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Speaking about the top trends for digital marketing in 2024, Shradha Agarwal Co-Founder & Global CEO, Grapes Worldwide, said, “The first major trend was CGI and AR. People saw a lot of campaigns coming through CGI work and AR work, not just on social, but also across additional platforms. The second biggest trend was outdoor activations, where a great, contextual billboard was used, and people then blasted them on digital media, even if they weren’t spending too much on the ground. The third biggest trend was innovations through quick commerce, which helped people drive more sales but also draw attention to their e-commerce and quick commerce facilities, whether it was through tie-ups on apps, innovations with packaging, or even innovations with the uniforms of delivery boys.”
Speaking about the top trends expected in 2025, she said, “The first major trend for 2025 will be the use of AI and its implementation at multiple levels. Technology, creativity, and data analytics will combine to help brands innovate in advertising. Last year, the focus was more on purposeful campaigns. But this year, I believe there will be a lot more bizarreness. Entertainment will become a very important perspective for us, and brands will do something really different and unique—not just for the sake of being bizarre, but in a more creative and integrated way. Bizarre marketing will be on top of everything.”
She added, “The third trend will be technology and innovation, and how we use a lot of BTL or digital technology to create experiential marketing for clients. This is already very big in the US. Omnichannel will be very important—taking a billboard and connecting it to a marketing angle, but digitally. We will also see campaigns tied to events like concerts and then exploding them online. On-ground and online coherence through omnichannel marketing will become a major game-changer in 2025.”
