2024 Omnichannel Marketing Trends

30 OCTOBER 2023 | INDUSTRY TREND
2024 OMNICHANNEL MARKETING

TRENDS
Comperemedia and Mintel Consulting identify marketing strategies and Nicole Bond, Associate
opportunities to consider for 2024. Director, Marketing Strategy
(for Comperemedia)
Prepared for university-of-g+acd0eac3-264f-45ec-ab55-58b8005a9133@ip_auth.mintel.ad

1 © 2023 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
https://clients.mintel.com/trend/2024-omnichannel-marketing-trends-1
Table of Contents
DEJA NEW ............................................................................................................................................. 4
Why is this happening in 2024? ........................................................................................................ 6
Graph 1: US Adults Financial Situation, 2021-2023.......................................................................... 6
Graph 2: Attitudes toward Fatigue and Localism, 2023 .................................................................... 7
Why should marketers care? ............................................................................................................ 8
How Should Marketing Evolve? ...................................................................................................... 10
FUNNEL VISION .................................................................................................................................. 12
Why is this happening in 2024? ...................................................................................................... 14
Graph 3: Recent Media Consumption, 2023 ................................................................................... 15
Graph 4: Social Media Sites Visited Daily, 2023 ............................................................................. 15
Why should marketers care? .......................................................................................................... 17
How should marketing evolve? ....................................................................................................... 19
Graph 5: Share of Direct Mail Strategy by Industry, H1 2023 ......................................................... 20
COMMIT TO THE BIT .......................................................................................................................... 23
Why is this happening in 2024? ...................................................................................................... 24
Why should marketers care? .......................................................................................................... 26
How should marketing evolve? ....................................................................................................... 28
Graph 6: Share of Paid Social Spend by Industry, H1 2023 ........................................................... 29
Graph 7: Weekly Social Media Visits by Generation, 2023............................................................. 29

Our trends are supported by industries, consumers, and experts.

Our 2024 Omnichannel Marketing Trends are rooted in competitive intelligence, industry expertise, and
shifting consumer behaviors. Comperemedia’s 2024 Trends are developed by a group of experts across
Comperemedia, Mintel Consulting, and consumer research teams and are a result of in-depth
conversations among competitive intelligence analysts. We consider recent developments in the industry,
as well as consumer-reported behavior and attitudes, to forecast what will come in the year ahead. This
year, many aspects of our trends were driven by key themes in 2023: economic uncertainty, the rise of
new social media channels, and backlash to corporate social responsibility initiatives.
Our Omnichannel Marketing Trends for 2024:

Deja New
After years of marketing campaigns focused on hyper-targeting, promotions, and conversion, the
pendulum will swing back in time. Digital natives and their predecessors are facing hyper-fatigue online
and are looking for brands to put a modern twist on the pre-digital brand playbook.
Funnel Vision
The expansive digital landscape has changed the way consumers navigate their decision making
processes—what used to be a linear path is now an intricate web of choices. To keep up with the ever-
changing consumer behavior, brands will break free of the traditional marketing funnel and bring
channels to life through new methods.
Commit to the Bit

In an attempt to be everywhere to everyone all at once, brands have plastered media platforms with
marketing efforts that lack purpose and fail to deliver intentional connections. Knowing consumers are
feeling empowered to control their own media consumption, brands will be challenged to focus their own
media presence.

DEJA NEW

The Big Idea: Pre-Digital Marketing Tactics are Making a

Comeback in 2024
After years of marketing campaigns focused on hyper-targeting, promotions, and conversion, the
pendulum will swing back in time. Digital natives and their predecessors are facing hyper-fatigue online
and are looking for brands to refresh conversations by putting a modern twist on the pre-digital brand
playbook.
Consumer interest in pre-social media brand identity and affinity for nostalgic marketing tactics is
skyrocketing, especially for consumers who didn’t experience this wave of marketing the first time
around. Expect a focus on big branding moments such as the rebirth of brand figureheads, vintage
product collections, merchandising, and reimagined jingles.

