Preparing for 2024: A Guide for Brands, Businesses, and Marketers.

The marketing landscape is ever-evolving, and 2024 is set to be a pivotal year. From the rise of video advertising to the importance of sustainability, brands need to be agile and informed. Here’s a comprehensive guide to help you prepare for the year ahead.

Ecommerce Growth and Mobile Dominance.

Ecommerce sales are expected to top $1 trillion in 2024, driven by mobile sales. Brands should leverage technology like AI and VR for personalized experiences. The pandemic has accelerated the shift towards online shopping, making it not just a convenience but a necessity for many. Mobile sales are a significant driver of this growth. According to eMarketer, mobile ecommerce sales accounted for 72.9% of all ecommerce sales in 2021. The convenience of shopping from a smartphone, coupled with improved mobile experiences and payment options, has made it easier for consumers to make purchases on the go.

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Technological Enhancements in Ecommerce.

Artificial Intelligence (AI) is another game-changer. AI algorithms can analyze user behavior, preferences, and even social interactions to offer highly personalized shopping experiences. Personalization can increase customer engagement, reduce cart abandonment rates, and boost sales. According to a study by Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. WGNR began incorporating AI into every aspect of its business in 2022 with a beta version of what would later become ChatGPT from OpenAI.

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Why Martech is Non-Negotiable: The Cornerstone of Modern Marketing.

Industry leaders assert that Martech solutions are non-negotiable for brands striving for a competitive edge. Ranging from Customer Relationship Management systems to intricate analytics platforms, these technologies provide invaluable insights into consumer behavior, operational efficiency, and sophisticated data analytics. By leveraging state-of-the-art technologies like artificial intelligence and machine learning, brands can optimize their strategies for unparalleled ROI and remain at the forefront of industry innovation.

For some context, according to a blog post by A-Team Global, marketing technology trends to watch in 2024 include the integration of AI and machine learning in analytics, the rise of customer data platforms, and the increasing importance of privacy and security. These trends underscore the critical role that Martech tools play in shaping the future of brand strategy and customer engagement.

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The Rise of Video-First Marketing: A New Paradigm in Digital Strategy.

With the ubiquity of high-speed internet and the dominance of platforms like YouTube and TikTok, video-first marketing has transitioned from optional to essential. Experts predict the continued growth of live streaming and influencer videos, affirming that this trend is not just a passing fad but a long-term strategy.

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Video Advertising: The Future is Now.

According to eMarketer, video advertising will grow by 4.7% in 2024, reaching $91.95 billion by 2025. Short-form videos and user-generated content (UGC) will continue to dominate, offering brands higher ROI. Therefore, investing in video advertising should be a no-brainer.


But let’s not stop there. The future of video advertising is also leaning towards interactive and immersive experiences. According to a blog post by VideoHaus, augmented reality (AR) and virtual reality (VR) are set to revolutionize the way consumers engage with video content. These technologies offer a more personalized and engaging user experience, which can significantly boost conversion rates. Imagine a future where your audience can virtually “try on” products or explore a digital space, all within the confines of a video ad. The possibilities are endless, and early adopters will reap the benefits.


Moreover, the rise of 5G technology is poised to make video streaming faster and more efficient, thereby enhancing the user experience. This technological advancement will allow for higher-quality videos that can be streamed without buffering, making it easier for brands to deliver complex and visually stunning advertisements. The advent of 5G will also enable real-time data analytics, providing brands with immediate feedback on viewer engagement and ad performance.


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YouTube: The Underrated Giant.

Tinuiti’s Q2 2023 analysis revealed a 31% increase in YouTube CTV spending. With its growth expected to reach double digits in 2024, YouTube is a platform you can’t afford to ignore.


However, the platform’s potential extends far beyond these numbers. According to a TechCrunch report, YouTube is currently seeing $948.0 million in influencer marketing dollars spent on its platform in the U.S., ahead of Facebook’s $739.0 million. This indicates that YouTube is not just a platform for video ads but also a significant player in the influencer marketing space.


Moreover, YouTube is evolving to meet the demands of a changing digital landscape. The platform has been steadily adjusting its algorithm to highlight creator content, recommended posts, and advertising. This is part of YouTube’s strategy to retain its lead in the influencer marketing space, especially as many creators on TikTok now boast follower counts that rival or surpass those on YouTube.


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Connected TV (CTV): The New Norm​.

CTV households are expected to more than double traditional pay-TV households, reaching 115.1 billion in 2024. With higher ad recall and engagement rates, CTV is becoming the ideal channel for targeted advertising.


The future of CTV advertising is incredibly promising, with several trends shaping its trajectory. According to a report by ANA, programmatic CTV advertising is expected to experience substantial growth. In 2023, CTV advertising spending in the United States is projected at $26.92 billion, and it’s expected to grow to $43.59 billion by 2026. Advanced targeting capabilities are another highlight, with 84% of advertisers believing that CTV offers better targeting compared to traditional linear TV.


Moreover, CTV advertising is becoming increasingly interactive, featuring shoppable ads that allow viewers to make purchases directly from their connected devices. This not only shortens the conversion funnel but also boosts sales. Another significant trend is the integration of CTV with cross-channel campaigns. It’s projected that CTV ad growth will reach nearly $20 billion by the end of 2024, fitting seamlessly with existing omnichannel strategies, especially social media, display advertising, and mobile video.


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Personalized Brand Experiences: The Data-Driven Approach.

Industry sources reveal that leading brands like Netflix and Spotify are leveraging data-driven insights to offer highly personalized user experiences.


This strategy not only enhances customer satisfaction but also drives long-term loyalty.


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Expanding the Consumer Experience: The Metaverse Awaits.

