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style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>\u54c1\u724c\u9700\u8981\u8ba4\u8bc6\u5230\uff0c\u6d88\u8d39\u8005\u5bf9\u4ef7\u503c\u7684\u8ffd\u6c42\u4e0d\u4ec5\u4ec5\u662f\u4ef7\u683c\u4e0a\u7684\u8003\u91cf\uff0c\u66f4\u662f\u5bf9\u54c1\u724c\u7406\u5ff5\u3001\u793e\u4f1a\u8d23\u4efb\u611f\u548c\u53ef\u6301\u7eed\u6027\u7684\u6df1\u5ea6\u5173\u6ce8\u3002\u56e0\u6b64\uff0c\u8425\u9500\u7b56\u7565\u5e94\u8be5\u66f4\u591a\u5730\u96c6\u4e2d\u5728\u5efa\u7acb\u4e0e\u6d88\u8d39\u8005\u7684\u6df1\u5c42\u6b21\u8fde\u63a5\u3002\u540c\u65f6\uff0cAI\u548c\u6570\u5b57\u6280\u672f\u7684\u8fdb\u4e00\u6b65\u878d\u5165\uff0c\u5c06\u4e0d\u65ad\u91cd\u5851\u8425\u9500\u884c\u4e1a\u7684\u666f\u89c2\u3002\u8425\u9500\u4eba\u5458\u9700\u8981\u4e0d\u65ad\u63d0\u5347\u81ea\u5df1\u7684\u6280\u80fd\uff0c\u4ee5\u9002\u5e94\u8fd9\u4e00\u53d8\u5316\uff0c\u5e76\u5728\u4eba\u5de5\u667a\u80fd\u4e0e\u4eba\u7c7b\u521b\u9020\u529b\u4e4b\u95f4\u627e\u5230\u5b8c\u7f8e\u7684\u5e73\u8861\u3002<\/p>\n\n\n\n<p>\u7efc\u4e0a\uff0c2024\u5e74\u7684\u8425\u9500\u8d8b\u52bf\u9884\u793a\u7740\u4e00\u4e2a\u66f4\u52a0\u52a8\u6001\u3001\u591a\u5143\u5316\u548c\u6280\u672f\u9a71\u52a8\u7684\u672a\u6765\u3002\u5bf9\u4e8e\u54c1\u724c\u6765\u8bf4\uff0c\u8fd9\u65e2\u662f\u6311\u6218\u4e5f\u662f\u673a\u9047\uff0c\u5173\u952e\u5728\u4e8e\u5982\u4f55\u5229\u7528\u8fd9\u4e9b\u8d8b\u52bf\uff0c\u521b\u9020\u4e0e\u6d88\u8d39\u8005\u7684\u771f\u6b63\u8fde\u63a5\uff0c\u540c\u65f6\u4f18\u5316\u8425\u9500\u7b56\u7565\uff0c\u4ee5\u9002\u5e94\u4e0d\u65ad\u53d8\u5316\u7684\u5e02\u573a\u73af\u5883\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2023\/06\/CXOUNION\u65b0\u4e8c\u7ef4\u7801.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Ten marketing trends for 2024<\/h3>\n\n\n\n<p>With the end of the epidemic in 2023, the global economy did not usher in the hoped-for rebound, but showed a more complex and challenging picture. In its latest World Economic Outlook Report, the International Monetary Fund (IMF) forecasts that global economic growth will slow from 3.5 percent in 2022 to 3.0 percent in 2023, below the historical average of 3.8 percent between 2000 and 2019, and expects a further decline to 2.9 percent in 2024.<\/p>\n\n\n\n<p>According to Charles Schwab&#8217;s analysis, the global economy is likely to show a gradual U-shaped recovery in 2024, as opposed to the V-shaped recoveries of 2008-09 and 2020. This means that the future economy may enter an era of low growth.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In 2023, the retaliatory consumption that many expected did not occur, and instead we witnessed what is known as &#8220;reverse consumption,&#8221; with consumption downgrades becoming more pronounced.<\/p>\n\n\n\n<p>The good news is that ChatGPT&#8217;s AI trend is changing the way we work and live. Collins Dictionary has named &#8220;AI&#8221; as the UK&#8217;s word of the year for 2023, which could usher in the next technological revolution.<\/p>\n\n\n\n<p>In the era of low growth, the theme of marketing is no longer expansion, but contraction, and more sophisticated and prudent, the development of AIGC is certainly a good thing, but for the marketing industry, he may mean more cost reduction and efficiency.<\/p>\n\n\n\n<p>Here&#8217;s my summary of the marketing trends for 2023.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">First, reverse consumption continues, and industrial brands move to the front<\/h4>\n\n\n\n<p>citywalk, special forces travel, reverse consumption, military coats are popular, and these hot searches in 2023 reflect the remarkable characteristics of consumer consumption behavior &#8211; buying the most cost-effective goods and services with the least money.<\/p>\n\n\n\n<p>In September this year, Li Jiaqi&#8217;s sentence &#8220;where is expensive&#8221; let many people break the defense, they found that it is more and more difficult to make money today, there is no need to spend several times the price to buy several times the premium goods, rational purchase of cost-effective goods is the right choice. Subsequently, topics such as &#8220;79 yuan to buy five pounds and a half of bee flowers&#8221;, &#8220;5.9 yuan liquid foundation&#8221;, &#8220;6 pieces to buy 7 eyebrow pencils&#8221; emerged, which strengthened people&#8217;s thinking about rational consumption.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In recent years, the problem with observing this reverse consumption is that more and more people are showing off how they save money and get the best value for the least money, rather than showing off the more expensive items as they used to. This could mean that decades of conspicuous consumption are coming to an end.<\/p>\n\n\n\n<p>A direct consequence of the reverse consumption trend is the rise of industrial belt commodities. These brands usually do not have a distinctive brand identity, but the quality is reasonable and cost-effective, and some are even as good as well-known brands. With the promotion of e-commerce platforms such as Alibaba and Pinduoduo, as well as the popularity of live marketing, these industrial belt products are increasingly favored by consumers.