In 2024, brands will continue focusing on personalisation, building close relationships through interactive marketing, incorporating sustainable practices and utilising AI to gain valuable insights into their target audience, enabling personalised experiences. 


Marketers will increasingly focus on delivering highly personalised content and experiences to customers more than ever in 2024, with around 69% of UK shoppers wanting personalised and consistent customer experience when shopping, both digitally and physically. 

Artificial intelligence and machine learning will be used to effectively analyse data and create tailored marketing strategies towards target audiences to enhance their experience and grow closer relationships with their customers. 

Content Diversity

Content marketing will continue to evolve in 2024, focusing on different content formats, including video, interactive content, podcasts, and virtual reality experiences.

Podcasts: As of 2023, those content formats have risen, with more podcasts coming out with a high engagement and success rate, meaning more companies will use these as a way to educate, entertain and inform their customers effectively. With 22.8% of the UK population listening to podcasts, 2024 will be the perfect year to utilise this form of media. 

Interactive content: Quizzes, infographics, and videos are necessary in 2024, with customers responding positively to this media type. Customers will be able to participate in brand decisions through the use of interactive polls. Interactive content enables deeper relations between customers and brands, with highly effective results and satisfied customers. 

VR: In 2024, the global VR revenue is expected to grow and reach 3.2 billion, which evidently shows how popular it will become, especially as a marketing tactic. It’s important to note that while VR marketing has immense potential, it’s not suitable for all industries or all target audiences. The effectiveness of VR marketing depends on the specific goals, target audience, and the nature of the brand and its products or services. As VR technology evolves, it will become more accessible and offer even more opportunities for innovative marketing strategies.

Sustainability and Social Responsibility

Ethical and sustainable marketing will gain prominence in 2024. Brands will align themselves with social and environmental causes after consumers have shown a preference for eco-friendly products and socially responsible companies in 2023, with 55% of UK consumers saying that they try to make sustainable choices where they can; this will only rise in 2024. 

Incorporating sustainability and social responsibility in marketing is not just a trend; it’s a fundamental shift in how businesses operate and communicate with their customers. It’s an essential aspect of building a positive brand image.

Influencer Marketing Evolution

In the last few years, influencer marketing has really taken off, with more brands using them more than ever to reach their desired audience. Influencers can promote a very trusting persona that their audience follows. Anything the influencer recommends, their followers trust and will, therefore, want to purchase that product. Over time, brands have seen influencers’ successful impact on their audience and will pay them to advertise their products. 

However, audiences and online users are growing tired of influencers selling products they don’t use or don’t align with their brand and values; they begin to view it as a ‘cash grab’. But, in 2024, influencer marketing is maturing, shifting towards authenticity and micro-influencers. Brands focus on long-term relationships with influencers who genuinely align with their values and honestly use and like their products. 

Video Marketing Dominance

In 2023, video marketing took off with short-form content, specifically dominating social media platforms. After seeing the success of TikTok, platforms such as Instagram, Facebook and YouTube all introduced their take on short-form video content. 

In 2024, video marketing is expected to grow, with short-form video content, live streaming, and interactive video experiences becoming more prevalent. Users are showing more engagement in content they can be involved in, such as interactive videos and live streaming; this type of content builds a relationship between the consumer and the brand. 

Augmented Reality (AR) and Virtual Reality (VR)

AI in marketing is expected to keep growing in 2024, changing the industry significantly. Marketers will use AI to analyse data on a deeper level, find valuable insights, and automate routine tasks, making managing campaigns more efficient and effective.

AI will also be important for giving customers personalised experiences, making targeted ads, and improving marketing strategies to get more people interested and buying.

Many brands are using virtual reality already to enable consumers to try on clothes and glasses or even see how paint and furniture look in their homes before purchasing. Still, in 2024, this will only increase. As the technology improves, we can anticipate an even more remarkable way of shopping with more features being developed and more brands open to utilising this technology, 

Data Privacy and Regulation

As technology advances, so does consumer awareness of data privacy concerns; the likes of AI and high-profile scandals have all led to consumers wanting more transparency on why their data is collected, who can view it and where it is being stored. In 2024, companies will be more open and honest about the data they collect; in doing so, this will form trust between both parties, as 81% of consumers need trust to purchase from a brand. 

Interactive Marketing

Interactive marketing is all about engaging with customers, encouraging participation, and building stronger relationships. It’s a versatile approach that utilises various digital tools and strategies to create meaningful interactions between businesses and their audience. By offering value and personalisation, interactive marketing can effectively reach and retain customers in the digital age.

In 2024, consumers will participate in interactive marketing; polls, quizzes, surveys, and more will be used to engage and gather audience insights. 

Interactive content, such as quizzes, polls, and surveys, was used to engage and gather insights from the audience.


As the years have passed, consumers are demanding more authenticity within marketing campaigns, using real stories and diverse representations in their visual marketing, with more than 70% of consumers spending more time with authentic brands. Brands can connect with their target audience much deeper when embracing real people, real experiences and genuine emotions. 

Marketing in 2024

In the dynamic marketing world, staying ahead of the curve is essential for success. As we peer into the future of 2024, it’s evident that the marketing landscape is set to undergo significant transformations. From the increasing focus on personalised experiences and the growing influence of AI to the rise of interactive and authentic content, these trends are reshaping how businesses connect with their audiences. 


How will personalisation impact marketing in 2024?

Personalisation will play a significant role in marketing, with brands leveraging AI to create tailored experiences and marketing strategies for target audiences, enhancing customer relationships.

What are the emerging content formats in 2024?

Emerging content formats in 2024 include podcasts, interactive content (quizzes, polls, and video), and virtual reality experiences; these formats are expected to engage audiences and drive marketing success.

Why is video marketing expected to dominate in 2024?

Video marketing is set to continue its growth in 2024, focusing on short-form video content, live streaming, and interactive videos; these formats drive user engagement and foster stronger relationships between consumers and brands.


GAIN LINE isn’t your ordinary business consultancy, our experts guide you through a structured process to challenge you and keep you on track to make sure you come out of our process with tangible, practical actions that you and your team will buy into and have ownership of. 

Our Sprint workshops take a deep dive into any business challenge within a protected and committed time-space. 

If you want to overcome any business challenge in no more than two weeks, speak to our seasoned business consultancy experts on 0161 532 4449 or contact us here for a speedy response.