What will be relevant? Advertising in 2024 will retain the development trends of 2023. PR specialists will still focus on personalization, voice search, and the introduction of artificial intelligence.
How to use trends? Video content will rule the roost – use this trend by posting not only texts and images on websites, but also short and long videos. TV advertising will become significantly more expensive, so large market players should prepare for this.
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What are trends, fashion and hype in advertising
Marketing is constantly evolving, especially in the online space. The use of information technology to promote products and services is becoming an integral part of modern business. This approach is effective because it meets the needs and requirements of both companies and consumers.
The differences between a trend, a hype and a fad are manifested in their nature, duration and impact on the market and consumers:
Hype is a short-term, spontaneous phenomenon, created deliberately to attract attention. Its main goal is to satisfy the current needs of the audience. An example of hype can be a sudden discussion of a current topic that quickly comes and goes.
Fashion is also a temporary phenomenon, but has a longer lifespan. It is characterized by the dominance of certain trends or tools that may gradually disappear, but return in the future. For example, the use of certain symbols, sales methods that are popular in a specific period.
A trend is a long-term process, it remains significant for a long time. It significantly influences the market, business directions and marketing strategies of companies, having a long-term impact on their financial results. Some trends can prevail for decades, changing the market landscape.
Hype
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The Gartner curve reflects the life cycles of various technologies. Hype often manifests itself in its initial stage, when a new technique appears on the market, attracting huge attention from the media. This causes an explosion of popularity in a short period of time. If a technology gains wide interest and is actively implemented, it becomes a trend, gradually improving and developing. When it reaches a plateau, it goes mainstream, becomes widely accepted.