<\/p>\n\n\n\n<p>For example, wigs in Xuchang, Henan, bags in Baigou, Hebei, and pet food in Nanhe, Hebei, etc. These products usually come from specific production areas, and gradually become the new favorite in the market with their high cost performance and the characteristics of meeting basic needs.<\/p>\n\n\n\n<p>This trend also heralds a change in brand loyalty among consumers, who are more inclined to look for products that offer high cost performance and quality assurance, rather than just pursuing brand effect, in the context of economic pressures and rising living costs. This shift poses new challenges for brand marketing strategies.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Second, new consumption transformation, old consumption counterattack<\/h4>\n\n\n\n<p>Changes in the market are always unpredictable, it seems that yesterday everyone was still talking about consumption upgrades, the purchase of high-quality, beautifully packaged, bright appearance of the brand as a symbol of status. Today, it suddenly began to adapt to the downgrade of consumption and promote reverse consumption, and the so-called new consumer brands born in China in recent years are extremely embarrassing in such a situation.<\/p>\n\n\n\n<p>Zhong Xuegao in October this year was revealed to be unpaid, causing many people to worry, and last year, the name of the &#8220;ice cream assassin&#8221; has made its brand and sales have been affected.<\/p>\n\n\n\n<p>Tea and Nai snow&#8217;s tea has long had a big price cut, but consumers still say that tea and Nai snow are not fragrant, because the drinks of Misue Ice City are more cost-effective.<\/p>\n\n\n\n<p>Flower west 79 yuan eyebrow pencil by netizens complained that it was too expensive, so flocked to the old Chinese brand of the broadcast room, they said 79 yuan can buy 5 pounds of bee flower hair conditioner; You can buy 4 cans of Yumeijing children&#8217;s cream\u2026<\/p>\n\n\n\n<p>The sound volume and praise of the vitality forest this year are not as high as in previous years, and its latest news is to change the internal structure.<\/p>\n\n\n\n<p>Thought that the new consumer brands to let the existing market reshuffle, in the end, only to find that ginger is still hot, even the new consumer head brands, in the face of old consumer brands, did not account for a little cheap.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>The retail scale of Oriental leaves this year may reach 10 billion, which makes the Genki forest gasp; Many people do not buy flowers, but go to the broadcast room to buy old Chinese products; Even in the most popular time of the year, Zhong Xuegao&#8217;s sales did not account for 1% of the market, and ice cream was still dominated by the four major brands of Yili, and Lu Xue, Mengniu and Nestle.<\/p>\n\n\n\n<p>The new Chinese goods that are not cost-effective, under the counterattack of the old Chinese goods, began to be unstable, and the new Chinese goods that were created for a short time found that when the coat of consumption upgrade was taken off, their products, prices, and channels faced with the old Chinese goods had no advantage.<\/p>\n\n\n\n<p>The next few years will be a period of transformation for new consumer brands and a period of fighting with old consumer brands.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Third, the brand pursuit of &#8220;stingy marketing&#8221;<\/h4>\n\n\n\n<p>In recent years, people who do marketing have a feeling: there are fewer and fewer marketing cases that can brush the screen and circle. The essential reason behind this change is the fragmentation of information and the saturation of content in the market.<\/p>\n\n\n\n<p>Consumers&#8217; attention is distracted by more and more information, and their attention to traditional large-scale creative works such as TVC is gradually decreasing. At the same time, the market is already flooded with new and interesting content, making it difficult for brands to create more novel and more compelling content.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>What will brush the screen in 2023 is the cross-border cooperation of soy sauce latte, Fnedi, and Tea, which is essentially a kind of small investment marketing, and they use cross-border to stimulate consumers&#8217; curiosity, thereby enhancing exposure and consumer discussion. More and more cross-border marketing is also a manifestation of &#8220;stingy marketing&#8221;.<\/p>\n\n\n\n<p>In this context, the brand&#8217;s marketing strategy has also begun to gradually change to adapt to the trend of &#8220;stingy&#8221; consumption. First, brands are becoming more deliberate when it comes to making big creative works like TVC. In the current market environment, such large investment marketing activities can no longer easily attract the attention of consumers as in the past, many brands began to do TVC millions of budgets in the past, split into dozens of budgets, looking for talent to do content and launch.<\/p>\n\n\n\n<p>Second, brands pay more attention to the input-output ratio. In the case of limited budgets, every cent of marketing activities need to be carefully calculated to ensure the maximum benefit.<\/p>\n\n\n\n<p>Large platforms are also adapting to this kind of segmentation, and content marketing platforms such as Tiktok and small Red book are selling in a closed loop, while using various tools to make the brand&#8217;s marketing investment measurable.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Fouth, AIGC accelerates penetration marketing<\/h4>\n\n\n\n<p>Ai-generated content (AIGC) is accelerating its penetration into the marketing landscape, bringing fundamental changes to marketing strategies. Driven by this trend, the roles and skill requirements of marketers are changing significantly.<\/p>\n\n\n\n<p>In the past, marketers need to be able to write copy, do posters or shoot and edit videos, in the future of marketing, marketers may no longer need to be deeply proficient in traditional creative design or copy writing, but to shift to more cooperation with AI, proficient in editing prompt and dialogue with AI, you can constantly let AI provide content that meets your needs. For example, DALL-E did this for me.<\/p>\n\n\n\n<p>Take e-commerce picture production as an example. I have a friend who is responsible for making e-commerce pictures for a brand. In the past, through traditional agencies, making a picture may cost ten thousand or even tens of thousands. Now, with the help of AI technology, he can produce pictures in bulk and quickly at the price of 1,000 yuan a piece. This cost and efficiency advantage will undoubtedly have a profound impact on marketing strategy.<\/p>\n\n\n\n<p>However, the downside for marketers may be that some traditional marketing roles may be at risk of being eliminated as AI technology becomes more widely used in content generation, data analysis and customer engagement. However, in the long run, the application of AI technology will significantly improve the overall efficiency of marketing, helping brands to more accurately target markets and consumer groups, while reducing marketing costs.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Fifth\uff0cChatGPT and visual search change the search landscape<\/h4>\n\n\n\n<p>In China, the search landscape is no longer dominated by Baidu alone. The monthly activity of Tiktok search has exceeded 550 million. On XiaoHongshu, 60% of the daily active users will actively search on XiaoHongshu, and the daily search query volume exceeds 300 million. In addition, ChatGPT makes people get information more quickly.<\/p>\n\n\n\n<p>It can be seen that the current search pattern is that knowledge text search and ChatGPT replace most of the functions of Baidu, while life and consumer search, more and more people search in Tiktok and Xiaored book. Google&#8217;s own internal research shows that 40 percent of young people look to TikTok or Instagram before Google Maps or search when looking for a place to grab lunch, and it seems the trend is the same here and abroad.<\/p>\n\n\n\n<p>In this pattern, brands used to do SEO in search engines, and now they should do search content optimization in Tiktok and small red books. At the same time, this year ChatGPT&#8217;s voice function has vaguely made people feel that its level is much higher than SIRI, so in the future, brands may also need to do AEO (response engine optimization).<\/p>\n\n\n\n<p>For marketers, today&#8217;s search market is more complex, not to do a good job of traditional search engine optimization is all right, search marketing should adapt to the new trend, more marketing efforts on visual search platforms.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Sixth, the head anchor recedes, but it is not easy to make money live<\/h4>\n\n\n\n<p>Li Jiaqi in the west after the storm, double eleven sales fell sharply compared to last year, and Dong Yuhui experienced a small composition after the storm, although the Eastern selection is still properly handled, but the company also realized that the fate of the company can not be completely placed on an anchor, plus has already retreated to the background of Wei Ya, gradually to Luo Yonghao make a friend. The whole live streaming industry with goods, the head anchor began to gradually ebb.<\/p>\n\n\n\n<p>In such a market environment, the relationship between brands, anchors and stars has become more complex and diversified. Although these three parties are still an important part of the live streaming ecosystem, the market is no longer looking forward to the emergence of super head anchors, and the platform is more inclined to avoid over-reliance on a single anchor.<\/p>\n\n\n\n<p>So is there less head anchors, the monopoly is over, and businesses can make money? Not really. For merchants, if they do not pay the channel fees to the head anchors, they need to pay more traffic fees to the platform. In this case, many businesses face the dilemma of no flow, no flow, no money, they need to find a balance between no flow and declining profits.<\/p>\n\n\n\n<p>Here, I think the more fundamental solution is to do a good job of the brand, brand awareness, reputation, trust once up, its sales can be guaranteed, and not be held hostage by the head anchor or traffic.