As we step into the transformative landscape of 2024, it’s evident that the era of personalisation is far from over. In fact, it’s evolving into hyper-personalisation, with brands fine-tuning their strategies to cater to the individual needs and preferences of their consumers on a broader scale. Along with this, brands are priortising security, inclusivity and diving into the world of live streaming. 

The success of personalisation in 2023, marked by heightened engagement rates and increased customer loyalty, has set the stage for an even more personalised future.

Hyper personalisation

Personalisation was a huge success factor for a lot of companies in 2023; this approach led to higher engagement rates and increased customer loyalty due to consumers wanting personalisation and to feel cared for by their favourite brands. In 2024, personalisation is going nowhere; in fact, brands will continue improving their strategies to meet the needs of their consumers on a wider scale. 

According to Forbes, 91% of consumers are likely to shop with brands that recognise, remember, and provide relevant offers and recommendations. In 2024, brands must continue the personalised direction to maintain their loyal customer base and beat the competition in this ever-evolving marketplace. 

Prioritising data protection

Data protection is something that more consumers are being made aware of. With more users understanding how important it is to have their data protected, brands must now prioritise protecting this, especially with 80% of consumers having concerns. Prioritising data protection is a legal and ethical responsibility and a strategic imperative for brands. It contributes to trust, loyalty, and a positive brand image while minimising risks and ensuring legal compliance in an evolving digital landscape.

Understanding mobile app behaviour 

Mobile app usage has been on the rise for years, but in 2024, brands are starting to hone in on understanding the behaviour that their consumers conduct on their apps. There is incredible importance in understanding what your app is actually being used for and why your customers are using your mobile app versus your desktop. 

Understanding why your consumers use your app opens doors to improve it; looking in from their perspective allows you to see areas that you can focus on to either adjust or where you can implement new features. Understanding user mobile app behaviour is integral to creating a successful, user-friendly, and sustainable mobile application. It informs decision-making, guides development efforts, and ensures that the app evolves to meet its user base’s dynamic needs and expectations.

AI to boost personalisation

With AI taking over the last part of 2023, there is no denying that it will grow even bigger in 2024, and brands will take advantage of this new tool. AI has been used for content ideation and writing specific content pieces, but AI is also a great tool for boosting personalisation with your customers. 

AI empowers brands to deliver hyper-personalised experiences by leveraging data-driven insights, predictive analytics, and adaptive learning. This enhances customer satisfaction and contributes to increased engagement, loyalty, and business growth.

Utilising live streaming

There will have been many times when you’ve scrolled through social media, stumbled across a live stream video and then become hooked for 30 minutes – the popularity of this content is increasing, and in 2024, more brands will travel down this route for enhanced engagement rates and brand awareness. 

Live streaming and virtual events have become integral parts of digital marketing. These formats offer real-time engagement, allowing brands to connect with their audience authentically. The trend towards virtual experiences might continue as technology evolves. Live streaming offers brands a dynamic and interactive way to connect with their audience, fostering authenticity, community building, and real-time engagement. It can be a versatile tool for various marketing objectives, from product launches to community building.

Creating raw and authentic content

88% of consumers said that trust is critical when purchasing with brands, highlighting the sheer importance of creating raw and authentic content. What is considered raw and authentic? Behind-the-scenes footage, unfiltered/unedited, real conversations with real people and using natural language and tone are just a few of the ways to introduce trusting content into your strategy. 

The benefits of raw and authentic content for brands include building trust, enhancing credibility, fostering emotional connections, and differentiating from competitors. By prioritising authenticity, brands can create content that resonates with their audience more genuinely and humanistically.

Implementing sustainable practices 

66% of consumers say that they care about sustainability and want brands to be more sustainable, and in 2024, brands are really prioritising this new strategy. 

Consumers are placing a growing emphasis on sustainability and social responsibility. Brands integrating environmentally friendly practices and showcasing their commitment to social causes in their digital marketing campaigns resonate well with socially conscious audiences.

Inclusivity and diversity

53% of UK consumers say that a brand’s diversity and inclusivity determine their purchasing decisions – highlighting the importance that in 2024, brands must be diverse and make conscious efforts to be inclusive. Inclusive marketing that represents diverse voices and perspectives has gained prominence. Brands are continuing to recognise the importance of reflecting various cultures, ethnicities, genders, and backgrounds in their digital content to connect with a broader audience.

How 2024 will look for digital marketing

Digital marketing is heading in a similar direction to that it did in 2023, but this time, brands are focusing more on customer relationships and ensuring that all experiences they have with their products and services are positive. We are likely to see improved personalisation strategies, more diversity within brands and a higher focus on live streaming to connect with customers on a more personal level. 


How does cultural sensitivity play a role in digital marketing strategies?

Cultural sensitivity is crucial in digital marketing to ensure campaigns and content resonate positively with diverse audiences. Brands recognise the importance of understanding and respecting cultural nuances to avoid inadvertent misinterpretations.

How are brands leveraging immersive experiences in digital marketing?

Brands use immersive experiences, such as virtual and augmented reality, to create engaging and interactive content. This trend enhances user participation, offering unique and memorable experiences that go beyond traditional advertising formats.

How can brands integrate sustainability into their digital marketing strategies?

Brands integrate sustainability in digital marketing campaigns by highlighting eco-friendly practices, promoting responsible consumption, and emphasising their environmental and social responsibility commitment.


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