Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue. In this wrap-up episode for the year, Elena, Angela, and Rob are sharing their own predictions for the biggest marketing trends in 2024. From a focus on effectiveness to the growth of traditional marketing channels to AI completely reimagining the ad industry, there’s a lot headed marketers’ way next year. The good news? Constant change is pretty normal in the industry. So if anyone’s prepared for 2024, it’s marketers. Topics covered: [01:30] Forrester’s 2024 marketing predictions[05:30] Why brand purpose is less popular[07:00] Marketing effectiveness in the US[16:00] What the move from AI to AGI means[20:00] Why marketers may reevaluate traditional channels[21:30] Predictions for 2024 To learn more, visit marketingarchitects.com/podcast. Resources: 2023 Forrester Report: https://www.forrester.com/blogs/predictions-2024-cmos-b2c-marketing/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.