This text was written with Marelle intelligence.
Artificial intelligence, social media, traditional media... things will move quickly in 2024! Here's a snapshot of the situation and the main trends to watch in communication and marketing.
“Be your own media”: this is the key phrase to remember in 2024. We will no longer simply have to wait to see an advertisement on television, read an article in the newspaper or hope to obtain hundreds of I like on a social post: it will take everything, everywhere, all at once.
The boldest will emerge victorious from a year that will be divided into several phases, both economically and socially. It will be necessary to have a global vision of the objectives targeted, not be afraid to invest money in content production, and take risks.
The Year of Content Marketing
In 2024, content marketing will be king. This will, of course, involve influencers, but also the creation of engaging, relevant, and intelligent content.
Influencers will be the key element of any visibility and awareness campaign in 2024. While some were skeptical and said this trend wouldn't last, it's clear that this was wrong: we are in the golden age of influencers. Whether on Instagram, TikTok, Pinterest, and (yes, again) Facebook, influencer marketing is hitting the mark. Authentic influencers will obviously be the most sought-after, as will those who demonstrate humor and communicate effectively. Influencers will thus become the best vehicle for spreading corporate messages and product placement. And as with everything else: nothing is free. It will be important to include a budget in the media plan to pay for them.
Public relations: still relevant
Traditional public relations will retain its impact, but will require more sophisticated expertise than ever. As such, media relations specialists will need to understand their subject matter, offer compelling perspectives, and develop strong relationships with journalists. Some media outlets will see their staffing levels decline over the next year, while others may even close their doors altogether.
Also worth adding to your press lists this year, if you haven't already: podcasts, and plan to contact them several weeks in advance to ensure visibility.
Traditional advertising: depending on your target
And what about traditional advertising? It all depends on who you're talking to. If you want to reach Generation Z, those under 30, you'll opt for digital. However, to reach those 30 and over, those with greater consumer power, then yes, traditional advertising will still work, especially television advertising, which, during prime time, produces astonishing results that don't lie.
Artificial intelligence: yes indeed!
Now, what can we do with artificial intelligence? Why not use it? It's an essential tool for supporting the production of texts, social media posts, invitations, presentations, and more. Of course, since the robot isn't perfect, it's important to carefully review texts, delete words, and adapt them. Artificial intelligence will certainly save time, but it's not an end in itself.
Finally, the famous philosopher of communication, Noam Chomsky, recently said about artificial intelligence: The biggest problem with artificial intelligence programs is their inability to be critical of the information they provide.
Being critical, questioning, using kindness, living in truth: these are all characteristics that will never replace the human being, even in 2024.
Good year !