Why is this happening in 2024?
The US continues to face economic uncertainty, with no signs of financial reprieve

in the year ahead. These compounding financial pressures combined with the
social implications of the 2024 presidential election will allow brands to find
success when providing a familiar sense of comfort across revamped marketing
campaigns.
Economic stress will cause consumers to crave levity, where

nostalgic marketing can shine.
Consumers will be navigating a third year of inflation in 2024 and the impact is strongly felt. Only a third of US
adults describe their current financial situation as healthy, down from 48% in 2021. That decline has direct
implications on mental wellbeing; 48% of US adults that have experienced stress or anxiety in the past year
have attributed their financial situation as a contributing factor.
In response to a continued difficult economy, consumers will seek comfort in lighthearted messaging that feels
familiar.
US Adults Financial Situation, 2021-2023
Healthy OK Tight/Struggling/In Trouble
20%
24%
35%
32%
31%
32%
48% 45%
33%
2021 2022 2023

Base: 2,000 internet users aged 18+
Source: American Lifestyles: Consumer Recovery & Reset - US - 2023

Political advertising and discourse will have consumers nostalgic

for pre-social media marketing tactics.
US consumers will be navigating a fraught Presidential election in 2024. In response to what will likely be a
divided and tumultuous environment, especially online, consumers will find comfort in brands, products, and
experiences that feel as though they are from another time. This will challenge brands to revive nostalgic
marketing tactics that provide a reprieve from life’s current-day stressors.
This will be paramount in 2024 as 34% of US adults that have experienced stress or anxiety in the past year
have attributed world events as a contributing factor.
Attitudes toward Fatigue and Localism, 2023
Any agree Neither agree nor disagree Any disagree
I'm worried about the state of the world

right now 80% 15% 6%
I'm tired of cultural debates between

right-wing and left-wing politicians 76% 18% 6%
I'm sick of bleak and depressing news

76% 18% 6%
stories

Source: American Lifestyles: Consumer Recovery & Reset - US - 2023

Why should marketers care?
Consumers often turn to brands to offer a sense of comfort during times of

elevated pressures. It is crucial for brands to understand what element of comfort
to embody within their marketing efforts—in the past its been reminiscing through
the stories told, but in 2024 it will be reimagined tactics that connect with a sense
of familiarity.
Brands have permission to offer a helping hand through

entertainment during times of mounting pressures.
STEPPING UP:
Notably, 61% of US consumers believe brands and companies should help people cope with the recent
crises and uncertainty of the past few years.
Brands and their marketing efforts are an integral part of the media ecosystem. Consumers are
continuously exposed to media and marketing efforts throughout their daily lives, which opens the door for
brands to combat the harsh realities in the year ahead and meet consumer expectations with tactics,
themes, and implementations that offer a sense of relief.
LIGHTENING THE MOOD:

Unexpectedly, 71% of US consumers prefer ads that are funny and/or entertaining.
Brands should be no stranger to the attention to detail required to deliver an ad experience that people find
engaging and compelling. Delivering content that is funny or entertaining is challenging, but brands have
the opportunity to lean into the pre-digital experiences that consumer are seeking and showing interest in
across digital platforms. Consumers are engaging with the past and brands can alter their marketing efforts
to be a connection point.

Source: : American Lifestyles: Consumer Recovery & Reset - US – 2023, Digital Advertising - US – 2023

Consumers are making purchase decisions based on the

emotional and stylistic features that resonated with them in the
past.
It is critical for brands to understand consumers are not trying to relive the exact experiences from their
past, but are seeking out the new-aged connection to past emotions.
BRING IT BACK
41% of US consumers agree that they are interested in shopping for

vintage sneakers/clothing¹
RETAP THE FEELING
46% of US consumers agree that they like desserts that remind them
of their childhood²
RECONNECT WITH THE PAST
74% of US consumers agree they feel a sense of attachment or

nostalgia toward games or toys from their childhood³
Base: ¹US consumers who are familiar with streetwear brands or purchased sneakers in the past 12
months; ²US consumers who have eaten desserts or candy in the past three months;³US adults who have
purchased toys or games in the past 12 months agree
Source: ¹Sneakers and Streetwear - US – 2022; ²Trending Flavors and Ingredients in Desserts and
Confections – US, 2022; ³Traditional Toys and Games – US, 2022

How Should Marketing Evolve?
Marketers should explore how to translate pre-digital marketing tactics to

contemporary channels in order to balance consumers’ affinity for both nostalgia
and innovation.
The Strategic Direction: Reimagine a Lapsed Consumer Truth

Brands should reflect on the past connection points that delivered brand affinity and created emotional ties
for their key consumer bases. Brands should identify what evokes a sense of familiarity about their brand
and find a way to reignite that core memory in a modern way. By leaning into what is familiar, joyful, or
emotional about the customers' relationship with their individual brand, marketers will unlock the necessary
key to authentically evoke nostalgia beyond transposed storylines.
Revitalize brand figureheads.

