We must not outsource the trust

Digital marketing trends for 2024

In this article, we take a closer look at the challenges of using AI and trust in digital marketing in 2024. We will discuss how brands can use AI to build customer relationships and achieve marketing success. We will also suggest how brands can build trust with customers and protect their personal data.

I have been working as a digital marketing consultant for many years, among other things. Digital marketing is close to my heart and I am constantly observing changes in online advertising trends. Based on this knowledge, I can clearly state that 2024 will be marked by the following:

Artifactual Intelligence (AI)

Artifactual Intelligence (AI) will play an increasingly important role in online marketing. AI will be used to personalise content, automate processes and analyse data.

Data protection

Data protection will continue to be a challenge for marketers. Companies will need to find new ways to target ads without compromising user privacy

Accurate data and analysis

Effective marketing will rely on accurate data and analysis. Marketers will need to closely monitor their performance and adjust their strategies based on the information gained.

Here are some specific examples of trends that will shape online marketing in 2024:

• The rise of data-driven marketing. Companies will increasingly use data to create more relevant and effective marketing campaigns.
• Growth in popularity of voice-based marketing. With the growing popularity of smart speakers and other voice-enabled devices, voice-based marketing will become increasingly important.
• Growth of social media marketing. Social media will continue to be an important marketing platform. Companies will need to adapt their marketing strategies to take into account changes in the way people use social media.
• Increase in popularity of video-based marketing. Video will continue to be one of the most popular marketing formats. Companies will need to create high-quality video content to reach their target audience.

Artificial Intelligence (AI)

The use of AI in advertising is growing every month. Every digital marketing consultant knows this very well. Here are some examples of AI applications in online marketing:

Product recommendations and content personalisation

• Chatbots
• Data-driven marketing
• Voice-based marketing

Product recommendations

Online product recommendations are one of the most popular applications of artificial intelligence in marketing. AI recommendations are generated based on customer data such as purchase history, browsing history and social media behaviour. This allows companies to reach their customers with the right offer at the right time.

In recent years, AI-based online product recommendations have become increasingly sophisticated. New technologies such as machine learning and deep learning allow companies to provide more relevant and personalised recommendations.

Examples of the use of AI-based online product recommendations

• Online shops - online shops use AI recommendations to help customers find products they are interested in.
• Streaming sites - streaming sites use AI recommendations to help customers find films and TV shows they might like.
• Social networking sites - social networking sites use AI recommendations to help users find content they may be interested in.

Future development of online product recommendations based on AI

In the future, AI-based online product recommendations will become even more advanced. Working as a digital marketing consultant, I already recommend that many companies use solutions based on new technologies such as machine learning and deep learning to deliver even more relevant and personalised recommendations.

Trends that will shape the development of AI-based online product recommendations:

• Machine learning - machine learning will be used to create more accurate recommendation models. Deep learning will be used to understand complex patterns in customer data.
• Data - companies will collect more and more data about customers, allowing them to make even more accurate recommendations.
  AI-based online product recommendations are a powerful tool that can help companies increase sales and customer engagement. Companies that are able to capitalise on this trend will have a competitive advantage.

Chat bots

Online chatbots are software that simulate a conversation with a human. Chatbots can be used for a variety of purposes, including customer service, sales and marketing.

AI-based online chatbots have become increasingly popular in recent years. New technologies such as machine learning and deep learning allow companies to create chatbots that are more realistic and interactive.

AI-based online chatbots use artificial intelligence technology to understand and respond to natural language. Chatbots are trained on a large dataset of text and code that allows them to recognise patterns and generate responses.

Examples of AI-based online chatbots:

• Voice assistants - voice assistants such as Siri, Alexa and Google Assistant use AI to understand and respond to voice commands.
• Chatbots in social media - chatbots in social media, such as chatbots on Facebook and Twitter, are used for customer service and sales.
• Chatbots in sales - chatbots in sales are used to generate leads and sell products.

