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CES 2024 showcased countless breakthrough concepts that left attendees excited for the future. Sensing the pulse of innovation, The Drum asked some of the biggest names in marketing for their bold predictions for the industry in 2024.
CES 2024 wasn’t just a treasure trove of cutting-edge gadgets and gadgets. It was an interesting glimpse into the future of marketing and related industries.
Marketing giants attending the event will share their predictions about what will shape the industry in the coming year, from data and privacy to brand safety.
Michael Kassan, Chief Marketing Officer, MediaLink
“Advertising is going to enjoy one of the most powerful renaissances ever. Everyone from retailers, streamers, distribution apps, creators, rideshare companies, grocery stores, and even the greater Las Vegas area is getting into the ad business. Expansion of this group means more complexity, but also greater brain trust to tackle persistent challenges such as privacy-sensitive data, AI, brand safety, measurement, and currency. Masu.”
Kate Richling, Chief Marketing Officer, Media.Monks:
“As more and more brands incorporate AI into their workflows, we expect the role of the CMO to evolve over the course of 2024. For many brands, marketing will be the first area to be disrupted by AI, and the CMO and That team is going to come in and build on that experience by identifying opportunities elsewhere in the organization, driving marketing-led business transformation and capturing new growth opportunities in the process. ”
Amy Carvajal, Chief Creative Officer, Code & Theory
“AI will continue to play a big role in creativity in marketing, but we will see a big shift. Social responsibility regarding raw materials will start to play a key role. There will be a change in tone in how marketing manifests itself as people become more mindful and generative AI is used. We need to start: How do we continue to open up possibilities for imagination and creativity, leveraging AI as a multiplier while incorporating unique input, overcoming bias, and creating guardrails in ways only humans can? will be interesting.”
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Esther Raphael, Chief Marketing Officer, Intersection:
“Personalization 2.0 will arrive in 2024 in the face of increasing digital privacy regulations, making it harder to build personal connections with consumers. It becomes important to elicit a response, provide a connection, and provide usefulness.For example, this is a literal approach in public spaces, combining audience and location. For out-of-home media, we know where our audience is and we know where they are. You can predict their thinking.”
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