• Aha! Quotient
  • Posts
  • AQ #73: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 3)❣️

AQ #73: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 3)❣️

Discovering the final set of overlooked marketing strategies that quietly reshaped 2024's biggest success stories.

In partnership with

You must be holidaying or as Gen Z would say “Wintering” right now, no matter which part of the world you’re in.

As you’re ready to say goodbye to this year and step into a new one, in this final installment of our 3-part series, we also delve into the last set of five "underrated" marketing trends that redefined strategies in 2024.

These trends, though subtle, have set the stage for what’s next in marketing, offering invaluable lessons for businesses to innovate and adapt.

The Bold Moves that Redefined Brands in 2024

(Part - 1)

(Part - 2)

(Part - 3)

The Underrated Trends that Shaped Marketing in 2024

(Part - 1)

(Part - 2)

11. The Rise of "Digital Collectibles" as Brand Loyalty Tools

Industry: Luxury, Sports, and Retail
Market Segment: Gen Z and Millennials
Geography: Global

Overview

2024 saw a marked rise in brands leveraging digital collectibles, particularly those tied to blockchain-based technologies, to create exclusive loyalty experiences.

These collectibles, ranging from digital artworks to virtual avatars, provided consumers with a sense of exclusivity and ownership.

Why It Matters

Unlike traditional loyalty programs, digital collectibles are unique, tradable, and can accrue value over time.

Brands like Gucci collaborated with digital artists to launch limited-edition NFTs that served as entry passes to exclusive events.

Similarly, the NBA’s “Top Shot Moments” expanded, offering unique rewards tied to virtual reality fan experiences.

Key Insight

By offering tangible value in a digital format, these initiatives appealed to younger, tech-savvy audiences, making brand loyalty engaging and future-proof.

12. Employee Advocacy Programs as Organic Brand Amplifiers

Industry: B2B, Technology, and Healthcare
Market Segment: Professionals and Enterprise Buyers
Geography: Global

Overview

2024 witnessed a surge in employee advocacy programs, where companies empowered their workforce to become brand ambassadors. By leveraging the reach and authenticity of employee networks, brands like LinkedIn and Cisco turned their employees into micro-influencers, amplifying organic reach on platforms like LinkedIn and Twitter.

These initiatives often included structured programs that provided employees with curated content to share, as well as incentives like recognition and professional development opportunities.

Why It Matters

Traditional paid advertising is increasingly seen as less trustworthy, but content shared by employees comes across as more genuine and relatable.

This approach humanized brands while significantly expanding their reach without the high costs of conventional campaigns.

Key Insight

Companies that successfully implemented employee advocacy programs reported a marked increase in organic engagement and lead generation, proving the power of leveraging the voices of their workforce in marketing efforts.

13. "Content as Commerce" Models Taking Center Stage

Industry: Fashion, E-commerce, and Media
Market Segment: Online Shoppers and Creators
Geography: North America, China

Overview

The line between content and commerce blurred in 2024 as brands increasingly adopted "shoppable content" strategies.

Platforms like TikTok and YouTube allowed influencers to embed instant-buy links directly into their videos, making it seamless for viewers to purchase showcased products.

Why It Matters

With attention spans dwindling, combining entertainment with instant shopping proved powerful.

For instance, a TikTok challenge featuring Levi’s jeans not only went viral but also led to record sales as viewers clicked directly to purchase.

Key Insight

Consumers are no longer passive watchers; they are buyers in motion, demanding immediate access to the products they discover online.

14. Inclusivity Metrics: The New KPI for Brands

Industry: Consumer Goods, Beauty, and Tech
Market Segment: Diverse Demographics
Geography: Global

Overview

In a significant shift, brands started incorporating inclusivity metrics into their marketing performance reviews.

These metrics measured the representation of diverse groups in advertising campaigns, the accessibility of digital platforms, and consumer perception of inclusivity efforts.

Why It Matters

This trend was driven by growing consumer demand for authentic representation.

Brands like Dove launched campaigns with measurable goals to improve body diversity, while Microsoft focused on making their advertisements more accessible to individuals with disabilities.

Key Insight

Inclusivity is no longer just a moral imperative; it’s a tangible KPI that directly influences brand equity and customer loyalty.

15. Slow Tech Marketing: Advocating for Digital Minimalism

Industry: Health Tech, Digital Tools, and Wellness
Market Segment: Overwhelmed Consumers
Geography: Europe, Australia

Overview

Responding to digital burnout, several brands championed slow tech marketing, promoting intentional and minimalistic use of technology.

Apps like Calm and Headspace not only marketed their mindfulness tools but also partnered with companies to integrate “focus hours” into their work culture campaigns.

Why It Matters

This trend resonated with audiences seeking balance and mental well-being in an era of constant connectivity.

By positioning themselves as allies in digital wellness, these brands carved a niche in saturated markets.

Key Insight

The slow tech movement isn’t about abandoning technology but about using it more mindfully—a philosophy that deeply resonated in 2024.

Final Thoughts

The underrated trends of 2024 have demonstrated that marketing is no longer a one-size-fits-all game. From hyperlocal campaigns to inclusivity metrics, these shifts have redefined what it means to connect with audiences meaningfully.

Stay tuned for more insights in our upcoming editions as we continue to unpack the future of marketing as we wrap 2024 and move into 2025.

I’d love to hear from you!

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

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: Biggest Takeaways for Modern Marketers from 2024 (Part -1)

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.

Reply

or to participate.