Brands are reigniting
consumers' memories with a
brand by reviving mascots.
McDonald's celebrated
Grimace's birthday to remind
consumers of McDonald's role
in birthday celebrations and
Fruit of the Loom put a
modern take on the original
Fruit Guys by refreshing the McDonald's | Paid Facebook Fruit of the Loom | TikTok
characters on TikTok.
Consider bringing beloved

mascots back and making the
reemergence tie to an
emotional experience—one
that the loyal audience can
remember and a new
audience can embrace.
Source: Comperemedia analysis of Pathmatics and RIVALIQ [01/01/2023-10/15/2023] as of 10/17/

2023

Reimagine the role of audio.

From Burger King's new
virality to Sprite's remix of
Rapper's Delight, brands are
reimagining the brand jingle.
Branded audio has ample
space to succeed on audio-
focused social media
platforms in 2024, where
consumers can endlessly
Burger King | National TV Sprite | Online Video interact with the creative.
Consider remixes and

refreshed jingles as a way to
connect with consumers
across generations. Some will
rediscover their love for a
song, while others discover it
for the first time.
Source: Comperemedia analysis of MediaRadar and Pathmatics [01/01/2023-10/15/2023] as of 10/

17/2023
Reconceptualize the power of throwback moments.

From branded merch to
vintage vibes, consumers are
latching on to pre-digital
identities that thrive on the
power of the brand and the
cultural currency it holds in
today's conversations.
Brands should lean into

marketing tactics and
activations that root their Talan Torriero | TikTok Jordan | Paid Facebook
distinctions in winning
methods from the past. Some
prime opportunities can arise
through the modern
integration of vintage
packages, 90s brand logos,
branded merch, and sunset
products.
Images are hyperlinked

Source: 2Comperemedia analysis of Rival IQ; Comperemedia analysis of Pathmatics [01/01/
2023-10/15/203] as of 10/17/2023

FUNNEL VISION

The Big Idea: Brands Must Rethink Channel Strategies and

Utilization in 2024
The rise of multiple new media channels and an expansive digital landscape has changed the way
consumers navigate their shopping journeys and how they make decisions—what used to be a linear
process is now an intricate web of choices. To keep up with the ever-changing consumer behavior, brands
will break free of the traditional marketing funnel and bring channels to life in new ways, through new
methods.
The marketing funnel as brands once knew it fails to maximize new-aged opportunities, which means
brands will lead with revamped strategies in 2024. An individual channel will no longer serve an
individual purpose, but instead it must be able to operate as its own ecosystem while still
supporting one cohesive identity.

Consumers are navigating more media channels than ever before, which has
impacted how they discover, research, and shop for new products and services.
Brands must realign the intent of not only their marketing strategies throughout the
entire consumer journey, but also rethink their approach to individual channels to
stay relevant and meet consumers' at the right points throughout their decision
making processes.

The media landscape has never been more fragmented...

With consumers rapidly adopting certain channels and completely abandoning others, brands must re-think
their traditional methods and treat each channel as its own ecosystem.
Recent Media Consumption, 2023
% of US Adults that Have Done in the Past Three Months
Listened to the radio (eg traditional, not streaming) 63%
Watched free network broadcast TV (eg ABC, NBC) 55%
Listened to a free music streaming service (eg Spotify free, Pandora) 52%
Played a free video game (on any device) 41%
Watched a free ad-supported video streaming service (eg Freevee, Peacock) 40%
Listened to a free podcast 37%
Read a free book (eg borrowed from a library) 28%
Read a newspaper online for free (not part of a subscription) 27%
Read a free print newspaper/magazine 26%
Read a magazine online for free (not part of a subscription) 22%
Social Media Sites Visited Daily, 2023
% of Social Media Users Who Visit Daily
Facebook 68%
YouTube 59%
Instagram 46%
TikTok 34%
Twitter 26%
Snapchat 26%
Pinterest 18%
Reddit 15%
LinkedIn 13%
Twitch 9%
Tumblr 7%
Mastodon 4%

