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  • AQ #71: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 1)❣️

AQ #71: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 1)❣️

Explore the subtle yet powerful shifts in marketing that quietly transformed strategies and defined success in 2024.

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‘tis the season of

hot beverages

snuggling blankets

cozy warmth

slowing down

taking stock

deep reflections

finishing the year gently, not strong, not with a bang, not like a pro.

Or at least, that’s how I want it to be for me. We’ve been finishing strong through the year, and we will continue to put our best foot forward in the coming year as well.

At this time, I like to take it easy and gently ease into a new year while being grateful for the year gone by. The best thing perhaps we can do during such a transition phase is to reflect upon all that shaped the year, take learnings from it and build upon those learnings in the coming year.

And that’s exactly what we’re also doing here at the special year-end round-up of the year.

In this multi-part series, we will explore 15 underrated marketing trends from 2024 that had a quiet yet transformative impact across the board.

This article will focus on the first 5 trends as Part 1 of a 3-part series.

The Bold Moves that Redefined Brands in 2024

(Part - 1)

(Part - 2)

(Part - 3)

Trend 1: "Silent Campaigns" – The Rise of Soundless Marketing

  • Industry: Technology, Retail

  • Geography: Global

What Happened

In a world dominated by scrolling and muting, 2024 saw brands experimenting with “silent campaigns.” These campaigns used subtitles, text overlays, and eye-catching visuals to communicate messages effectively without sound.

Major players like Apple and IKEA created dynamic, soundless videos optimized for platforms like Instagram and TikTok, ensuring engagement even with muted devices.

Why It’s Significant

This trend aligns with user behavior: 85% of videos on social media are watched on mute.

Brands realized the importance of making their content accessible and impactful without relying on audio. This shift forced marketers to think visually first, creating content that communicated emotions and stories effectively through graphics, animations, and typography.

What’s Next

Expect this trend to evolve further, with innovations like AI-generated text-to-video tools allowing brands to create visually driven content at scale.

Trend 2: Localization Meets AI – Hyper-Personalization for Regional Audiences

  • Industry: FMCG, E-commerce

  • Geography: Asia, Latin America

What Happened

In 2024, regional audiences were front and center.

Companies like Unilever and Flipkart invested in AI-driven content creation tools to generate region-specific campaigns, reflecting cultural nuances, language preferences, and even local festivities.

Why It’s Significant

Localization became more than just language translation. AI enabled real-time adaptation of visuals, tones, and offers for hyper-targeted campaigns.

A campaign in India for a snack brand, for example, varied its tagline and imagery for urban and rural markets while using the same product story.

What’s Next

Localization will likely deepen, with brands using tools like Salesforce’s Marketing Cloud Personalization and Einstein Personalization to create audience segments as small as a single household.

Trend 3: The Emergence of “Purposeful Piracy” in Marketing

  • Industry: Fashion, Entertainment

  • Geography: North America, Europe

What Happened

In 2024, brands attempted to turn piracy into a creative opportunity.

Luxury brand Balenciaga and HBO’s “House of the Dragon” embraced pirated content as a form of guerilla marketing. HBO subtly acknowledged pirated copies by adding cryptic Easter eggs, encouraging fans to seek official versions for exclusive content.

Why It’s Significant

Rather than fighting piracy, these brands leaned into it, creating buzz and encouraging discussions around brand accessibility and exclusivity.

It shifted the narrative, positioning piracy as a gateway to genuine fan engagement.

What’s Next

More brands might blur the line between accessibility and exclusivity, especially in regions where piracy remains rampant.

Trend 4: "De-influencing" – The Backlash Against Over-Sponsored Content

  • Industry: Consumer Goods, Tech

  • Geography: Global, Led by Gen Z

What Happened

In 2024, a wave of “de-influencing” swept across social media, especially on TikTok. Gen Z consumers, tired of overly sponsored content, gravitated toward creators offering raw, unscripted reviews and advice.

Brands like Patagonia and Glossier pivoted to work with micro-influencers whose content felt more authentic and relatable.

Why It’s Significant

This trend disrupted influencer marketing. Big-ticket collaborations became less impactful as consumers sought genuine connections.

The era of “more followers = better ROI” began to wane, making way for credibility over clout.

What’s Next

Expect brands to double down on nano- and micro-influencers, leveraging their smaller but loyal audiences for authentic campaigns.

Trend 5: Beyond Discounts – Gamification of Loyalty Programs

  • Industry: Hospitality, Retail

  • Geography: Middle East, North America

What Happened

Marriott Bonvoy and Starbucks revolutionized loyalty programs in 2024 by introducing gamified elements.

Marriott added tiered challenges where members could unlock exclusive experiences like room upgrades or local tours.

Starbucks gamified its app with limited-edition digital collectibles that boosted customer engagement.

Why It’s Significant

This trend signified the evolution of loyalty from transactional to experiential. 

Customers engaged with brands for entertainment, not just discounts. Gamified loyalty tapped into dopamine-driven behaviors, increasing retention rates significantly.

What’s Next

With blockchain technology maturing, loyalty programs might include tradeable rewards and NFTs tied to customer engagement.

Final Thoughts

The next part of this series will explore five more unseen trends, from AI-driven emotional marketing to the rise of brand communities replacing traditional CRM strategies.

Stay tuned to uncover the shifts that are quietly reshaping the future of marketing.

Which of these trends surprised you the most?

I’d love to hear from you!

Share your thoughts, experiences, or questions about modern marketing.

Merry Christmas and happy holidays.

Comment below if you’re reading it on our website or hit reply if you’re reading it in your inbox .

In the next edition -

Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 2)

What topics would you want to see here?

Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.

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