The Future of Marketing: 5 Predictions for 2024

WSI Team
January 20, 2024

As we reflect on the past year's digital marketing landscape, it's evident that the pace of change is unrelenting, with new trends and technologies emerging at a breakneck speed. In the spirit of tradition, we return with our annual predictions, armed with insights and foresight, to chart the course for the future of marketing in 2024.

In case you’re a rookie reader of the WSI blog, we make five digital marketing predictions for the year ahead of every year. We’ve been doing this since 2014 (check out our posts from 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022, and 2023), so we’ve got a little bit of experience with this fortune-telling thing 😀. Here’s the scorecard we created to help determine how well we did (we've been rocking the below scoring matrix since 2014):

  • Oracle (+2) – when we’re so right, it’s like we channeled that nice lady from The Matrix
  • Oracle In-Training (+1) – we didn’t quite see the whole picture, but hey, we still saw the future
  • Clear As Mud (0) – we weren’t right, but we weren’t wrong, either
  • Just A Bit Outside (-1) – we tried to paint the corner of the plate, but we didn’t get the call (I'm a big baseball fan)
  • Swing And A Miss (-2) – we took a swing at it, but we weren't even close

Before we grant ourselves the right to make more prognostications (wow - say that five times fast), let's grade last year’s predictions and see how we did. Here’s what we said would happen in 2023:

#1: Twitter Won’t Be the Same—It May Not Even Exist

Grade: +1

Twitter indeed underwent significant changes in 2023, but rather than vanishing, it transformed. The platform pivoted its business model, shifting toward subscription services and enhanced user verification methods. While it didn't collapse, the Twitter of 2023 (or should we say "X") is markedly different from its predecessors, so we’ll take one point.

Only one, though, because we did go as far as saying that a replacement for Twitter would emerge and that just hasn’t happened. Sure, Bluesky, Mastodon, and Threads all had their moments in the sun, but Twitter/X is still very much the go-to platform to be “in on the conversation.”

#2: More Mainstream Business Opportunities for Web3 Will Emerge

Grade: +1

While it might seem like Web3 all but disappeared over the last two years, we actually think it quietly cemented itself as a cornerstone for innovative business practices in 2023 and is poised for a comeback in 2024. We’ll only take one point for this prediction, but with decentralized finance (DeFi) and NFTs solidifying themselves as everyday terms and companies like Microsoft and Disney expanding into the realm, there’s just no way anybody can argue Web3 isn’t something that’s becoming more mainstream as we head into a New Year.

#3: Zero-Click Content Will Continue to Gain Steam

Grade: +2

This was a home run prediction, as zero-click content took center stage in 2023, with brands learning that value upfront drives engagement just as effectively as traditional CTAs. This approach led to a noticeable increase in brand trust and customer loyalty. And with posts like these appearing on top industry blogs in 2023, we think it’s pretty safe to say zero-click content is (or should be) on every marketer’s mind as we head into 2024.

#4: More Companies Will Outsource to Digital Agencies

Grade: +1

Economic uncertainties prolonging themselves into 2023 prompted companies to lean on the expertise of digital agencies more than before. Agencies saw a surge in clientele seeking specialized marketing services to navigate the complex digital waters efficiently and to keep the inbound marketing tap turned on amid the tail end of the pandemic. It’s hard to find exact stats on this, so we’ll only give ourselves one point, but we’re in the business, so we feel like we know what’s what.

#5: Companies Will Try to Tap Into Their Employees

Grade: +1

Brands began tapping into their most valuable resource in 2023—their employees. By equipping staff with the tools and incentives to become brand advocates, companies saw a marked improvement in organic reach and authenticity in their messaging. There’s not a ton out there to prove ourselves on this one either, but we did find one report that states employee brand advocacy programs grew in 2023 and will continue to skyrocket in 2024, so again, we’re feeling good about a single-pointer here.

Final Score: +6

With a commendable score of +6 and not an outright wrong prediction in the bunch, we think we did pretty well in 2023! 

Our 5 Marketing Predictions for 2024

So now, let's turn our gaze to the future, proposing what we believe 2024 holds for the digital marketing world:

#1: Short-Form Video Content Remains Dominant

Short-form videos have taken the digital world by storm, captivating users with their bite-sized and visually engaging content. In 2024, this trend is set to continue, but with a twist. These short videos will undergo further transformation, incorporating innovative interactive elements that will revolutionize the way users engage with the content.

Platforms like TikTok, which have already gained immense popularity, will play a central role in this transformation. They will go beyond just entertaining users by continuing their integration of eCommerce features directly into their content. This integration will blur the lines between entertainment and shopping, creating a seamless experience for users. Imagine watching a captivating video and being able to click on a product featured in the video to purchase it instantly. This game-changing advancement will reshape the way individuals interact with content and make purchase decisions.