According to IDC, 70% of companies will have experimented with immersive technologies for customer and employee engagement by 2023. Virtual storefronts and showrooms, like our wgnrMETA, are set to redefine how businesses interact with consumers, offering immersive brand experiences.


The metaverse is essentially a collection of 3D virtual worlds where users can interact, socialize, and trade digital products and services. It offers new avenues for customer engagement by creating new ways to discover and explore products, fusing physical and virtual product experiences, and reestablishing connections between people and brands through AI-powered bots called “digital humans” Harvard Business Review.


For instance, Celebrity Cruises has launched Celebrity Beyond, the first virtual cruise ship in the metaverse. Potential passengers can take a 360-degree tour of the ocean liner before sailing, talk with AI-powered avatars of the ship’s captain and its designers, and even take virtual tours of many of its destinations. This not only re-engages customers but also provides a new layer of experience that wasn’t possible before.


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Social Media: The Discovery Engine.

With 78% of internet users relying on social media for information, platforms like TikTok and Facebook are becoming essential for brand discovery. TikTok will continue to dominate among Gen Z, while millennials will be most active on Facebook and Instagram.


Moreover, the rise of ephemeral content like Stories on Instagram and Fleets on Twitter indicates a shift towards more engaging, less permanent types of content. Brands that can adapt to these trends will likely see higher engagement rates.


According to a LinkedIn article on Social Media Marketing Trends for 2024, Augmented Reality (AR) is set to revolutionize social media marketing. Platforms like Snapchat and Instagram have already integrated AR filters and effects, providing users with interactive and immersive experiences. Marketers can leverage AR to showcase products, offer virtual try-on, and create unique branded experiences, driving user engagement and increasing conversions. This could be a game-changer for brands looking to offer more interactive and personalized experiences.


Another trend highlighted is the rise of micro and nano influencers. These influencers have smaller but highly engaged followings, resulting in better audience trust and higher conversion rates. Collaborating with micro and nano influencers allows brands to tap into specific niche markets and target highly relevant audiences, resulting in more effective marketing campaigns. This shift allows for more authentic and relatable content, leading to higher conversion rates.


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The Zero-Party Data Revolution: A New Era of Trust and Personalization.

In the wake of data privacy regulations like GDPR and CCPA, zero-party data is becoming the gold standard for brands. Customers willingly share this type of data, offering a transparent and compliant way to personalize experiences. From Sephora’s “Beauty Insider” program to Spotify’s “Wrapped” campaign, real-world success stories demonstrate the power of zero-party data in enhancing customer loyalty and experience.


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Voice Search Optimization: The Future of Local Business Discovery.

According to industry sources, over 1 billion voice searches are conducted every month. This makes voice search optimization an essential strategy for local businesses aiming to stay relevant in a rapidly evolving digital landscape.


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The Future is Holographic: Next-Gen Advertising Takes Center Stage.

Holographic ads are not just a sci-fi fantasy anymore; they’re a reality that’s transforming the advertising game. With the global holographic display market expected to reach $5.5 billion by 2024, this technology is poised to revolutionize how brands interact with consumers. From shopping malls to bustling city streets, these 3D ads offer an unparalleled level of engagement and interactivity.


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Don’t just stick to traditional advertising mediums. Holographic technology offers a 3D experience that’s proven to be 33% more memorable than 2D ads, according to a study by A-Team Global.

Advanced tracking capabilities allow you to tailor holographic ads to individual viewers. This level of personalization can increase campaign ROI by up to 20%, making your advertising efforts more effective and targeted.

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Democratizing Digital Marketing with No-Code Technology: The New Frontier.

No-code platforms are not just a trend; they’re a seismic shift in the digital marketing ecosystem. According to a Gartner report, the no-code development platform market will grow by 23% annually, reaching $13.8 billion by 2025. These platforms are democratizing the field by allowing marketers without coding skills to create sophisticated campaigns, landing pages, and even automate complex workflows. The result? A more inclusive, agile, and innovative approach to digital marketing that’s opening doors for small businesses and startups alike.


Moreover, no-code platforms are significantly reducing the time-to-market for new campaigns and products. A study by Forrester found that no-code solutions can cut down development time by up to 80%, allowing marketers to quickly adapt to market changes and consumer trends. This agility is particularly crucial in a post-pandemic world, where consumer behavior is more volatile than ever.


Actionable Insights:

Embrace no-code platforms to make digital marketing more accessible. This is especially beneficial for team members who may not have technical skills but are rich in creative ideas.

Leverage the speed and flexibility of no-code solutions to foster a culture of rapid innovation and testing. The quicker you can iterate, the faster you’ll find what works.

Measurement: The Key to Success.

In 2024, brands will increasingly focus on key performance indicators (KPIs) such as conversion rate, customer lifetime value (CLV), and ROI. Lower-funnel metrics like average order value (AOV) and cost per acquisition (CPA) will also gain prominence. As data privacy concerns grow, brands are also looking at zero-party data to make their metrics more reliable and compliant. This shift is likely to make KPIs more accurate, providing brands with better insights into customer behavior.


Moreover, the integration of AI and automation in marketing analytics is expected to revolutionize how brands measure success. According to a LinkedIn article by Luke Riordan, Founder of Dayta, AI tools will streamline processes and optimize customer interactions, making KPIs even more actionable. The article also emphasizes the importance of staying updated about the latest trends, such as personalized advertising and interactive content, to adapt strategies and meet evolving customer needs.


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Additional 2024 Trends to Watch.

Tools like Klaviyo are using machine learning to optimize email send times and customer churn probability Source.

AI will be a game-changer, enabling brands to offer highly personalized content and product recommendations.

Expect VR and AR to make waves, offering customers new levels of brand interaction.

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2024 marketing?
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