Vernacular marketing will be in the spotlight in 2024: Shradha Agarwal, Grapes

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Shradha Agarwal, Co-Founder & CEO, Grapes, speaks about the trends that dominated the Advertising & Marketing industry in 2023, the growing clout of AI, GI advertising campaigns, further rise of social commerce, as well as outlook and expectations for 2024, and more.

AI, GI ad campaigns, social commerce in 2023

Artificial Intelligence (AI) and its various applications were most definitely the biggest trends throughout the year, having picked up pace early in the year with the launch of the generative AI tool, ChatGPT. This has significantly pushed the use of AI-based statistics and videos for ad and marketing purposes. Apart from that, GI advertising campaigns were talk of the town in the A&M industry by elevating brand awareness, propelling the growth of social media accounts with millions of followers and likes, and receiving a largely favourable reaction from audience and industry experts.

This wasn’t the first year that social commerce was among the major trends, but it saw the trends grow in good measure in 2023. Integrated with the short-form video format, which is still going strong, influencer marketing and the affinity of experimentation among the younger audience, are all leading causes for this growth.

Outlook and expectations for the A&M industry in 2024

As we step into the year 2024, the A&M industry is poised to undergo a remarkable transformation, with a surge of innovative trends set to redefine its landscape. Artificial Intelligence (AI) will play a crucial role in shaping the industry’s evolution.

Vernacular marketing will be in the spotlight as brands are recognising the importance of catering to local audiences, fuelling a growing interest in collaborations with regional influencers.

The convergence of technology, consumer behaviour, and market dynamics will undoubtedly shape the industry into a dynamic and thriving ecosystem over the coming year.