December 4, 2024
Ah, December - the month of holiday campaigns, budget leftovers, and a questionable amount of mulled wine.
But before you cozy up with your eggnog, it’s time to take a hard, satirical look at your Marketing Wrapped 2024!
Yes, just like Spotify Wrapped, but instead of indie anthems and guilty pleasures, we’re analysing how you, dear marketer, navigated a year filled with chaos, AI tools, and endless client revisions.
Brace yourself: it’s as brutal as it is hilarious.
Your most typed phrase was “How can AI…”
You used “iconic, first-of-its-kind activation” in 8 out of 10 decks.
Your jokes in the Slack “#funny” channel got 0 reactions.
Your go-to “engagement strategy”, emails sent with “Oops!” subject lines, resulted in 32% open rates… and 100% internal panic. You’ll tell yourself it’s relatable branding.
You spent 147 hours listening to the notification sounds of Slack, Teams, Outlook and Zoom.
That’s more than 96% of users, who have notifications silenced and ignore them anyway.
Your Most Played Marketing Tools:
Oh and remember that stunning, avant-garde campaign you spent weeks on? Nope? Neither does your client, because they went with a stock photo of a handshake. Again.
As fun as it is to roast the year that was, it’s time to talk about what’s next.
Beneath the GIF wars and AI buzzwords, 2024 revealed some emerging trends that will continue to shape the marketing landscape.
These aren’t just passing fads - they’re the tools, techniques, and ideas that will define how we connect with audiences in 2025 and beyond.
Move over influencers; your employees are stepping into the spotlight.
EGC has grown from a nice-to-have to a must-have.
Why? Consumers trust content from real people - especially those on the inside. Authenticity sells, and there’s no better way to show your brand’s human side than through your team’s experiences. We’re looking at you Dunkin’.
For the year ahead, smart brands will lean into EGC with structured programs that empower employees to share their voices, from behind-the-scenes TikToks to thoughtful LinkedIn posts.
Just remember: authenticity doesn’t mean over-scripting your CEOs or interns.
“Hey Siri, what’s trending in marketing?”
If you aren’t optimising for voice search yet, you’re already behind.
With the rise of conversational search on devices and platforms like TikTok doubling as Gen Z’s favourite search engine, the way we think about SEO needs a major upgrade. A trend we called out over 12 months ago.
2025 will demand content that answers questions naturally, conversationally, and visually.
Think less “10-Point SEO Checklist” and more “How to Make SEO Feel Human” - because people are searching like they’re chatting, not Googling.
As screens become omnipresent, the pendulum is swinging back toward IRL connections.
In-person events are no longer just a “nice touch” for brands - they’re essential for cutting through digital fatigue and fostering real loyalty.
From pop-up shops to intimate gatherings, such as Pizza Hut’s Personal Pan experience, 2025 is shaping up to be the year brands go small to make a big impact.
Forget the flashy trade shows; think community-driven experiences where people actually feel seen (and, let’s face it, Instagrammable).
In 2024, the phrase “driving traffic” started to feel a little… outdated.
Enter Zero-Click Content, the strategy that flips traditional marketing on its head by delivering value directly within the platform.
Instead of begging for clicks, brands began embracing content that meets audiences where they already are.
Why? Because consumers are busy. They want answers now, not after five clicks, a loading screen, and a pop-up begging them to subscribe.
The real power lies in creating content that’s so compelling, people don’t need to leave the platform to get what they need. A trend being championed by the likes of Alex Hormozi.
Zero-Click isn’t about abandoning traditional traffic goals - it’s about expanding how we measure success.
In a world obsessed with short-form content, who could’ve guessed that marathon live streams would make a comeback? Kai Cenat did and made a bucketload doing it.
Whether it’s charity fundraisers, product drops, or gaming streams, audiences are tuning in for the long haul - and brands are taking notes.
2025 will be all about using live video to create real-time, authentic engagement for the long-haul.
The key? Balance entertainment and substance.
Nobody wants to watch a four-hour sales pitch, but they will stay for a stream that feels raw, real, and genuinely interactive.
So there you have it: Your Marketing Wrapped 2024.
Equal parts cringe-worthy and inspiring, it’s a reminder of how far we’ve come - and how much further we have to go.
As you toast to the new year, let’s make a pact to leave behind the fluff and double down on the trends that matter. Here’s to fewer stock photos, more authenticity, and maybe - just maybe - a Slack-free vacation in 2025.
