Integrated Marketing Communication Trends 2024

I always ask myself whether trends can be called trends when several have apparently been unchanged, remaining in vogue for years. More details - in the summary of previous years: Trends 2023

This is already the fourth year that I have compiled them, getting acquainted with scientific and other articles, research of various agencies, opinions of global experts, observations in the daily work of the agency JDP Integrated Communications, etc.  It should be concluded that there are some nuances and movement. Most of all, of course, thanks to the development of technology. Forecasting trends helps us to "not rest on our laurels" and to be on the move, thus at least giving the impression that development is taking place.

#1 Friendship with Artificial Intelligence / “ChatGPT” also has good alternatives

Technologies change and develop every day, while new tools are created. Artificial intelligence tools are being integrated into the existing ones. For example, e-mail marketing systems can easily generate content on the spot. This can be a challenge for strategic planning and management of integrated marketing communications, but nothing is impossible. You just have to know not to exaggerate, because artificial intelligence is still quite synthetic and easily recognizable. When it comes to the importance of authenticity, it seems that we should be able to draw boundaries in order not to lose it. Besides, you should always connect your mind and everything you create should be carefully checked so that the content is not too generic, similar to 90% of the content created by others, too artificial or erroneous. The human mind should act as a barrier between technology and the consumer, because artificial intelligence cannot replace the unique experience of humans (at least not yet).

And yet there is a continuous development of these technologies and tools - which means we can't pretend we don't see it. We have to be ready to learn something new every day, accept it and come to terms with it. Not to exaggerate, not to become infatuated with it, but to accept it. Artificial intelligence will continue to occupy an increasingly important place in integrated marketing communication, automating various tasks, personalizing customer experience and creating creative content. 

However, we should say that ChatGPT is not the only tool and there are good alternatives. More details on these and other data-driven trends: here.

Not only marketing, but also the field of public relations actively uses artificial intelligence. It is forecasted that in 2024 professionals in this industry will use different platforms and channels to achieve their goals. The majority of professionals plan to use media monitoring tools and content calendars, they would like to have tools that can predict future events, and believe that the year will be dedicated to ethical, transparent and socially responsible public relations activities. More details: here

#2 Tell serialized video stories

People like "a little drama" - a story and its continuation. Yes, it can be told by using photos as well, but you will agree: the video will be livelier, more effective. Therefore, it is recommended to use video as a storytelling tool as experts continue to predict that it will continue to dominate in content creation with a focus on engaging, informative and shareable content. It remains only to remember the basic principle of storytelling, that is, first you need to create intrigue, then comes the climax and resolution. It’s just as simple as it sounds! 

Remember that videos are also a powerful search engine optimization (SEO) tool that drives more traffic to websites. TikTok's popularity continues, with short videos dominating in the content not only there, but also on Facebook and Instagram. Longer video content on YouTube hasn't lost its effectiveness either. We just have to remember to build the story, avoiding direct sales. People buy stories, not goods or services. As an additional element in the marketing communication strategy, live streaming should be included, which will be more effective if you also make a pre-launch, launch, and post-launch communication. 

You just have to choose the channels where it would be strategically important to be present. You do not need to be in all of them, but in several of them. You should remember that the new generation, according to statistics, prefers the TikTok website, looking for quick answers to questions there. By the way, I organised a local experiment, asking several young people where they look for content, and I got the answer that they do so on TikTok and Instagram. I got the answer to my question why not on Google: "But why take unnecessary actions?" 

Social media stories, popularized by such platforms as Instagram and Snapchat, will maintain their dominance in 2024. Besides that, the temporary and immersive nature of stories is suitable for influencer marketing and we should remembered that. Engaging customers through video marketing is one of the most effective strategies for attracting attention. An increase in the popularity of "disappearing content" is also expected. Thus, short but effective and sufficiently interactive content should be created. You will have to adapt to this trend and use disappearing content effectively in your ads. 

Video communication is also a powerful tool for improving internal communication. More details about its trends: here

#3 Personalization and authenticity

Consumers are increasingly asking for a personalized experience, and this is actually closely related to authenticity. This year, the team of the JDP Integrated Communications agency asked a client, whose activities are mainly based in other countries of the world, what to do regarding a greeting on 18 November. To post or not to post? The client answered - to post, because it has been observed that the aunt in The USA or Australia likes reachability, authenticity and, yes, also personalization. What does this mean for marketing communications professionals? Personalized campaigns using data and artificial intelligence. Without forgetting that multi-channel marketing still dominates, allowing customers to interact with a brand across multiple channels.

