Current data privacy laws are causing organisations to prioritise first-party data collection, with the majority of this information being gathered via email and websites, says the State of Marketing Automation report. The study also found that generative AI has been adopted by 54% of marketers.

Email and website platforms are the top sources of data collection, according to a survey by Deployteq. As the popularity of generative AI in marketing strategies increases, the report noted that 64% of data comes from emails and 58% from websites. In contrast, app data was the least cited source, accounting for just 26%.

Concurrent findings in the 'Email Benchmark 2024 Report' indicate that emails have continuously gained momentum as a marketing tool, with open rates showing a constant rise since the previous year. This progress presents a myriad of opportunities for marketers to refine their marketing initiatives.

The surge in generative AI usage is also having an impact on marketing approaches, with marketers integrating it into their campaigns. This paradigm shift, which capitalises on new technologies, has been adopted by 54% of respondents, enhancing marketing efficiency in the process.

The report anticipates a marked desire amongst marketers in 2024 to gain more insights, with 43% of respondents naming this as their primary goal. This is followed closely by a drive to increase conversions, which 42% of respondents listed as a key focus, and the adoption of AI, named by 40% as their aim. Influencer marketing was identified as the lowest priority, cited by only 7% of respondents.

Deployteq collated direct supply-side performance data from 2023 to establish the primary sources and preferences for data collection. This data was gathered in collaboration with the 'Email Benchmark 2024 Report', which analysed 4 billion email messages.

Emails proved to be an invaluable data collection source, largely due to the shift towards first-party data. They provide a direct communication channel between businesses and consumers and offer a rich source of data, making them perfect for data gathering aimed at understanding consumer behaviour.

With the advent of new Europe-wide cookie laws ensuring transparency over third-party data collection, Deployteq has also assisted Centre Parcs in collecting first-party data for their marketing and engagement efforts.

Pauline Buil, Marketing Director for Deployteq, stated that instead of replacing marketing teams with AI, the focus should be on equipping teams for "an AI, tech-powered 2024." Furthermore, she added, "Let's start breaking down tech barriers and diving headfirst into the world of AI".

Sjuul Van Der Leeuw, CEO of Deployteq, echoed these sentiments, noting that the incorporation of generative AI into campaigns has escalated in 2024. He outlined this as a significant shift towards the use of advanced technologies to boost marketing effectiveness. However, he also stressed the accompanying responsibilities as marketers grapple with the ethical implications and rapid advancement of AI.