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Seventh, the rise of video number and accelerated commercialization<\/h4>\n\n\n\n<p>According to Tencent&#8217;s financial report in the second quarter of 2023, the advertising revenue of video number exceeded 3 billion yuan, the total user usage time doubled year-on-year, and the DAU increased by double ten figures year-on-year. In addition, the video number live e-commerce GMV increased by about 150% year-on-year.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>Tencent President Martin Lau has claimed that the video number advertising revenue is expected to exceed 1 billion yuan in the fourth quarter of 2022, only half a year later, the second quarter of 2023 advertising revenue has exceeded 3 billion. Although the current commercial volume of video number can not be compared with Tiktok, it lets people see the furious speed of Tiktok in the past.<\/p>\n\n\n\n<p>At the same time, the video number has an advantage that Tiktok does not have, that is, the ecological mutual assistance of the video number &#8211; wechat public number &#8211; wechat community. In the future, it is possible to open an e-commerce model with &#8220;brand power&#8221; and &#8220;strong social binding&#8221; as new attributes. Through opening up with wechat&#8217;s wechat group and public account, the video number forms a private domain traffic matrix, providing the brand with the opportunity to fully operate in wechat.<\/p>\n\n\n\n<p>When a platform is commercialized, the best choice for the brand is to follow, and there is a saying called &#8220;The spaceship is starting, don&#8217;t care about the location, get on the ship first.&#8221; Relative to the current Douyin, the video number still has a certain dividend. The dividend lies in two points, one is that there is less competition, so it will be easier to do well, and the other is that the ROI of the investment is relatively higher.<\/p>\n\n\n\n<p>Now the monthly active user scale of video number has exceeded 800 million, and the use time is close to the circle of friends, such a large traffic field, the brand has no reason to ignore.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Eighth, vertical, professional KOC rise<\/h4>\n\n\n\n<p>When short videos and live broadcasts become a trend, more and more people begin to enter the platform in this form to create business value.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>I once heard a story told by a friend about a self-employed piano teacher. In his spare time, he obtained clues by teaching piano skills in Tiktok and Xiaored Books, and then successfully recruited new students through offline contacts. This type of marketing I call vertical or professional KOC.<\/p>\n\n\n\n<p>In fact, professionals in various fields can become masters in vertical fields in this way.<\/p>\n\n\n\n<p>In fact, teachers, real estate consultants, lawyers, collators and other practitioners in specific fields are accelerating into this ecology and participating in master marketing, and the masters in these vertical fields are not only content creators, but also experts in their respective fields. They appeal to a specific audience through their expertise and practical experience.<\/p>\n\n\n\n<p>For example, some vertical people who know cars very well and 4S shop sales, they introduce the selling points and promotional information of a certain model through live broadcasting, attract interested users to watch, so as to help the car brand get clues.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>In Tiktok there are such examples, a brand by looking for hundreds of such KOC live, the average live can bring dozens or even hundreds of clues, for such vertical creators, their own fan volume is not high, but through this marketing method, a day at most can get thousands of yuan of income.<\/p>\n\n\n\n<p>In my hometown of the 18th line county, I found that some store owners and salespeople broadcast live on Tiktok every day during business hours, with dozens or even hundreds of people each time. These people can radiate hundreds or even thousands of people through word of mouth and social network sharing, which is already quite high in a county with only tens of thousands of people. His store also has people who come to the store through live streaming every day, which creates new business growth.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Ninth, emotional marketing dividends continue<\/h4>\n\n\n\n<p>Dopamine wear, Maillard colors, more and more products that point to people&#8217;s emotions have become the focus of the public this year.<\/p>\n\n\n\n<p>In the field of market consumption, emotional value is not only an emotional experience, but also a psychological resonance, which touches the deep emotions of consumers and stimulates dopamine and other chemical reactions of pleasure. Similar to passion and attachment in love, emotional values also have very practical applications in business, and marketing that uses emotional values can be called &#8220;emotional marketing&#8221;.