The seamless integration of eCommerce into short-form videos will have significant implications for businesses and marketers. It will provide an avenue for brands to showcase their products and engage with their target audience, enabling brands to leverage the immersive and captivating nature of short-form videos to drive sales and boost brand visibility.

For users, this development will create a more convenient and personalized shopping experience. They will no longer have to navigate through multiple platforms or websites to make a purchase. Instead, they can seamlessly transition from watching a video to making a purchase within the same platform. This streamlined process will save time and effort, ultimately enhancing the overall user experience.

That's why we predict that as we enter 2024, it's clear that short-form videos and their integration with eCommerce will continue to dominate the digital marketing landscape. So, brace yourself for a year filled with captivating videos that not only entertain but also inspire you to shop with just a click.

#2: AI Becomes Your Go-To Tool

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

With AI tools like ChatGPT, Bing AI, and Perplexity, users can ask questions and receive responses that are curated based on the most up-to-date and relevant information available. These tools use advanced algorithms and machine learning techniques to analyze vast amounts of data and provide accurate answers in real-time, right within the "search" window. This level of accuracy, efficiency, and convenience is something that traditional search engines may struggle to match.

As a result of consumers continuing to embrace AI tools, traditional search engines may experience a decline in user traffic. However, this does not necessarily mean that search engines will become obsolete. Rather, they may need to adapt and incorporate AI technology into their algorithms to remain competitive in the evolving digital landscape. In fact, we're already seeing this with Google's launch of Gemini and Microsoft's deepening relationship with OpenAI (the parent company of ChatGPT).

Overall, the increasing prevalence of AI-generated information and the growing trust in artificial intelligence signifies a significant change in how consumers seek out information. This shift not only highlights the advancements in AI technology but also emphasizes the importance of accurate and personalized information in the digital age.

#3: The Way We Search is Changing (Voice & SGE)

In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice search optimization. As technology continues to advance, SEO strategies are adapting to cater to the increasing number of conversational queries made through voice commands. In response, content creators are focusing on crafting valuable and relevant information that directly addresses spoken questions, ensuring that users receive the most accurate and helpful responses.

But the evolution of search doesn't stop there. Another game changer on the horizon is the concept of Search Generative Experience (SGE). With SGE, users will no longer be limited to static search results displayed on a screen. Instead, they will experience a more dynamic, fluid, and conversational interaction with search engines. This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.

Imagine asking a search engine a question and receiving a detailed response that not only provides the desired information but also engages in a meaningful dialogue, asking follow-up questions to better understand your needs and preferences. This interactive and personalized experience will revolutionize the way we search for information, making it more intuitive, efficient, and tailored to the unique needs of each individual user.

The rise of smart speakers and voice assistants, coupled with the advent of Search Generative Experience, signifies a significant shift in the search landscape. It's no longer just about finding data; it's about creating an immersive and personalized search experience that goes beyond providing information to truly understanding and catering to the unique needs and preferences of each individual user.

As businesses continue to adapt their SEO strategies to prioritize voice search optimization and embrace the capabilities of Search Generative Experience, they will be able to connect with their target audience in a more meaningful and personalized way. By understanding and addressing the spoken queries and needs of their customers, businesses can enhance their visibility, credibility, and, ultimately, their success in the digital landscape of 2024 and beyond.

#4: Customer Service Becomes More AI-Driven

AI is revolutionizing the way businesses interact with their customers, and this transformation is only set to accelerate in 2024. With the increasing prevalence of chatbots and AI assistants, companies are moving away from traditional customer support models and embracing intelligent systems that streamline communication and enhance efficiency.

These AI-powered chatbots and assistants are designed to provide instant responses and solutions, offering real-time engagement and personalized assistance. By leveraging advanced algorithms and machine learning techniques, these intelligent systems can understand customer queries and provide accurate and helpful information in a matter of seconds.

One of the key advantages of AI-driven customer service is its ability to handle a large volume of inquiries simultaneously. Unlike human agents, who may be limited by their capacity to handle multiple conversations at once, AI assistants can efficiently manage numerous customer interactions without compromising on quality or speed. This scalability allows businesses to provide prompt and effective support to their customers, even during peak times.

In addition, AI-powered customer service can significantly reduce costs for businesses. By automating routine inquiries and tasks, companies can free up their human agents to focus on more complex and high-value activities. This not only improves the efficiency of customer support operations but also enables businesses to allocate their resources more effectively.

