Marketing Trends in 2024

Keeping up with marketing trends feels like chasing your tail most days. But it doesn’t have to be that way. Staying ahead isn’t about doing more—it’s about doing things differently. I’ve seen businesses dive headfirst into every trend, burning time and money they didn’t have. On the flip side, I’ve also seen smart companies pick the right trends and win big.

This post is your shortcut. Five minutes here, and I promise you’ll leave with actionable insights on what to focus on in 2024—and what to ignore. If you’re running a small business, marketing should help you grow, not become a second full-time job. Let’s get into it.

I isn’t the future—it’s the present. Whether it’s chatbots, content generation, or email automation, AI is the productivity hack every SME needs. According to PwC, 45% of businesses using AI report improved efficiency. That’s a stat you can’t ignore.

Now, here’s the thing—as a consumer, I can’t stand chatbots. They feel pretty useless most of the time, and not once have they been genuinely helpful, for me. But like any AI model, chatbots need data to improve. With every interaction, they move closer to becoming something useful. I remember when ChatGPT first launched—it was impressive but nothing I’d rely on for work. Six months later? Big strides. Now, it’s become my personal assistant.

The takeaway? Use AI where it makes sense for your business, but don’t force it if it can’t meet your standards just yet. My business is very personal—I thrive on one-on-one relationships, so chatbots are out. But where AI has been a game-changer is with content creation and multi-lingual SEO for client websites. It helps me create high-quality, SEO-friendly content in multiple languages without burning hours on manual work.

Pro Tip: Use AI to complement, not replace human interaction. Customers can tell the difference, and they’ll appreciate the personal touch. Let AI take care of repetitive tasks so you can focus on what matters—your products, your customers, and your growth.

Short-form videos—TikToks, Instagram Reels, YouTube Shorts—are everywhere, and they’re impossible to ignore. According to HubSpot, 93% of marketers say video content delivers their highest ROI.

Now, if I’m being honest, I don’t love social media. My business is built on referrals, and I’ve always preferred that my work speaks for itself. In a perfect world, I wouldn’t need social media at all—but unless I have a shop or some visible platform, no one will find me. That’s the reality.

Only recently have I started to develop marketing content and pay attention to social media. But here’s the thing—even if you’re not big on social media like me, it’s hard to deny the brilliance of short-form content. It’s addictive. We’re all guilty of doom-scrolling through bite-sized, engaging videos. And just when you think you’ve seen it all, Instagram sneakily throws in a perfectly targeted ad. Genius.

The point? Short-form video is a powerful tool—even if it’s not your favourite. It gets attention fast, hooks audiences, and delivers results. For businesses that need visibility, it’s a no-brainer.

Pro Tip: You don’t have to love it, but it works. Start simple—share quick insights or behind-the-scenes moments. Authenticity trumps perfection every time.

Today, personalisation is no longer optional—it’s expected. McKinsey found that 76% of consumers get frustrated when they don’t receive personalised experiences, and let’s be real—who likes being treated like just another email on a mailing list?

Now, here’s where things get tricky. Personalisation sounds amazing in theory, but it can be overwhelming in practice—especially for SMEs. Many business owners get caught in the trap of thinking they need to personalise everything. But the good news? You don’t. You just need to personalise the right things.

For me, it’s about simple, thoughtful touches. A quick catch-up on how things are going or a cost-saving product recommendation—small gestures like these go a long way. And honestly, people just want to feel noticed and valued. You don’t need complex AI-driven algorithms—just a bit of effort to show customers you care.

Pro Tip: Use automation tools to handle personalisation at scale. It doesn’t need to be perfect—it just needs to feel real. Segment your audience, send relevant emails, and follow up with clients in meaningful ways.

These days, people crave connection more than ever, and brands that create a sense of community will thrive. A report from Sprout Social found that 64% of consumers want businesses to connect with them through meaningful initiatives.

Community-building isn’t as easy as it sounds. A lot of businesses think it means hosting big events or setting up loyalty programs, but the truth is, it’s more about granular than grandeur. Communities don’t form overnight—they take time, effort, and a genuine desire to engage.

In my experience, the most successful communities often start small. Your loyal customers are your best advocates. Engage with them meaningfully—whether it’s through a quick check-in, a thank-you message, or a shout-out for their support. These small touches build trust and loyalty over time.