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>Dopamine threading is a clear example of emotional marketing. It not only considers the functionality of clothing, but also focuses on how to stimulate the pleasure and confidence of consumers through color, design and other factors. When people put on an item of clothing that makes them feel confident and satisfied, dopamine surges and feelings of emotional pleasure accompany it. This emotional connection makes people willing to buy more fashion products than just meeting basic dressing needs.<\/p>\n\n\n\n<p>Dopamine penetration is just the tip of the emotional marketing iceberg. More and more brands have begun to actively adopt this strategy, such as food, travel, electronic products, etc., are striving to create pleasing and satisfying emotional experiences, so as to attract consumers.<\/p>\n\n\n\n<p>Emotional marketing will still pay dividends in 2024, when the economy is not so exciting, the market will find a way to stimulate the emotional needs of consumers. In 2024, both sentiments will continue throughout the year.<\/p>\n\n\n\n<p>One is the retro, when the reality is not satisfactory, people will recall the past. The post-80s and 90s undoubtedly have the collective memory of The Times, and some brands use retro marketing to evoke the collective memory of this group of people to promote sales.<\/p>\n\n\n\n<p>The second is sad, the essence of sad emotion marketing is a certain positive significance, he let consumers do not leave the sadness in the heart, to express it, so that they can feel better, but also more able to face the problem. Bereavement, lying flat essence is the performance of this kind of emotion, which is a sense of powerlessness in the face of reality, but also a kind of self-mockery of life.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Tenth, alpha generation on the marketing stage<\/h4>\n\n\n\n<p>Generation Alpha, also known as Gen Alpha, refers to those born between 2010 and 2025, following Generation Z. This generation is the first to be fully born into the 21st century, having grown up surrounded by digital technology and streaming services. They are seen as the most diverse and technology-exposed generation to date.<\/p>\n\n\n\n<p>The main difference between Gen Alpha and Gen Z is that they are more adept with technology and the Internet, Gen Alpha is also considered to be the most diverse and global generation in history, they live in a world where technology and the Internet are always present, and they are more likely to connect with people from different backgrounds and cultures.<\/p>\n\n\n\n<p>In addition, due to constant exposure to mobile Internet and social media from a very young age, Gen Alpha has a shorter attention span than Gen Z. Generation Alpha also shows greater adaptability and resilience because they are growing up in a world that is more rapidly changing than Gen Z.<\/p>\n\n\n\n<p>The rise of generation Alpha has important implications for brand marketing. First, Alpha generation as &#8220;digital natives&#8221;, their social media usage and online content creation capabilities will provide brands with new marketing opportunities. This generation&#8217;s acceptance and understanding of multiculturalism, as well as their creative spirit, portend that they will play an important role in consumer behavior and market trends.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>Second, this generation has a deeper awareness and concern about environmental issues, and they are more likely to support actions that benefit the environment. When targeting the alpha generation, brands need to focus on sustainability practices to attract this generation of more environmentally conscious consumers, which is why ESG has become increasingly popular in recent years.<\/p>\n\n\n\n<p>Brands are also starting to focus on the alpha generation because they are the consumers of the future and will have a profound impact on consumer trends. By engaging and influencing this generation, brands can capture their minds ahead of time and lead future consumer trends.<\/p>\n\n\n\n<p>In 2024, at the intersection of slowing economic growth, shifting consumer behavior and technological innovation, brands must be flexible and adopt more sophisticated and deliberate strategies. From the rise of reverse consumption to the commercialization of video signage to the rise of the alpha generation, these trends point to a common direction: the future of marketing lies in understanding and adapting to consumer needs while leveraging technology to create value for brands.<\/p>\n\n\n\n<p>Brands need to recognize that consumers&#8217; pursuit of value is not just about price, but also about brand philosophy, social responsibility and sustainability. Therefore, marketing strategies should focus more on building a deep connection with consumers. At the same time, the further integration of AI and digital technologies will continue to reshape the landscape of the marketing industry. Marketers need to constantly upgrade their skills to adapt to this change and find the perfect balance between AI and human creativity.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">  CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n<p>Taken together, marketing trends in 2024 point to a more dynamic, diversified, and technology-driven future. 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