The Future of Marketing
7 tech trends to watch in 2024
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The Future of Marketing
7 tech trends to watch in 2024
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The Future of Marketing
7 tech trends to watch in 2024
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Total revenue growth and optimization
Businesses, publishers, and organizations will start to scrutinize revenue streams, continuing to diversify and own the data around their revenue streams. Optimizing revenue increasingly requires creative approaches within organizations that bring different disciplines together. For publishers, that might mean bringing together advertising, subscriptions, e-commerce and affiliate teams when planning new marketing initiatives. For other companies it may mean testing a new offer, sales, product management and merchandising teams might need to engage.
Organizations that are too siloed risk being left behind, while those with data-driven cultures are uniquely positioned to discover new tactics that work for their audiences. Rather than rely on standard approaches, being able to test, learn, and iterate quickly on new strategies will set companies up for success.
Total revenue growth and optimization
Businesses, publishers, and organizations will start to scrutinize revenue streams, continuing to diversify and own the data around their revenue streams. Optimizing revenue increasingly requires creative approaches within organizations that bring different disciplines together. For publishers, that might mean bringing together advertising, subscriptions, e-commerce and affiliate teams when planning new marketing initiatives. For other companies it may mean testing a new offer, sales, product management and merchandising teams might need to engage.
Organizations that are too siloed risk being left behind, while those with data-driven cultures are uniquely positioned to discover new tactics that work for their audiences. Rather than rely on standard approaches, being able to test, learn, and iterate quickly on new strategies will set companies up for success.
Total revenue growth and optimization
Businesses, publishers, and organizations will start to scrutinize revenue streams, continuing to diversify and own the data around their revenue streams. Optimizing revenue increasingly requires creative approaches within organizations that bring different disciplines together. For publishers, that might mean bringing together advertising, subscriptions, e-commerce and affiliate teams when planning new marketing initiatives. For other companies it may mean testing a new offer, sales, product management and merchandising teams might need to engage.
Organizations that are too siloed risk being left behind, while those with data-driven cultures are uniquely positioned to discover new tactics that work for their audiences. Rather than rely on standard approaches, being able to test, learn, and iterate quickly on new strategies will set companies up for success.
Data unification for target audiences
In 2024, the forefront leaders are those who embrace a data-driven ethos and focus on integrating diverse data sources. Data unification has been steadily growing as a priority in recent years, as demonstrated in our 2023 State of the Industry report last year. The ability to gather first-party data, coupled with rapid experimentation and strategy refinement, positions organizations at the front of their industries. Success hinges not only on trend-following but on pioneering tailored experiences based on audience insights. To excel in today's competitive landscape, traditional methods won't suffice. Those stuck in inflexible models risk fading into irrelevance, while adaptable entities discover innovative ways to connect meaningfully with their audiences.
Data unification for target audiences
In 2024, the forefront leaders are those who embrace a data-driven ethos and focus on integrating diverse data sources. Data unification has been steadily growing as a priority in recent years, as demonstrated in our 2023 State of the Industry report last year. The ability to gather first-party data, coupled with rapid experimentation and strategy refinement, positions organizations at the front of their industries. Success hinges not only on trend-following but on pioneering tailored experiences based on audience insights. To excel in today's competitive landscape, traditional methods won't suffice. Those stuck in inflexible models risk fading into irrelevance, while adaptable entities discover innovative ways to connect meaningfully with their audiences.
Data unification for target audiences
In 2024, the forefront leaders are those who embrace a data-driven ethos and focus on integrating diverse data sources. Data unification has been steadily growing as a priority in recent years, as demonstrated in our 2023 State of the Industry report last year. The ability to gather first-party data, coupled with rapid experimentation and strategy refinement, positions organizations at the front of their industries. Success hinges not only on trend-following but on pioneering tailored experiences based on audience insights. To excel in today's competitive landscape, traditional methods won't suffice. Those stuck in inflexible models risk fading into irrelevance, while adaptable entities discover innovative ways to connect meaningfully with their audiences.
Total circulation in 2024's publishing landscape
Despite the digital growth, print is still crucial for most legacy publishers, accounting for over 85% of subscription revenue and more than 60% in advertising according to a PWC report, but margins are getting thinner as the cost to print and deliver newspapers and magazines steadily grows. In 2024, the focus shifts from print’s dominance to the part it plays in the larger publishing landscape alongside digital. For publishers, 2024 will be about weaving print into the digital experience and the need for technology that integrates solutions for both channels to create more cohesion.
Managing a successful transition as digital grows requires understanding of how both formats work together. Publishers require tech solutions that unify the two parts and allow for a singular and cohesive vantage point for both parts of the business.
