Reflecting on 2024: Revisiting Predictions and Lessons Learned
At the beginning of 2024, The Continuum interviewed David Shing to discuss the key market trends he anticipated would shape the year ahead. For the first piece of the new year, we asked Shingy to look back at his predictions about major trends and how they would reshape the marketing landscape. We asked him to examine where his predictions came true and which ones might have missed the mark. We also asked him to share where he sees the industry heading in the year ahead.
As we close out 2024, I find myself revisiting the predictions I shared at the start of the year about marketing trends. The evolving landscape has both validated and challenged some of these ideas, offering insights into where we’ve been and where we’re headed. Now, reflecting on the year, it’s clear which of these rang true, which fell short, and which evolved in unexpected ways.
1. Moving Past Omnichannel by Developing an Ecosystem
In January, I spoke about the limitations of traditional multichannel marketing—a fragmented approach driven by demographic personas rather than consumer needs. I argued that we should focus on the need states of people throughout their day and assess whether a brand deserves to participate in their journey.
2024 Reality: This remains an unmet opportunity for many brands. While some have made strides toward creating cohesive ecosystems that respond to consumer needs in real time, the majority still rely on outdated strategies. As we look to 2025, I hold space for this shift to become the central focus, with brands embracing a true ecosystem model rather than sticking to disconnected multichannel approaches.
2. When Developing Content, Pay Attention to Context
The mantra I shared was simple: content isn’t king or queen; “context” is. Producing content at the speed of culture demands more than creativity—it requires relevance.
2024 Reality: This idea couldn’t have been more true. Two notable examples this year illustrated this perfectly: Coca-Cola’s AI-driven Christmas campaign and Jaguar’s “Follow No One” rebrand. Both received public and industry backlash, though for different reasons.
Coca-Cola’s AI Innovations: A Lesson in Context
Coca-Cola’s ad leveraged AI to create a festive, imaginative world, but its timing was tone-deaf. In a year dominated by fears of AI replacing human creativity, their execution—though technically excellent—missed the mark culturally. However, this wasn’t Coca-Cola’s first foray into AI-driven campaigns. Earlier this year, they released the groundbreaking "Masterpiece" ad, which used AI to bring iconic paintings like “Girl with a Pearl Earring” and “The Scream” to life, weaving them into a compelling narrative of sharing a Coke.
The "Masterpiece" campaign was widely praised for its creativity and technical prowess, showcasing how AI can elevate storytelling when aligned with cultural appreciation and brand heritage. While their Christmas campaign faced criticism, "Masterpiece" exemplifies the potential of AI to resonate with audiences when executed thoughtfully. These contrasting outcomes highlight the critical role of context in shaping public perception.
Jaguar’s “Follow No One” Rebrand: A Bold Move Misunderstood
Meanwhile, Jaguar’s dystopian aesthetic initially confused audiences, but when viewed in the context of its bold, iconic legacy, the campaign’s brilliance emerged. The rebrand aimed to evoke Jaguar’s history of innovation and exclusivity, appealing to a niche audience that values avant-garde design. Just as the E-Type and XJS models once redefined luxury automotive aesthetics, the "Follow No One" campaign sought to position Jaguar as a leader in modern design and individuality.
Both examples reaffirm that cultural context isn’t optional—it’s essential. Understanding the cultural climate and audience expectations can make the difference between a campaign’s success and its downfall.
3. Outdoor Advertising: The Next Frontier of Brand Experience
Paradoxically, outdoor advertising is thriving in a digital-first world. As much of daily life becomes mediated through screens, the physical, tangible presence of outdoor ads offers a refreshing change. These ads are unique because they exist in the "wild"—in spaces where audiences aren’t as busy and might be more receptive.
2024 Reality: Outdoor advertising has become a sensation precisely because it breaks away from the digital clutter. As I noted in a recent interview, "The ad becomes a participant in a sensation. You just can’t do that with a mobile ad. You just can’t do that with a leaderboard or a mid-page unit. There’s something about them being in the wild."
Examples like Charli XCX’s neon green "Brat" billboard in Brooklyn highlight the power of outdoor advertising. The hand-painted mural wasn’t just an ad—it became an experiential touchpoint when the artist performed a concert in front of it. Fans flocked to the mural, shared it across social platforms, and amplified the brand’s reach. This convergence of physical and digital is where outdoor advertising shines.
Moreover, advancements in digital tools have transformed the medium. Over one-third of out-of-home (OOH) sales are now digital, allowing dynamic, easily updated campaigns. Brands can leverage programmatic ad buying to target specific demographics and even track ad impact using cell data.
For younger audiences craving community and connection, outdoor ads provide a considered, thoughtful, and provocative way to engage. This makes them a compelling medium for fostering long-term brand affinity.
4. Look for Active Engagement on Social
In January, I criticized brands for outsourcing their identity to platforms like Facebook and Instagram, likening it to being a cast member in someone else’s show. I urged brands to humanize their social presence and prioritize meaningful engagement.
2024 Reality: This remains true, and the need is more urgent than ever. Brands that thrived this year showcased their personality through genuine human representation, creating feedback loops that moved beyond likes and into conversations. The real success stories came from brands that empowered individuals to embody their identity and spark movements through dialogue rather than passive engagement.
5. If It Can Be Automated, It Will Be Automated
At the start of the year, I reassured those worried about AI that it is a tool for efficiency, not a replacement for human creativity. I predicted we’d see an emergence of simpler, consolidated AI tools.
2024 Reality: Spot on. Major AI platforms now offer aggregated tools combining text, images, video, and search capabilities. However, these comprehensive tools are often less effective than specialized solutions. AI remains a task helper, enhancing human creativity rather than hindering it—a trend that should persist into 2025.
6. Shoppable Will Go Big
I anticipated a surge in shoppable content, particularly live shopping, which was already making waves on TikTok.
2024 Reality: True, but with caveats. While live shopping gained traction, particularly in Asia, its adoption in Western markets has been slower than expected. A standout example is the Chinese seller who’s mastered the art of showcasing products in three-second bursts, emphasizing price over features. This approach highlights a shift: instead of selling with elaborate storytelling, simply presenting value resonates with time-pressed audiences.
7. We Will Continue to Live in an Age of Affinity Over Authority
At the start of 2024, I predicted that affinity—the connection people feel with individuals rather than institutions—would continue to dominate over traditional authority.
2024 Reality: More true than ever. The election cycle illustrated this perfectly, with unscripted soundbites and personal branding on platforms like podcasts eclipsing polished, traditional messaging. People now gravitate toward relatability and authenticity, both in politics and in marketing.
Looking Ahead
Reflecting on 2024 reveals not only the resilience of these trends but also the challenges that remain. As we move into 2025, marketers have an opportunity to adopt these lessons and refine their approaches. Developing ecosystems, prioritizing context, fostering human engagement, and leveraging AI effectively will be crucial. Above all, staying attuned to cultural shifts, exploring the power of a person as your brand, using experiential as the bold extension of your advertising as people continue to crave connection and community, and embracing affinity over authority will ensure you create relevance in an ever-evolving landscape.
Here’s to a bold and creative 2025.
January 7, 2025
© 2024 The Continuum
