There were some significant changes in the last few years regarding the tech and advertising industries, which accelerated major trends in marketing. Whether you are currently working as a marketer or are considering a career in marketing, keeping tabs on these trends is part of the profession. Marketing is a business function that companies must continue to assess and improve to connect with customers, especially as new technology and tools emerge.
Here are three of the current and possible future trends shaping marketing this year:
- Influencer marketing versus social media advertising
- 2025 will be a “prove it” year for AI.
- Marketing will lean more heavily on strategy and technology.
1. Influencer marketing vs. social media advertising
We’re nearly half a decade removed from the start of the COVID-19 pandemic. During this time, there was an uptick in social media advertising spend, and marketers predicted that quarantine was likely to lead to some major returns on micro-targeted social media ads. However, as the pandemic waned, so did the returns. Social media has shifted from a space where people go to dialogue with other users and keep in contact with friends and family into a series of platforms dominated by influencers. Whether reaching large or niche audiences, many influencers continue to partner with brands to capitalize on their reach.
While social media paid advertisement remains popular, it’s becoming less and less important as many marketers see more returns from other tools and strategies. Marketing through influencers continues to ascend, as research shows that consumers are far more likely to trust influencers than ads from companies or organizations. Additionally, some of the niche micro-targeting and market segmentation offered by social media advertising platforms is already done by influencers, who offer access to highly engaged and trusting audiences, even if their follower counts are modest.
2. 2025 will be a “prove it” year for AI.
AI’s role in business and marketing is undeniable — nearly three in four marketers use some form of the technology in their workflow. The speed and scale of marketing campaigns are no longer as limited by the often-time-consuming work of copywriting, media asset creation, and performance-based reevaluation. AI evangelists predict that this will only continue to grow and improve in the years to come. AI tools like ChatGPT are gaining traction, and proficiency in working with these technologies may become one of the most sought-after skills in marketing.
On the other hand, there are also concerns about overreliance on AI and what risks may be on the horizon as a result. Concerns include ongoing copywriting lawsuits, reliance on a small set of unprofitable tools, and the potential hindrance to marketers if automation overwhelms consumers with low-quality content and destroys trust. If AI-related disruptions occur, marketing will be one of the most directly affected aspects of business. However, marketing professionals will also be key drivers in the successful mitigation of these potential issues, and in the larger question of AI usage in the workplace.
3. Marketing will lean more heavily on strategy and technology.
While marketers have always used a wide range of skills, some have shied away from technical skills like software development and database provisioning. However, as marketing and AI tools become more sophisticated, technical expertise will become increasingly valuable.
On the other side, marketers will also be freed up somewhat from labor-intensive tasks due to the rise of new tools, AI and otherwise. This time can be used instead to seek out a higher-level perspective on their marketing efforts, researching new tools and techniques to try, and working closely with sales teams to generate micro-targeted assets. While this shift may take some time, marketers who invest in medium- and long-term strategic thinking will offer their organizations more value. The marketing world is undergoing some major shifts, as mentioned earlier, but it’s an exciting opportunity for professionals to adopt new skills and become more impactful in business.
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