Data privacy takes the spotlight in 2024! Marketers must handle data with utmost respect and transparency, while navigating dwindling access to real, trustworthy data. Sustainability emerges as a crucial theme, demanding genuine efforts towards eco-friendly practices. Say goodbye to third-party cookies, as privacy regulations tighten – impacting both consumer privacy and targeted advertising. Gen-Z’s evolving values shape marketing strategies, prioritising well-being, experiences, and sustainability. Adaptation is key in this ever-changing landscape. Let’s embrace these shifts responsibly for a brighter, more ethical digital future!

Light blue star icon with the number 1 in navy, representing a top-ranking digital trend in content strategy for 2024.

Data Privacy: Be Respectful

 
As I’ve mentioned elsewhere, Data Privacy is a big thing this year, and expect it to get bigger. This has a twofold impact.
 
Firstly, as marketers we need to handle data in a respectful and trustworthy manner. We need to audit systems to ensure there are no leaks and that data is intact all the way through the process.
 
The second thing is that we have to be aware that we will have less real data to work with. Other providers in the chain will keep their data, ostensibly for privacy reasons but also so that they are the only ones able to monetise that data. There is also the distinct chance that much of the data will be non-genuine, or obscured.
 
So, work to acquire data, get it as a first-party if possible, and hold onto it like nobody’s business.
Blue star icon with the number 2, representing step two in a digital marketing strategy or content planning process.

Sustainability – We’re In This Together

 
A really big theme for the coming year will be sustainability. We appear to be approaching tipping points in many spheres of life, so ensuring long-term survival is become critical.
 
This doesn’t mean greenwashing (although there will be fair amount of that), but it does mean that a considerable, genuine effort needs to be made to behave sustainably – practices and products need to be demonstrably sustainable.
Light blue star icon with the number 3 in dark navy, representing step 3 in a digital marketing or content strategy process.

Cookies – Two Sides

 
Cookies, those small delectable nibbles of computer code that identify users, are “going away” this year. This is part of the privacy push mentioned above. It doesn’t mean that all cookies are going away, just that Chrome, and others will complete the move to not allowing third-party cookies on websites – ie the only cookie that loads will have to come from the website itself.
 
This means Facebook and the like will be starved of cookie and other tracking data. For consumers, it’s a double-edged sword, they’ll have greater privacy, but the ads they see will be far less relevant and useful.
 
For business-owners, you will need to modify the way you track consumers through their journey. It will become more important for them to become logged-in users for you to gain insights into their behaviours.
Light blue star icon with the number 4 in navy, representing step four in a digital marketing or content strategy process.

Value Definition – GenZ Vibe

 
The times are a-changing. Gen-Z is growing up and after paying exorbitant rent and smashed avo prices, they have a few pennies in their pockets to spend. But, their values are shifting. Currently they care less about acquisition of property, more about health and well-being, more about the experience, more about society and sustainability.
 
So, if you want to communicate with the Zoomers, you will need to make sure your marketing efforts focus on these elements. The sizzle is different, but still important.
Belmore Digital's Digital Trends 2024 guide by Jeremy Beckett, featuring a smartphone held over a road with an AI-powered network backdrop.

 

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