And you don’t need to overthink it. Sometimes, a simple like, comment, or DM on social media is all it takes to show your customers you care.

Pro Tip: Focus on creating genuine interactions. People can sense when you’re just going through the motions. Start small, engage with your core audience, and let the community grow organically.

More than ever, customers care about sustainability. A Nielsen report shows that 85% of consumers prefer buying from brands that promote sustainable practices. And it’s not just about products anymore—customers want transparency. They want to know the values behind the business and how those values show up in everyday decisions.

Here’s the truth: sustainability can feel overwhelming. It’s easy to get caught up in buzzwords or worry that if you’re not perfectly “green,” you’ll face backlash. But you don’t have to overhaul everything overnight. Start with small, honest efforts—even if it’s sourcing one sustainable product line or reducing waste bit by bit. Customers appreciate progress, not perfection.

Personally, I think the most important thing is to be transparent. People can spot greenwashing from a mile away. If your business isn’t fully sustainable, talk about your efforts, donate to causes, or support sustainability in ways that make sense for you. This builds trust and shows customers you’re serious about making an impact, even if you’re not 100% there yet.

Pro Tip: Be upfront about what you’re doing—and where you still need to grow. Honesty and small steps go a long way in building trust with customers.

SEO still matters, and it’s one of the most cost-effective ways to drive organic traffic. According to BrightEdge, organic search accounts for 50% of website traffic across industries. But here’s the thing—SEO isn’t just about stuffing keywords or building backlinks anymore. It’s about providing real value.

Personally, I’ve seen businesses struggle with SEO because they’re stuck in old habits. They think it’s all about cramming in keywords and calling it a day. But modern SEO is smarter. It’s about understanding what your audience is actually searching for and creating content that solves their problems. Google rewards helpful content—not keyword soup.

When I build websites for clients, my focus is on long-tail keywords. These are more specific search phrases that align closely with what customers type into search engines. For example, instead of targeting “english tutoring,” you might optimise for “affordable english tutoring in London.” It’s more targeted and more effective.

Pro Tip: Don’t chase the SEO algorithms. Focus on helpful, user-friendly content. If you create value, the rankings will follow.

Collaboration is one of the smartest ways to expand your reach without blowing your budget. Think with Google reports that brand collaborations can increase audience engagement by up to 25%. It’s a win-win when done right—both parties benefit from tapping into each other’s networks.

The biggest mistake I’ve seen is businesses chasing partnerships that don’t align with their brand or values. Forced collaborations fall flat. Customers can tell when there’s no authentic connection, and it can do more harm than good.

For me, the best collaborations are organic. It’s about working with brands or people who share your audience and complement what you do. When the partnership feels natural, both sides win—and so do the customers.

Pro Tip: Look for partners whose audience aligns with yours. In some cases, even competitors collaborate—think of Coca-Cola and Pepsi or BMW and Mercedes. These companies are known for their playful advertising rivalries, but what may seem like cutthroat competition is often carefully orchestrated.

Why? Because they understand that brand loyalty matters. Some Coca-Cola fans might dabble with Pepsi, and vice versa, but both companies would rather cultivate brand advocates than lose customers to less engaged alternatives. Rivalries keep both brands top-of-mind and maintain loyalty among their most dedicated fans.

There you have it—the trends and strategies that will shape marketing in 2024. It’s not about chasing every new fad but focusing on what works for your business. Whether you’re embracing AI, dabbling in short-form videos, building personalised experiences, or engaging with your community, the key is consistency and authenticity.

Remember:

1. Use AI smartly—let it handle the repetitive stuff, but don’t lose the human touch.
2. Short-form videos get attention, even if social media isn’t your thing.
3. Personalisation is key—customers just want to feel seen and valued.
4. Communities create loyalty—focus on meaningful connections, not just transactions.
5. Sustainability builds trust—small, honest efforts matter.
6. SEO still rules—but it’s all about value and relevance now.
7. Collaborate wisely—even with competitors, if it makes sense.

Play the long game. The goal isn’t just quick wins—it’s building lasting relationships with your customers and growing a brand that stands the test of time. Marketing is a marathon, not a sprint. Find a rhythm you enjoy.