Anticipating trends and innovations in 2024
The world of marketing is constantly changing – just when you think you’ve nailed it, then… BANG, something new comes along. 2024 will be no different, and we’re expecting some exciting changes with a shift in strategies and approaches, driven by technological advancements, changing consumer preferences, and a heightened focus on sustainability. We don’t have a crystal ball, ‘but we’ve delved deep into our expertise to bring you our top predictions:
- Video and short-form content: less is more
The era of lengthy videos is fading, making way for concise and engaging content. Our mantra at PMW (and for our clients) is clear: say what you need to say in 15 seconds on Meta. With the right content, you can push it a little bit to one minute-ish on TikTok or YouTube advertising (it turns out they’ll watch for longer on there), or even further for internal comms and presentations, but try and keep it to a maximum of two minutes – you need to captivate your audience quickly to make a lasting impression.
- Goodbye gradients: embracing bold, flat logos
We reckon that logo design will continue to evolve, with gradients making way for bold, flat designs (consider the recent changes from BMW, Nissan, Warner Bros, Burger King, and Subway). This streamlined approach not only makes it easier when formatting imagery, but it also modernises visuals and can enhance brand recognition in a cluttered digital environment.
- Make it human: authenticity reigns supreme
Artificial Intelligence (AI) is definitely sticking around and getting more advanced each day. However, from a consumer’s perspective, AI is making people a bit sceptical, so the demand for authentic human content is rising. User-generated content (UGC) on social media is now a must – no one likes a phoney ad; they want to see real-life stuff. So, go back to the basics with live videos, podcasts, and in-person events – they make a real connection with your audience that robots just can’t match.
- Augmented Reality Integration: it’s time for Goggle vision
Like all things marketing, what you can and can’t do normally depends on your budget, but Augmented Reality (AR) is becoming a common part of marketing plans. When used correctly, it’s a great way for brands to connect with customers by offering immersive and interactive content that mixes the real world with the digital one. As long as it looks professional, augmented reality is a cost-effective way of bringing the most creative ideas to life.
- One size doesn’t fit all: it’s not just clothes that can be tailor made
If your marketing is on point, it’s likely that you have a goldmine of data from different interactions. In 2024, we believe highly personalised marketing strategies will be considered the norm – and it makes sense. In a ‘Big Brother’ world where our preferences are often anticipated, tailoring messages, recommendations, and ads to match each customer’s unique needs can be the secret sauce for boosting engagement and brand loyalty.
- Sustainability focus: marketing as a force for change
The spotlight on sustainability is only going to get brighter. It’s not just about brands saying they’re aiming for net-zero goals, though. Brands and marketing agencies, including us, will be asked to think about the broader impact of their adverts and see marketing as a way to make a positive difference in the world.
- Is this thing on? Rise in voice search
Siri, Alexa, Google Assistant, Cortana – whatever we call them – optimising for voice search will be crucial. As such, brands will be updating their online profiles to ensure they are well positioned to respond effectively to voice queries.
- ‘You’ve got mail’: emails are still essential
No one likes a flooded inbox, and let’s be honest, sometimes we just delete marketing emails. However, there’s likely been that one email that grabbed your interest – maybe you clicked a link to make a purchase, learned something new about a company, or got a reminder about an important date or service. Whatever it was, it caught your attention. We genuinely believe that even in a crowded digital space, email will continue to be a powerful way to engage in 2024. It allows you to reach a wide audience, tailor your message (going back to point 5) and track how well it’s performing.
- Scroll and Seek: unleashing the search superpowers of social media
Social media isn’t just about connecting with friends or posting pictures and videos of your weekend anymore; it’s already a search platform, and in 2024, we expect it will be predominately used this way (especially by Gen Zs). With more and more people using these platforms to find information and recommendations, we expect to see a significant shift in brands’ social strategies – making the most of their presence and interacting with audiences more meaningfully.
- The cookie monster is coming: farewell third-party cookies
With third-party cookies (online trackers created by websites you don’t visit directly, which advertisers use to follow your online behaviour and show you personalised ads) phasing out this year, everyone in marketing will need to adapt. Early 2024 will be a crucial time for brands to make plans to collect their own data (first-party data) and set up conversion APIs. These steps will be vital for navigating a future without cookies, ensuring effective targeting, and keeping track of performance.
So that’s it. If any of our top tips have piqued your interest, and you’d like us to explain more, then get in touch (or pop in for a coffee if you’re nearby) – we’d love to chat with you.