Perspectives on the development of AI-based online chatbots

AI-based online chatbots will become increasingly important in the future. Companies will use new technologies such as machine learning and deep learning to create chatbots that are even more realistic and interactive. They will be responsible for many of the tasks that digital marketing generates. A consultant in the form of a chatbot is already standard, and this is just the beginning.

A few trends that will shape the development of AI-based online chatbots:

• Machine learning - machine learning will be used to create even more accurate chatbot models.
• Deep learning - deep learning will be used to understand complex patterns in natural language.
• Data - companies will collect more and more data about users, allowing them to create even more realistic chatbots.

AI-based online chatbots are a powerful tool that can help companies improve customer service, increase sales and marketing. Companies that are able to capitalise on this trend will have a competitive advantage.

AI-based online chatbots have many advantages, including:

• 24/7 availability - chatbots are available 24 hours a day, 7 days a week, which can help companies improve customer service.
• Automation - chatbots can automate tasks such as customer service and sales, which can help businesses save time and money.
• Personalisation - chatbots can be personalised to individual users, which can help businesses improve engagement.

Companies that choose to use AI-based online chatbots should be aware of these drawbacks and take steps to minimise them.

Data-driven marketing

Data-driven marketing is a marketing strategy that relies on data analysis to make marketing decisions. Data can come from a variety of sources, such as demographic data, behavioural data and transactional data.
In 2024, data-driven marketing will continue to grow in importance. Companies will collect more and more data about their customers and users, and use this data to make more informed marketing decisions.

How data-driven marketing will evolve in 2024 according to a digital marketing consultant:

• Increased use of data - companies will collect and analyse more and more data about their customers and users.
• Marketing automation - companies will use data to automate marketing tasks such as customer segmentation and personalisation of marketing messages.
• Marketing personalisation - companies will use data to personalise marketing messages to reach customers with the right offer at the right time.
• Marketing intelligence - companies will use artificial intelligence to analyse data and make marketing decisions.

Companies that want to realise the potential of data-driven marketing should:

• Collect data about their customers and users - data can be collected from a variety of sources such as websites, mobile apps, social media and CRM systems.
• Analyse data - data should be analysed to identify patterns and trends.
• Use data to make marketing decisions - data should be used to make more informed marketing decisions.

Voice-based marketing

Voice-based marketing is a marketing strategy that uses voice to reach customers. This can include the use of voice assistants such as Siri, Alexa and Google Assistant to display ads, generate content and deliver customer service.

Voice-based marketing will continue to grow in importance in 2024. With the growing popularity of voice assistants, companies will increasingly use this marketing channel to reach customers.

Trends that will shape voice-based marketing in 2024:

• Growth of voice assistants - voice assistants will continue to grow in popularity, creating new opportunities for voice-based marketing.
• Growth of speech recognition technology - speech recognition technology will continue to evolve, allowing companies to create more natural and interactive voice experiences.
• Personalisation of voice marketing - companies will use data to personalise voice marketing to reach customers with the right offer at the right time.

Companies that want to realise the potential of voice-based marketing should:

• Understand how customers use voice assistants - companies should understand how their customers use voice assistants to create effective marketing campaigns.
• Develop a voice-based marketing strategy - companies should develop a voice-based marketing strategy that aligns with their overall marketing objectives.
• Collaborate with technology companies - companies should collaborate with technology companies to create effective voice-based marketing campaigns.

Voice-based marketing is a powerful tool that can help companies reach new customers, increase engagement and improve sales performance.

Here are some specific examples of voice-based marketing:

• Voice ads - companies can create voice ads that are played by voice assistants.
• Voice assistants as a sales channel - companies can use voice assistants to sell products and services.
• Voice assistants as a customer service channel - companies can use voice assistants for customer service.

Personal data protection

How do we address data protection in marketing activities in 2024?

Data protection in marketing activities is one of the most important challenges facing companies in 2024. On the one hand, marketing uses personal data to reach customers and increase sales. On the other hand, companies need to comply with data protection regulations such as RODO to avoid financial penalties and image damage. Remember that an experienced consultant can always support you in this area. Digital marketing and data processing regulations go hand in hand, so you need to take care of them properly.

