissions and rights for user-generated content.

Peter Reagan Financial Marketing Strategist at Birch Gold Group

8) Interactive content experiences

One intriguing trend in marketing automation is the rise of interactive content. Businesses are increasingly leveraging automation to create engaging content that goes beyond the norm. Interactive elements such as quizzes, polls, and augmented reality features capture audience attention and also encourage active engagement.

For instance, quiz and survey responses can trigger automated follow-up emails or tailored content recommendations based on individual user preferences. By using this trend, marketers are finding that this content also serves as a powerful tool for lead generation and customer feedback.

As consumers crave more immersive experiences, incorporating interactive elements into marketing strategies is proving to be a pivotal and useful approach.

Matt Gehring, Chief Marketing Officer at Dutch

9) Marketing funnel automation 

The latest trend in marketing automation revolves around saying goodbye to time-consuming tasks through marketing funnel automation. This cutting-edge approach streamlines the marketing funnel, automating processes like lead generation, nurturing, and scoring, thus freeing up valuable time for strategic initiatives.

Marketing funnel automation enables highly personalized customer journeys, tailoring content and offers to individual preferences and behaviors at each stage of the funnel. Additionally, it improves sales and marketing alignment by providing precise tracking, measurement, and attribution of marketing efforts, helping teams better understand which strategies generate revenue.

In essence, marketing funnel automation offers an efficient, personalized, and revenue-driven path forward in the ever-evolving world of marketing automation.

Phil Sandner, President at Easy Spa Parts 

10) A/B testing

One emerging trend in the business world involves the growing adoption of A/B testing as a marketing strategy to gain an advantage. This approach entails comparing versions of marketing campaigns to determine the most effective one. Marketers delve into website design, ad content, call-to-action buttons, and email subject lines.

A/B testing uses data-driven insights to optimize and enhance customer engagement and conversion rates. It empowers businesses to make informed decisions, refine their messaging, and maximize the impact of their marketing efforts. In today’s evolving marketing landscape, A/B testing has become essential for running successful campaigns and excelling in a fiercely competitive market.

Through testing and strategic refinement, businesses can maintain a leading position. Thrive in the dynamic realm of digital marketing.

Clayton Howard, Director of Analytics at Net Pay Advance

11) Real-time marketing

Being able to react swiftly to current events and emerging trends is increasingly vital for successful marketing. Think of it like a surfer catching the perfect wave; you must be in the right place at the right time. In today’s fast-paced digital world, staying ahead means identifying what’s happening now and leveraging it for your brand.

Whether it’s capitalizing on a viral social media moment or tailoring your message to align with a trending topic, real-time marketing allows you to connect with your audience in a way that feels current and relevant.

This responsiveness helps build engagement and brand loyalty and keeps you at the forefront of your customers’ minds. So, Staying agile and ready to ride the wave of real-time events can make a big difference in your marketing success.”

Sacha Ferrandi, CEO and Co-founder, Source Capital

Successful marketers keep learning

The most successful marketers are learners. They are always keeping up with the latest trends within the industry and finding new ways to implement them within their teams. Even implementing one of these trends can provide you and your organization so much value and can help you achieve your marketing goals.