Advertising trends 2024: AI, privacy and influencers reshape strategies

B2B advertising landscape evolves: The 2024 State of B2B Advertising report, conducted by Demandbase, reveals significant shifts in B2B marketing strategies, emphasizing data-driven approaches, AI integration, and personalized account-based tactics.

• The research highlights the growing importance of privacy-compliant strategies that build trust while maintaining effective targeting in B2B advertising.
• Influencer marketing is emerging as a powerful tool for B2B brands to engage decision-makers and build trust with target accounts.
• AI-powered programmatic advertising is replacing manual ad placements, offering improved efficiency, optimized spending, and enhanced targeting precision.
• Integrated campaigns across multiple channels, particularly LinkedIn and Connected TV (CTV), are becoming essential for amplifying engagement and driving conversions.

Privacy-first approaches gain traction: B2B marketers are increasingly prioritizing privacy-compliant strategies to build trust with their target audience while maintaining effective targeting capabilities.

• The shift towards privacy-first advertising reflects growing concerns about data protection and regulatory compliance in the B2B space.
• Marketers are exploring new ways to collect and leverage first-party data to personalize advertising efforts without compromising user privacy.
• This approach aligns with evolving data protection regulations and helps build long-term trust with potential clients.

Influencer marketing’s rising importance: B2B brands leveraging industry influencers are finding success in engaging decision-makers and building trust with target accounts.

• Influencer partnerships allow B2B companies to tap into established credibility and reach within specific industries or niches.
• This strategy helps humanize B2B brands and provides authentic endorsements from respected industry figures.
• Influencer collaborations can take various forms, including content creation, webinars, and social media campaigns, offering diverse touchpoints for audience engagement.

AI-powered programmatic advertising takes center stage: Manual ad placements are becoming obsolete as AI-driven programmatic advertising offers improved efficiency, optimized spend, and enhanced targeting precision.

• AI algorithms can analyze vast amounts of data to identify optimal ad placements and audience segments in real-time.
• Programmatic advertising enables more dynamic and responsive campaigns, adjusting based on performance metrics and changing market conditions.
• This approach allows B2B marketers to maximize their advertising ROI and reach the right decision-makers at the right time.

Cross-channel integration amplifies impact: Integrated campaigns across multiple channels, particularly LinkedIn and Connected TV (CTV), are becoming essential for maximizing engagement and conversions.

• LinkedIn remains a pivotal platform for B2B advertising, offering precise targeting options and a professional context for messaging.
• The rise of Connected TV advertising presents new opportunities for B2B brands to reach decision-makers in a more relaxed, home-based environment.
• Coordinating messaging and creative elements across these channels creates a cohesive brand experience and reinforces key messages throughout the buyer’s journey.

Adapting to rapid change: Kelly Hopping, CMO at Demandbase, emphasizes the rapid evolution of the B2B advertising landscape and the need for marketers to stay ahead of emerging trends.

• The past few years have seen significant changes in B2B advertising, with 2024 continuing this trend of transformation.
• New technologies, shifting customer behaviors, and economic pressures are reshaping how businesses connect with their target audiences.
• Strategies that were effective just two years ago may no longer yield the same results, underscoring the importance of continuous adaptation and innovation in B2B marketing.

Looking ahead: Implications for B2B marketers: As the B2B advertising landscape continues to evolve, marketers must remain agile and forward-thinking to stay competitive.

• Embracing AI and automation will be crucial for optimizing advertising efforts and staying ahead of the curve.
• Balancing personalization with privacy compliance will become increasingly important as data protection regulations tighten.
• Diversifying channel strategies and exploring emerging platforms like CTV will help B2B brands reach decision-makers in new and engaging ways.
• Continuously monitoring industry trends and adjusting strategies accordingly will be essential for long-term success in the dynamic world of B2B advertising.