A little about QualitySmith
QualitySmith provides a service that connects homeowners with reliable local contractors. By doing thorough background checks on high quality contractors and aggregating customer reviews, QualitySmith helps customers find trustworthy contractors for their home improvement needs. Most homeowners rely on QualitySmith to get started with estimates from a variety of local prescreened contractors. The company operates a large-scale paid search program, spanning more than 3.5 million keywords, which focuses on driving leads to QualitySmith’s network of local contractors.
It is not humanly possible to manually manage bids on over 3.5 million keywords. We have complete confidence in Marin’s bidding. This automation has enabled our team to focus on campaign optimization beyond bidding as well as expansion into new markets.
QualitySmith tried another vendor, it didn’t work out
In order to more efficiently manage and optimize their paid search campaigns, QualitySmith selected and licensed a third party software solution. Six months into their implementation, however, QualitySmith was still unable to realize the time savings and financial lift necessary to justify their investment. Being able to automate bidding across more than 3.5 million keywords was a critical requirement for QualitySmith, yet the tool was not bidding effectively, requiring manual monitoring. Average costs-per-lead (CPL) varied greatly day-to-day and regularly exceeded target CPL by as much as 20%. QualitySmith needed a scalable and reliable bidding solution that could adjust to the seasonal changes in their business while consistently hitting business goals.
QualitySmith was also spending more time than necessary on day to day management tasks. The team was unable to use the tool for bidding on the Content Network, requiring bid calculations to be made by hand. This blocked QualitySmith from expanding their Content Network programs, an opportunity which the team saw as a potential source of incremental revenue. The team was also frustrated with the time it took to build URLs and append tracking codes by hand for new keywords. This painful URL management process prevented them from work that could have improved campaign performance such as expanding keywords and refining match types.
QualitySmith was looking for a solution that would enable them to more efficiently manage and optimize their paid search marketing program, allowing them to expand their reach and improve overall financial performance. Given their frustrations with the current tool, the company was hesitant to commit to deploying a new platform, fearing the on-boarding process would result in additional lost time and revenue.
QualitySmith now relies on Marin’s predictive automated bidding solution
After a thoughtful review, QualitySmith chose to implement Marin Software, in part because the on-boarding process would be quick and wouldn’t disrupt their marketing programs. Marin’s professional services teams delivered a seamless implementation, ensuring that QualitySmith did not have to rely on internal development resources. Moreover, Marin’s automated integration with Omniture made it possible for QualitySmith to start using the platform without making changes to their existing analytics systems or URLs. Additionally, the cleaner, more intuitive interface allowed marketers to get up to speed quickly without any loss in productivity.
Marin’s powerful and easy to use bidding solution allowed QualitySmith to set simple cost-per-lead goals for their campaigns, maximizing volume while consistently hitting business targets. With Marin’s proven bidding solution QualitySmith is now able to rely on automated bidding across publishers and networks, including the content networks.
Led by a 600% increase in lead volume, QualitySmith’s numbers improved across the board
The transition to Marin Software provided QualitySmith with both time savings and financial lift. Marketers are spending at least 25% less time with daily campaign management and reporting tasks and now have more time to focus on campaign expansion and optimization activities. The automated bidding solution has helped QualitySmith increase their lead volume while staying below their maximum CPL. Marin’s bidding has provided a decrease in cost-per-lead of as much as 43% in one vertical and an average decrease of 20% overall, while maintaining or increasing lead volumes. Furthermore, automated bid optimization on the content networks has increased QualitySmith’s lead volume from content ads by over 600%.
With the URL Builder, QualitySmith can now efficiently optimize for campaign quality using Marin Software’s integrated keyword expansion. Leveraging keyword suggestions from sources such as raw query reports, QualitySmith can now add keywords and negatives with a single click, instead of the painful URL generation and manual upload process they were using before. QualitySmith also uses Marin’s bulk-upload features to deploy new campaigns, relying on Marin to generate URLs and check for tracking code integrity.
In 2024, marketing wasn’t just about selling - it was about creating experiences that left audiences saying, "Did they just read my mind?" This year’s trends screamed, “Level up!” AI handled the heavy lifting, social platforms redefined connection (goodbye old Twitter, hello Threads), and authenticity remained essential. Brands that thrived rode these trends to build deeper, more genuine connections.
Every great navigator knows the best maps are drawn from experience - so let’s dive into 2024’s top digital marketing trends!
1. Artificial Intelligence (AI) Integration
AI became central to marketing, enhancing personalization and efficiency. Generative AI tools like ChatGPT, Jasper, and DALL-E drove content creation for everything from product descriptions to ad creatives. Tools like Meta’s Advantage+, Google’s Performance Max, and TikTok’s Symphony automated ad creation based on user behavior. According to Deloitte’s 2024 State of Generative AI report, 34% of organizations identified productivity gains as the most important benefit, and 67% increased their AI investments.
Predictive analytics also took off, with AI tools like Salesforce Einstein and Adobe Sensei providing insights into audience behavior. Brands using Marin’s dynamic budget allocation saw at least a 10% increase in ROI when AI managed their budgets. Conversational AI tools like OpenAI’s ChatGPT API and Drift enabled real-time customer service, with 82% of consumers preferring chatbots over waiting for human representatives.
AI-powered Martech platforms like HubSpot’s Operations Hub streamlined workflows by automating tasks like lead scoring and email scheduling. 62% of marketing activities are now performed using Martech tools, and spending is expected to grow to 30.9% of marketing budgets within five years.
