Top 15 B2C Digital Marketing Trends for 2024

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Goodway Group POV Guide

Top 15 B2C Digital Marketing Trends for 2024 PREPARED BY

LARISSA FRANKLIN Strategic Insights Analyst Goodway Group

EMILY GRAY Research Analyst Goodway Group

CAITLYN MONSE Research Analyst Goodway Group

CHRISTA MURPHY Senior Strategic Insights Analyst Goodway Group

October 2023

Goodway Group POV Guide


The Future of B2C Digital Marketing From the explosion of generative AI technology to predictions of a recession to the infamous social media drama between Mark Zuckerberg and Elon Musk, 2023 has been a year of upheaval. What can we expect in the digital marketing world in 2024? Whether you’re a B2C brand or an agency that services clients in the B2C space, we’ve got your back. Use these top digital marketing trends to guide your planning, budgeting and forecasting for 2024. What's covered: Video Advertising Trends Social Media Trends Measurement Trends Commerce & Retail Media Trends

© 2023 Goodway Group. All rights reserved.


Goodway Group POV Guide

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Video Advertising Trends The video advertising industry shows no signs of slowing down, with projections signaling remarkable growth in 2024 and the years to come. Here are some video advertising trends to watch out for in 2024.

$91.95 Billion Video advertising spend is predicted to grow to this amount by 2025. Source: Statista

1. Video Advertising Will Continue To Grow According to eMarketer, all video advertising (including long-form video, short-form video, ad-based videos on-demand/connected TV, national TV networks and local TV) will grow by 4.7% in 2024. By 2025, it is projected to reach $91.95 billion, and by 2027, it will surpass $100 billion for the first time, reaching $105.9 billion.

2. Short-Form Video & UGC Will Continue in Their Popularity Per Avatar Studios, two popular video formats — short-form, TikTok-style B2C videos and user-generated videos — will remain popular in 2024, reflecting the dominance of TikTok and user-generated content (UGC) in consumer video consumption. As a result, many companies will focus on using both formats in their advertising efforts. B2C brands that have capitalized on this trend have reported more ROI from short-form videos, which brands may likely continue seeing in 2024.

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Goodway Group POV Guide

3. Connected TV (CTV) Is Here To Stay With linear TV viewership predicted to continue to decline, CTV is showing no signs of stopping in its growth. eMarketer anticipates that CTV households will more than double traditional pay TV households in 2024, reaching 115.1 billion. CTV advertising will follow suit. According to Statista, at current pace, CTV ad spend is expected to grow to $29.29 billion next year and reach $40.9 billion by 2027. Its growth will be driven by several factors per eMarketer including:

115.1 Billion The number of CTV households we're anticipated to see by 2024 — more than double traditional pay TV households. Source: eMarketer

Access to real-time, data-driven insights. More precise audience segmentation capabilities. Higher ad recall and engagement rates because you can’t skip CTV ads. The significant surge in CTV advertising is impacting advertising strategies and budgets as CTV emerges as the ideal channel to reach specific target audiences.

4. YouTube Viewership & Ad Spending Will Increase According to eMarketer, YouTube accounts for more than 20% of ad revenues and time spent with CTV in the U.S. YouTube is the leader in revenue and time spent. Viewing the bigger picture of CTV, YouTube takes up ¼ of total time spent and revenue. This is due to the free content available and the opportunity for an influx in ad space and loads. This makes their ads cheaper when compared to other streaming services like Hulu.

>20% YouTube makes up this percentage of ad revenues and time spent with CTV in the U.S. Source: eMarketer

Across all generations, YouTube is the most widely used free video service. Gen Zers (82%) and millennials (78%) hold the highest watch spot. U.S. adults will spend 3:23 per day watching digital video in 2023. 34 of those daily minutes will be YouTube watchers. Overall, eMarketer forecasts that YouTube’s growth will reach double digits in 2024 and 2025 and will exceed Hulu by 2025, making it #1 in terms of U.S. CTV ad revenues by company — surpassing other competitors like Roku, Pluto TV, Peacock and Tubi.

© 2023 Goodway Group. All rights reserved.


Goodway Group POV Guide

Social Media Trends Social media has become a huge driver in brand discovery and online shopping, with 78% of internet users using social media as their primary source when looking for more information on brands. Use these trends to shape your social advertising strategy in 2024.