Source: Media Landscape - US - 2023

EXPECT ...and it's only going to fragment further

CONSUMERS TO with the introduction of tiered social media
EMBRACE TIERS
platforms.
67%
Meta, TikTok, and X have all publicly announced interest or plans in
of US adults that have
exploring tiered subscriptions to its social media platforms. As consumers
a streaming service
further break into segments on social media, the media landscape will
agree that ad-free
only become more fragmented and require further consideration from
video streaming is
marketers.
worth the cost
Base: 1,643 internet users aged 18+ who have any streaming service
Source: Kantar Profiles/Mintel, July 2023

With more channels than ever at their fingertips, brands must understand the
intricacies and channel norms to maximize their presence throughout omnichannel
and single channel efforts. The opportunity exists for brands to connect with their
core consumer in new and hyper-relevant ways if they lean into the change in
consumer behavior and expectations.
ALL EYES ON While brands are diving into new platforms,

TIKTOK they must challenge their historic practices
+140% to stand out.
The top ten financial
Brands tend to jump from one hot platform to the next without altering
services and insurance
their creative strategies. While their increased spend may lead to
brands on TikTok
visibility, it is crucial those views are not just more noise. Brands must
collectively boosted
align their strategies with consumers' behavior and decisions
spend on the channel
making process on each individual platform to ensure they are
from H1'22 to H1'23
maximizing their presence throughout the discovery, research, and
purchase process.
Brands should consider revitalizing traditional channels and rethinking

new-aged platforms to maximize their potential in 2024. For example,
nearly half of US adults discover new products through search engines
like Google, but younger generations are also starting their discovery
process on platforms like TikTok. Brands must think beyond purchase
conversion for the new social media platform and layer their efforts with
awareness and consideration plays.
Top ten brands determined by share of TikTok spend in H1 2023

Source: Comperemedia analysis of Pathmatics data [01/01/2022-06/30/2023] as of 10/16/2023

Consumers welcome relevant ad experiences, but brands must

ensure their efforts aren’t intrusive.
Brands must put the overall consumer experience at the forefront of their channel strategies by not only
considering the creative narrative, but also the creative intent.
SPARK INTEREST
60% of US consumers who recently saw an online ad agree that ads

help them discover new products/brands
AVOID TUNE OUT
36% of US consumers who recently saw an online ad don’t like when

they see the same ad on multiple devices
HONOR THE EXPERIENCE
58% of US consumers who recently saw an online ad believe that they

should not be forced to interact with an ad

Source: Digital Advertising - US – 2022

How should marketing evolve?
Brands should modernize traditional channels and reconsider the opportunity to

meet consumers at different points in their journey on modernized platforms.
Brands should consider the unique shopper journey of each individual
media channel, and determine how to create an omnichannel experience or a
unique full funnel play all in one location.
The Strategic Direction: Keep the Consumer's Next Step Top of

Mind
Brands must understand that consumers experience several touchpoints throughout the decision making
process and each touchpoint should fuel a reason to engage at the next. Identifying clear actions for each
creative and channel can ensure marketing efforts always point the consumer towards what to do next in a
seamless, well-thought out manner—whether that experience lives within a single channel or bounces from
one channel to the next. Brands should break the traditional mold and take a more active role in the
consumer decision making process.
Build brand recognition through social media to elevate

consideration opportunities.
Brands like Duolingo and Mint
Mobile have taken social
media by storm, not with their
hyper-targeted offers but by
crafting recognizable brand
personalities.
Leverage social media to earn

top-of-mind recognition that
offers familiarity when
Duolingo | TikTok Mint Mobile | Instagram targeted efforts land in front of
consumers on the same
platforms—creating an
ecosystem within itself and
elevating the consideration
opportunities further down the
marketing funnel.

