2023 was a whirlwind.

For one, there were the enormous strides in AI that resulted in massive shifts across the marketing industry. (Many marketers compare AI innovations to the industrial revolution. No big deal or anything.)

Besides AI, there have been massive shifts in how content ranks on search engines due to Google’s new EEAT search ranking factors.

Consumer buying behavior has changed drastically, as well, with an increasing number of consumers turning to social media to shop. In fact, Gen Z, Millennials, and Gen X actually prefer finding products on social media over any other channel.

As we approach 2024, it’s critical to pause for a moment and reflect on the biggest challenges marketers feel they faced this year.

Below, let’s review the current global marketing issues impacting the industry, according to data from HubSpot’s 2024 State of Marketing Report (coming January 2024) and insights from marketing experts.

Or jump to whichever top challenge you’re most curious about: