Webinar: 2024 Omnichannel Marketing Trends

Click the REGISTER button above to receive a copy of the recording. This event took place on November 7th, 2023.

Deja New: After years of marketing campaigns focused on hyper-targeting, promotions, and conversion, the pendulum will swing back in time. Digital natives and their predecessors are facing hyper-fatigue online and are looking for brands to refresh conversations by putting a modern twist on the pre-digital brand playbook. Consumer interest in pre-social media brand identity and affinity for nostalgic marketing tactics is skyrocketing, especially for consumers who didn’t experience this wave of marketing the first time around. Expect a focus on big branding moments such as the rebirth of mascots, vintage product collections, merchandising, and reimagined jingles.

Funnel Vision: The rise of multiple new media channels and an expansive digital landscape has changed the way consumers navigate their shopping journeys and how they make decisions—what used to be a linear process is now an intricate web of choices. To keep up with the ever-changing consumer behavior, brands will break free of the traditional marketing funnel and bring channels to life in new ways, through new methods.

The marketing funnel as brands once knew it fails to maximize new-aged opportunities, which means brands will lead with revamped strategies in 2024. An individual channel will no longer serve an individual purpose, but instead it must be able to operate as its own ecosystem while still supporting one cohesive identity.

Commit to the Bit: In an attempt to be everywhere to everyone all at once, brands have plastered media platforms with marketing efforts that lack purpose and fail to deliver intentional connections. Knowing consumers are feeling empowered to control their own media consumption, brands will be challenged to focus on their own media presence. Expect brands to be more selective with channel choice, audience targeting, messaging, and CSR initiatives to meet consumers where and when it matters.

These trends are the result of in-depth research and conversation among Mintel Comperemedia and Mintel Consulting’s thought leadership to gain a comprehensive perspective on the momentum and forecast of the marketing strategies in the coming year.

Each is also supported by Mintel’s library of consumer research, global insights from Mintel Trends, and the expansive marketing activity monitored by Comperemedia.