2024 Strategy Insights

We asked our team what they think is going to be the most important things to keep on top of across 2024 and this is what they said…

Andy Donaldson

"I think there's a few things to be mindful of as we go into 2024. The first major change I see is brands becoming more community focussed rather than product focussed. We've seen it with the likes of Candy Kittens where a social following and community was built before the product was even launched. We're also in a time of founder focussed advertising or at least "senior employee" focussed advertising and I think this has come from public figures launching their own brands and therefore being the figurehead when it comes to marketing campaigns. These founders come with their own audience already, and a loyal audience will buy into their products. Grace Beverly from activewear brand T/ALA is an excellent example of how she, as the founder, sits at the core of the brand."

Danielle Gipps

"I will always be a champion for good creative and I think 2024 will be no different. I also think, contrary to what some people might say, I don't think consumers attention spans are getting shorter, I think that audiences are becoming more aware of what they consider to be valuable content. So yes, you'll still need that hook to get people engage but I think 2024 will be much more about how brands can connect to their audience in a valuable and engaging way. We might even be heading back into the forgotten days of big brand marketing (horray!). I also think creative testing needs to become far more consistent. And I mean not just testing different styles of creative but then dialling down even further and testing different iterations of the same creative - can you move certain scenes around in a video to make it more effective. Putting a creative testing process in place all year round would be really cool to see."

David Jaoui

"There is a lot going on with 1st party data and privacy. Google will be removing 3rd party cookies so it will be important for brands to have a data solution that can help them in getting all the data they need to make their decisions. We also use 1st party data in ad campaigns like Advantage+ and Performance Max so have a solution that means you are getting all your website data will be really important. I also think that we will see more developments with machine learning within ad platforms and marketers will need to embrace and adapt in order to get the most out of their channels and budget. Brands also need to look and test more landing pages for campaigns and make sure they are removing as much friction from their website as possible. Users want purchasing to be easy so the website shouldn't be making it hard for them."