Future of Digital Marketing trends report

Reviewing digital maturity and the development of the 'AI-assisted marketer'

How will The Future of Digital Marketing trends report help me and my business?

Digital marketing is complex and inevitably will only become more so as new technologies and platforms emerge. Today, one of the key questions facing marketers is how they can best harness AI to support digital marketing.

Over June-July 2024 we ran a survey with our members - in collaboration with our partners, Technology for Marketing and eCommerce Expo - to better understand the current state of digital marketing and future adoption plans.

To help marketers and businesses navigate this complexity, we have defined seven pillars of digital marketing that are important to future success. In this research report - based on surveying 285 respondents - we reviewed the current and future digital marketing capabilities of businesses across these pillars (including a new section all about MarTech and AI adoption) to help show trends in managing digital marketing and technology.

The majority of participants were from the United Kingdom or the United States, of whom over three quarters were manager-level. This report has fascinating insights, showing a wide variation in adoption of different AI techniques which can help support the ‘AI-assisted marketer’.

Our research partners

To produce this report, we’re pleased to have partnered again with Technology for Marketing and eCommerce Expo. They are excited to welcome you to their next in-person event on 18 - 19 September 2024 at ExCeL London. Be a part of the latest conversations happening in MarTech and eCommerce, gain exclusive insights from over 300 leading brands and retailers, and connect with 12,000+ pioneers in the industry to find inspiration from those who shape your favourite campaigns. Register now.

Attend Dr. Dave Chaffey’s presentation this September

Dr. Dave Chaffey will also be presenting the results from this report and his recommendations at the event. Attend Dave's session.

How is this report structured?

The Future of Digital Marketing trends report is structured across each of the 7 pillars of marketing, following an executive summary and introduction about the survey.

Executive summary
Introduction – the pillars of effective marketing
Survey results and recommendations
- Marketing and brand strategy
- Digital marketing strategy and governance
- Data, insight, forecasting and evaluation
- Digital media
- Digital experiences
- Content marketing
- Messaging
- MarTech stacks and AI adoption by businesses
Summary and recommendations

Resource Details

Authors: Dr. Dave Chaffey and Amelia Cooper, Smart Insights
Research partners: Technology for Marketing & eCommerce Expo
Format: Downloadable 21-page pdf document

About the authors

Dr. Dave Chaffey

Dave Chaffey

Dave is co-founder of Smart Insights and creator of the Smart Insights RACE planning framework. For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Amelia Cooper

Image of Amelia smiling

Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.