Marketing Moments to Watch in 2024 (According to Marketers)

The smart money is probably on “AI, Again.” But what if it's not? We asked a bunch of smart marketers on the Drum Network what their biggest moments are this year, across politics, sports, technology, and culture. Some events, like the Paris Olympics, are fairly fixed. Others are a little less clear. Either way, they predict big things.

politics

Nick Graham, Senior Consultant, Kepler Strategy: UK General Election (scheduled for November)

Get ready for media chaos in late 2024. While the UK election will stimulate demand for local news, his hyper-local CTV will emerge as a game changer. As deepfakes emerge as a new threat, combating misinformation is critical. Brands need to be clear about their values ​​and message. Consumer trust is based on it. Be prepared for heightened sentiment around social and environmental issues and the need to adjust your brand communications accordingly. Get ready for a dynamic, value-driven media environment. ”

Claire Ellsworth, Strategy Director, Impressions: US Elections (November and Overall)

“Trust and transparency will once again be in the spotlight this year, with the dying embers of the Cambridge Analytica scandal still smoldering in the distance. The US election is the culminating event in a historic year for democracy. Revelations that personal data was being legitimately manipulated for political purposes have sent shockwaves through digital culture, the effects of which will be felt most strongly this year. We have seen the emergence of platforms. The latter will face a real test next year when the emerging social space comes into its own. For example, Bluesky has no traditional advertising, It provides a way to avoid confusion and manipulation. Currently it's invite-only, but that's likely to change soon, and people flock there as the closest alternative. The challenge for brands is that[Now]it will be about how to navigate a more trusting space and foster a sense of unity in an increasingly fragmented digital world.”

Tom Jarvis, Wilderness Agency CEO and Founder: Elections Everywhere (Throughout)

“Notable Marketing Moments are actually 4 billion moments. That’s the equivalent of a global vote, with voting taking place in over 60 countries around the world this year. Across social channels, in the press, and on a daily basis. Expect the news to be bombarded with stories about the many elections taking place. From a social perspective, brands need to make sure that their messages We need to be mindful of how it fits into the digital diet of consumers who sometimes want to switch off and distract themselves from events happening at home and abroad.”

sports

James Dobbs, Managing Director, Story10: Paris Olympics (July – August)

“Few things capture the imagination like a big sporting event, and in 2024 the biggest one will probably happen. Provides an opportunity to engage with new fans from all audiences, including first-timers, lifestyle enthusiasts and travel enthusiasts. Access to event IP and venues is restricted to official partners, but 'unofficial' branding The opportunity to activate away from the playing field through ambassadors, influencers, or fan-centric cultural content is huge and can provide a more authentic event. story. The important social pillars of diversity, equality and inclusion are embodied in the Olympics. Paris 24 offers brands a unique opportunity to align with these values ​​on a global scale. But don't forget your handouts. Many compelling campaigns have disappeared when limited to channels owned by the brand. Amplify to widen your funnel and maximize profits. ”

Charlie Lee, Strategy Director, TRO:uefa Euro Soccer Championship (June-July)

“While talk of the 2023 Barbie phenomenon still resonates, summer 2024 promises an even bigger spectacle: UEFA Euro 2024. These big cultural moments are more than just sporting spectacles. It's a platform for brands to weave magic through experiential marketing techniques, penetrate subcultures, and foster cultural conversations through authentic voices. Collaborations across categories are sure to thrive. It will be front and center and I can’t wait to see how it comes to fruition.”

technology

Roger Barr, Chief Digital Officer, iCrossing UK: Next generation Amazon Alexa launch (planned for Q1)

“2024 will be a year of great change for us as experience creators. As generative AI permeates the digital strategies of website and app owners, we will We're about to witness a whole new level of AI-driven experiences that redefine simplicity. We're excited to launch the next generation of Alexa in Q1. It promises to harness the power of power to generate a more intuitive and intelligent experience where conversations flow more naturally and without the need for repetition.

Susan Corbo and Becky Armentrout, Group Creative Directors at VML New York: The Boom in Consumer Technology (Ongoing)

“Virtual AI assistants will be in everything from our clothes to our contact lenses, and our sneakers will track our vitals. Microchips in our fingernails? Yeah, that too. But… Sounds a little unpleasant. Fully transparent OLED TVs that look exactly like Minority Report will be in our living rooms. Meanwhile, we'll be able to use transparent computers, phones, dogs, and more. And I'm anxiously waiting for my life partner to come after me.”

Kobby Osei, Paid Media Director, Redpill: Cookies will eventually be deprecated (ongoing, in stages)

“Google's decision to eliminate third-party cookies will change the way advertisers monitor user activity and collect data. Brands rely primarily on first-party data and consumers' browsing history. This ban will limit the scope of personalized advertising due to reduced access to advertising and purchase history. Marketers will therefore need to incorporate other ad targeting techniques into their strategies to compensate. will need to devise new strategies, such as leveraging email marketing. First-party data will be critical for customer targeting in this cookie-less era, aided by social media. TikTok provides built-in tools for insights. These insights from social can guide new customer acquisition.”

ClickOn CEO Rich Wilson: Legal battle over AI continues (ongoing)

“As 'generational AI' continues to expand, technology evolves, and facial and celebrity recognition systems continue to grow rapidly, we are likely to see a surge in compliance litigation. Consider the case of a celebrity recognition app. Users upload photos, and the app identifies and provides information about celebrities in those images. As apps grow in popularity, app makers faced legal compliance challenges related to authentication data and privacy regulations. Without a comprehensive strategy in place, brands can find themselves on the wrong side of legal disputes. Centralized management of guidelines, compliance measures, data and content creation is essential.”

Alex Coe, Head of Performance, Don't be Shy: Changing Google's advertising model (date TBA)

“Google has long outsourced the customer support role of 'advertisers' to third parties. Most marketers now believe that these third-party representatives are salespeople, not consultants. Their advice is often low quality, generic, and has little relevance to your business. Their only goal is to get you to spend more money and not get anything in return. This issue has become a joke within the marketing community, and I predict that Google's advertising “bubble” will burst in 2024. A major marketing publication might publish an exposé, exposing the flaws in this setup and prompting the necessary overhaul. Or maybe Google will get more complaints from those of us who are tired of grinning and enduring it. Either way, this could lead to Google bringing support in-house. We're ready to transform the way Google works with customers. ”

marketing and culture

Alistair Robertson, Nucco Creative Partner: Making Marketing Fun Again (dates TBA)

“2024 will be the year when marketing is no longer a bad word. As the world overcomes so many challenges (admittedly, we are still far from “ideal”), now is the time for marketers and agencies to realize and recognize the need for new approaches. It's time. 'Brandemic' means caution, and brands are weathering uncertainty with popular campaigns. That was probably understandable. But aren't consumers tired of predictability? Don't we all want something engaging, authentic and great again? We understand the desire to be excited again. So 2024 will be a year of creative storytelling, visually stunning campaigns, and big experiences. (Oh, and this year will be all about mobile/VR/NFT/blockchain/Web3.0…again.)