5. TikTok Will Reign Supreme for Gen Z

The number of surveyed Gen Z respondents who reported using TikTok more than once per day.

It’s no secret that Gen Z loves social media — they spend the most time per day on social media of any generation, heavily using video-based platforms. After all, Gen Z is the first generation to grow up entirely in the digital social age. According to GWI Survey Data pulled on July 25, 2023, Instagram was the #1 service Gen Z respondents reported using, followed by TikTok (#2) and Snapchat (#3).

Source: GWI

Despite the popularity of Instagram, however, TikTok will offer several advantages to advertisers over this Meta platform in 2024. eMarketer explains that Gen Z remains hard to reach outside of TikTok because TikTok offers many more ad formats than Instagram Reels. Also, it’s harder to use creators in Instagram Reels ads. Moreover, Snapchat daily user time is predicted to decrease in 2024. Why is TikTok so popular with Gen Z? It not only provides Gen Z viewers with instant gratification in the form of short-form, “snackable” video content, but also individualized entertainment and content that is based on the algorithm’s interpretation of their digital footprint.

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6. Reach Millennials on Instagram, TikTok & Facebook Per the aforementioned GWI Survey, millennials reported spending the most time using Facebook (54.5%) and Instagram (44.8%) in July 2023. This trend will likely continue in 2024, though Facebook usage is predicted to plateau, while the number of Instagram users will continue to grow. Also, don’t forget about TikTok. At 28.2%, TikTok was the third-most-used service millennials reported that they used. Looking into 2026, TikTok is expected to continue increasing the number of users within the platform. While Gen Z spends the most time on video-based platforms, short-form videos are increasing in popularity across all demographics and platforms — including with millennials.

44.8% The number of surveyed millennial respondents who reported using Instagram more than once per day. Source: GWI

7. TikTok’s Main Competitor Will Be the U.S. Government Even though TikTok usage is predicted to grow, there’s one caveat to keep in mind for your 2024 advertising strategy: TikTok bans. Their largest competitor in the coming year(s) will not be another platform, but the U.S. government. With more states fully or partially banning TikTok and the U.S. Congress approving a motion to ban TikTok, audiences in your target markets may have more limited access to TikTok, if even at all.

28.2% The number of surveyed millennial respondents who reported using TikTok more than once per day. Source: GWI

Therefore, it’s important to keep tabs on current legislation and adjust your strategy, looking at diversifying to other social media platforms — whether existing or up-andcoming ones like Threads — as more bans take place.

© 2023 Goodway Group. All rights reserved.

Goodway Group POV Guide


Measurement Trends Channel and platform measurement are top of mind for many advertisers — especially as they’re tasked with analyzing multichannel attribution and proving how marketing metrics align with revenue-based KPIs to non-marketing, C-Suite executives. Check out these 2024 measurement trends as you outline your measurement plans.

8. KPIs Businesses Should Track in 2024 The following KPIs have proved successful for advertisers in 2023 and will continue to demonstrate the efficacy of your marketing campaigns in 2024: Conversion rate Customer lifetime value (CLV) Customer retention rate and quality Lead quality ROI Sales revenue Social media engagement (likes, shares, comments and follower growth) Website traffic

Upper-Funnel Metrics If you’re working on an upper-funnel campaign for a new brand launch in 2024, focus on measuring your email subscription rate as well since it provides insight into how many visitors want to receive offers and updates. In addition, consider using brand awareness surveys to measure the level of brand recognition and recall among your target audience.

© 2023 Goodway Group. All rights reserved.


Goodway Group POV Guide

Lower-Funnel Metrics Doing a lower-funnel marketing campaign? Add these metrics to your mix to ensure you’re capturing all the data you can about prospects who are closer to making a purchase decision:

20 - 30% The average churn rate of a B2C business.

Average order value (AOV) Churn rate Cost per acquisition (CPA) Lead-to-customer conversion rate Repeat purchase rate Return on advertising spend (ROAS) Shopping cart abandonment rate

9. Watch Out for These Key Benchmarks in Your Reporting Though benchmarks for the KPIs listed above aren’t available for every industry, here are some B2C-specific benchmarks commonly used you can expect see carry over into 2024: CLV: This can vary significantly depending on the industry and business model. However, a healthy CLV is typically several times higher than the cost of customer acquisition (CAC). Churn rate: The average annual churn rate for B2C businesses is around 20% to 30%. Ecommerce conversion rate: The average conversion rate for ecommerce websites is around 2% to 4%. This means that out of every 100 visitors to the website, 2 to 4 of them make a purchase. ROAS: For B2C businesses, a ROAS of 4:1 or higher is often considered a good benchmark. This means that for every $1 spent on advertising, the business generates $4 in revenue. Social media engagement rate: On social media platforms, a 1% to 5% engagement rate (likes, shares and comments) is considered reasonable for B2C brands.

