Top three marketing trends shaping the sector

Technological advancements and shifting consumer values are key driving forces behind marketing trends. But what does this mean for those building trailblazing marketing teams?

• Competition for critical roles will be steep with over 13,000 companies advertising prominent marketing roles. Are you confident that your salaries will stand up to the competition?
• Our recent survey of over 5,000 UK workers revealed 40% want to move jobs to develop new skills. Employers will need to understand which specific skillsets are commanding a premium right now, from AI and data analytics to customer journey mapping. 
• 30% of marketing professionals surveyed want an improved work-life balance.

We spoke with James Nally, Operating Director at Michael Page. He analysed the data collected and shared his predictions for marketing trends in 2024.Commenting on the impact of candidate sentiment on the marketing sector, he said:

Flexible working continues to be a high priority for marketers, fundamentally altering the competitive landscape. Candidates now prioritise discussions on hybrid work models and flexibility over brand recognition, leading to a challenging scenario for once-dominant ‘powerhouse’ brands that fail to offer the desired flexibility.

Use Michael Page’s 2024 marketing salary guide to gain an advantage in the job market. It provides valuable information on job trends, candidate opinions, and salary comparisons to help you make informed hiring decisions.

1. AI-driven marketing efforts

AI has risen to the top of conversations. One aspect that is particularly interesting is Generative AI's ability to optimise content creation and produce personalised content on a large scale.

Our Michael Page survey data reveals that marketers feel positive about the possibilities of AI with 73% welcoming the improved efficiency and productivity it brings.

However, a report by Mintel reveals that 47% of UK consumers remain unsure and worry about AI gaining importance and replacing human interaction. With 69% of marketers wary of AI’s lack of human judgement and intuition, a key success driver for market leaders will be humanising AI, skilfully harnessing its generative power while protecting the authenticity and uniqueness of their content.

2. Culture-driven and sustainability marketing trends

Consumers are more focused than ever on finding brands that align with their values of Economic, Social, and Governance honesty and sustainability.

75% of Millennials admit to changing their purchasing habits to support eco-friendly products, according to a Nielsen report. Climate inaction will be a costly choice for companies if they want to resonate with eco-conscious Gen Z and Millennials.

Making sustainability a central part of your brand story is crucial. Discover how Michael Page insights into the marketing sector can help you hire better and benefit from our dedicated support.

3. Hyper-personalisation elevating customer experience

Improve content effectiveness with accelerated efforts in true personalisation. By harnessing the power of data in marketing, organisations can gain profound insights into customer behaviour. Creating custom and targeted experiences using data, analytics, AI, and automation will achieve hyper-personalisation.

Insights and Conversion Rate Optimization (CRO) will help companies understand their audience and create personalised experiences on a new level.

Marketing leaders must embrace technology and data analytics. By leveraging these tools, you can craft personalised campaigns, optimize customer journeys, and elevate the overall customer experience.

What next? Utilise marketing trends insight

Michael Page helps businesses make informed hiring decisions in the changing marketing landscape.

Trust us to connect you with the talent that will help your organization succeed and innovate in the future. We understand the challenges and opportunities you face in AI, sustainability, and personalization.

Our recent survey of over 5,000 UK workers revealed 50% of respondents are seeking a higher salary. Are you confident in your salary benchmarking? Be future-ready and access the Michael Page 2024 marketing salary guide now.

Do you have temporary, permanent, or contact marketing vacancies? Request a call back and one of our industry specialists will be in touch to help you find the best talent available.