Written by: Udayan Bose, CEO of NetElixir
2024 has been nothing short of extraordinary. The digital marketing landscape brought unexpected twists, even keeping the most seasoned marketers on their toes. NetElixir has been around for over 20 years, yet this year’s surprises have pushed us to innovate, adapt, and deliver at a level we never imagined was possible. Today, I’m sharing the biggest surprises that have reshaped our world this year—and what they mean for the future.
Google Core Search’s Unexpected Shift Amid AI’s Rise
While we all knew AI was coming for search, few anticipated how quickly it would change user behavior. Keyword-based searches hit a plateau, with Zero Click SERPs (search engine results pages that offer answers without requiring a click) becoming more prominent. According to NetElixir’s research, click-through rates (CTR) dropped across the board, with informational queries seeing the steepest decline. Fewer clicks mean fewer opportunities to drive traffic and revenue through traditional search.
Brands can no longer rely solely on keyword optimization. They must focus on optimizing for product snippets, knowledge panels, and conversational experiences to capture consumer attention in an extremely dynamic landscape.
Retail Media Networks Take Center Stage
While retail media networks (RMNs) were expected to grow, their rapid rise in 2024 surprised everyone. Giants like Walmart and Target doubled down, creating powerful ecosystems that siphoned ad spend from traditional platforms like Google and Meta. Though the critical traffic mass needed to operate a successful RMN continues to be a challenge – so far, it has been an incredible growth story.
RMNs offer unparalleled access to high-intent shoppers. Brands must now strategize to capture market share within these platforms, shifting ad budgets to ensure visibility where it matters most.
Cookie Deprecation Delayed—Again
Just when we thought the death of third-party cookies was imminent, Google threw another curveball, delaying cookie deprecation indefinitely. After years of preparation, businesses found themselves in limbo once more.
First-Party Data is Here to Stay
Despite the delay, the writing on the wall is clear: first-party data is the future. Brands prioritizing direct data ownership, customer trust, and personalization will continue to thrive. Proactive marketers should use this time to refine their first-party data strategies. As the industry moves toward a first-party data-led future, having the right tools is essential.
Leverage LXRInsights to Stay Future-Ready
In a rapidly changing landscape, tools like LXRInsights give businesses the competitive edge they need. Powered by NetElixir, LXRInsights combines the power of experimentation with machine learning and first-party data to deliver unprecedented precision and effectiveness. Key features include:
- Predictive analytics to anticipate customer behavior shifts.
- Hybrid AI-human strategies for personalized, actionable insights.
- Customer segmentation tools to refine first-party data strategies.
In a world increasingly shaped by first-party data, tools like LXRInsights are purpose-built to help brands adapt, experiment, and excel. As I often say, “The brands that adapt faster—using the right tools and insights—will come out on top.” Experimentation isn’t just a tactic—it’s the key to uncovering what truly works in an unpredictable marketing landscape.
The Social Commerce Boom—Led by TikTok and Newcomers
Social commerce wasn’t supposed to mature this fast. Yet, platforms like TikTok have taken the e-commerce world by storm. Even newer platforms like Lemon8 began gaining traction with younger audiences. The earlier brands adapt to these platforms, the better positioned they’ll be to capture the next wave of social shoppers.
Subscriptions in Unexpected Categories
Subscription fatigue? Not quite. In 2024, subscription models exploded into unexpected categories like fashion rentals and even home improvement tools. Consumers are embracing flexibility and convenience. E-commerce brands should explore subscription offerings, even in unconventional spaces, to drive loyalty and recurring revenue.
Regulatory Crackdowns on Dark Patterns
In a surprising twist, global authorities, including the FTC and EU, cracked down on manipulative UX practices, known as dark patterns. From tricky subscription cancellations to deceptive upsells, the industry faced new compliance challenges. Marketers must balance conversion optimization with transparency. Ethical design practices are no longer optional—they’re essential for maintaining consumer trust and avoiding hefty fines.
AI-Driven Creative Goes Mainstream
2024 marked the year AI took the reins of creativity. Tools like DALL·E, MidJourney, and ChatGPT delivered high-performing ad creatives at scale, often outperforming traditional content. Creative teams are now focused on refining AI outputs to align with brand identity. This shift allows for faster, more efficient content production without sacrificing quality.
Sustainability as a Competitive Advantage
Sustainability has become a must-have for consumers. They are demanding transparency and accountability, prioritizing brands with both strong environmental and social commitments. E-commerce brands should look at authentically integrating sustainability into their strategies as they may risk losing loyal customers.
Looking to the Future
2024 has been full of surprises, but with change comes opportunity. The brands that stay agile and forward-thinking will shape the future of e-commerce marketing.
What surprised you the most this year? Let’s keep the conversation going—follow us on LinkedIn and share your thoughts!
