Lomit Patel, a member of Forbes Business Development Council, has predicted some marketing trends that will dominate the integrated marketing communication industry and drive business growth in 2024.

In a detailed article published recently on Forbes, the Chief Growth officer of Tynker, predicated his projection on the current marketing landscape which has continued to evolve as a result of technological advancements, changing consumer behaviours, regulatory changes and several other reasons.

Banking on his deep knowledge, and understanding of the present development, Patel pointed out 10 marketing trends industry leaders should look forward to in 2024. He also suggested effective strategies that will boost business development and enhance brand value that will make them stay relevant and highly competitive in the ever-changing market.

One of the marketing trends he predicted is Artificial Intelligence (AI) Marketing Automation. According to him, AI with marketing transforms how companies analyze data, personalize customer experiences and optimize campaigns.

In 2024, Patel forecast that AI-powered marketing tools such as chatbots, voice search optimization and predictive analytics will become more prevalent.

He also identified Augmented Reality (AR) and Virtual Reality (VR) as immersive technologies that can help to create immersive brand storytelling and consumer engagement avenues. Patel projected that in 2024, these technologies will integrate with strategic marketing efforts more deeply.

Continuing, the Forbe’s Business Development Council member mentioned Hyper-Personalization as parts of marketing trends that will shape 2024. He revealed that with advancements in AI and machine learning, sales and marketing teams can tap into a wealth of customer data to better curate and personalize content, product recommendation and offers.

On influencer marketing, Patel noted that modern consumers want more than endorsement; they want genuine and authentic relationships with influencers. He envisaged that this shift will likely drive the growth of micro-individuals with smaller but highly engaged followings.

Another trend predicted to shape year 2024 is video Marketing. According to the analyst, any company that effectively utilize these trends will have a competitive edge and will be able to communicate their brand messages engagingly and dramatically.

Similarly, the business leader identified Voice Search Optimization as a marketing trend that will dominate the year in focus. He cited the case of the United State where latest report shows that there are about 200 million users of voice assistants. He noted that understanding and incorporating voice search optimization techniques will assist in making content more discoverable and rank higher in voice search result.

He also acknowledged User-Generated Content (UGC), UGC, a powerful brand marketing strategy that provides social proof and engagement as parts of trends to watch out for in 2024. According to Patel, brands can encourage UGC creation by launching engaging contests and challenges with specific hashtags, themes or formats, rewarding the best entries. Partnering with relevant influencers can also amplify reach and engagement.

He noted that UGC can enhance brand credibility and customer loyalty by involving the audience in content creation. This approach he said, can shape the narrative around brands and foster a sense of community among consumers.

The seventh prediction he made is Social Commerce. Patel maintained that social media platforms are increasingly becoming e-commerce ecosystems, which is expected to impact the digital shopping landscape significantly. In the coming year, he anticipates major platforms such as Facebook, Instagram and TikTok to lead the way in integrating more prominent shopping features into their user experience.

He urged businesses to capitalize on the evolving digital commerce landscape to engage with their audience and convert that engagement directly into sales.

Predicting further, the IMC leader identified Privacy and Data Protection, saying businesses must prioritize consumer trust and data protection. He hinted that by 2024, companies that adopt robust data privacy practices and transparent data policies will gain a competitive advantage.

On his final note, Patel forecast that 2024 will be dominated by Sustainability And Purpose-Driven Marketing. He believes that as environmental concerns continue to take center stage, consumers increasingly seek brands that align with their values. He said to achieve success, it will be essential for businesses to adopt sustainable and purpose-driven marketing strategies that are authentic to the brand.

The market analyst concluded that companies that adapt to these marketing trends in 2024 will meet the expectations of their audience and position themselves for sustained success in the ever-changing world of marketing.