Even as ad spending trends in a positive direction and setbacks spurred by the pandemic recede into the rearview, marketers will face several challenges in 2024 while being buoyed by a raft of opportunities to engage with beleaguered consumers.
Brands in search of to make emotional appeals after specializing in performance marketing for years could have to navigate an increasingly fraught sociopolitical landscape that is probably going to intensify because the 2024 presidential election gets closer.
With Google’s plan to enact the death of the cookie in effect and the hype around generative artificial intelligence showing no signs of slowing down, areas of growing marketing investment — including retail media networks, connected TV and the creator economy — could possibly be impacted.
Below, Marketing Dive has collected stories that key into where the industry is headed, spanning the evolving social media sphere, the changing role of agencies and beyond, as marketers map out their strategies for 2024.
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