However, it is important to note that while AI-driven customer service offers numerous benefits, it should not completely replace human interaction. There will always be cases where customers require the empathy and understanding that only another human being can provide. Therefore, businesses should strive to strike the right balance between automated assistance and human support, ensuring that customers receive the best possible experience.

#5: The Physical and Digital Worlds Converge

Augmented Reality (AR) and Virtual Reality (VR) will reshape the online and offline experience gap. Brands will create virtual showrooms, enabling customers to explore and interact with products in a simulated space, transcending physical limitations. This trend emphasizes immersive experiences, from virtual product launches to interactive storytelling, fostering a more engaging customer journey. 

By incorporating AR and VR into their marketing strategies, brands can create captivating experiences that allow customers to fully immerse themselves in the world of their products. Imagine being able to try on clothes virtually, test out home decor items in a virtual living room, or even experience a virtual vacation before booking. These immersive experiences not only provide entertainment but also address real-world challenges by enabling consumers to experience products in a more realistic and personalized way.

The integration of AR and VR not only provides entertainment but also addresses real-world challenges, allowing consumers to experience products before making informed decisions. As we enter 2024, the use of AR and VR in marketing strategies is set to become even more prevalent, revolutionizing the online and offline experience gap and transforming the way we shop.

In Conclusion

As we stand on the cusp of 2024, these predictions are the result of much gazing into our crystal ball and pondering what’s to come in the rapidly evolving digital marketing world in the near future. As avid bloggers in the field, we understand the excitement and uncertainty that comes with predicting the future. While we cannot guarantee that our predictions will be 100% accurate, we are always eager to learn more about the ever-changing landscape of digital marketing.


The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your go-to-place to get tips, tricks and best practices on all things digital marketing related. Check out our latest posts.

Subscribe Blog

I consent to WSI collecting my contact details and sending me digital communications.*

*You may unsubscribe from digital communications at anytime using the link provided in WSI emails.
For information on our privacy practices and commitment to protecting your privacy, check out our Privacy Policy and Cookie Policy.

Don't stop the learning now!

Here are some other blog posts you may be interested in.

What If Your Hospital Had a Brand Persona?

By Pamela Bell • April 25, 2025
How Humanizing Your Hospital's Brand Boosts Community Trust and Visibility In healthcare, especially for regional hospitals, the focus is often on clinical outcomes, compliance, and operations. So the idea of giving your hospital a “personality” might sound a little… off-brand. But here’s the reality: patients don’t just choose hospitals based on stats and proximity,they choose based on connection. In a sea of white coats and generic mission statements, the hospitals that stand out are the ones that feel human. Why Brand Personality Matters (Even in Regional Healthcare) Most hospitals promote themselves using similar language: “high-quality care,” “experienced providers,” “state-of-the-art facilities.” While these claims may be true, they don’t do much to differentiate your hospital from the one 20 miles down the road. A brand persona isn’t a gimmick,it’s a strategy. It’s about shaping how your hospital is perceived by patients, staff, and the broader community. It’s how you create emotional connection, increase trust, and stay top of mind,especially when patients aren’t actively thinking about healthcare. Ask yourself: If your hospital were a person, how would it speak? Would it be warm and nurturing? Calm and wise? Energetic and optimistic? Would it be the hometown helper or the bold advocate? When you define your hospital’s persona, everything becomes clearer: your messaging, your design, your tone,and most importantly, your impact. The Psychology Behind It Research in behavioral science tells us people make decisions emotionally and justify them logically. Healthcare is no different. When a patient chooses a provider, they’re asking: “Will they listen to me?” “Will I be treated like a person, not a number?” “Do I trust this place with my health,or my child’s?” A strong brand persona helps you answer those questions without needing to say a word. It makes your hospital more relatable, trustworthy, and memorable. Real Examples of Hospital Brand Personas Let’s look at how brand persona shows up in action,even if the hospital doesn’t call it that: Cleveland Clinic: The Calm Expert Their brand communicates clarity, confidence, and calm leadership. Patients see it as a steady hand in moments of fear. Children’s Mercy Kansas City: The Caring Advocate Everything from their visuals to messaging to staff stories centers on compassion, hope, and putting families first. Your Regional Hospital? Let's Imagine… What if you built a persona around what makes your hospital truly special? The Hometown Guardian: Emphasizing local roots, community stories, and accessibility,“We’re here because we live here too.” The Wellness Coach: Empowering, educational, and proactive,“We help you stay healthy, not just recover.” The Quiet Hero: Understated but deeply dependable,“You may not hear about us every day, but we’re here when it matters most.” Each persona guides your social posts, your visuals, your recruitment messaging,even how you respond to patient reviews. How to Build a Brand Persona for Your Hospital Creating a brand persona doesn’t mean changing who you are,it means revealing your personality on purpose. 1. Define the Role You Play in the Community Are you the trusted neighbor? The advocate for underserved groups? The last-resort specialist? Identify what role your hospital actually plays, and own it. 2. Choose 3–5 Personality Traits Examples: Compassionate, Bold, Trusted, Honest, Proactive, Friendly, Local These traits will shape everything from your billboard headlines to your Instagram captions. 3. Establish a Consistent Tone of Voice Is your communication warm or clinical? Formal or conversational? Do you use plain language or medical terminology? Stay consistent across all channels. 4. Align Visuals with Values Colors, photography, design, all of these reinforce your persona. A “community-first” hospital might feature real patient photos and earthy tones. A “tech-forward” hospital might lean on modern fonts and minimalist design. 5. Craft a Signature Narrative People don’t just remember what you do, they remember why you do it. What’s your origin story? What’s your promise to the community? Why does your hospital matter? Why This Works for Regional Hospitals Regional hospitals often serve smaller populations with fewer marketing resources. That’s why brand persona is such a powerful tool,it multiplies your impact without multiplying your budget. When done well, it helps: Build stronger emotional ties with patients Increase word-of-mouth referrals Make hiring and staff retention easier Create clarity in a noisy healthcare environment Position your hospital as the go-to choice for care Persona Is Strategy, Not Fluff This isn’t about making your hospital “cool.” It’s about making it real. In a world where patients are overwhelmed by choices and skeptical of healthcare systems, your brand persona is your edge. It brings consistency. It builds trust. It connects. Because your hospital is more than a building with beds. It’s a living, breathing part of the community. And it deserves a voice that reflects that. Want help shaping your hospital’s brand persona? We specialize in helping regional hospitals build visibility, trust, and connection through smart, consistent branding. Let’s chat.

