A recent survey released by HubSpot reveals that the use of artificial intelligence (AI), short videos and customizable content are the main trends in marketing. According to the study entitled The State of Marketing 2024, AI is used by 64% of professionals to speed up routine tasks. Of these, 33% use it for research, 30% for data analysis and reporting, and 45% for finding content inspiration. Only 6% use AI for content creation.
Short videos on the rise
Short videos are the number one branding tool, leading in ROI. According to the survey, 56% of respondents plan to increase their investment in videos, especially on TikTok. Additionally, 30% plan to adopt videos by 2024.
Email marketing remains relevant
Contrary to expectations, email marketing remains an effective communication channel. It is the main ROI for 14% of companies, tied with content marketing and sponsored posts, and behind only social networks and blogs/websites. Personalization is a big bet for 75% of marketing professionals.
Social Networks: search, sales and service
Generation Z and Millennials use social media extensively, not only for searching, but also for shopping and customer service. More than 17% have made purchases directly from apps, and one in five consumers from these generations prefer to receive customer service via social media. In response, 64% of marketers target Millennials, while 67% target Generation X. Only 27% target Baby Boomers. Facebook, Instagram, and YouTube have the best return on investment (ROI).
Marketing challenges
Despite the trends, marketing faces significant challenges. More than 30% of professionals struggle to find new ideas and create highly engaging content. Additionally, 15% struggle to generate traffic and leads, and 14% have trouble understanding consumer needs.
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