Ryan Coyne, CEO of marketing firm StarBoard, has revealed his top four marketing trends that will gain momentum as we head into 2024. Ryan has shared his insight and professional opinion with dozens of media organizations over the past year, including Forbes, Gizmodo, Adweek and more.

Every year there are a handful of new marketing trends or techniques that capture people’s attention. This year, it was the advent of artificial intelligence and the powerful technology’s ability to radically change the way companies market their products and services.

As we head into 2024, here are Coyne’s top four emerging marketing to keep an eye on: 

1. Mass Adoption of AI. While there was a lot to be excited about this year with the launch of ChatGPT and other AI technologies, most companies were caught flat footed and have yet to harness AI’s true potential. That will begin to change in 2024 as companies adopt new AI tools to help clients understand their customers better, customize messaging, predict future trends and improve the customer experience.

2. Sustainability and Ethical Marketing. While this trend is not new, the modern consumer will push even harder next year for products and services that are environmentally sustainable and socially responsible. This trend will accelerate as global challenges like climate change and conflicts in Ukraine and the Middle East spill into the new year.

3. Video Marketing and Short-form Content. Short videos will continue to be the most important way for brands to market themselves on social media. Platforms like TikTok and YouTube Shorts have become important social media platforms for brands to share their story and connect with their target audience. Expect to see companies double down on this practice next year.

4. Proliferation of Social Media Marketing. With so many new social media platforms, brands will have to make sure they have a strong presence across dozens of different social media platforms. Whether it’s Google ads, Facebook, Instagram, Twitter or TikTok, brands will need to invest across all major platforms in order to compete for attention and market share.