Engagement That Actually Feels Human – Marketing Strategies for Hospitals

By Pamela Bell • April 21, 2025
In healthcare, engagement isn’t about slick apps or expensive campaigns, it’s about human connection. For regional hospitals with limited teams and tighter budgets, building authentic relationships with patients and the community often gets pushed aside. But here’s the truth: you don’t need a fancy tech stack or a 10-person comms department to engage meaningfully. What you need is a strategy rooted in relevance, consistency, and a voice that sounds like you. This blog is your guide to making patient and community engagement feel personal, approachable, and impactful, without burning out your team. Why Human Engagement Matters More Than Ever Today’s patients are overloaded with content, options, and distractions. If your hospital’s communication feels robotic, templated, or inconsistent, they’ll tune out. What sticks? Human stories. Timely information. Warmth. Empathy. Engagement that feels personal improves patient satisfaction, boosts reputation, and builds community trust. And for small hospitals, that trust is your greatest competitive advantage. Three Ways to Build Human-Centered Engagement (Without Extra Headcount) 1 . Share Real-Life Stories From Your Hospital People connect with people - not buildings, not procedures, not clinical language. One of the most powerful things you can do is spotlight the humans inside your hospital. Highlight Staff Members: Use your social channels and newsletters to feature short bios, quotes, or day-in-the-life posts about nurses, techs, volunteers, or maintenance staff. Celebrate Patients (With Consent): Share patient success stories, testimonials, or gratitude moments. Keep it simple, honest, and focused on the human experience, not the medical jargon. Recognize Community Wins: Did your team support a local health fair? Sponsor a charity run? Help with school vaccinations? Share the moment, tag partners, and thank the community. These stories don’t require professional photography or polished video. A photo from a smartphone and a heartfelt caption go a long way. 2. Build an Engagement Calendar (You’ll Actually Use) Engagement feels overwhelming when it’s done on the fly. A light, recurring content calendar keeps you consistent without overloading your staff. Weekly Ideas: Monday: Staff spotlight or local health tip Wednesday: Upcoming events or reminders (e.g., flu shots, clinic hours) Friday: Patient story or wellness quote Monthly Themes: February: Heart health awareness May: Mental health & stress relief October: Breast cancer screening awareness Use Canva or a basic spreadsheet to plan your posts. If you have a bit of budget, a scheduling tool like Buffer or Later can automate them for the month. 3. Keep the Tone Simple and Warm You don’t need to sound like a national ad campaign. In fact, you shouldn’t. When writing social posts or emails: Use plain language. Avoid medical jargon. Write like you speak. Would you say that sentence to a friend? Keep it short. Get to the point quickly. Add a touch of personality. Emojis, light humor, or local references make you more relatable. Example: ❌ “Our outpatient clinic offers comprehensive cardiac diagnostic protocols in accordance with the latest AHA guidelines.” ✅ “Got a heart health question? Our clinic team is here to help, walk-ins welcome every Wednesday!” T ools That Can Help (Without Breaking the Bank) You don’t need a major CRM or agency retainer to stay engaged. Here are a few tools small teams love: Canva: Design graphics, flyers, and social posts (free version works great!) Google Calendar: Use it to plan your monthly content themes Buffer/Later: Schedule social media in advance to save time Mailchimp: Send patient newsletters or updates with a user-friendly interface Google Forms: Collect feedback or event RSVPs easily What Engagement Actually Looks Like Still not sure what kind of content qualifies as “engaging”? Here are some examples: A short video from a nurse sharing a wellness tip A Facebook post asking, “What’s your favorite local walking trail?” A community photo album from your latest blood drive A behind-the-scenes look at your new clinic space A thank-you note to your weekend ER team (posted Monday morning!) Remember: engagement isn’t a campaign. It’s a habit. Small, regular acts of communication go much further than one big initiative you can’t sustain. You’ve Already Got the Heart, Now Show It You already have what your community wants: care, trust, and dedication. Your job isn’t to reinvent the wheel, it’s to make sure people feel it. Human-first engagement is how regional hospitals win attention and loyalty in a world full of noise. It’s how you show up even when you don’t have the biggest team or budget. Start simple. Start small. But start today. Want help planning your engagement calendar or building templates your team can run with? Let’s chat.

