As 2023 comes to a close, I want to share with you my top three trends that will shape omnichannel marketing in 2024:
1. Prioritize Value Offers: In the current economic landscape, for the foreseeable future, consumers are going to be budget-conscious in order to stretch their grocery budgets. As a result, Consumer Packaged Goods (CPG) companies must put together an omnichannel marketing plan to reach shoppers pre-shop and in-store with aggressive value-based offers such as price promotions, coupons (digital or IRCs), bonus loyalty points offers, contests and more to drive sales conversion.
2. Retailer Media: The seismic shift of advertising dollars towards retail media will undoubtedly continue in 2024. The draw of first party sales data allowing CPG brands to reach key target audiences with relevant offers while in the shopping mode is challenging to resist. Plus, with the huge financial investments being made by the likes of Walmart and Loblaws, the shopper experience is only going to improve next year.
3. Generative AI: The advancements in generative AI technology will allow CPGs to become more efficient when it comes to omnichannel marketing. AI will help marketers to do such things as map out new shopper journeys, introduce new product innovation, identify the most profitable target audiences and personalize offers leading an increase in ROI.
I am interested in what you see as the key trends next year in omnichannel marketing, so leave a message in the comments section.
Until next time, I wish everyone a happy and healthy holiday season.