How do I determine what personal data I collect and process towards my marketing activities in 2024?

In order to determine what personal data you collect and process towards marketing activities in 2024, you need to carry out an analysis of your business processes. This analysis should include the following:

• Which personal data do you collect about your customers and potential customers? Personal data may include name, email address, phone number, IP address, purchase history, etc.
• For what purpose do you collect this data? Personal data may be collected for the purposes of direct marketing, advertising targeting, data analysis, etc.
• What are the legal bases for processing this data? Personal data may be processed on the basis of consent, performance of a contract, legitimate interest or legal obligation.

Once you have analysed your business processes, you will be able to determine what personal data you collect and process in relation to marketing activities. This data can be divided into the following categories:

• Identification data: name, email address, telephone number, IP address, etc.
• Demographic data: age, gender, location, etc.
• Behavioural data: purchase history, interests, etc.

Once you have identified the personal data you collect and process, you must take steps to ensure its security and compliance with the law. This applies in particular to:

• Obtain consent to process personal data: where personal data is processed on the basis of consent, you must obtain the consent of the data subject.
• Ensure the confidentiality of personal data: you must take steps to ensure that personal data is held securely and not shared with unauthorised persons.
• Realise data subjects' rights: data subjects have the right to access their personal data, to request rectification, erasure or restriction of processing, and the right to data portability.

Obtain the legal basis for processing personal data
Some tips to help you determine what personal data you collect and process towards your marketing activities:

• Review your contact forms and marketing consents: Review what personal data you collect from your customers and prospects.
• Review your CRM and marketing systems: Check what personal data you store in your systems.
• Start a conversation with your customers and potential customers: Ask them what personal data they share with you.

By carrying out an analysis of your business processes and taking appropriate steps to ensure security and legal compliance, you can ensure that your marketing activities are legal and ethical.

Resources that can help you:

• Personal Data Protection Regulation (RODO): RODO is the EU regulation that governs the processing of personal data
• Code of practice for direct marketing: This code sets out the rules for direct marketing.
• Data protection information on the website of the Data Protection Authority: On this website you will find information on the protection of personal data in Poland.

How do you inform customers about how you process their personal data in relation to marketing activities in 2024?
In 2024, new data protection regulations come into force, which aim to increase transparency and customer control over their data. As part of these regulations, companies must inform customers about how they process their personal data, including for marketing purposes.

This information must be provided in a clear and simple manner so that customers can easily understand it. They must also include the following:

• The purpose of the data processing
• The categories of personal data that are processed
• Recipients or categories of recipients of the data
• The period for which the data will be kept
• Customer rights, including the right of access, rectification, erasure, restriction of processing, data portability and objection

Companies can inform customers about how they process their personal data for marketing purposes in various ways. One of the most common ways is to include information in the company's privacy policy. This information may also be provided as part of registration forms or in marketing communications such as newsletters or emails.

Monitoring the marketing activities

Monitoring the marketing activities is crucial for any company that wants to make sure its efforts are effective. In 2024, it will be even more important, as companies will increasingly compete for customers' attention in an increasingly digital world.

How to monitor your marketing efforts in 2024:

• Choose the right performance indicators (KPIs)
  KPIs are measures that every digital marketing consultant thinks about regularly. They help you understand how effective your advertising activities are. In 2024, it will be important to focus on KPIs that are linked to business outcomes, such as increased sales, increased engagement and improved brand awareness.
  Here are some specific examples of KPIs you can monitor in 2024:
  
  • Website traffic metrics: number of visitors, number of pages viewed per visit, time spent on site, rejection rate.
  • Engagement indicators: number of likes, comments and shares on social media, number of subscribers, number of downloads of e-books or reports.
  • Conversion indicators: number of leads, number of sales, average order value.

  • Brand awareness indicators: number of searches, number of ad impressions, brand awareness.

