BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

The Future Of Cross-Channel Marketing: Seven Trends And Predictions For 2024

Raviteja Dodda (Ravi) is the cofounder and CEO of MoEngage, an insights-led customer engagement platform.

By its very nature, marketing requires us to take creative risks and make bold decisions based on data and what we believe will come next. Brand marketers know that one of the secrets to ongoing success is a constant obsession with future trends and how they may impact customers’ behaviors, expectations and preferences. Because let’s face it, the only constant in marketing is more change.

Here are emerging technology trends that I predict could shape how brands approach cross-channel marketing in 2024:

1. User Personalization With AI

AI made waves in 2023 with the rise of generative AI (GenAI). Now, in 2024, we're moving beyond the basics. AI is getting personal by creating detailed customer profiles that understand motivations and preferences. However, it's not a one-size-fits-all scenario. Brands in 2024 are smartly figuring out where AI enhances customer engagement, separating it from instances where traditional methods work better.

Prediction: In 2024, brands will likely harness GenAI to scale experimentation with content, enhancing ROI and efficiency. Despite many marketers not fully grasping the benefits of AI, its transformative potential could redefine customer engagement, conversion and retention—if utilized properly. The adoption of AI in personalization could help shape the marketing landscape of the future, creating unique experiences for individual customers and ultimately driving improved results.

2. Evolution Of Real-Time Analytics Into Next-Best Experiences

In the evolving landscape of 2024, real-time analytics goes beyond foreseeing customer actions; it shapes the "Next Best Experiences" according to Forrester (paywall). Airbnb, for example, has historically employed real-time analytics and automated journey personalization to predict and actively influence customer experiences. A heightened level of personalization, driven by real-time insights, can enhance the overall customer experience and significantly boost the likelihood of conversion.

Prediction: Real-time analytics will likely be integrated into the "Next Best Experiences" trend and could be set to redefine customer engagement even further with AI enhancements throughout the cross-channel customer journey. Armed with instant insights, brands can better navigate a landscape by swiftly responding to customer needs while ensuring dynamic and personalized interactions.

3. Gamification Strategies

Points, badges, levels and customer rewards—these are all examples of how gamification has worked its way into customer engagement across all industries. And it’s not going away anytime soon. Gamification is now used in employee training, social media, banking and financial services, and more. Top consumer brands like McDonald’s have used gamification effectively with their Monopoly campaign. Meanwhile, consumer apps like Duolingo have made gamification part of learning a foreign language.

Prediction: I anticipate robust growth in gamification within the U.S. customer engagement sphere, with a potential double-digit increase expected by 2024. Businesses across various sectors will likely leverage gamification strategies to enhance customer interactions, loyalty and overall engagement in the American market.

4. Voice And Conversational Interfaces

Today’s voice-activated technologies and conversational interfaces revolutionize how customers interact with brands. In 2024, I believe we can expect interactive, hands-free interactions beyond chatbots or IVR. Advancements in voice and conversational interfaces could make customer interactions more natural and intuitive—possibly even more empathetic. In 2019, Walmart introduced an easy way to place orders using Google Assistant. Domino's allows customers to place orders using voice commands through platforms like Google Assistant and Amazon Echo/Alexa, streamlining the ordering process and increasing customer convenience. (Full disclosure: Domino's is a customer of MoEngage.)

Prediction: Customer interactions supported by voice and conversational interfaces could see an increase by the end of 2024.

5. Data Privacy And Trust

One emerging trend in 2024 is a heightened focus on data privacy and trust in cross-channel experiences. With increasing data security concerns, businesses prioritize transparent and secure practices to build and maintain customer trust. For example, many e-commerce platforms adopt a customer-centric approach to data handling. Customers are given clear control over their personal information, with detailed privacy settings and easy opt-in/opt-out features.

Prediction: In 2024, as U.S. regulators propose new online privacy safeguards for children, brands catering to younger demographics will face the challenge of aligning with these stringent measures. With changes requiring the default disablement of targeted advertising for children under 13 years old and limitations on the use of personal details, brands with children personas must adapt their strategies.

The evolving landscape emphasizes the need for businesses to integrate robust data privacy measures into their cross-channel strategies, ensuring transparency and compliance. As regulations tighten, prioritizing and communicating a commitment to customer privacy will help companies adhere to legal requirements and foster stronger consumer relationships and loyalty in the evolving multichannel environment.

6. Data Silos Disappear In Cross-Channel Marketing

A significant industry shift is underway as brands invest in cloud data warehouses to dismantle data silos. Recognizing the importance of seamless integration across data sources and SaaS tools, B2C brands are actively unifying their data in comprehensive data warehouses or lakes. This strategic move allows for a holistic understanding of customer interactions, enabling personalized experiences. For example, Starbucks broke down data silos, integrating loyalty programs, apps and in-store data to understand customer preferences and enhance personalized marketing (registration required).

Prediction: In 2024, the emphasis on unified data strategies is poised to deliver seamless customer experiences, leveraging insights for precise targeting, personalized interactions and heightened satisfaction. This proactive approach establishes a new standard for data-driven engagement in the evolving landscape.

7. Personalized Connected Experiences

The evolution of cross-channel experiences now emphasizes seamless personalization, ensuring marketing channels like email and website interactions speak the same language. Pioneering this trend, brands strive for integrated campaigns where customers receive tailored experiences, maintaining consistency across diverse touchpoints. Poshmark, for instance, achieves this by seamlessly transitioning users from platforms to apps, creating a cohesive journey from social discovery to website engagement.

Prediction: In the upcoming year, leading brands will likely focus on enhancing website personalization to eliminate blind spots and foster cohesive cross-channel experiences. Real-time analytics will be crucial in delivering highly personalized interactions, ensuring customers find value in every engagement. The synergy of increased connectivity and AI could influence connected experiences, creating a future characterized by consistently enriched, meaningful and personalized interactions across various channels.

What are your thoughts on these trends and predictions? Do you have more to share? I'd love to hear from you.


Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?


Follow me on Twitter or LinkedInCheck out my website
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news