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Speaking about the trends of 2024, he said, "In the last year, AI was the buzzword. Many brands went ahead to experiment with AI and generative AI – this was a noticeable trend. We also saw more brands experimenting with Voice, Podcasts, and other smaller digital formats. Another trend that gained popularity was the concept of shock advertising, especially on digital platforms. There were a few brands that chose to take this route for a few hours of 'Top of Mind' attention."
Speaking about the trends of 2025, he said, "This year, we are likely to see AI becoming more central and having an established place in most marketing plans. I believe it will move swiftly towards becoming routine and find a lot more acceptance."
He elaborated further on data, stating, "I also foresee brands making more efforts towards collecting first-party data, with cookies slated to become history and stronger data protection laws coming into effect. Brands will need to find newer, legal, and more cost-effective ways to understand consumers and their behaviour."
On content, he added, "I think this year we will see a renewed focus on stronger and more relevant content. The past year has shown brands that there is no alternative to good content. As it continues to become difficult to break clutter and hold consumer attention, I feel more brands will revisit the drawing board to find relevant content ideas for more meaningful engagement with consumers."
