2024-01-02 11:22:02
In the current context, marked by the rapid evolution of digital advertising, the year 2024 is presented as an extension of the trends already established in 2023. Although radical changes are not expected, the constant presence of artificial intelligence (AI) and Technology will continue to be a key factor in transforming the advertising landscape.
These elements, far from stagnating, will play an even more prominent role in the creation of more effective and personalized advertising strategies, especially in areas such as interactive advertising, omnichannel or email marketing.
In a significant step towards this technological future, The European Union has recently approved the first regulation on artificial intelligence, whose objective focuses on promoting reliable and human-centered AI, thus guaranteeing a high level of protection. This legislation will have a significant impact on the digital advertising sector, which will need to adapt to the new rules and ensure compliance with the ethical and legal principles governing AI. This will be a challenge, but also an opportunity for marketing and advertising companies, which will have to invest in this tool by 2024 to offer innovative and competitive solutions that respect the values and rights of users.
Under this premise, according to data from the consulting firm IDC, Spending on artificial intelligence in Spain is expected to reach 3,680 million euros in 2024, which represents an annual growth of 19.5% since 2019. Within this expense, the advertising and marketing sector is one of those that will invest the most in AI, since it is a key tool to optimize strategies, personalize experiences, analyze behavior and automate tasks. In fact, according to A Salesforce study, 49% of marketing teams in Spain already use AI, and 53% plan to increase their use in the next two years. Furthermore, another report shows that 84% of marketing leaders in Spain indicate that they plan to increase their use of AI in ad optimization, 81% in customer service and 77% in content creation.
Taking this panorama into account, Sara G. Timón, Country Manager of Impulsión, believes that “In a context where technology continues to be the protagonist, we anticipate a consolidation of already evident trends. Native advertising will continue to gain ground by offering more integrated and less intrusive experiences for users and email marketing will reinvent itself, focusing on personalization and relevance to keep the audience’s attention. Furthermore, taking into account the changing behavior of users, brands will seek to tell more authentic stories to connect more emotionally with their audience through branded content. To this end, personalization will continue to be key in all these strategies, allowing brands to adapt to individual consumer preferences.”
Trends that will mark 2024
The rise of interactive advertising. In the advertising perspective of 2024, interactive advertising is emerging as one of the trends that will improve the most with the help of artificial intelligence, allowing the creation of more efficient and creative advertising campaigns in an environment where personalization and immersion will dominate. the panorama. Among the different trends, programmatic advertising will continue to grow, providing more efficiency and personalization, while augmented reality will consolidate as a key tool for immersive experiences. For its part, interactive content, from ads with QR codes, augmented reality, games to surveys and interactive videos, will strengthen engagement and loyalty with users. Likewise, influence marketing will evolve towards more specialized profiles committed to sustainability.
Generative AI will become a commodity in marketing and advertising. It is anticipated that generative AI will no longer be a cutting-edge technology reserved for a few pioneers, but will become an essential and widespread component in advertising strategies. This change will not only simplify the creation of engaging and personalized content, but will also democratize access to this technology, allowing a broader spectrum of professionals to effectively integrate generative artificial intelligence into their campaigns. This phenomenon will mark a significant milestone in the evolution of advertising practices, where AI-powered creativity will be a common and powerful tool in the arsenal of marketers.
Omnichannel will be reinvented by artificial intelligence. AI is expected to further enhance the consistency of brand experiences across channels by enabling smarter and more personalized advertising strategies. The ability to contextually tailor messages in real-time, supported by advanced machine learning algorithms, delivers greater relevance to users at every touchpoint. Predictive analytics, powered by AI, becomes a strategic ally to predict consumer behavior trends and proactively adjust advertising campaigns across all channels. The synergy between omnichannel and artificial intelligence will redefine digital advertising, setting new standards for the delivery of more coherent, personalized and effective brand experiences.
Email marketing will continue to be a very powerful tool. In 2024, brands will not only continue to recognize the long-term effectiveness of email marketing, but they will also continue to invest significantly in this strategy as a fundamental channel to cultivate strong and lasting relationships with their customers. In this context, AI and advanced analysis tools are being increasingly integrated to understand user behavior and offer content that matches their needs and preferences. This evolutionary approach reflects brands’ proactive adaptation to changing market demands, ensuring email marketing remains an effective tool in tune with the expectations of modern consumers.
Therefore, this year is set to be a year of continuity in advertising trends, but with technology and artificial intelligence playing increasingly leading roles. Companies that can adapt to this scenario, taking advantage of the opportunities provided by AI regulation and anticipating consumer preferences, will be better positioned to stand out in a dynamic and competitive digital environment.
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