From the explosion of AI to the exploits of X, it’s been an exciting year for social media, e-commerce, and digital marketing in general.

There are countless trends to watch and predictions to make for next year. Here are just a few of the things I’m thinking about as I look to the year ahead.

Cookies are Being Deprecated

Third-party cookies for ad targeting and measurement are going away. This is huge.

According to eMarketer, more than $123 billion in programmatic advertising is transacted via real-time bidding on the open internet—much of that being guided by the use of cookies today.

As a result, brands, agencies, publishers, and ad tech companies, all have to rethink their media strategies in 2024. The entire advertising industry will shift to new targeting and measurement technologies in the year ahead, if they haven’t already.

Immersive In-person Shopping Experiences

During the pandemic, we loved browsing our favorite products from the comfort of our own homes. However, shopping behavior during this past year indicates something truly shocking, at least to me: brick-and-mortar isn’t going away.

In-store sales have rebounded post-pandemic, and most businesses are confident that physical stores will continue to play a large role in the purchase journey.

As such, brands need to invest in enhancing the customer’s in-store shopping experience to stand out from the competition. This is especially important when put into the context of an omnichannel landscape, where shopping can happen anytime, anywhere.

The journey to the store is no longer just transactional, either. Enjoying the in-store experience is the main reason 35% of consumers shop in-store, and another 24% want to interact with products before buying.

Perhaps the biggest opportunities will be in bridging the online and offline gap, which might include options for: buy online, pickup in-store (BOPIS); buy in-store, ship to home; buy online, return in-store. These will all be important to savvy shoppers in 2024.

All Eyes are on YouTube

YouTube always amazes me. I’ve seen success on the platform from my own campaigns and content initiatives. In 2024, it’ll continue to be ripe with opportunities for brands and marketers.

According to eMarketer, YouTube accounts for more than 20% of ad revenues and time spent with CTV in the U.S. That’s staggering, and it shows that the platform is building a following, even on the big screen.

YouTube also caters to a wide audience, with Gen Zers and millennials accounting for the majority of viewers. YouTube’s influence is also expanding, fueled by a younger demographic deeply engaged with the platform. While TikTok and Instagram get all the buzz, Pew Research reports that 19% of teens use YouTube “almost constantly.”

YouTube Shorts specifically shouldn’t be ignored in 2024. While daily views are still eclipsed by Meta’s Reels, YouTube Short generates more than 50 billion daily views and it’s growing rapidly.

eMarketer predicts that YouTube’s growth will reach double digits in 2024 and 2025 and will exceed Hulu by 2025. That is just incredible and reveals the impact that YouTube still has on audiences.

A Shift to Nano-influencers

Influencer marketing seems to have taken hold this past year, as brands become more savvy and embrace the fact that people follow people on social media.

But what exactly is an influencer? That’s the question brands will grapple with in the year ahead.

While macro influencers will continue to drive broader reach and brand recognition, there will likely be more opportunities for nano-influencers, or those with anywhere from 1,000 to 10,000 followers.

For brands, these influencers offer two advantages: lower cost and higher engagement.

Consumers are on a Quest for Quality

The cost-of-living crisis hit hard consumers hard this year. Inflation, among other economic trends, are making consumers reevaluate their spending habits and prioritize long-lasting, premium items.

This was a BFCM 2023 trend where shoppers did hold out during big shopping moments earlier in the year to spend during Holiday.

Beyond promotional cadence, brands should enhance their premium product offerings to cater to this rising demand. If you have a unique product story that emphasizes quality and longevity, tell it loudly and proudly.

Shoppers are also looking for other qualities in their decision-making. Specifically, sustainability isn’t just a buzzword anymore. There should be messaging that speaks to what brands are doing to address it, either in their product, the packaging, or through other corporate programs, to appeal to the modern, socially conscious consumer.

That too feeds into the shoppers’ quest for quality, where consumers say they’re willing to pay a premium for sustainably sourced items. Sustainability is also factoring into brand loyalty, especially among Gen Z.

Rise of Retail Media Networks (RMNs)

Retailers are still investing heavily to create omni-channel digital experiences both in-store and online. The innovation here is really being led by Amazon, Walmart, and Instacart.

Stores will become more like their online counterparts, leveraging technology like self-service scanners and cashierless checkout, to produce more seamless shopping experiences.

Online, retail media networks will get even better with new targeting capabilities, cross-selling and upselling opportunities, and provide easy access to retailer first-party data—critical in this new cookie-less world we live in.

These retail media networks will grow by an estimated $10 billion this year, fueled by their ability to capture omnichannel sales attribution, tie online experiences to offline sales, and extend access to shopper data to exciting new digital ad formats such as social media, streaming video, and other offsite media.

Closing Thought

By no means is this an exhaustive list. However, these are just a few trends and tactics I’ll be taking into consideration as prep for 2024 gets underway. What are you excited to lean into? Send me an email with some of your marketing predictions for this year.

