Rehab’s 2024 Industry Shifts Forecast

Image credit: Hunter Harritt via Unsplash

The team at Rehab explores the marketing and innovation industry shifts that will define 2024, a year marked by the presence of AI across every industry.

Industry Shift #1: Zero-party data gets real for brand loyalty

Google will begin disabling third-party cookies for 1% of users from Q1 with the aim of 100% in Q3, finally actualising the long-anticipated death of the cookies. So, how does zero-party data fit in here? 

Zero-party data comes with an essential advantage—it’s permission-based. Your users willingly provide this data because they trust your brand. Access to zero-party data ensures compliance with these regulations and bolsters your reputation as a trustworthy brand.

The responsible handling of data is a growing concern among the next generation of consumers, with only 51% of consumers trusting brands to keep their data secure and use it responsibly. In 2024, the brands prioritising data security using zero-party data will likely be viewed more favourably by gen Z and beyond. 

However, the value doesn’t just come from trust; it also comes from loyalty. You can create experiences that resonate with your audience by accessing user preferences. Loyalty increases interactions with your brand, moving consumers from passive purchasers to advocates. 

How to use zero-party data to win in 2024

🤩 Give your audiences a reason to share their data. Unique, innovative experiences will encourage them to share their data, not the same old interactions they’re used to from past years.

🤖 Use AI to put personalisation in the hands of your audience. Design experiences that morph and adapt based on your audience preferences and use AI to control these experiences.

Industry Shift #2: A fundamental disruption of SEO

Currently, 68% of online experiences begin with a search engine. However, the traditional platforms for SEO are shifting, largely driven by the emergence of TikTok as the go-to search engine for young audiences. 

For brands, this shift requires a fundamental rethinking of their approach to search optimisation. The days of relying solely on websites as the primary search destination are numbered.

Brands must embrace modular, AI-generated content that can adapt to the dynamic nature of multimedia search results. This transition will demand a redefinition of search result structures and user interfaces, as traditional text-based listings give way to more immersive and interactive experiences.

Success will lie in creating dynamic digital experiences and content strategies, while traditional SEO services relying on keywords may face challenges in the changing search landscape. It’s a new era where adaptability and innovation in content will be key for brands to stand out.

How to leverage the SEO shift to win in 2024

🔍 As more AI-produced content is written about your brand, consider providing your sources of truth in this new landscape. 

⚡️If you’re a brand whose sole SEO mission is your website, it’s time to invest heavily in social media. The sooner you start, the sooner you can begin to rank, but remember to focus on meeting your audience where they are. 

Industry Shift #3: Enhanced personalised shopping drives revenue

The surge in AI-driven personalised shopping experiences will significantly shape the e-commerce landscape. AI can analyse user behaviour, preferences, and historical data to curate tailor-made product recommendations for individual shoppers.

Over half (56%) of consumers say they will become repeat buyers after a personalised experience, a 7% increase year-over-year. This heightened level of personalisation will not only enhance user satisfaction but also foster a deeper connection between consumers and brands.

The shift towards personalised shopping is poised to redefine the traditional retail model, necessitating brands and retailers to invest in AI technologies. Those adept at harnessing the potential of AI in tailoring the online shopping journey will not only boost customer loyalty but also gain a competitive edge in the dynamic e-commerce landscape of 2024.

How to use personalised shopping to win in 2024

🛍 If you’re in retail, rethink what influence will mean in 2024. It’s time to create three-way conversations between your brand, influencers and consumers

🛒 Reimagine your shop window. Your website is now only one of many routes to market, with the growing AI enhancements of Google shopping and the rise of TikTok shops promising more upheaval throughout 2024.

Industry Shift #4: Symbiotic advertising heralds a new dawn

Imagine a future where ads don’t just recommend products but change based on how you interact with them. Thanks to the move away from cookie-based tracking and AI’s power, advertisers can create dynamic ad experiences that adapt in real-time. 

Symbiotic advertising means ads can switch formats, showcase different products, and even integrate with your favourite social media platforms based on the viewer’s behaviour. There’s no need for pre-planned interactions; AI will handle it live as you engage. Privacy concerns are addressed as AI securely uses and discards data, making it a win-win for advertisers and consumers. 

As we head into 2024 and beyond, expect this innovative approach to advertising to gain traction, offering higher ROI and freeing up human teams to focus on creativity.

How to leverage Symbiotic Advertising to win in 2024

🚀 Anticipate future possibilities, take gradual steps, and stay ahead by incorporating gen AI + human oversight to evolve your advertising strategies. Start experimenting now.

📊 Consider your data. Think about what you have and what you might need to create a truly dynamic experience. Zero-party data? Latest social trends? Weather data? If data can be used to contextualise advertising, thinking about your sources and costs now will give your brand a head start.

Industry Shift #5: The power of audio to drive growth

Gen Z listened to 500 billion songs and three billion podcast episodes in the first half of 2023, a 76% increase compared to the previous year. 

As a format, expect audio to grow not just as a content type, thinking about podcasts, e-books, and e-learning, but also in the growth and ubiquity of the hearables market – SMART audio equipment worn in or over the ear. 

Now accounting for over 60% of sales in the headphone market and a CAGR of 28% by 2029, they not only provide a wireless listening experience but are entirely new, always in paradigm once you pair them with AI.

Looking at new AI device categories such as Humane’s AI Pin or Tab audio, it will be the new platform with functions such as access to information, controlling other devices, monitoring fitness indicators, and connecting with AI digital assistants.

How to use the power of audio to win in 2024

🔑 The audio juggernaut will continue to plough ahead in 2024, and understanding your access point will be vital to a good marketing mix for your brand. The most important piece will be identifying where your brand fits in music, interviews, true crime, or even dance trends. If you can contribute meaningfully, you can ride the audio wave.

👀 It’s not just the initial content itself; podcast edits have racked up BILLIONS of views on TikTok. This is rich territory to explore and the developments above mean even more opportunity for brands to create content that will resonate with diverse audiences.