However, AI also raised concerns. The World Economic Forum reported that 23% of jobs will change by 2027 due to AI. Ethical concerns around data privacy and algorithmic fairness prompted companies like IBM and Microsoft to adopt AI ethics guidelines. AI’s future isn’t about replacing creativity - it’s about amplifying it with the right tools.
To Do: Integrate AI-powered tools for content creation, predictive analytics, and automation to boost efficiency and deliver personalized customer experiences.
2. Evolution of Social Media and Community-Focused Platforms
Social media saw major shifts in 2024, with Threads and BlueSky emerging as alternatives to X (formerly Twitter). Platforms like Discord and Reddit solidified their roles as hubs for engaged, topic-specific communities. Brands that successfully tapped into these spaces fostered deeper loyalty and more authentic interactions.
Short-form video content ruled, with 54% of marketers using TikTok, Instagram Reels, and YouTube Shorts - the highest adoption among content formats. 83% of marketers found short-form videos the most effective, prompting 42% of non-users to plan adoption within the year.
Authenticity took precedence, with 68% of consumers favoring relatable content over polished productions. Nano and micro-influencers thrived, achieving higher engagement rates by fostering genuine connections. The rise of social commerce turned platforms into shopping hubs, with features like Instagram Shopping and TikTok’s in-app purchasing simplifying the path from discovery to purchase.
To Do: Prioritize short-form video and community engagement on platforms like Discord, Reddit, and Threads to build loyalty and boost authenticity.
3. Continued Rise of Retail Media Networks
Retail media networks (RMNs) have emerged as a pivotal force in digital advertising, with projections indicating that U.S. omnichannel retail media ad spend will reach $54.85 billion in 2024, marking a 26% year-over-year growth. This surge is driven by retail giants like Amazon, Walmart, Target, and Kroger, which have expanded their ad networks to offer brands valuable first-party data for highly targeted campaigns.
The appeal of RMNs lies in their ability to merge contextual targeting with purchase data, enhancing ad relevance and directly linking them to sales outcomes. Industries such as consumer packaged goods (CPG), beauty, and electronics have increasingly leveraged these networks, with 32% of marketers planning to boost their RMN investments in 2025.
The retail media landscape has further diversified with platforms like Instacart Ads and Uber’s Journey Ads, enabling brands to engage consumers at critical decision-making moments. Notably, Kroger's retail media network, Kroger Precision Marketing, is forecasted to grow by 20% in 2024, underscoring the sector's robust expansion. Overall, the retail media market is expected to reach $82 billion in spending by 2027, reflecting its significant and sustained growth trajectory.
To Do: Review retail media networks for ad placement opportunities to leverage first-party data and reach your consumers at critical buying moments.
4. Emphasis on Personalized Marketing
In 2024, personalized marketing proved essential for customer engagement. 80% of consumers were more likely to purchase from brands offering tailored experiences, underscoring the need for relevance in marketing strategies. Companies that implemented advanced personalization reported a $20 return for every $1 spent, demonstrating the substantial ROI personalization delivers.
However, challenges remained. 40% of B2B companies cited personalization hurdles due to budget constraints and data management complexities. Despite these obstacles, the benefits continued to drive innovation, with brands leveraging AI and data analytics to enhance customer experiences and stay competitive. Personalized marketing wasn’t just a trend - it became a core driver of business success.
To Do: Implement AI-driven personalization strategies and messaging to enhance your customer engagement and maximize ROI. When in doubt - test, test, test!
5. Focus on Data Privacy and Compliance
Google’s reversal on phasing out third-party cookies in Chrome marked a major development in 2024. 70% of senior marketers welcomed the decision, while 38% of UK consumers planned to opt out of third-party cookies. Brands pivoted to first-party data strategies and AI-driven analytics to personalize experiences responsibly.
Regulatory changes added pressure. In the U.S., the Consumer Financial Protection Bureau (CFPB) proposed rules to regulate data brokers and protect consumer data. In the EU, the Artificial Intelligence Act introduced strict guidelines for AI transparency and ethical data use. These changes highlighted the need for marketers to balance innovation with compliance and trust.
To Do: Strengthen your first-party data strategy and ensure compliance with evolving privacy regulations to maintain trust and personalization capabilities.
6. Adoption of Immersive Technologies
Immersive tech continued to evolve in 2024. Versace used AR filters and gaming platforms for product launches, and Valentino Beauty introduced smart mirrors for virtual try-ons. Disney integrated AR and VR into theme parks, offering interactive rides and AR scavenger hunts.
Yet, mass adoption lagged. Apple’s Vision Pro headset struggled, selling just 370,000 units in its first three quarters, leading to scaled-back production. High costs and limited content kept consumers hesitant. Still, the global AR/VR market is projected to grow from $62.76 billion in 2023 to $299.24 billion by 2030. Brands that embrace these tools now will be ready for a future where digital experiences feel more real than ever.
To Do: Where appropriate, evaluate potential AR and VR partnerships to create interactive brand experiences and stay ahead of the immersive tech curve.
So, what does all of this mean for you as a digital marketer entering 2025? The biggest lesson from 2024 was that yesterday’s strategies won’t carry you into tomorrow. Gen Z and Millennials demanded purpose-driven, tech-savvy marketing that didn’t just make promises but delivered on them. Immersive tech, influencer partnerships, and ethically sound data practices set the stage for what’s next. As digital marketing continues its rapid evolution, one thing is clear: brands that prioritize trust, innovation, and personalization will lead the charge.
If 2024 was the year of adaptation, 2025 is shaping up to be the year of acceleration. Stay tuned for our follow-up piece, “Performance Marketing Trends for 2025,” where we’ll unpack the opportunities, challenges, and innovations shaping the year ahead.