Source: Comperemedia analysis of Rival IQ[01/01/203-10/15/2023] as of 10/16/2023

Leverage direct mail to continue the conversation on the

consumers' terms.
Direct mail still occupies the bottom of the funnel efforts for brands across industries, keeping the channel
pigeon-holed to its past purpose but consumers' do not follow the same purchase patterns. Instead, the top
action after receiving a direct mail piece is to visit the brand's website.
Utilize direct mail to fuel intentional interaction with the consumer and make their next discovery seamless, from
offline to online.
Share of Direct Mail Strategy by Industry, H1 2023
Acquisition Cross Sell Follow Up Informational Loyalty Renewal

Statement Upgrade Welcome Win Back
100%
75%
50%
25%
0%
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su
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Source: Comperemedia Direct [01/01/2023-06/30/2023] as of 10/16/2023

Consider integrating intentional QR codes to elevate the value

of direct mail communications.
It is time for brands to think beyond simply scanning to learn more and bring their direct mail pieces to life
with integrated technologies that amplify the online experience.
Victoria's Secret | Direct Mail
Verizon | Direct Mail

Source: Comperemedia Direct [01/01/2022-09/30/2023] as of 10/16/2023

Deliver a vibe session that is laced with conversational currency.

From Barbie's pink to Chris
Hemworth's sweat, some
brands tapped out-of-home
experiences to bring their
products to life with carefully
curated vibes that embodied a
unique connection point.
These experiences gave
consumers something to talk
Airbnb's Barbie Malibu Netflix's Extraction 2 about and share
DreamHouse Interactive Billboard online—creating interactive
awareness and continuing the
conversation.
From offline to online

engagements, brands should
always answer the question:
What value does this
interaction bring my
consumer?

Source: Comperemedia analysis of Rival IQ[01/01/203-10/15/2023] as of 10/16/2023

COMMIT TO THE BIT

The Big Idea: Intentional Marketing Efforts will Rise to the Top in
2024
In an attempt to be everywhere to everyone all at once, brands have plastered media platforms with
marketing efforts that lack purpose and fail to deliver intentional connections. Knowing consumers are
feeling empowered to control their own media consumption, brands will be challenged to focus their own
media presence.
Expect brands to be more selective with channel choice, audience targeting, messaging, and
corporate social responsibility initiatives to meet consumers where and when it matters.
Marketers and consumers are entering the year ahead with need for tailored
communications. Marketers are likely working to deliver results with slashed
budgets, elevating the need for intentional spending. On the other side of the coin,
consumers are over brands' wishy-washy corporate social responsibility and DEI
efforts—requiring brands' to diligent with their social commitments in 2024.
Economic conditions force marketers to tighten their purse

strings.
Companies have cut marketing budgets with few signs of recovery in 2024. Marketers will need to be more
intentional with their media spend, in order to do more with less.
LOWERED BUDGETS RISING DIGITAL AD SLOWER GAINS IN

COSTS 2024
HBR
Marketplace AdAge
Gains reported in 2022’s
survey have slipped, with Online advertising is U.S. ad industry revenue
average budgets down more expensive since is expected to jump 5%
from 9.5% of company Apple changed its to $363 billion in 2023,
revenue in 2022 to 9.1% privacy policies and rise another 4.3% in
in 2023” 2024.

Public backlash to 2023 Pride initiatives will push marketers off

the DEI sidelines.
Multiple brands faced public backlash to their
Pride efforts in 2023, fueled by the ability of
opposing voices to share information and opinions
widely on social media. Many brands under
scrutiny backpedaled on their Pride initiatives,
leading to even more consumer backlash from
LGBTQ+ supporters.
As a result, brands that are hesitant about DEI

initiatives will likely opt out of conversations
altogether in fear of opposition while brands fully
committed to initiatives will be more vocal than
ever.