• Use the right tools.
  There are many marketing monitoring tools that can help you track your KPIs. Choose the tool that is right for your business and your needs.
• Regularly analyse your data.
  It is not enough to simply collect data on your marketing activities. You also need to analyse it regularly to see what is working and what is not.
  Monitoring your marketing activities can be time-consuming and complex. However, it is an essential step to make sure your efforts are effective.
  
  Here are some additional tips to help you monitor your marketing efforts in 2024:
  
  • Automate as many tasks as possible. There are many tools that can help you automate marketing monitoring tasks. Automation will help you save time and focus on more strategic tasks.
  • Create marketing reports. Creating marketing reports on a regular basis will allow you to see how your marketing activities are changing over time. Marketing reports should contain key data and information that will help you understand what is working and what is not.
  • Share data with others. Collaborating with other members of the marketing team or other departments within your business can help you better understand your marketing data.

Monitoring marketing activities is key to successful marketing.

In 2024, it will be even more important as companies compete more and more for customers' attention in an increasingly digital world.

We need to keep our own trust responsibility

Every digital marketing consultant knows that trust is a key factor in advertising more broadly. Consumers who trust a company are more likely to purchase its products or services and recommend it to others. In 2024, trust will play an even greater role in marketing as consumers become increasingly sceptical of advertising and other forms of marketing.

The main issues related to trust in the context of marketing in 2024 are:

Transparency:

Consumers expect companies to be transparent in their actions. This means that companies should be frank and honest in their marketing messages. They should also clearly inform consumers about their products and services, as well as their business practices.

The main issues related to transparency and trust in the context of marketing activities in 2024 are:

• Personal data: Customers have the right to be informed about how their personal data is collected, used and protected. Brands must be able to clearly and precisely explain why they collect data, how they use it and how they protect it.
• Targeting: Customers want to have control over how their data is used for marketing purposes. Brands need to offer their customers the option to opt-in or opt-out of targeting.
• Convenience and security: Customers want interactions with brands to be convenient and secure. Brands must use appropriate security measures to protect customer data from theft or misuse.

Brands that will not maintain transparency and trust risk losing customers and reputation. Customers who do not feel safe and are unsure of how their data is being used are more likely to refrain from buying from a brand.

How can brands build transparency and trust into their marketing efforts?

• Be clear and open about your use of personal data. Explain to customers why you collect their data, how you use it and how you protect it.
• Offer customers the option to consent to targeting or to withdraw their consent. This will allow customers to control how their data is used for marketing purposes.
• Use appropriate security measures to protect customer data. Use the latest technology and security practices to protect customer data from theft or misuse.
• Create clear and easy-to-use privacy policies. Your privacy policies should be clear and easy for customers to understand.

Data protection:

Consumers are increasingly aware of data protection risks. They expect companies to protect their personal data and to comply with current legislation.

Ethics:

Consumers expect companies to act ethically. This means that companies should avoid actions that could be perceived as unethical, such as misleading consumers or using unfair marketing practices. If the latter are used by your digital marketing consultant - get away from them as soon as possible.

These are key factors that will shape marketing activities in 2024. Customers are increasingly aware of their rights and expect brands to be honest and open with them. They want to know how their data is used, how it is protected and what benefits they can get from their interactions with the brand.

Brands that will not nurture transparency and trust risk losing customers and reputation. Customers who don't feel safe and are unsure of how their data is being used are more likely to choose not to buy from a brand.

Here are some tips on how brands can build transparency and trust into their marketing efforts:

• Be clear and open about your use of personal data. Explain to customers why you collect their data, how you use it and how you protect it.
• Offer customers the option to consent to targeting or to withdraw their consent. This will allow customers to control how their data is used for marketing purposes.
• Use appropriate security measures to protect customer data. Use the latest technology and security practices to protect customer data from theft or misuse.
• Create clear and easy-to-use privacy policies. Your privacy policies should be clear and easy for customers to understand.

That is all I have prepared for you. I hope that the coming year will be an exceptionally interesting one when it comes to digital marketing. As a consultant supporting companies in their advertising activities, I am constantly looking at the industry, so you can count on more articles from me soon. To be read!