Discover predictions for how major trends will shape the landscape of marketing next year and beyond.
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The Future of Marketing: 5 Trends and Predictions for 2024 and Beyond
Learn how the best organizations will achieve marketing success
Every year, we predict critical marketing trends that will impact marketing leaders. Understanding these trends will help you focus, prioritize and plan for next year.
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Our data-driven guidance on where CMOs and teams will focus
Actionable insights to respond to CMO challenges and achieve priorities
A framework for discussions with your teams, peers and other leaders so you can more quickly and effectively diagnose priorities and actions
Tools and resources to focus your priorities in 2024
Dive into our marketing predictions and receive guidance on how CMOs should prepare and respond.
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Insights for what’s next in social, AI, analog, truth and trust
CMOs and their leadership teams are finding their foothold in the potential efficiency and creativity that GenAI promises to provide, while straddling the analog needs and benefits of a human-centered reality.
Five marketing predictions from Gartner experts offer a perspective on how to prepare for the disruptions created by social media’s decay, an AI-free approach to communicating brand value, and the myriad ways in which GenAI will change the landscape of everything from search behavior to staffing considerations.
No. 1: By 2025, a perceived decay in the quality of social media sites will push 50% of consumers to significantly limit their use of major platforms.
The impact: Consumer concern over GenAI spreading misinformation on social platforms remains high. Over 70% of consumers expect AI to negatively impact social channels. Many social channels have already begun to incorporate AI, which has the potential to hasten the perception of diminished quality. As a result, consumers are actively limiting their use of major platforms.
No. 2: By 2026, 80% of creative talent will use GenAI daily, allowing for more strategic work, resulting in increased spending on creative.
The impact: The use of GenAI in marketing will enable more creative variations developed faster for hypertargeted, personalized experiences. Managing this will increase CMO spending on agency and in-house creative talent toward more strategic creative endeavors.
No. 3: By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products.
The impact: As AI becomes more prevalent in marketing, addressing consumer trust and confidence issues will be a significant challenge. A segment of customers may shift their behaviors and seek out AI-free, “acoustic” brands that prioritize authenticity and ethics. Brands that embrace acoustic positioning can differentiate themselves and potentially target premium or safety-focused markets.
No. 4: By 2028, brands will see their organic site traffic decrease by 50% or more as consumers embrace GenAI-powered search.
The impact: The rapid expansion of generative AI in search engines will significantly reduce organic search traffic for brands, as individuals obtain information directly from AI-generated results. CMOs must prepare for the disruption to revenue and lead generation by adapting channel investments and focusing on conversion-focused keywords, gated content and potentially repositioning traditional channels like email.
No. 5: By 2026, 60% of CMOs will adopt measures such as content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content to protect their brands from widespread deception unleashed by GenAI.
The impact: To safeguard their brands, organizations must prioritize the implementation of content authenticity measures and establish responsible-use guidelines for GenAI. The lack of existing frameworks and best practices necessitates transparency and trust-building mechanisms, compelling brands to demand clear policies from vendors and agency partners while integrating content authenticity features into technology.
Define your planned strategy and refine the emergent strategy
Marketing strategies should set a clear direction of travel, but should be responsive to the changing nature of the marketing environment. The planning cycle is long. But like our predictions indicate, a lot can happen in 18 to 36 months. Be sure to keep the following in mind throughout the planning cycle:
Changing macroenvironmental factors — external factors that are outside the control of the organization. Examples include economic shifts (changes in inflation and interest rates), social or cultural changes (desire for more sustainable products or services) or technological shifts (adoption of AI).
Changes in microenvironmental factors — external factors that are within the control of the organization. Examples include changes in the competitive landscape (new competitors entering the market), shifts in customer behavior (shifting from shopping in-store to online) or changes in channels (a once-valuable distribution channel closes).
Internal factors — factors inside the organization that impact expected performance. Examples include changes in the available marketing budget (requirements for cost optimization), organizational shifts (new CEO joins the business) or capability changes (key talent leaves the business).
Most importantly, avoid a set-and-forget approach: Instead, make strategic planning a process of continual refinement rather than a one-off exercise. This requires plans that are structured enough to build a clear roadmap, but also capable of adjusting direction if previously unforeseen obstacles or opportunities arise.
To learn more, download your guide to marketing strategic planning success.
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FAQ on the future of marketing
What are the top 5 marketing trends and predictions for 2024?
The top 5 marketing predictions for 2024 from Gartner experts are:
By 2025, a perceived decay in the quality of social media sites will push 50% of consumers to significantly limit their use of major platforms.
By 2026, 80% of creative talent will use GenAI daily, which will create strategic efficiency and result in the need to allocate more budget toward creative and content.
By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products.
By 2028, brands will see their organic site traffic decrease by 50% or more as consumers embrace GenAI-powered search.
By 2026, 60% of CMOs will adopt measures such as content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content to protect their brands from widespread deception unleashed by GenAI.
How can businesses use marketing trends and predictions to their advantage?
CMOs can use these predictions to:
Refocus customer acquisition and loyalty strategies to offset social media attrition
Establish GenAI upskilling for in-house creatives
Audit and test how AI-free experiences impact brand engagement
Develop unique branded research to ensure mentions in GenAI search
Invest in cross-functional teams to ensure all brand content adheres to guidelines
What are some of the benefits of using AI in marketing operations?
AI will expand creative possibilities by enabling the development of more concepts and creative variations. This will increase CMO spending on agency and in-house creative talent who will focus on more strategic endeavors and orchestrating new ways of using AI to stay ahead of the competition.