With limited budgets and consumer skepticism, brands must ensure they deliver
the right experience at the right time to the right consumers or they will run the risk
of their efforts falling flat. The year ahead will leave brands that don't settle into a
strategy—whether that's on a channel, for a specific audience, or addressing a
particular social issue—on the outside looking in. Brands must look at 2024 as the
year of intentional action all the way across the board to elevate their efforts.
MISSING THE MARK Brands must deliver relevant experiences to

58% consumers across platforms or risk tune out.
of US consumers Consumers are being inundated with irrelevant marketing experiences
believe that the across marketing channels as brands copy and paste efforts from one
relevancy of the online channel to the next and broad stroke consumer groups to create
ads they are exposed efficiencies. The lack of intentional planning and strategies that fail to
to lately is worse than embody the conversational tone on individual platforms or doesn't deliver
it used to be a personal experience is not going to deliver results in the year ahead.
While consumers expect ads, they do have a requirement and desire for
them to relevant and for them not to intrude on their experience. This
means brands have to earn their place on a channel and with their
target audience, they can no longer be somewhere just
because—the overall strategy has to align and each connection
point must be thought out ahead of time.

Source: Digital Advertising - US – 2023

Consumers no longer tolerate performative social efforts and

will walk away from wavering brands.
Brands that want to show a commitment to change and support for a social cause must be ready to make
their efforts part of a movement, living beyond a moment.
STAND TALL
72% of US consumers expect brands to stay true to their value and

social purpose even during times of crisis or economic downturn
WALK THE WALK
69% of US LGBTQ+ consumers agree brands that participate in Pride

have a responsibility to speak out against anti-LGBTQ+ political efforts
ALIGN VALUES
59% of US consumers tend to buy from brands/companies whose

purpose aligns with their own values and morals

Source: : Digital Advertising - US – 2023; Understanding LGBTQ+ Communities - US - 2023

How should marketing evolve?
Gone are the days of brands being everywhere, to everyone, all at once. Instead,
brands should commit to particular audiences, initiatives, and channels to connect
with consumers in more meaningful ways.
The Strategic Direction: Dig Deep and Settle into the Strategy
The time for meaningless noise is over and brands that are looking to drive traction cannot simply occupy
the airwaves to capture consumers' attention. The evolution in marketing is that while scalability is critical,
brands must be willing to dive deeper into and meet the nuances of different channels, audiences, and
social causes to create impact. Brands should lean into the marketing tactics and strategies that best align
with their intent and objectives—future proofing decisions by ensuring the brands' purpose is infused
throughout the conversation.
Cater to the fans by creatively layering relevant cultural context

into advertisements.
Brands should seek out
chances to connect with
smaller audiences in more
meaningful ways to enable
more organic conversations
around the brand and help
marketing dollars work more
efficiently.
Consider partnerships,
messaging, and activations Duracell | OTT Heinz | Organic Instagram
that will deeply resonate with
niche audiences in a way that
speaks their common
language. This will likely earn
the brand a spot in the cultural
conversations in the moment,
not after the fact.

Source: Comperemedia analysis of MediaRadar and RIVALIQ, [01/01/2023-06/30/23] as of 10/16/
2023

Venture somewhere different to break through the noise on

oversaturated channels and foster nuanced connections.
Explore strategies tailored to channels beyond Facebook and YouTube to meet consumers' on less
crowded platforms they tend to favor, such as Instagram and TikTok.
Share of Paid Social Spend by Industry, H1 2023
Facebook Instagram Snapchat TikTok X YouTube
CPG 31% 30% 4% 12% 1% 22%
Travel 43% 21% 4% 3%

1% 27%
Telecom 37% 17% 7% 6% 1% 32%
Financial Services 35% 19% 3% 13% 3% 27%
Insurance 35% 9% 5%1% 49%
Weekly Social Media Visits by Generation, 2023
Gen Pop Gen Z Millennials
88% 96%95%
84%
81% 82%
80%
73% 75% 74%
67%
61% 60%
57% 55%
47%
42%
38%
Facebook Instagram Snapchat TikTok X YouTube

Source: Comperemedia analysis of Pathmatics [01/01/2023-06/30/23] as of 10/16/2023; Social Media
Trends: Spotlight on Content Creators - US - 2023

Stand up and stand behind brand commitments to social causes,

especially when backlash comes around.
Brands that choose to make a
social stance will have to
understand not every
consumer will be happy and
backlash is possible. Brands
should have strong
convictions behind their
values, be comfortable with
potentially upsetting someone,
Tinder | OTT Miller Lite | YouTube and infuse their brand portfolio
with a cohesive narrative.
Develop social efforts as a

movement beyond a moment
to have a plan for backlash,
be swift in responses, and
double down on
commitments.

