Top Marketing Trends to Watch in 2024

WELCOME REMARKS & INTRODUCTION

Tori Carr

Senior Manager, Brand & Media vs Brand Activation ANA

SOCIETY IN FLUX AND HOW PEOPLE ARE RESHAPING NORMS

Every year, Accenture examines shifts in the interplay between people and the layers through which they interact with the world — be it business, technology or changes in society. Between people and life, there are layers that mediate their interactions, influencing their thoughts, feelings and actions. The undeniable fragility in people’s relationship with these influences has never been clearer, as they’re changing. It's throwing society into a state of flux and people are deconstructing everything that was once a given. Drawn from their Accenture Life Trends 2024 report, Mark Curtis share the five trends which explore the decline of customer obsession, the influence of generative AI, the stagnation of creativity, the balance of tech benefits and burden, and people’s new life goals.  Our presenter will guide you in navigating this evolving landscape.

Mark Curtis

Head of Innovation and Thought Leadership Accenture Song

2024: THE YEAR SMART MARKETERS GET REAL ABOUT ARTIFICIAL INTELLIGENCE

We’re in the midst of an artificial intelligence revolution that promises to transform every aspect of business, society, culture, and the economy. The latest wave of AI innovation – generative AI – is swiftly changing the way the world creates and consumes content, the way users interact with information, and the way businesses connect with consumers. Marketing will never be the same. Marketers that embrace AI stand to gain an outsized advantage, as they learn to leverage today’s most powerful models and practical applications to produce compelling and creative high-quality content at unprecedented scale and with unheard of efficiency, gain deeper insights into what their customers believe and how their customers behave, and out-innovate the competition. But only if they can see through the hype to identify what really matters for their business and their brand.

And if you thought AI hit peak hype in 2023, wait until you see what 2024 has in store. Join Greg Verdino -- the founder of marketing AI consultancy CognitivePath and a professional futurist who has been forecasting AI’s impact on marketing for nearly a decade – as he shares his eye-opening take on the top AI trends every marketer needs to know to thrive in 2024 (and beyond).

Greg Verdino

Founder + Principal Consultant CognitivePath

WHAT TO EXPECT AT RETAIL IN 2024

If you want to really understand trends at retail for 2024, you should ask people who’ll actually be charged with bringing them to life. In this highly informative session, Chief Marketing Officer Berry will share The Mars Agency’s unique predictions for the coming year, which are based on the perspective of in-the-field practitioners who live and breathe shopper engagement on a daily basis. Berry will examine the key business and consumer trends we expect to shape both shopper behavior and retailer-brand relations in 2024 and beyond.

Jake Berry

CMO The Mars Agency

NOW TRENDING IN TV STREAMING: ADVERTISERS CUT THE CORD

In 2023, linear TV dropped below 50% of total TV usage for the first time, while streaming reached a record high.1 2024 will shape up to be another groundbreaking year for TV streaming and the future of home entertainment. Advertisers will cut the cord in favor of mass-market reach through TV streaming, brands will gain access to more streaming ad inventory, and shopping on the TV screen will reach new heights. Join Roku as they share 5 bold predictions that will help guide brands from the age of traditional linear TV into the future of video advertising.

1 | Nielsen, August 2023

Jordan Rost

Head of Ad Marketing Roku

THE FUTURE LESS TRAVELED: DENTSU CREATIVE’S 2024 TRENDS

Drawing on the collective research and insights of strategists, futurists and innovators from across our global network, we explore the power of hope in a volatile world. Articulated through five trends which include the empowerment being witnessed through simple acts of joy, or gaming influenced world building skills, the report looks to inform strategy and give confidence to defy cynicism and despair in the face of modern crises and challenges.

Why the “Future Less Travelled”? Each year Dentsu Creative looks to literature to inspire themes. One of the world’s favorite poems, “The Road not Taken” is often read as a hymn to individuality, to taking the road others won’t, striking your own path. In truth, it’s more a wry reflection on the power of storytelling to make sense of our choices. Through this creative trends session, our ambition is to paint a future rich with potential, showcasing how when optimism meets action, the world moves forward.

We hope to inspire you to design, innovate and strive for the future you want to see.

Jamie Shuttleworth

Chief Strategy Officer Dentsu Creative

THE FUTURE OF PURPOSEFUL MARKETING: WINNING CONSUMERS’ MINDS AND HEARTS THROUGH IMPACT IN 2024

Unilever, and especially the Dove brand, have been at the forefront of excellence in purposeful marketing for more than the last 10 years. They watch and leverage trends as well as anyone, and have won numerous awards for their efforts. Hear Kathryn Fernandez, Sr. Director, Dove Purpose and Engagement, North America, discuss:

• The different between purpose and social impact
• The evolution of purpose – the past, present and future
• How to manage skepticism and harness authenticity for social impact
• What you need in your toolkit to be successful with social impact

Kathryn Fernandez

Sr. Director, Dove Purpose and Engagement, North America Unilever

CLOSING REMARKS