Marketing playbook for 2024: Digital marketing strategies to navigate changes ahead

If there’s one thing marketers know, it’s that change is constant, and pivotal shifts are afoot in the world of marketing this year.

From the phasing out of third-party cookies to the rise in adoption of AI, these changes can seem daunting to navigate. But with robust insights and strategies at hand, you can take on these changes with speed and confidence.

We rounded up the most relevant digital marketing strategies and insights below, to help you find your footing quickly and scale new heights in 2024.

Rethink the role of AI

The era of AI-powered marketing is firmly upon us. Brands are moving beyond early trials of using AI to accelerate their adoption and spending on the technology. However, only 30% of firms in APAC are strategically positioned to harness AI’s benefits.

For your brand to be on the cutting edge, you’ll need to rethink how you’re tapping into AI to maximize its potential. Here are two ways you can do so:

Get the basics down

While AI is a powerful engine, it can’t drive marketing success by itself. To set yourself up for AI-powered success, use the AI Essentials checklist to make sure you have everything in place to unlock the full potential of AI.

Embrace the right mindset

You’re not competing against AI — you’re competing with other marketers who are using AI. So keep experimenting with new ways of integrating AI into your digital marketing strategy. Google APAC CMO Simon Kahn, for example, plans to tap into AI’s potential to transform the way his team applies marketing principles.

Prepare for a post-third-party cookie world

The ever-evolving advertising landscape will mark a watershed moment in 2024 as browsers phase out third-party cookies. In APAC, where almost 8 in 10 brands rely heavily on third-party cookies to reach customers and measure results, there’s a critical need to switch to durable measurement and audience solutions.

Building a strong first-party data foundation is key to navigating a post-third-party cookie world.

Below are steps you can take to set up a durable measurement strategy. It lets you gain valuable audience insights in privacy-safe ways while you measure campaign results, so you can optimize your campaign performance.

Prioritize a first-party data strategy

Meet your customers’ privacy expectations

To engage audiences, you’ll need to know which platforms matter to them, and show up in relevant, creative ways.