Advertising is one of the most rapidly changing areas: old methods are becoming obsolete and new ones are being replaced. If you do not follow them, you can get lost against the background of more progressive competitors. In today's article, we will talk about advertising trends that are relevant in 2024.

 Artificial Intelligence
Artificial intelligence has been on everyone's lips for several years and is not going to give up — it has even been recognized as the word of 2023. Despite the fact that many people are still wary of neural networks, they have long become a relevant trend in advertising, facilitating the work of marketers.

One example is the compilation of featured products based on user behavior. Assistance in the selection of channels for placement, content planning, analysis of large amounts of data, automatic reporting — AI copes with these tasks in just a few seconds, freeing up time for specialists to create and create creatives. Well, chatbots, as another advertising technology in 2024 in the field of digital business transformation, relieve operators by answering simple standard questions that can be solved without human help.

But the real AI trend of recent years is participation in the creation of a variety of content:
images (Midjourney, DALL-E, Kandinsky);
texts (ChatGPT, YandexGPT, GigaChat);
music (AIVA, MuseNet, Soundraw, Soundful);
design and prototypes of sites (Uizard, Designs.ai, Framer, Leia).

 Omnichannel
Omnichannel is the connection between different channels of communication with the customer in order for them to conveniently interact with the brand. A website, mobile application, social networks, call center operators, chatbots, and physical points of sale must function as a single whole.

In 2024, this advertising trend is becoming not just a fashionable advertising trend, but a necessity, as customers increasingly value their own comfort and want to get up-to-date information from any source convenient for them.

For example, a customer adds a product to the cart through the app, but wants to pay for it through the desktop version of the site. He enters his account, and the system immediately "recognizes" him and displays recommended products in accordance with his preferences, "remembers" payment data, saves information about coupons and bonuses. When a customer comes to the store to make an offline purchase, all information about previous interactions with the brand is displayed in the system thanks to the scanning of the loyalty card. He can count on a discount not only when shopping online, but also when contacting a physical point in any city or even in another country where there are stores of this company.

Personalization
A personalized approach in 2024 in marketing and advertising is not just a phrase that almost every company indicates in its advantages. The modern customer is not ready to be satisfied with standard solutions – he expects brands to not only satisfy, but predict his needs.

One of the best assistants in implementing an individual approach is artificial intelligence. Algorithms analyze the user's behavior on the site — what search queries he enters, what he adds to bookmarks, favorites and "Trash", how much time he spends on different pages, how often he returns to them. Based on this, they make a portrait of him, understand preferences and can even predict a person's needs. For example, the American chain of stores Target, analyzing changes in women's purchases, determines that they are expecting a child and offers them a discount on children's goods. And while some attribute this to surveillance and espionage, many believe that such analysis is beneficial and simplifies the lives of buyers.

Retail transition to marketplaces

The main reason for the popularity of this advertising trend is reliability, since the risk of fraud is minimal compared to small online stores, and the seller's rating can be easily tracked by reviews and product ratings.

And here are some other advantages that customers see on large platforms:
fast delivery in 1-3 days;
a wide range, especially compared to retail in small towns;
the ability to choose between sellers, looking for the best price with high quality;
frequent discounts and sales;
convenience of ordering, carried out in a few clicks;
availability of installments;
payment after checking the goods;
availability of pick-up points and the ability to deliver almost anywhere in the country.
Despite the fact that competition on marketplaces remains high, the pace of registration of new sellers has slowed down. This means that the chances to occupy your niche are still there — this requires a popular business idea, a high-quality product, and a well-thought-out promotion strategy that can be implemented through built-in marketing tools.

Complex sales funnels
In 2024, almost no one makes purchases on the principle of "come - see - buy" - consumers are reasonable about their spending and carefully choose goods, paying attention to the quality of products, convenience of purchase, company reputation and many other factors. Therefore, marketers have to create complex multi-level sales funnels and gradually warm up consumers, establish trusting relationships with them and convince them that the brand is worthy of their attention.

The basic scheme of interaction with the audience is preserved and includes the stages of awareness, involvement, interest, desire and purchase itself. But now the path between these first and last steps has lengthened, and it will take more effort to move the client to the next step. Now, to do this, you need to implement non-standard creative approaches to advertising, convince of the need to buy, referring to objective facts, carefully monitor the reputation and offer added value.

The Rise of Video Content
Video is one of the most convenient formats for presenting content. You don't have to set aside time for watching — you can turn on the videos in parallel with other activities. And this applies not only to entertaining, but also to educational, popular science, and work videos. And since the modern consumer is trying to do as many things as possible at the same time, content makers give him such an opportunity.

A real trend in recent years is short vertical videos (Shorts). They usually last less than a minute, so you don't need any concentration or a lot of free time to watch them. But this format is addictive — as soon as one video ends, you want to open the next one, and so on. The feed is formed based on the interests of a particular user, so many can scroll through such videos for hours.

This trend in the advertising market is actively used by influencers — integrating it into unboxing, reviews, ASMR content, and even short videos with a full-fledged plot. At the same time, they maintain a natural and familiar presentation to subscribers, and therefore the promotion of affiliate products does not cause negativity and irritation among the audience.

Business Ecosystems
A business ecosystem is a set of different services offered by one company. Usually, they are available "from a single window", when several different actions can be done in one application or on the website. This is convenient for the user, since there is no need to create many accounts and install different programs, because all processes are collected in one place and can be easily accessed from any device.

Business Social Responsibility
Business social responsibility is another trend in advertising in 2024 that affects the opinion of the company and the decision to cooperate with it. Concern for the health and safety of employees, compliance with laws, consideration of the interests of society and concern for the environment form the image of a brand, on which its success directly depends: a bad reputation can completely destroy a business.
Here are some options for how you can declare your liability:
rejection of plastic packaging and the use of components that are tested on animals in production;
use of secondary resources as raw materials;
charity, deductions to funds from sales, organization of events related to current problems;
raising the audience's awareness of the company's life, its work processes, and the working conditions of employees;
Launch of social advertising.

The Nativeness of Advertising Messages
Nativeness is another new trend in advertising. The fact is that consumers have long been tired of it — even the most creative, funny, and unique creatives cause only negativity and irritation for many. Among the calls "Buy! Sign up! Order!" it is becoming more and more difficult to stand out. To stand out from competitors, you need to look for new approaches.

One of them is native advertising: useful content that unobtrusively promotes the product, often in the form of friendly advice or personal recommendations. But writing an interesting article and adding phrases like "You can buy all this from us" at the end is not enough – this way you can completely spoil the positive impression of yourself, which has just begun to form in a potential client. Advertising needs to be integrated organically in order to gradually arouse the client's interest and convince him that the opinion about the product is not imposed from the outside.

Conclusion
In 2024, advertising trends are shaped by the recent crisis, although the market has almost completely adapted to the new situation and is actively using new channels and methods of communication with the audience. Today, in all areas, the desire of consumers for their own comfort is clearly visible - convenience is becoming the main criterion for making a purchase decision. They pay attention to reputation, choose products carefully, and strive for the best quality, so it is especially important to establish a long-term and trusting relationship with their audience. And advertising should be as unintrusive as possible and integrated into useful content so as not to annoy and not fall under banner blindness.