#4 Communication of sustainable brands

It means we not only have to do it, but also to communicate, and it is done because society, especially the younger generation, expects it. The brand's position on specific issues is important to the public. Therefore, it is important to talk about production, delivery, and sustainable thinking. Corporate communication increasingly emphasizes creating long-term value, creating an inclusive society, and impact on the environment. This shows a shift towards sustainable innovation, inclusive communication and strategic public relations to build trust. “Balancing long-term brand development with short-term metrics becomes key, aligning profits, the future of the planet and people as integral parts of a valid business strategy.” More details here

#5 Customer experience / feedback

It is expected that in 2024 the main focus will be on customer experience and its reflection. This means that it would be strategically wise to focus on first creating a positive experience and then talking about it. Not forgetting to talk about the fact that customers return, so about loyalty. Companies will use the latest technologies and apply a deep understanding of consumer needs to redefine how and if customers are engaged, delighted and retained.  

More about this topic: here. 

On the other hand, loyal customers should be taken care of by offering special discount or bonus programs, valuable content to get to know the goods or services more (for example, using e-mail marketing). The phenomenon of closed groups and the placement of content in the gathering place of especially loyal customers still works. 

#6 Commerce on social media

Social commerce, or as I like to call it, "I want to buy here and now" is especially characteristic of the new generation. Specialists estimate that it will continue to grow in 2024. Marketing specialists will need to integrate social media into their strategies and create opportunities for customers to shop on these platforms. The indicators of social commerce have significantly increased in recent years when compared to traditional shopping places, and this aspect should not be neglected. It is estimated that sales volume will increase directly on social media by approximately 30%. More about this topic: here

In general, it is expected that 2024 will also be an interesting year for social media, when they will continue to fight for the attention of consumers. A change in dominance is also possible as the ongoing drama with the site 'X' (formerly Twitter) gives way to new platforms like Instagram Threads and Bluesky. More details: here

It is important that artificial intelligence possibilities are also intensively integrated into social media. This means that miraculous things are yet to come. More statistics: here. More about sales trends, without forgetting that value-focused sales dominate. See here.

When running into sales labyrinths, it is important not to overdo it and remember data confidentiality, which has not lost its relevance. Yes, the environment is quite complicated, but privacy regulations develop, which means that marketers should ensure that sales comply with strict data privacy regulations and that they ensure transparent and secure data processing.

#7 Voice commerce

It's been talked about for years, but it seems like we're a lot closer. Voice commerce is a new form of communication, and across channels, experts estimate that it is expected to grow in 2024. This means that marketing professionals will have to create voice-activated experiences that allow customers to interact with the brand through voice commands. More details: here. As technology continues to develop, more and more consumers are using voice assistants like Siri, Alexa, and Google Assistant to search for information. This is why voice search optimization is needed, which involves optimizing your website, content and keywords to match the way people speak rather than type their queries. We will have to reorient a bit. 

More to read: here.

#8 Inclusive Internet / Convergence of Virtual and Augmented Reality

The next phase of online development is expected, moving beyond “flat” web pages, images and videos to create experiences that are more engaging and encourage interaction and collaboration. This will include such technologies as virtual and augmented reality. It also means convergence, or mixed reality, although both realities are different technologies that play a major role in creating an immersive internet. Together, the potential is even greater. “For example, imagine a live concert with a digital 'twin' running at the same time. The virtual audience can enjoy the show using virtual reality headsets, while the audience present can put on augmented reality glasses and see the virtual visitors standing next to them in the audience. The convergence of immersive technology, which will create a mixed reality where the barrier between the real and the digital is blurred, will become even more common.” More details here

#9 Sponsored influencer campaigns are growing in popularity on TikTok

Influencer marketing is still a way for brands to engage with their target audience, and global statistics from multiple sources indicate that advertisers are shifting their resources for it. It is interesting that influencers are increasingly being used by other, so far more sluggish industries, such as finance, pharmaceuticals, etc. The most demanded are those who really contact with their followers by sharing experiences, for example, about money, health care or other everyday topics will. Thus, authenticity prevails, and robotic automation won't get us far. 

It should also be added that there is a growing trend to sponsor social posts during influencer campaigns, especially on such platforms as TikTok, and there will also be a paradigm shift away from direct merchandising. It should be performed delicately and with taste so that the naturalness does not disappear. “In 2024 influencers will seamlessly integrate merchandise into their content while discussing a variety of exciting topics. This approach stimulates curiosity, encouraging the audience to explore further. By piquing curiosity and inspiration, influencers can foster deeper engagement and trust in people. This trend suggests that today's consumers appreciate the delicacy of product integration, preferring content that informs rather than overtly advertises.”

More details here

Micro-influencers will continue to be popular, and this is directly related to naturalness. The audience is becoming more and more knowledgeable, so the demand for the truth and transparency that these very people can provide is increasing. It also resonates most deeply with the audience. It should be noted that the TikTok algorithm is designed to promote engaging content and should be followed if we want results. In 2024, the main thing will be precisely the content created by users, thus achieving authenticity. Therefore, strategies should be adjusted, naturalness and long-term cooperation should be used. Then there will be tangible results. 

