Bangkok Post – Top Trends in Digital Marketing

Responsible AI is trending now

According to media agency Mindshare Thailand, social media search optimization, privacy marketing and responsible artificial intelligence (AI) are among the top trends in digital marketing.

Vidak Indraduta, Managing Director of Mindshare Thailand, said, “2024 will be an exciting year for consumers and marketers alike, as various brands will learn and leverage AI extensively. Deaf,” he said.

Vidak said marketers have long been optimizing websites and content to rank high on search engine platforms, but now they are optimizing for social media search to increase brand awareness. We recognize that there is an increasing trend.

Last year, top search engine Google reported that about 40% of Gen Z users use TikTok and Instagram for searches.

He said the rise of generative AI models such as ChatGPT-4 will make AI the top trend in data privacy this year. AI technology will advance by leaps and bounds in the coming years.

Brands also need to give customers more control over their data, he added, as a form of privacy marketing.

Vidak also sees trends in responsible AI. AI has opened up unforeseen and immense possibilities for digital marketers.

This technology makes everything faster and more available, but requires more advanced considerations. In 2024, he says, AI-based marketing will need to be bold, collaborative, and responsible.

Meanwhile, as environmental concerns continue to gain traction and consumers increasingly seek out brands that align with their values, marketing strategies that focus on sustainability and purpose are important.

“Brands that embody and communicate a commitment to sustainability are able to attract and retain their customer base. This is also driving the rise of green media and the development of new sustainability metrics are key trends this year.” It will be.”

Citing a study entitled “Source: #IDCulture, Automated Life (Mindshare Global Tracker Survey, Wave 3, 2023 – 12 Markets)”, Mr. Vidak said that people want to improve their lives. It turns out that they want to use AI technology to

According to the report, 51% of consumers want to automate daily tasks and household tasks to increase their free time, and 52% want to simplify their online shopping experience and have everything in one place. I found that I was satisfied.

We found that 57% want a personalized experience in-store, and 41% are willing to share personal data with brands to improve their shopping experience.

Meanwhile, 72% enjoy going to a physical store to see and touch the products they want to buy, and 69% prefer human interaction with brands over chatbots or automated websites.

“Brands need to find the right balance by integrating efficiency and personalization with the human touch to achieve deeper emotional connections,” said Vidak.

He added that brands should also use user-friendly technology to give consumers control to decide on automated experiences so that they feel empowered.

The goal is to create a well-rounded experience that differentiates the brand, builds trust, adapts to customer preferences and goes beyond automated interactions, Vidak said.