Black Friday and Cyber Monday (BFCM) have come and gone, and now it’s time to reflect on the success of your marketing efforts.

Did you see an increase in sales? Did you reach your target audience? Did you effectively utilize digital advertising?

It’s always an exciting shopping period, but I was eager to see how impactful it was going to be this year given just some of the headwinds:

The United States is currently over $1 trillion in credit card debt.
Even though the annual inflation eased, consumers have become accustomed to tightening their belts.
With a two-year slump in electronics sales, a weak holiday season was more or less expected.

Regardless, challenges are important and it felt great to be a digital marketer that prepared well for the season – aiming to exceed all projections!

Over the long weekend, here are a few observations I had from this year’s shopping frenzy.

High AOV Made the Difference

Brands that sold higher ticket items seemed to perform well, driven by folks holding out through sales periods in September and October to capitalize on BFCM.

Successful brands removed friction from the shoppers’ journey. Deal-seekers are looking for one thing, so brands with messaging and offers that were loud, clear, and direct, ultimately won.

Building on urgency was critical. Countdown timers, limited quantities, and flash sales – those are some of the tactics that deal-seekers responded to this year.

By emphasizing the limited time or availability of a deal, you can also create a sense of exclusivity that customers respond to very well.

Brand Awareness Mattered

If people already knew your name and wanted your product, you were set up for success for BCFM 2023. As soon as sales turned on for brands, consumers that had waitlisted or wishlisted products earlier were ready to pounce.

Throughout the year it’s easy to focus on low funnels tactics or the blocking and tackling of performance marketing to support your e-commerce strategy. However, building brand awareness pre-Holiday really helps you capitalize on that investment when BFCM arrives.

Many marketers and big brands fall into the trap of solely focusing on direct response KPIs. This myopic approach misses the bigger picture of the customer journey and fails to build organic buy-in. Without a strong top-of-funnel strategy, brands miss the opportunity to cultivate genuine interest and establish a connection with potential customers. Instead of merely selling a product, they should strive to be seen as cool, interesting, and integral to the target lifestyle.

For brands, this is also where consistent/unique content, brand or media collaborations, good customer experience, and positively reviewed products, make up the four key ingredients of building strong brand perception to be most relevant when it really matters.

If your brand isn’t easily associated with a product they want to buy, start early and ensure your pre-BFCM efforts solidify your brand's connection to the products customers crave.

Build on Anticipation

In the weeks or even months leading up to BCFM, building out a specific opt-in list could help unlock incremental sales for brands. So too can emails with a “Back in stock” message.

One idea to build on this list is to create a page to unsubscribers from your emails with an option that says, “Only send me Black Friday/holiday offers.” Again, it’s just another way to cater to the single-minded needs of deal-seekers.

Simplified Media Won

As already mentioned, deal-seekers are looking for one thing. As such, static ads with a clear message won this year.

Shoppers looking for the best deals want to see the product, the offer, and then decide whether they want to click.

UGC was another type of content that seemed to perform well, signaling why people should buy your product outside of an ad. This is also easily consumable while shoppers are at home, on their phones, while potentially polishing off Thanksgiving leftovers.

Offer More Than a Discount

Big brands weren’t necessarily relying on deep discounts this year.

Many brands might have dropped prices, but some offered a free gift with purchase instead to show greater value. For those brands, higher revenue was on the table, without serving up a discount.

Focus on Gifting

It’s easy to forget that this season is ultimately about gift-giving.

Segmenting your customers into gifters versus self-purchasers can be extremely beneficial.

At the very least, you’ll want to try blended messages in your marketing that appeals to both types of purchases.

BFCM really started much earlier

There’s a misconception that starting a sale too soon can cannibalize what you might see on Black Friday or Cyber Monday. That simply was not the case this year.

If you watched major retailers, sales started well ahead of the Black Friday. For example, Target’s BFCM marketing strategy focused on deals starting on October 29.

Many brands started early and amplified their holiday sales message over and over again. When tapping into existing customer lists, this proved to perform well.

Black Friday Has Given Way to “Cyber Weekend”

“Black Friday Sale” messaging is still impactful for truly limited time offers. But if your sales run through Cyber Monday, consider “Cyber Weekend” messaging instead.

This strategy lets you continue the sale throughout BFCM without any confusing messaging or mis-naming sales period. Also, keep in mind that Cyber Weekend is even starting to give way to Cyber Month.

Landing Pages Work

Custom BFCM website experiences continue to perform. Once again, deal-seekers are on a mission in this critical but narrow window of time. So, think of ways to showcase offers, value props/benefits, unique merchandising, and messaging, that directly resonates with these shoppers.

Landing pages dialed into the seasonality of this period will drive higher conversions than when using more evergreen customer journeys.

What Else Resonated this BFCM?

Send me an email with other realizations you had from this year’s BFCM.