#10 Consumers become more discerning, scepticism is emerging

This is a very, very (!) important point. Namely, most people are aware of the presence of artificial intelligence, and this means a distanced scepticism about the true features of the product or service they see, the advertisement or opinion article, the offer, etc. Consumers are taking a much closer look at what they consume. There is also a way out of this "trouble", and the key word is transparency, which sometimes also means admitting that this advertising material was created with the help of artificial intelligence and other marketing tricks.

#11 Culture first / trust signals getting stronger

Consumers increasingly follow their culture when choosing brands, and it is proved by studies. On the one hand, it's a long-standing truth that people look for brands that align with their own values. On the other hand, the geopolitical events of recent years have set in motion a number of factors that have only contributed to this. According to the Kantar study, “marketers follow culture to communicate with consumers in the language of characters, fashion, music, language, norms and desires available to them. Success is when marketing matches the culture, and it is lost when marketing offends it”. More details here. Due to this reason, it is necessary to be especially careful, to think over the way of brand expression, communication channels, norms, means of expression, etc. The Kantar study also shows: "Globally, 80% say they 'make an effort' to buy from companies that support targets that are important to them. However, consumers don't always do what they say. This is called the difference between purchase value and performance. However, purchasing is not the only way consumers express their cultural preferences.” Namely, they have started to take more action and become confrontational if the brand culture does not match their values. Due to this reason, the 2024 marketing planning should include the risk of confrontation and take it into account, plan a possible response, or a risk communication plan is needed to avoid crisis situations or unnecessary troubles. More details here

Unfortunately, the cultural aspect is closely related to the phenomenon of cancel culture. This means that consumers can also publicly call on others to shun or boycott the brand's goods or services if the brand's culture is beyond their standards. Consumers behave like naughty children: they tap their feet and express their position quite loudly. Here I would like to remind you about the term that I activated a couple of years ago in the social media accounts of the JDP Integrated Communications agency (@jdpintegrated - follow FB and IG): "slacktivism" in simplified language means pickets and demonstrations, for example, on social media. Keep this term in mind - it could become useful in 2024.  

So, the signals of trust will be more and more visible, and this can be reflected in customer reviews, industry reputation, etc. This is also important on the site Google, which consistently tries to determine how trustworthy a brand's website is to potential customers in order to rank it in search listings. Therefore, in 2024, third-party endorsement will be mandatory for brands, and public relations will play a crucial role in these terms. More details: here.

#12 Positioning industry leaders on LinkedIn

When it comes to public relations activities, there is no better channel than LinkedIn, where you can interactively present the position of industry leaders, create discussion, build an image, etc. Public relations specialists call it LinkedIn thought leadership.  It is social media with more than 700 million users worldwide, which is a great way for organizations and individuals to demonstrate their knowledge and capabilities to a wider audience, and this is especially important for exporting companies. The reach is unique and this platform is the best way to build an effective online presence, offering to publish articles, initiate discussions, connect with others and share insights while building a strong personal brand.

Experts estimate that in 2024 LinkedIn will be a powerful tool for individuals and companies that want to position themselves as industry leaders.

 For this reason, it is worth taking a brief look at the most important LinkedIn trends in 2024. (I used the description offered by artificial intelligence (Google Bard) for the compilation of the list, adjusting it, of course. Why did I use it? It seemed important to include an in-depth review of platform trends, however, I understand that reading various studies will be time-consuming and this is only one of the sub-trends in the overall article. This is the way we make our work easier and save time on a daily basis. But (!!!) attracting the mind!) 

Who will dominate on the platform?  Namely, experts expect (Google Bard also offered excellent references to the compilation):

More details on other public relations trends: here

#13 Packaging? Better without it and sustainability

Looking at the graphic design trends, I liked "de-packaging and sustainable luxury" the most and it seemed to be related to the values, culture and sustainability mentioned above. This trend has been fuelled by climate change and the growing commitment of brands to be environmentally responsible in manufacturing and packaging design. A creative approach to “packaging without packaging” is expected, which will certainly be a challenge for graphic designers, choosing sustainable material as well. Such a design already creates a story - it remains to tell it in complex form. More details: here

When summarizing everything, several key theses crystallize for 2024:


This year, the JDP Integrated Communications team has implemented many interesting, quite visible and loud as well as quieter projects in various fields, and our unique selling point is still "expert, scientist and researcher". We are proud of this, because high-quality specialists with considerable knowledge and experience work on every project. We and our customers like to say: "A small agency with big projects."

Huge thanks to customers and cooperation partners for their trust! We enjoy what we do and will continue to create "deep" content in the agency's communication channels in the future. 

The key motive: "Following your client's footsteps."

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Your sincerely, - 

Jolanta Derkevica-Pilskunga, PhD