Bohlsen Group’s 2024 Marketing Predictions

By Bohlsen Group

One of our favorite parts of working in PR is predictions season. It’s fascinating to take a look into the minds of our thought leaders and hear what they hope to see for the future of their industry. Even if the predictions don’t come true, it’s a fun exercise in thinking creatively and a celebration for the year to come. We asked the team at Bohlsen Group to tap into their marketing niches and share what predictions they have for the industry in 2024. Here are some of our thoughts.

Public Relations

PR needs unity with all types of media

PR practitioners will have to be creative and resourceful to attain placements and, generally, rely more and more on a unified mix of earned, owned and paid media. There are several ways this can be achieved in the future, and it all boils down to creating fresh and useful content and finding where and how it can be placed to reach target audiences.
- Vicki Bohlsen, President and Founder

Sources won’t always be big-name CEOs

When journalists are looking for sources, having your name tied to a large company will only get you so far. A director who is on the ground of their company doing the day-to-day work is likely the person who will bring a relatable perspective to a story. I predict that we’ll see a wider variety of thought leaders in the media where sources will be prioritized not just for their background, but ability to bring new and interesting ideas in a concise way.
- Clara Bihn, Media & Communications Manager

PR pros must take advantage of evolving resources

Not only will public relators need to take advantage of media relations platforms to find opportunities, but they will need to determine where and when it makes sense to sponsor or pay to play with their expertly-written content. With the evolving newsroom, hyper-targeted quality over quantity matters.
- Vicki Bohlsen, President and Founder

Social Media

Micro-influencers will continue to grow and flourish

I anticipate ongoing evolution in the creator economy, with a particular emphasis on brands recognizing the substantial positive influence wielded by micro-influencers. In contrast to larger influencers or celebrities, micro-influencers are poised to demonstrate a noteworthy impact due to the trust and influence they garner from their audience. In this landscape, prioritizing relevant engagement takes precedence over mere follower counts. The essence lies in discerning an influencer's genuine connection with their audience, establishing them as authentic influencers.
- Lauren Fiedler, Vice President

More consumers will use social media platforms as search engines

Have you ever added something to your cart because you saw it on TikTok? Tried a new recipe because it appeared on your Instagram Explore Page, or sought advice on beauty products by checking out an influencer’s recent posts? Consumers looking for personal recommendations from seemingly trustworthy sources aren’t seeking out faceless advice-givers on Google, and companies need to account for this when deciding where to share keyword-optimized content. In 2024, strongly consider adding evergreen content to your social media content calendars to ensure that when consumers arrive at your page, you can share your products and story.
- Emily Wray, Account & Media Coordinator

Audience attention spans will continue to dwindle

In a world filled with constant stimuli, the attention spans of audiences are set to undergo a further reduction. As individuals grapple with an ever-expanding array of options vying for their attention, adapting to this evolving landscape becomes imperative for communicators and content creators. The challenge lies not just in capturing attention but also in retaining it. In this environment, crafting engaging and impactful content that resonates with the evolving mindset of consumers will be a key determinant of success. This includes being succinct in written and video content to get the point across as quickly as possible.
- Lauren Fiedler, Vice President

“Infotainment” will reign supreme

Consumers with short attention spans will scroll right past polished, perfectly packaged posts and short-form video content on social media. It won’t matter how sleek or buttoned-up sponsored content and ads look; creative and experimental content, whether humorous or emotional, will win out every time. In 2024, share the human side of your brand and invite new audiences into the behind-the-scenes side of your company’s day-to-day happenings. Showcase how your products impact real people and make prospective customers laugh – and hit that “reshare” button.
- Emily Wray, Account & Media Coordinator

Content

A well-rounded content strategy provides value to readers

Quality content will need to include data as much as possible to provide value to readers. Any content should also focus on fleshing out a brand’s story by curating brand attention with customer stories, influencers and/or events in attention-grabbing ways. This thought leadership content is great to be repurposed for a thoughtful mix of use on earned, owned and paid channels
- Vicki Bohlsen, President and Founder

Company leaders will start creating more content

It can take time to become an industry thought leader. To build up a personal brand, they can’t rely on media opportunities alone. In 2024, I believe more leaders will take content creation into their own hands to develop their personal brand. This could include having a social media calendar to share thoughts on LinkedIn or writing content to share on the company blog. As leaders strengthen their brand, it will build credibility within their industry and can lead to other earned media opportunities.
- Clara Bihn, Media & Communications Manager

Creative

Designers will draw inspiration from nature

Sustainability is in. With more individuals becoming aware of their own consumption, I predict many package designs will opt for using sustainable materials and more designers will look to nature for inspiration. Paired with another popular design trend, 3D design, we may even see a return of something like Frutiger Aero, which dominated the early aughts. That being said, I’m hoping that things won’t be so shiny, glossy, or splashed with water this time. Matte objects exist in nature too!
- Morgan Hartman, Creative Director

Motion will be used more often

With graphic design software becoming more and more accessible to the masses, I believe we’ll start seeing motion graphics pop up in more of the media we consume—especially on websites. The way we create and format motion graphics has improved dramatically over the last few years. Where a website used to include a GIF, which is pixelated and commonly larger in file size, they can now opt to use a LottieFile, which is vectorized and usually only a few KB in size. And it doesn’t stop at websites. LottieFiles can be integrated into other interfaces as well, speeding up load times and creating delightful user experiences.
- Morgan Hartman, Creative Director

Additional Thoughts

AI is going to continue growing and evolving

I foresee a greater integration of Artificial Intelligence (AI) into our daily agency operations, especially in the realms of marketing and communications. As AI continues to learn and progress, it will emerge as an invaluable team member, contributing to brainstorming sessions and idea generation. Additionally, AI is poised to play a pivotal role in sifting through research and competitor data, swiftly and concisely aggregating information from various online sources. However, it's crucial to exercise caution in its utilization, recognizing its current limitations such as the inability to fact-check in real-time or discern brand tone.
- Lauren Fiedler, Vice President

Minimalism will always be in fashion

Minimalism is, of course, nothing new, but I feel it will become all the more necessary as we transition to an increasingly digital world. From user interfaces to product design, toning down the noise can help those with visual impairments and other disabilities enjoy previously inaccessible goods and services. Maximalism has its place, but everyday goods should be accessible to the everyman/everywoman.
- Morgan Hartman, Creative Director

The definition of a boutique agency will evolve

What often comes to mind as the antithesis of a boutique agency? Full service. But boutique agencies aren’t known for being “small but mighty” for nothing! While they could have a niche industry focus, as far as services, a unified marketing approach is more crucial than ever. I predict we’ll see more boutique agencies offer a wider variety of services, while still bringing the flexibility and personal connection that makes a smaller team stand out.
- Clara Bihn, Media & Communications Manager