Total circulation in 2024's publishing landscape
Despite the digital growth, print is still crucial for most legacy publishers, accounting for over 85% of subscription revenue and more than 60% in advertising according to a PWC report, but margins are getting thinner as the cost to print and deliver newspapers and magazines steadily grows. In 2024, the focus shifts from print’s dominance to the part it plays in the larger publishing landscape alongside digital. For publishers, 2024 will be about weaving print into the digital experience and the need for technology that integrates solutions for both channels to create more cohesion.
Managing a successful transition as digital grows requires understanding of how both formats work together. Publishers require tech solutions that unify the two parts and allow for a singular and cohesive vantage point for both parts of the business.
Total circulation in 2024's publishing landscape
Despite the digital growth, print is still crucial for most legacy publishers, accounting for over 85% of subscription revenue and more than 60% in advertising according to a PWC report, but margins are getting thinner as the cost to print and deliver newspapers and magazines steadily grows. In 2024, the focus shifts from print’s dominance to the part it plays in the larger publishing landscape alongside digital. For publishers, 2024 will be about weaving print into the digital experience and the need for technology that integrates solutions for both channels to create more cohesion.
Managing a successful transition as digital grows requires understanding of how both formats work together. Publishers require tech solutions that unify the two parts and allow for a singular and cohesive vantage point for both parts of the business.
Strategic shifts in ad spend: adapting for quality over quantity
The advertising landscape in 2024 is undergoing a pivotal shift, being driven by the gradual phase-out of third-party cookies in browsers like Chrome. This change is steering advertisers away from reliance on low-quality, ad-saturated websites and pushing towards more efficient spending strategies. Advertisers are now challenged to rethink their approach to targeting and engaging audiences, moving from broad, programmatic methods to more focused, quality-driven tactics.
The emphasis for advertisers is on maximizing the effectiveness of ad spend through first-party data and contextually relevant advertising. This necessitates a deeper understanding of audience behaviors and preferences. Advertisers are compelled to craft campaigns that are not just widespread but strategically tailored, aiming for impactful connections rather than mere exposure. This transition represents a significant move towards a more responsible and engagement-centric advertising model, where precision and relevance take precedence over volume and reach.
Strategic shifts in ad spend: adapting for quality over quantity
The advertising landscape in 2024 is undergoing a pivotal shift, being driven by the gradual phase-out of third-party cookies in browsers like Chrome. This change is steering advertisers away from reliance on low-quality, ad-saturated websites and pushing towards more efficient spending strategies. Advertisers are now challenged to rethink their approach to targeting and engaging audiences, moving from broad, programmatic methods to more focused, quality-driven tactics.
The emphasis for advertisers is on maximizing the effectiveness of ad spend through first-party data and contextually relevant advertising. This necessitates a deeper understanding of audience behaviors and preferences. Advertisers are compelled to craft campaigns that are not just widespread but strategically tailored, aiming for impactful connections rather than mere exposure. This transition represents a significant move towards a more responsible and engagement-centric advertising model, where precision and relevance take precedence over volume and reach.
Strategic shifts in ad spend: adapting for quality over quantity
The advertising landscape in 2024 is undergoing a pivotal shift, being driven by the gradual phase-out of third-party cookies in browsers like Chrome. This change is steering advertisers away from reliance on low-quality, ad-saturated websites and pushing towards more efficient spending strategies. Advertisers are now challenged to rethink their approach to targeting and engaging audiences, moving from broad, programmatic methods to more focused, quality-driven tactics.
The emphasis for advertisers is on maximizing the effectiveness of ad spend through first-party data and contextually relevant advertising. This necessitates a deeper understanding of audience behaviors and preferences. Advertisers are compelled to craft campaigns that are not just widespread but strategically tailored, aiming for impactful connections rather than mere exposure. This transition represents a significant move towards a more responsible and engagement-centric advertising model, where precision and relevance take precedence over volume and reach.
2024 will be the year that privacy and AI face-off
In 2023, AI platforms like ChatGPT, Bing AI, and Bard dominated media discussions and became globally accessible. Their uses ranged from entertainment to business support, and even potential misuse. As AI continues to evolve in 2024, integrating protective measures becomes crucial. Privacy concerns are especially pertinent in the AI sector. The challenge now is to adapt and enforce privacy norms within this rapidly advancing field.
The European Union has set a precedent with the world's first comprehensive AI regulation and likely, more will follow suit. This initiative signals a global shift towards integrating privacy protections in AI development. The intrinsic connection of AI and privacy necessitates thoughtful regulatory measures to ensure balanced growth and innovation.
2024 will be the year that privacy and AI face-off
In 2023, AI platforms like ChatGPT, Bing AI, and Bard dominated media discussions and became globally accessible. Their uses ranged from entertainment to business support, and even potential misuse. As AI continues to evolve in 2024, integrating protective measures becomes crucial. Privacy concerns are especially pertinent in the AI sector. The challenge now is to adapt and enforce privacy norms within this rapidly advancing field.
