Exploring Recent Trends in Marketing

The thing about marketing in this dynamic world is that it is all about keeping up with the trends so that effective campaigns can be created to attract consumers. Marketing trends continue to be influenced by technological advancements, consumer behaviors, and cultural shifts.

Successful marketers must keep up with such changes to remain competitive by being aware of and implementing emerging trends. We will explore recent marketing trends, provide examples, and discuss how they can be utilized by brands to increase engagement, trust, and ROI.

These marketing trends only scratch the surface—knowing them is useful but applying them in real campaigns is what builds real confidence. That’s exactly why our Post Graduate Program (PGP) at Altera offers hands-on projects, mentorship from industry experts, and tools that reflect today’s marketing landscape.

What are Trends in Marketing?

The trends in marketing are the dynamic patterns, strategies, and technologies that are developed in response to changes in consumer behavior, technological breakthroughs, and market needs worldwide. These trends indicate how business practices are evolving to enable mainstream businesses to reach new audiences, establish brand equity, and achieve better returns on their investments within a more competitive online environment. 

The marketing trends are influenced by social media, mobile technology, and evolving attitudes towards diversity, inclusivity, and social responsibility. For example, YouTube is generating a substantial amount of revenue in the form of advertisements as companies recognize its reach, with worldwide revenue exceeding $8 billion per quarter.  

The shift to third-party cookies, experiential marketing, and an emphasis on high-quality editorial content are trends that enable brands to keep up with changing consumer expectations, providing insight into where marketing patterns might head.  

Top marketing trends of 2025

Here’s a look at some of the most recent trends in marketing in India as of 2024:

AI-Enhanced Marketing:

AI has become an inseparable part of marketing, transforming the way marketing content is produced and analyzed. HubSpot notes that more than 60 percent of marketers already utilize AI to increase efficiency, and by 2026, 80 percent of sophisticated creative jobs are expected to leverage generative AI to enhance content.

AI automates routine processes, provides deeper insights into customers, and assists marketers in refining targeting and customer journeys, making campaigns more efficient. The role of AI in marketing is set to expand significantly, as 81 percent of marketers have reported the positive impact of AI.

User-Generated Content (UGC):

UGC continues to grow as a low-cost, high-impact way to foster brand trust and authenticity. Brands such as Nike and Glossier actively promote user-generated content on platforms like Instagram and TikTok. About 93% of marketers agree that UGC enhances brand credibility.

UGC also presents actual customer experiences in the form of customer stories, reviews, and images. This has a greater appeal to the audience than traditional advertising, catalyzing engagement, loyalty, and better customer relationships.

Community Building and Branding:

Community-based building is becoming more significant as consumers move to brands that encourage authentic relationships and values. Companies like Lululemon and Peloton successfully nurture communities focused on wellness and shared experiences.

The marketing platform TINT reports that 82% of consumers favor brands with active online communities. Community-building fosters brand loyalty and long-term growth, enabling companies to establish strong, value-driven customer connections.

High-Quality Editorial Content:

In the current information-saturated environment, high-quality editorial content is essential for helping brands establish themselves as thought leaders. Marketers, in 2024, will invest in blogs (92 per cent) and podcasts (82 per cent), which would attract audiences willing to find valuable and informative content.

The trend fosters customer loyalty and relationship development in the long run, as brands engage with their audience through blogs, newsletters, and podcasts to ensure meaningful interactions and establish their credibility.

Case Studies for Trust and Lead Generation:

Case studies are also essential to B2B marketers, as they are effective in demonstrating product efficacy and increased lead development. According to HubSpot, 87 percent of marketers intend to increase their investment in case studies in 2024 because they provide a real-life example that demonstrates a brand's impact.

Case studies present actual success stories, which validate the brand's efficiency. It lowers the perceived risk by displaying the successful results, directing potential consumers toward buying decisions, particularly in areas that involve a great investment.

SEO Evolution and Adaptation:

SEO is keeping up with the changing algorithms and is now concerned with the quality and relevancy of the content to be ahead of the game. As voice search and multimedia become more popular methods of search, search optimization is shifting towards conversational and mobile-friendly content.

Although there is a forecast of a possible 50 percent reduction in organic traffic by 2028, investing in SEO is inevitable, with brands focusing on video, image optimization, and AI-driven developments to increase discoverability.

Advanced Chatbots:

Chatbots utilizing AI are being developed to respond to complex customer queries, offering 24/7 customer service with minimal human involvement. Applications such as WhatsApp and Messenger enable brands to use chatbots to service their customers, engage in cross-selling, and offer personalized promotions.

In addition to customer care, chatbots can be used to recommend products, qualify leads, and schedule appointments, thereby facilitating more interactions and saving resources.

Personalized Customer Experience:

The utility of personalization by AI is that it enables brands to tailor the experience to the individual's desires, leading to improved conversion rates and increased customer satisfaction. It is evident that personalization is fruitful, with 70 percent of companies recording a 200 percent ROI on personalized campaigns.