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4:1 or Higher Ideal ROAS benchmark for B2C businesses. Source: BigCommerce


Goodway Group POV Guide

10. B2C Marketers Will Favor MTA and Incrementality In 2024, B2C brands will be pushed more than ever to leverage person-level data to measure the impact of marketing attribution. Since media mix modeling (MMM) doesn’t show user-level engagements such as clicks and impressions, marketers instead will use multi-touch attribution (MTA) models and incrementality testing to gain the right insights to prove the value of their efforts on revenue.

Media Mix Modeling A sophisticated statistical model that incorporates investment and delivery data to better understand budget and channel priority for investment and planning.

However, if evaluating larger, more holistic questions such as where to invest additional funds and how best to budget for these online and offline channels, marketers will rely on MMM in 2024.

Commerce & RMN Trends Here are some major commerce and retail media network (RMN) trends to anticipate in 2024.

Multi-Touch Attribution Utilizes performance data to demonstrate the combined impact of multiple consumer touchpoints on driving consumer behavior toward business goals.

11. Omnichannel Digital Experiences Are on the Horizon To cater to changing consumer behavior, commerce brands and retailers will continue investing in and creating omnichannel digital experiences both in-store and online. Stores will become more like their online counterparts, leveraging technology to produce seamless end-to-end customer experiences. Retailers and manufacturers will also continually favor a direct-to-consumer model.

© 2023 Goodway Group. All rights reserved.

Incrementality Also referred to as "incremental lift," this demonstrates the impact marketing has toward capturing new customers beyond those the brand was likely to gain without media present.


Goodway Group POV Guide

12. Sustainability Will Retain Its Importance Sustainability isn’t just a fad — it will continue to remain a priority for brands and consumers in 2024, impacting all aspects of commerce including brand loyalty. Generations with large buying power and influence such as Gen Z will increasingly value brands that demonstrate a commitment to sustainability. Pressure from regulators and boardrooms to focus on environmental, social and governance (ESG) will continue to intensify. According to a spring 2023 study by Diligent Institute and Spencer, 47% of respondents anticipate a more concentrated effort or continuation of their current ESG strategy in the future.

47% of surveyed respondents expect a more concentrated effort or continuation of their current ESG strategy in the future. Source: Harvard Law School

An embrace of sustainability initiatives will be essential to long-term value creation. Regulation to spur stronger action on ESG issues is possible. Companies will have to embed ESG goals and ideals into the corporate culture and daily operating behaviors.

13. Ecommerce Revenue Will Continue Growing eMarketer predicts that ecommerce sales will top $1T in 2024 and account for nearly 20% of all retail sales. Its ascent will be driven by mobile sales as consumers shift to buying more on mobile than on desktops and laptops. To drive ecommerce success, brands should consider using technology such as AI, video and virtual reality (VR) to deliver more personalized experiences that appeal to consumer preferences.

71.8 Million U.S. consumers will buy cross-border in 2024. Source: eMarketer

14. U.S. Buyers Will Purchase Overseas Products eMarketer also estimates that nearly one third of all U.S. digital buyers will buy internationally in 2024. Cross-border buying will increase to 71.8 million U.S. consumers — a 19% growth since 2019. This will give B2C companies with a global presence an advantage and could prove to increase the competitor pool for U.S. brands with national locations only.

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Goodway Group POV Guide

15. Retail Media Networks Will Continue To Expand RMNs will grow about $10 billion to a market of $55 billion in 2024, driven by factors such as: The potential for omnichannel sales attribution. In-store retail media becoming more prominent. RMNs moving further up the funnel by expanding into new formats such as social, web and streaming. Brands will want to capitalize on this growth and the many benefits that advertising on RMNs offers including better targeting capabilities, crossselling and upselling opportunities, and access to retailer first-party data. Finally, Amazon is predicted to maintain its dominance in the RMN world, with Walmart and Instacart nipping at its heels.

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