2024 feels like a year that can be split in two: In the first half we saw some expected marketing trends panning out in expected and unexpected ways (Google’s cookie confusion, retail media obsession and generative AI). In the second half, however, it feels like marketers were in the midst of a recalibration of culture, and everyone was trying to understand how to show up and where to show up and they had to do so with stranger than usual change.
A good way to sum up 2024 might be this: It was a year in which marketers (and everyone else) had to get comfortable with expecting the unexpected.
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