Trends and predictions for the end of 2024

As time goes on, we know nothing stays the same in marketing. Trends come and go, and marketers must prepare for what comes next. Lucky for you, we’re here to walk you through the upcoming trends for Q4 of 2024, along with our own predictions for where the marketing industry is headed. 
 

Q4 Marketing Trends 

Quarter 4 is everyone’s favorite time of the year; it’s the season where family and friends gather for festive holiday celebrations. This means that for marketers, consumer spending ramps up as events start to fill the calendar. Not to mention, 2024 isn’t a typical year, since election season falls directly in Q4, pushing marketers to rethink their strategies.  

Here are a few trends that marketers should be on the lookout for to prepare for quarter 4: 
 

Increased advertising spend near election time 

As election season rolls around every four years, it drives up media consumption and brings a mix of opportunities and obstacles for marketers. While it can increase reach and engagement for brands, it also leads to intensified competition and higher advertising costs. 

This 2024 election season is expected to have a boost in political ad spend by 30% compared to the previous 2020 election season. This growth is significant because not only is there an increase in political traditional marketing, but there’s also a surge in political digital marketing like never before. Marketers will have to battle for ad inventory and reassess their advertising budgets to stay at the forefront of consumers' minds.  

Earlier holiday promotions 

It feels like the holidays start earlier every year—Halloween decor hits the shelves before Labor Day, and Christmas commercials roll out before we've even had Thanksgiving dinner.  Even if the early holiday push feels premature, it’s necessary for connecting with today’s shoppers. Brands should launch their holiday campaigns and promotions earlier than expected this year to help maximize holiday sales.  

But why is an early start so crucial? The average consumer is taking their discretionary spending seriously and being more conscious about their purchases with inflation reaching a high. Offering promotions and extending campaigns gives consumers more time to evaluate their buying decisions and manage their holiday budget over a few more paychecks in Q4.  
 

Rise of visual search 

Visual search is the next hot thing out there in the marketing world. You know those shoes you saw your best friend wearing that you want to add to your wish list, but you don't know where to find them? Snap a picture of them and use a visual search tool to track down those specific shoes and add them to your shopping cart!  

With visual search, users can search for relevant content using an image, all thanks to AI and machine learning. The most popular platforms for visual search include Google Lens, Pinterest Lens and Amazon Visual Search. These platforms can guide many consumer purchases, so it’s important to optimize your images for ideal visual search content. Here’s a few suggestions to make sure your images rank on visual search: 

• High image quality: Ensure your images are recognizable so search engines can pick up on your products. 

• Appropriate alt text: Alt text helps search engines understand the context of the images 

• Selecting the correct size and file type: We recommend using an SVG or WEBP file for unaffected quality if your photo is reduced. Make sure to keep your image size down to 100 KB. 
   

Future marketing industry trend predictions 

To navigate the rapid changes in marketing, we’re giving you a peek into what we foresee for Q4 in beyond. Whether these trends hit the mark or take a different turn, being aware of them will help you make informed decisions moving forward. 
 

Consumers find value in transparent data practices  

After Google abandoned their promise to block third party cookies, it has left the public with a growing concern for their privacy. For context, Google initially announced in 2020 that they would phase out third-party cookies but now, in 2024, they have backtracked on that commitment.    

In response to this issue, we predict that consumers will find more value in companies that are transparent about how they extract and use your data. This means having clear data practice policies with zero overwhelming jargon or hidden agendas.  Highlighting user consent will be another important step in making consumers feel more secure. Ensuring that users feel in control of their data and decisions is essential, and prioritizing consent will help achieve that. 

Big brand trips are out 

You heard that right, big brand trips are out (we think). No more taking famous influencers on brand trips to Tahiti. Instead, brands will be tapping into their customer base and offering chances to join them on “consumer trips.”.  This new approach aims to create more buzz by offering customers the chance to be the lucky ones chosen for these exclusive experiences. 

In exchange for this modern day take on destination sweepstakes, winners will be encouraged to create content for the brand during their trip. This  user-generated content is viewed as more authentic and better represents the brand’s actual audience.  
 

Expansion of AI enabled services 

It’s no secret that artificial intelligence has advanced tremendously in 2024. This progress isn’t going to lose momentum as we move towards Q4 and into the next year. In fact, we anticipate that the next big trend in AI is an explosive expansion of AI enabled services.  

Chatbots have been around on businesses’ websites for a while now on, helping with common customer service tasks. We expect chatbots to evolve significantly to facilitate more helpful and valuable interactions with customers. With their advanced capabilities, chatbots will elevate the overall user experience, streamline business operations and, most importantly, nurture the relationship between users and brands. 

Bringing personality back into brands and design 

This might be controversial, but we believe that the era of minimalism in design is coming to an end. Lately, the design world seems to be craving something more vibrant, which signals that maximalism is soon to make a strong comeback. From bold designs and subliminal messaging to rich images and visually complex compositions, maximalism is set to take center stage in creative trends. Overall, you can expect to see a dramatic shift toward design that emphasizes personality and character in the upcoming marketing scene. 

Time to prepare for Q4

The next step is to consider how your brand should tailor its strategy based on the anticipated trends for Q4 and our team’s industry forecasts. As marketers, we must take action as trends change and proactively adjust our tactics. Move into Q4 and beyond with a strategic game plan to guide your brand toward success. 

Need some help crafting a strategy for your marketing plan as the year finishes out?  Reach out to our t::team of experts and see how we can keep you up to date on the latest trends in the industry!