How to Boost Local Visibility for Your Hospital (Without Breaking the Bank)

By Pamela Bell • April 21, 2025
For regional and community hospitals, one of the biggest challenges isn’t delivering exceptional care, it’s making sure your community knows just how much you do. Despite offering life-saving services, wellness programs, and a dedicated staff, many local hospitals remain under the radar. But here’s the good news: You don’t need a massive advertising budget or a full-time marketing team to change that. A few focused, cost-effective strategies can dramatically increase your hospital's visibility and foster deeper community trust. 1. Make Your Providers and Services More Visible Your physicians and specialists are often your most powerful marketing tools. Community members may not know the full range of services your hospital offers, or that top-tier care is available just down the street. What to Do: Feature provider spotlights on your website and social media. Share short interviews, photos, or fun facts to humanize your team. Use local keywords in your website copy, such as "pediatrician in [Town Name]" or "[Your Hospital] women's health clinic." Promote services seasonally, like flu shots in the fall or heart health screenings in February. 2. Leverage Local Partnerships Visibility often starts with collaboration. Partnering with organizations already embedded in your community helps spread the word and build credibility. Ideas to Try: Co-host events with local schools, fire departments, or libraries (e.g., CPR classes, back-to-school wellness days). Sponsor a youth sports team or run a booth at community fairs. Collaborate on health education with churches, local nonprofits, or community centers. These small partnerships can lead to bigger conversations about what your hospital brings to the table. 3. Use Social Media for Local Engagement It doesn’t take daily posts or viral videos to get noticed. What your audience craves is connection. Quick Wins: Post weekly community updates, such as staff birthdays, upcoming events, or behind-the-scenes photos. Highlight local stories: Share success stories (with consent), patient milestones, or new staff introductions. Tag local businesses and partners to increase reach and show community involvement. The goal? Make your social feed feel less like an ad and more like a neighborhood bulletin board. 4. Update Your Google Business Profile When locals search "hospital near me" or "urgent care [town name]," your hospital should be front and center. An optimized Google Business Profile is the key to showing up in those results. Make Sure To: Add up-to-date hours, services, and contact info. Post regular updates or announcements. Upload photos of your facility, staff, or events. Respond to reviews, even a simple thank-you builds goodwill. 5. Get Featured in Local Media (Without Paying for Ads) Don’t underestimate the power of traditional local outlets. News stations, radio shows, and community papers are often eager to spotlight positive stories. How to Start: Reach out with press releases about new programs, equipment, or awards. Offer your experts as sources for seasonal stories ("Flu Trends in [County Name]"). Invite reporters to behind-the-scenes tours or wellness events. When local media sees you as a trusted source, you get exposure money can’t buy. Your hospital may not have the budget of a large healthcare system, but you do have the trust, proximity, and heart that national brands can’t replicate. By focusing on local visibility strategies that highlight your people, services, and community impact, you can build the kind of awareness that not only increases visits but deepens loyalty. You don’t need to shout louder than the competition. You just need to show up consistently, connect genuinely, and make it clear: your hospital is here for the community, because you are part of the community. Want help making your hospital more visible online and offline? Let’s talk strategy.
Show More