The European Union has set a precedent with the world's first comprehensive AI regulation and likely, more will follow suit. This initiative signals a global shift towards integrating privacy protections in AI development. The intrinsic connection of AI and privacy necessitates thoughtful regulatory measures to ensure balanced growth and innovation.
2024 will be the year that privacy and AI face-off
In 2023, AI platforms like ChatGPT, Bing AI, and Bard dominated media discussions and became globally accessible. Their uses ranged from entertainment to business support, and even potential misuse. As AI continues to evolve in 2024, integrating protective measures becomes crucial. Privacy concerns are especially pertinent in the AI sector. The challenge now is to adapt and enforce privacy norms within this rapidly advancing field.
The European Union has set a precedent with the world's first comprehensive AI regulation and likely, more will follow suit. This initiative signals a global shift towards integrating privacy protections in AI development. The intrinsic connection of AI and privacy necessitates thoughtful regulatory measures to ensure balanced growth and innovation.
Continued rise of video across social networks
As online habits change and audiences skew younger, video content continuously emerges as the leader for driving engagement and retention. Statista's 2023 report shows that 92.3% of internet users globally engage with online videos. This trend spans across various platforms, from TikTok and Instagram to traditionally text-focused Twitter, highlighting video's ability to maintain user interest.
Video content continues its climb to drive the user experience, offering brands and creators new, dynamic ways to connect with audiences. This trend underscores the growing importance of visual storytelling across the number of growing social networks.
Continued rise of video across social networks
As online habits change and audiences skew younger, video content continuously emerges as the leader for driving engagement and retention. Statista's 2023 report shows that 92.3% of internet users globally engage with online videos. This trend spans across various platforms, from TikTok and Instagram to traditionally text-focused Twitter, highlighting video's ability to maintain user interest.
Video content continues its climb to drive the user experience, offering brands and creators new, dynamic ways to connect with audiences. This trend underscores the growing importance of visual storytelling across the number of growing social networks.
Continued rise of video across social networks
As online habits change and audiences skew younger, video content continuously emerges as the leader for driving engagement and retention. Statista's 2023 report shows that 92.3% of internet users globally engage with online videos. This trend spans across various platforms, from TikTok and Instagram to traditionally text-focused Twitter, highlighting video's ability to maintain user interest.
Video content continues its climb to drive the user experience, offering brands and creators new, dynamic ways to connect with audiences. This trend underscores the growing importance of visual storytelling across the number of growing social networks.
A return to contextual targeting tactics
As third-party cookies phase out this year, ad targeting is pivoting from user and behavioral targeting back to contextual targeting, with publishers hoping to recapture ad dollars from programmatic networks and platforms. In the old version of contextual targeting, the only option was to put ‘like’ ads on ‘like’ articles. The new approach leverages natural language processing and machine learning to analyze both content and user preferences to allow more precision targeting, and to identify segments of users who might have various interests. This can only be done with first party cookies and data, without relying on cross-site tracking. It ensures content relevance, by relying on general user behavior patterns and content context. The key for marketers is to creatively adapt, focusing on audience behavior to develop campaigns that effectively resonate with their target audiences.
A return to contextual targeting tactics
As third-party cookies phase out this year, ad targeting is pivoting from user and behavioral targeting back to contextual targeting, with publishers hoping to recapture ad dollars from programmatic networks and platforms. In the old version of contextual targeting, the only option was to put ‘like’ ads on ‘like’ articles. The new approach leverages natural language processing and machine learning to analyze both content and user preferences to allow more precision targeting, and to identify segments of users who might have various interests. This can only be done with first party cookies and data, without relying on cross-site tracking. It ensures content relevance, by relying on general user behavior patterns and content context. The key for marketers is to creatively adapt, focusing on audience behavior to develop campaigns that effectively resonate with their target audiences.
A return to contextual targeting tactics
As third-party cookies phase out this year, ad targeting is pivoting from user and behavioral targeting back to contextual targeting, with publishers hoping to recapture ad dollars from programmatic networks and platforms. In the old version of contextual targeting, the only option was to put ‘like’ ads on ‘like’ articles. The new approach leverages natural language processing and machine learning to analyze both content and user preferences to allow more precision targeting, and to identify segments of users who might have various interests. This can only be done with first party cookies and data, without relying on cross-site tracking. It ensures content relevance, by relying on general user behavior patterns and content context. The key for marketers is to creatively adapt, focusing on audience behavior to develop campaigns that effectively resonate with their target audiences.
Want to learn more about our predictions for 2024?
Get in touch with us.
Want to learn more about our predictions for 2024?
Get in touch with us.
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