Consumers are also more open to data sharing for tailored experiences, as demonstrated by successful AI-driven personalization from brands like Netflix and Crate and Barrel.  Personalization signals that a brand truly understands and values its customers.

Interactive Content:

Interactive content provides an immersive way for consumers to engage with brands, making content such as 360-degree videos, quizzes, and AR ads increasingly popular. Interactive content yields twice the conversion rates compared to static content.

Polls, quizzes, infographics, and other engaging content attract visitors to the website and foster brand loyalty. This type of content enhances brand connection by enabling consumers to be more engaged and spend more time on the page.

Mobile-First Marketing:

As the level of mobile usage grows, mobile-first strategies have become critical in maximizing user experience. Mobile-responsive campaign designs boost SEO and maximize conversions, which is in line with a mobile-first indexing strategy by Google.

Mobile-first strategies also improve ad placement, loading speed, and ultimately user satisfaction, which results in better positions in search result lists and captures attention in places where consumers are most engaged.

Social Messaging Integration:

Social messaging is growing as a direct channel for brand-customer interactions. Platforms like WhatsApp and Messenger allow personalized, real-time communication, which 70% of consumers now expect from brands.

Social messaging provides a straightforward solution to traditional customer service by allowing customers to ask questions, update their information, and communicate with the brand in a personalized manner. This fosters loyalty and enables brands to maintain close and continuous interactions with their audience.

Audio and Podcast Content:   

Audio content is also on the rise, with the use of podcasts and chat rooms, which enable the brand to interact with individuals when commuting or carrying out day-to-day activities. The use of podcasts fosters a sense of intimacy with the audience due to the detailed conversations.

Many brands are capitalizing on this trend by hosting their own programs or advertising in popular podcasts, offering a non-visual alternative to traditional content. It helps reach a wider audience and fosters stronger brand associations.

Influencer Partnerships:

Influencer marketing is one of the most advantageous ways to reach the target audience through relatable, trusted voices. Successful campaigns, such as Dunkin’s partnership with TikTok influencer Charli D'Amelio, illustrate the substantial returns that influencer collaborations can provide.

Dunkin had a significant upward trajectory, with a 57 percent surge in app downloads following the campaign. By integrating shoppable content and genuine brand storytelling, influencers can amplify a brand's reach, offering a blend of engagement and conversion opportunities.

Automation and Workflow Optimization:

The aspect of marketing automation has transformed the way businesses handle their online presence. Frequently powered by AI, automated systems enable brands to make email campaigns more efficient, personalize the content of their websites, and use chatbots to serve customers.

Marketing automation tools are effective tools for streamlining workflows and improving operational efficiency. This allows marketers to prioritize strategy and creativity over repetitive work and ensures they are consistently engaging with their audiences.

Live Video Streaming:

Live streaming allows an unedited format of real-time streaming that allows brands to interact directly with customers. It's still growing as brands use it to release new products, hold Q&A sessions, and even give glimpses behind the scenes.

Live streaming promotes authenticity and provides a channel for communication through live content, thereby enhancing engagement and trust levels. It provides space for brands to communicate with consumers, collect feedback, and present products in an engaging and efficient format.

Experiential and Immersive Marketing:   

Immersive technologies, such as VR and AR, give consumers the chance to interact with products virtually before purchasing them. Brands like Gucci and Fortnite have pioneered virtual events, bringing consumers into branded worlds that foster deeper connections.

VR and AR also enable brands to craft engaging narratives and create memorable experiences that forge deeper emotional connections with their audience. As we merge the physical and digital experiences, brands can make an impact that lasts and increase customer loyalty.

Privacy-Centered Marketing:

As privacy and data concerns grow, brands are moving away from the use of third-party data and moving toward a transparent, first-party data strategy. The responsible collection and usage of customer data is essential because consumers are demanding transparency.

First-party data gathered through customer interactions is more accurate and helps instill a sense of trust and confidence. As privacy rules and regulations continue to tighten, brands that adopt transparent data practices are building stronger relationships with their customers and enhancing campaign performance.

Voice Search Optimization:

Voice search is growing as smart speakers and voice-activated devices become more common. This trend demands SEO adjustments, focusing on natural language and commonly asked questions to cater to longer, conversational queries.

Brands that adapt to voice search, especially aiming for the “position zero” featured snippets, can enhance visibility in voice search results and capture new opportunities as hands-free, conversational searches continue to rise.

Trends in Different Marketing Areas

Below are some of the most popular trends in key marketing areas.

Recent Trends in Digital Marketing

• AI in Marketing: With the growing impact of AI, marketers need to develop strategic AI skills. New tools aid in content generation, customization, and process automation; however, they must be aligned with consumer preferences and ethical guidelines.
• Rise of Threads and LinkedIn Engagement: Threads is becoming a popular alternative to X (formerly Twitter), and LinkedIn's organic reach continues to increase, making it an important medium for business networking.
• SEO Evolution with AI: Google’s AI Overviews (AIO) emphasize user-centric, high-quality, expertise, authoritativeness, and trustworthiness (E-E-A-T) content that’s visually engaging and improves the user experience.

