5 marketing trends to watch in 2024

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Artificial intelligence, branding, content, CSR... What will be the marketing trends of 2024?

Lawyer Jonas Haddad and economist Sébastien Laye predict that business bankruptcies will skyrocket this year, following an already spectacular rise in 2023. It's an alarming situation, and one that should prompt organizations to rethink their strategy: to optimize their investments and boost sales, they can no longer afford to do things by halves. Pulling the wrong lever or being out of step with their customers' expectations can cost them dearly.

Yet executives are struggling to define their strategy for 2024, because they have so many questions: should they be interested in AI? What are the pitfalls to avoid? How can the company's brand image be developed and strengthened? How can we put in place communications that really reach out to our target audience?

Against this backdrop, Gaëlle Boutaud, co-founder and CEO of Sales Odyssey, an agency specializing in Growth Marketing and Business Development, unveils the 5 marketing trends to watch in 2024.

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5 marketing trends for 2024

Artificial Intelligence... with care

While AI can be a tremendous asset, be careful not to overuse it! Because marketing shouldn't be bullshit,artificial intelligence remains a productivity tool that must be used with care.

Direct vs. indirect response marketing

The low-visibility economic climate of recent years has led companies to prioritize investments targeting immediate returns. Wrongly so: most of the time, this choice has been made at the expense of efficiency and brand building.

Creating a rich website

A high-performance website in 2024 will offer a quality user experience with a true brand image. After all, today's website is the only essential step in the purchasing process! If it is neglected or poorly designed, this will inevitably have an impact on sales.

Branding and committed communication

"We're in an era of conviction," Gaëlle points out. There's no point in trying to please everyone with a slick image. A company's positioning and values must be at the heart of its marketing and communications strategy.

Aligning marketing and sales

For at least a decade, marketing and sales have had to be aligned. In 2024, more than ever, the experience offered during the sales process will be at least as important as the rest of the customer journey. "You don't necessarily have to 'put more marketing' into the sales process," explains Gaëlle. "On the other hand, a good marketer absolutely must understand what sales is, just as a good salesperson must understand marketing. I insist on the word 'understand', because there are currently far too many misplaced opinions."

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