OVERVIEW
Know what you want but not sure where to find it? Yellow® will help you find it. More than two million New Zealanders use a Yellow® product every week to find what they’re looking for. Need a Thai restaurant near you that’s open on a Monday or need a moving company you can trust with your wedding china? Yellow® can help you find it 24 hours a day, seven days a week, 365 days of the year.
Before using Marin Software we had a hunch we weren’t making the most of the budget we had available. As a result we were struggling to hit out conversion targets. After rolling out Marin Software across our campaigns we could quickly digest the data and turn that insight into optimisation actions. We can now understand which parts of our campaign are driving revenue for our business and increase budgets in those areas accordingly. Ultimately, Marin has given us the ability to hit our conversion targets which in turn increases the value to our advertisers.
CHALLENGE
Yellow® had a large-scale search campaign with nearly 2,000 categories on their site, more than half a million keywords, more than 30,000 different ad units and 15,000 ad groups. Managing campaigns at this scale manually was time consuming, but the scale of the campaign wasn’t the only challenge—it was also very complex.
Yellow® had multiple conversion types, which added an additional layer of complexity. If a visitor came through Google search looking for a plumber, he would visit the category page for plumbers and then click on a business listing. This would be seen as a conversion within Adwords. However, there were deeper conversions, such as when a visitor to the listing clicks on the supplier’s phone number, visits their website or contacts them by email. These conversions were being tracked in Omniture. So, Yellow® were manually stitching this data together from Adwords and Omniture in spreadsheets, which was taking a lot of time and restricting insight into the performance of different categories.
Yellow® was spreading its budget widely to maintain volume of conversions and to deliver a return on investment for their advertisers. Conversion targets were high and the due to the other challenges of running a campaign at this scale, the team at Yellow® knew there was a better way to spend their budget and exceed their conversation targets.
SOLUTION
During a robust vendor process, Yellow® reviewed three digital ad management platforms to ascertain which would best help them to manage their search campaigns. They selected Marin Software because the platform had the functionality required to manage their large scale campaigns and it offered the service and support to maximise the potential of the platform. After a smooth on boarding process, Yellow® could see all their Google Adwords and Omniture data seamlessly stitched together when they arrived in the office every morning.
After eliminating the manual effort required to stitch data together, the Yellow® team were able to shift their focus and utilise Marin Software’s reporting and filtering capabilities to hone in on the highest-impact campaign elements. Previously Yellow® had spread their budget across varying campaigns with differing performance, however, they were now able to easily identify the areas of their search campaign that were driving the best results for their clients and revenue for their business. This meant they could spend their budget in a more informed way, by increasing budget in areas of their campaign which were driving revenue.
To meet their aggressive conversion targets, Yellow® relied on Marin Software’s predictive bidding capabilities, which combine the power of algorithmic automation with flexible user controls required to adapt bids based on Yellow’s complex business requirements. As a result, Yellow® could maximise performance based on their multiple conversion points.
RESULTS
As a result of using the Marin Software platform, Yellow® started exceeding their conversion targets and spending their budget more efficiently than in the past. They quickly saw performance improvements and within two months of using the platform Yellow® saw a conversion uplift of 35% .
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.