Recent Trends in Marketing Research

• AI and Gen AI Integration: AI and Gen AI streamline insights and automate tasks, addressing the need for rapid and accurate analysis, with Gen AI enhancing content generation and adaptability.
• Digital Research Expansion: Digital platforms enable the collection of scalable, qualitative insights through social listening and remote data collection.
• Real-Time Research: Real-time data allows agile responses to market shifts and evolving consumer sentiment.
• Enhanced Data Accuracy: AI-driven tools can help enhance data accuracy by identifying and removing biased or inauthentic responses, thereby ensuring a higher level of reliability.

Recent Trends in Social Media Marketing

• Long-Form Video Resurgence: Although short-form video is crucial, platforms like TikTok are encouraging the use of long-form videos, including horizontal videos, to increase engagement.
• Playful Brand Content: Brands are shifting towards playful, meme-inspired content to connect authentically without losing their unique voice.
• Evolving Social Roles: Specialized social media roles are emerging, with organizations creating niche positions to adapt to platform changes.
• Creator and Influencer Boom: Authenticity-led creator partnerships play an important part in engagement with brands, with spending on dedicated influencer management platforms.

Recent Trends in Marketing Management

• Green & Guerrilla Marketing: Companies are adopting eco-friendly marketing (Green) and innovative, surprise tactics (Guerrilla) to capture attention and reflect brand values.
• Database Marketing: By using customer information, companies develop specific marketing strategies to develop customer loyalty and personalization.
• Interactive & Viral Marketing: Engagement-driven and viral strategies encourage customers to share content, enhancing brand visibility organically.
• Digital Integration: Using tools such as SEO, email marketing, and data mining on the internet, brands are able to create direct, long-lasting relationships with their customers, increasing their power in the marketplace.

Recent Trends in Service Marketing

• Niche Marketing: Companies target specialized, underserved needs—like expat relocation services in India—to offer tailored packages and build loyalty in specific customer segments.
• Productized Services: Services are marketed like products, as seen with Club Mahindra’s lifetime membership, which offers customers the feeling of "ownership" over travel experiences.
• Package Sales Services: Products are bundled with specialized services, especially in business solutions and event management. A representative assembles a team to offer complete packages, adding value and convenience.
• E-Banking: Digital banking services, pioneered by ICICI, enable customers to manage their accounts online, providing convenience through internet-enabled doorstep solutions.

Recent Trends in Retail Marketing

• Hybrid Shopping: Shoppers value a mix of online and in-store experiences. Brands like Sephora merge convenience and interaction by offering AR tools that allow customers to try products virtually or in-store. Omnichannel strategies enhance customer experiences.
• Retail Media: Retailers monetize first-party data through retail media networks, boosting ad revenue while delivering personalized ads that improve engagement and drive customer satisfaction.
• Frictionless Delivery: Free, fast delivery and transparent order tracking are critical, with demand for same-day delivery on the rise. Flexible options build trust and improve loyalty.
• Athleisure: Despite the possible oversaturation, athleisure brands such as Gymshark are thriving thanks to using celebrity collabs and limited-edition launches to engage consumers in a competitive market.

FAQs

Q1. What is meant by recent trends in marketing?

Ans: Recent trends in marketing refer to the evolving strategies, technologies, and consumer behaviors that shape how brands communicate with their target audience.

These trends often emerge in response to technological advancements, including the development of artificial intelligence, the growth of social media platforms, shifts in consumer expectations, and rising privacy concerns. Marketers adapt to these trends to stay competitive and achieve better engagement, trust, and ROI.

Q2. What are the market trends in marketing?

Ans: In marketing, market trends are the patterns or changes of consumer behavior, technological advances, and business strategies that affect the way that brands handle their target audience.

These trends enable companies to stay relevant and competitive by adjusting their marketing strategies. Examples include the growth of AI-powered marketing, the increased importance of user-generated content (UGC), and the shift toward mobile-first strategies.

Q3. Which marketing is trending now?

Ans: As of 2024, some of the trending marketing strategies emerging include AI-enhanced marketing, User-Generated Content (UGC), influencer partnerships, High-quality editorial content, mobile-first marketing, and the increasing importance of social messaging.

Some of the trends gaining momentum are personalized customer experience, evolving SEO, and immersive technologies like AR/VR as marketers try to connect with consumers more profoundly.

Summing Up

In sum, marketing trends in 2024 spell the need for brands to keep up with technological evolution, changing consumer expectations, and a rising need for authenticity. Marketers will have to emphasize AI, personalized experiences, and mobile-first strategies to ensure value delivery through innovative content and community engagement.

As privacy concerns and social responsibility continue to influence consumer decisions, brands that embrace transparency, sustainability, and tailored marketing will foster stronger relationships and drive long-term success. Staying attuned to these trends will help businesses remain competitive and effectively engage their audiences.