marketing team working at night thinking hard

The digital marketing space will continue to evolve in 2024. The exciting new tools and trends to come offer many responsibilities. But you’ll also face challenges in the new year that demand agility, innovation and creativity. As soon as customer expectations change, there is pressure to meet new standards with personalised and relevant content. The saturated digital space challenges marketers to stand out amid the noise with creative, authentic campaigns that resonate with target markets.

While these challenges are daunting, the only way to meet them head on is to be as prepared as possible. Marketers need to keep one eye on the future – because there’s no crystal ball when it comes to the next tech breakthrough.

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Marketing Trends and Strategies 2024 – UK

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Human vs AI

Balancing automation and intuition goals

AI can’t replace human creativity and intuition. AI excels at data-driven tasks, processing vast amounts of information efficiently, but it lacks the innate ability to generate novel ideas, deeply understand context and highlight emotional nuances that are integral to creative and intuitive decision-making. The fusion of AI’s analytical power with human ingenuity holds the potential for optimal outcomes – use it as a tool to complement your skills.

Did you know?

70% of high-performing companies have a clearly defined AI strategy.

The use of AI in marketing has grown 55% in four years.

AI-driven content optimisation tools helped increase organic search traffic by 30% on average.

63% of marketers use AI to generate content ideas, write blog posts and create social media posts.


Content writers using AI tools were found to spend 25% less time on content creation.

There isn’t enough skilled workforce to fill AI-related positions in organizations.

AI is not going to replace marketers, but it is going to change the way they work.
Marketers who embrace AI will be the ones who succeed in the future.

Scott BrinkerChief Marketing Technologist at HubSpot
Technological Advancements

Riding the wave of continuous change

Stay up to date with the latest trends and technologies like AI, data analytics and voice search to ensure that you’re using the best tools and strategies. Continuous learning and adaptability are key to getting familiar with tools like marketing automation platforms, influencer marketing platforms and ethical considerations in marketing – and to leveraging them effectively.

Did you know?

50% of web traffic comes from mobile device.

60% of marketers believe that technology is essential to their success.

The global market for AI-powered content marketing tools is expected to reach $1.2 billion by 2025.

This year, online video is the most popular internet content, expected to account for 82.5% of all web traffic.


Using AI-powered content marketing tools to personalise content for different audiences helps them to reach their target audience more effectively and increases engagement.

The top three marketing technology priorities for marketers are:
Personalisation: 68%, automation: 66%, data analytics: 64%

The only way to stay ahead of the competition is to keep up with the latest technologies and tools. Businesses that fail to innovate will be left behind.

Bill Gatesco-founder of Microsoft