Digital marketing 2024: Insights about evolution, instore, performance & AI

Is your business ready for the changes digital marketing brings in 2024 and beyond? 

What will help you adapt is a full-funnel marketing approach. It provides memorable customer experiences across different touchpoints – from social media to in-store visits.

But what exactly is full-funnel marketing? How it works? Is it really a go-to solution?

Well, find out with us.

In this article, we’ll examine key insights from the DigitalX 2024 report to explore how brands can stay ahead of the curve and optimize omnichannel strategies to engage customers better.

Read the full report here, or keep reading.

Full-Funnel Marketing = Memorable Customer Experiences

Digital technologies affect your biz whether you like it or not. They can improve sales, help you enter new markets, reach new audiences, make it easier to understand consumers, etc. However, new regulations, GDPR, and the evolution of Web 3.0, have created many challenges and affected the data collection difficulty. 

In all of this, the advent of omnichannel browsing – where shoppers effortlessly move between social media, apps, and in-store experiences – reveals new information about purchase decisions.

ConsumerX research shows that general coupons and discounts influence 38.4% of consumers, while 23.3% respond to mobile app notifications. 

So, the shift is clear: shoppers engage with multiple touchpoints, from influencers to in-store events. 

Source: DigitalX report: Digital Marketing Evolution, Instore, Performance & AI.

Data and machine learning are indispensable tools in this environment, but they can’t stand alone. To truly succeed, brands must focus on the entire customer journey — a philosophy known as full-funnel marketing. This approach engages consumers at every stage, from awareness to conversion, and ensures a seamless experience across all platforms.

So, how to build this strategy? 

In short points:

• Start by setting clear objectives and KPIs.
• Understand your customer segments.
• Create content that goes beyond just selling. 
• Test UX.
• Automate, test again, iterate.

The idea of using digital technology to create memorable customer experiences is not going away. On the contrary, it will become the focus of 21st-century retailing.

Let’s see this topic in more detail.

New omnichannel world

While once seen as an ideal to strive for, omnichannel is now better understood from the consumer’s perspective. Shoppers no longer navigate channels intentionally — they move seamlessly between in-store experiences, apps, and online platforms. 

Example: Brands like Screwfix optimized their services for tradespeople who rely on fast, frictionless purchases. They offer 60-minute delivery and easy pickup options.

In practice, omnichannel today means creating a unified shopping experience without consumers realizing they are switching platforms. 

Influencers, app notifications, and personalized content – they all matter now in consumer decisions. But there’s more than offering multiple channels. The value is seen in integrating technologies that cater to each touchpoint. 

Thus, retailers are moving toward agile systems, cloud computing, and real-time stock visibility to meet consumer demands. Questions once centered on tech stacks have evolved to how businesses can connect customers with nearby stock or utilize social commerce effectively.

Ultimately, omnichannel is about consumer-centricity. 

As expert James Ratcliffe,  business development manager at Deployteq, points out that Unified Commerce is the next step, where Customer Relationship Management (CRM) systems and marketing automation unify data. All for ensuring a seamless, personalized customer journey across all channels. This holistic view enables brands to meet consumer needs effectively, build loyalty, and stay competitive in a rapidly evolving retail landscape.

Source: DigitalX report: Digital Marketing Evolution, Instore, Performance & AI.

On the other hand, Steve King, CEO of Dragonfly AI, emphasizes that retailers using three or more channels see 251% more consumer engagement than single-channel retailers. Omnichannel tools and strategies are just key to staying competitive, but success requires both effort and precision. Moreover, consistent branding across all channels builds recognition and trust, especially for global brands. And, thanks to personalization, consumers respond better. After all, content is tailored to them through product recommendations and targeted messaging.

We will now focus more on personalization, so keep reading.

AI: Personalization & Performance

In 2024, AI is more integrated into retail than ever, with personalization being one of its key applications. Yet, while AI can significantly enhance customer experiences, it alone isn’t enough to make brands stand out.

A recent survey revealed that 70% of 1,000 UK consumers are aware of how generative AI is used in online promotions. 45% acknowledge its influence on their purchasing decisions. Despite this, concerns about reliability persist. 50% of over-55s are worried about AI-generated fake reviews.

Here’s how AI is being effectively used within retail:

• Personalization: AI can analyze consumer behavior to offer tailored product recommendations. It ensures shoppers receive relevant offers.
• Data analysis: AI processes vast amounts of data and enables retailers to gain actionable insights. However, with GDPR regulations and consumers’ increasing reluctance to share personal data, managing this information is more challenging.
• Customer experience: Artificial intelligence-powered tools such as AI CRM solutions, chatbots, enhance customer interaction. They offer real-time assistance and personalizing the shopping journey.

Example: Amazon’s growth through its AWS cloud services highlights AI’s potential to drive revenue, especially in personalization and marketing. 

The challenge, however, lies in ensuring robust data management and crafting an AI strategy that integrates human expertise. Retailers must view AI as a tool to complement human skills, such as copywriting, where automation can handle routine tasks, not as a replacement.

Ultimately, AI’s ability to transform personalization and performance will be routine in the future, but businesses must first master how to blend data, technology, and human insight. Then, they will truly benefit from this evolving technology.

Social whirl

Social commerce is already a significant part of retail, with a 2023–2024 survey by ConsumerX revealing that 44.2% of respondents from 14 countries had purchased items through social platforms. Instagram leads the charge, with almost 52% of social media shoppers using the platform, followed closely by Facebook (51%), TikTok (36%), and YouTube (30%).

Source: DigitalX report: Digital Marketing Evolution, Instore, Performance & AI.

There, two primary approaches have emerged: paid social and organic social. 

