By: Melis Ertem, CEO MMA Global MENAT

As we approach 2024, it’s evident that automation and analytics will play pivotal roles in shaping the future of marketing. According to PwC’s Global AI Study, it is projected that artificial intelligence (AI) will contribute over “USD 15 trillion to the global economy by 2030”, potentially elevating local economies by up to 26%. With applications ranging from personalised content creation to task automation and data analysis, AI offers a myriad of possibilities for marketing.

As AI continues to impact businesses, what do marketers need to know about the transformative power of Artificial Intelligence (AI)? And how can brands harness data-driven trends in their campaigns going forward? 

Machine Learning

Machine learning will dominate the marketing sphere and will be used to seamlessly power ads across various platforms. AI algorithms analyse user behaviour, preferences, and engagement patterns to deliver targeted and personalised content. This process enhances user experience and significantly improves the efficiency of advertising campaigns. As consumers navigate through different channels, from social media to e-commerce platforms, AI-driven ads ensure a consistent and tailored brand experience, fostering engagement and loyalty.

Personalisation

Another key aspect that will define the future of marketing in 2024 is personalisation. AI-driven content creation takes personalisation to new heights by tailoring marketing messages to individual preferences. Advanced algorithms analyse vast amounts of data, including user interactions, demographics, and online behaviour, to craft highly personalised content. This not only increases the relevance of marketing efforts but also creates a sense of inclusivity as consumers feel that brands understand and cater to their specific needs. In an era where consumers value personalised experiences, AI becomes an invaluable tool for marketers to connect with their audience on a deeper level.

Real-Time Analytics

The integration of real-time analytics into AI marketing automation is set to supercharge efficiency in 2024 and beyond. Real-time analytics provide marketers with instant insights into campaign performance, customer behaviour, and market trends. This data can be leveraged to optimise marketing strategies on the fly. AI algorithms, powered by real-time analytics, can automatically adjust advertising content, targeting parameters, and delivery schedules based on the latest data. This agility enables marketers to stay adaptive in a dynamic market environment, ensuring that their campaigns are always aligned with the current trends and consumer preferences.

Leveraging AI and Analytics

The Unit for Future Skills in the UK Government Department for Education recently released a report titled “The Impact of AI on UK Jobs and Training.” This groundbreaking report is among the first attempts to quantify the extent of AI exposure throughout the UK’s labour market, indicating that artificial intelligence will have repercussions on the majority of jobs, sectors, and regions.

This report shows how the synergy between real-time analytics and AI marketing automation also allows for more precise and informed decision-making. Marketers can identify patterns and trends as they emerge, enabling them to proactively respond to market shifts. In today’s fast paced world, agility is a game-changer in an industry and being a step ahead can make all the difference to emerging brands. The ability to make data-driven decisions in real-time positions marketers to not only meet but exceed consumer expectations.

The future of AI and data-driven trends in marketing in 2024 revolves around enhancing user experience, personalisation, and efficiency through automation and analytics. Marketers who embrace these trends and leverage the power of AI will be better equipped to navigate the evolving landscape and connect with their audience in more meaningful ways. As technology continues to advance, staying informed and adopting innovative approaches will be essential for marketers aiming to thrive in the dynamic and competitive world.