Source: Comperemedia analysis of Pathmatics [01/01/2023-10/15/2023] as of 10/17/2023
Additional Contributor
Kaitlin Ceckowski
Associate Director of Marketing Intelligence for Mintel Consulting
Kaitlin provides custom competitive intelligence to Mintel clients. With a

background in both marketing strategy and consumer insights, Kaitlin
discovers and delivers the newest and most impactful ways for Mintel
clients to authentically resonate with their audiences. She joined Mintel in
2019 on the US Reports team before transitioning to Mintel Consulting.
Read more on Mintel Spotlight | Get in touch with Mintel Consulting

Meet the expert

Nicole Bond
Associate Director, Marketing Strategy (for Comperemedia)
As Comperemedia's Associate Director of Marketing Strategy, Nicole

Bond specializes in interpreting omnichannel marketing campaigns, with
a focus on channel-specific strategies. Nicole has a Master's in
Integrated Marketing Communications from Northwestern University,
balancing consumer-centric motivations and data-forward marketing
approaches.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a licensed market
survey agent (see Research Methodology for more
information).
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30 OCTOBER 2023 | INDUSTRY TREND

2024 OMNICHANNEL MARKETING

Prepared for university-of-g+acd0eac3-264f-45ec-ab55-58b8005a9133@ip_auth.mintel.ad

Why is this happening in 2024? ........................................................................................................ 6

Graph 1: US Adults Financial Situation, 2021-2023.......................................................................... 6

Graph 2: Attitudes toward Fatigue and Localism, 2023 .................................................................... 7

Why should marketers care? ............................................................................................................ 8

How Should Marketing Evolve? ...................................................................................................... 10

FUNNEL VISION .................................................................................................................................. 12

Why is this happening in 2024? ...................................................................................................... 14

Graph 3: Recent Media Consumption, 2023 ................................................................................... 15

Graph 4: Social Media Sites Visited Daily, 2023 ............................................................................. 15

Why should marketers care? .......................................................................................................... 17

How should marketing evolve? ....................................................................................................... 19

Graph 5: Share of Direct Mail Strategy by Industry, H1 2023 ......................................................... 20

COMMIT TO THE BIT .......................................................................................................................... 23

Why is this happening in 2024? ...................................................................................................... 24

Why should marketers care? .......................................................................................................... 26

How should marketing evolve? ....................................................................................................... 28

Graph 6: Share of Paid Social Spend by Industry, H1 2023 ........................................................... 29

Graph 7: Weekly Social Media Visits by Generation, 2023............................................................. 29

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Our trends are supported by industries, consumers, and experts.

Our Omnichannel Marketing Trends for 2024:

Commit to the Bit

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The Big Idea: Pre-Digital Marketing Tactics are Making a

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Why is this happening in 2024?

The US continues to face economic uncertainty, with no signs of financial reprieve

Economic stress will cause consumers to crave levity, where

US Adults Financial Situation, 2021-2023

Healthy OK Tight/Struggling/In Trouble

2021 2022 2023

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Political advertising and discourse will have consumers nostalgic

Attitudes toward Fatigue and Localism, 2023

Any agree Neither agree nor disagree Any disagree

I'm worried about the state of the world

I'm tired of cultural debates between

I'm sick of bleak and depressing news

Base: 2,000 internet users aged 18+

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Why should marketers care?

Consumers often turn to brands to offer a sense of comfort during times of

Brands have permission to offer a helping hand through

LIGHTENING THE MOOD:

Base: 2,000 internet users aged 18+

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Consumers are making purchase decisions based on the

41% of US consumers agree that they are interested in shopping for

RETAP THE FEELING

RECONNECT WITH THE PAST

74% of US consumers agree they feel a sense of attachment or

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How Should Marketing Evolve?

Marketers should explore how to translate pre-digital marketing tactics to

The Strategic Direction: Reimagine a Lapsed Consumer Truth

Revitalize brand figureheads.

Consider bringing beloved

Source: Comperemedia analysis of Pathmatics and RIVALIQ [01/01/2023-10/15/2023] as of 10/17/

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Reimagine the role of audio.