While paid social focuses on targeted advertising backed by data, organic social is more about engaging with customers naturally. Yet, organic social has become harder to track, making many retailers turn their attention to paid ads. In fact, social media ad market is projected to reach $219.8 billion by 2024, according to Statista.

However, it would be a mistake for retailers to abandon organic social. Though harder to measure, organic interactions on social media often provide invaluable unstructured data that reveals consumer behaviors. For instance, casual conversations online or product mentions can offer critical insights into customer preferences.

As brands navigate the complexities of organic reach and paid strategies, organic social media is clearly about building authentic customer relationships. Iceland’s TikTok videos exemplify the power of authenticity in engaging audiences.

Source: DigitalX report: Digital Marketing Evolution, Instore, Performance & AI.

The key takeaway is that combining organic social with paid social creates a balanced strategy. 

When done right, these elements complement each other, allow retailers to leverage structured and unstructured data, and build more meaningful customer connections.

Company profiles

See how digital marketing and omnichannel strategies are handled by the best of the best.

HP: Partnership and sustainability

Founded in 1939, HP has grown into one of the largest global technology companies, leveraging various channels to connect with its customers. 

#1. In 2024, HP’s strategic initiatives include expanding its presence in new markets through high-profile partnerships, such as its recent sponsorship of the Scuderia Ferrari HP team. 

This collaboration, unveiled at the Miami Grand Prix, showcases HP’s logo on Ferrari race cars and positions the tech giant on the global motorsport stage. The partnership aligns with both brands’ focus on performance, craftsmanship, and technological innovation.

#2. Beyond sports sponsorship, HP reached millions through six social media platforms. 

With 4.6 million followers on Facebook alone, the company shares behind-the-scenes content from events like the Miami Grand Prix to engage its audience. 

#3. HP also emphasizes sustainability, making it a core element of its brand. 

Sustainability initiatives are featured prominently on the company’s website and social media channels, reflecting HP’s commitment to innovation that positively impacts communities and the environment.

L’Oreal: Global strategy with a local touch

L’Oréal has established itself as a global beauty giant that manages 36 brands across four key divisions: Consumer Products, L’Oréal Luxe, Professional Products, and Dermatological Beauty. 

#1. Despite its global reach, L’Oréal’s marketing strategy, known as “Universalization,” reflects a unique approach that balances global thinking with local actions. 

Rather than adopting a one-size-fits-all model, the company empowers its local teams in key markets such as the USA, Japan, and India to tailor products and strategies that meet the diverse needs and traditions of each region.

#2. Innovation is a core part of L’Oréal’s marketing, especially in digital experiences. 

The company has been a leader in integrating technology to enhance the customer journey. For example, visitors to L’Oréal’s UK website can use the “Hair Color Try On” feature to virtually experiment with different hair shades by uploading their own photos. For those seeking a more personalized experience, the site offers one-on-one live consultations and tools like the “Men Shade Matcher” to help customers choose the perfect hair color.

Nike: Direct-to-consumer success

Nike’s core mission is to inspire people to get active. No matter how fashionable, its products are designed to encourage exercise and athleticism.

#1. In recent years, Nike has expanded its marketing strategies through different channels.

These channels include influencer campaigns, a strong digital presence, and support for female athletes. Even with these innovations, Nike’s message as a sports brand remains consistent.

#2. Strategically, Nike has shifted toward direct-to-consumer (D2C) sales. 

The company strengthens its customer relationship while maintaining control over its image and distribution. It has invested heavily in its digital platforms to ensure seamless customer experiences across all channels, minimize friction, and maximize brand engagement.

PepsiCo: Data-driven innovation

PepsiCo, a global food and beverage industry leader, generated over $91 billion in net revenue in 2023, with iconic brands like Pepsi-Cola, Doritos, and Quaker.

#1. PepsiCo’s forward-thinking strategy revolves around data-driven insights.

In May 2022, PepsiCo unveiled how it utilizes data and analytics across various areas. This includes real-time updates on product freshness through Bluetooth technology, product development innovation, and regenerative farming advancements. 

#2. One standout innovation is “pepviz,” a predictive tool that allows PepsiCo to forecast future sales for individual stores. 

By focusing on future trends, this tool enables PepsiCo’s sales teams to adjust strategies and assist customers in optimizing their business growth.

#3. PepsiCo also focuses on sustainability. It reduces the thickness of plastic bottles and develops 100% recyclable paper packaging. 

With sustainability becoming a pressing concern, PepsiCo’s initiatives address environmental challenges and position the company to appeal to eco-conscious consumers.

Shein: Making fashion global

Shein’s unique business model focuses on providing customers with the latest trends on demand.

#1. Discounts and offers drive Shein’s customer engagement. 

Shoppers are encouraged to join the Shein loyalty club for benefits like free shipping and vouchers, while email list subscribers earn loyalty points. 

#2. The company engages shoppers through many touchpoints.

The brand’s presence on eight social media platforms, including Facebook, Instagram, and Snapchat, helps it reach a broad audience. Shein also collaborates with influencers, bloggers, and content creators. It allows them to trial products and participate in events through a simple four-step sign-up process.

#3. Shein X Challenge experience.

In April 2024, Shein launched the “Shein X Challenge” to discover emerging fashion designers and held its first fashion show in Singapore. The event showcased designers and strengthened their commitment to empowering the communities they serve.

Over to you

Digital marketing is rapidly evolving, and AI, omnichannel strategies, and full-funnel marketing define how businesses interact with customers. As the DigitalX report shows, these tools are now essential for business growth. 

So, if you want to stay ahead, you should continuously adapt to new technologies and still maintain a human touch in customer interactions. 

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