“8 Digital Trends Reshaping Business in 2024”

The Internet is an ever-evolving, omnipresent channel that continually reshapes our perceptions and interactions. As it expands with new social and commercial platforms, governmental challenges to these channels, and more, it reflects and influences our understanding of the world. Some even argue that the Internet challenges the very nature of reality with the emergence of AI—a discussion for another time.

One undeniable truth is that the Internet has become the preferred medium of communication for many. Physical books have transformed into e-books, brick-and-mortar retail stores have shifted to online commerce, and traditional television is increasingly supplanted by streaming platforms. What’s next?

We’d like to share eight highlights from our recent communications, selected based on a single criterion: these pieces were widely shared by our audience. We believe that if others found them valuable enough to share, you might find them insightful as well. Please continue to share your thoughts with us through our websites and publications. Our mission is to assist you in one primary goal: effective communication that drives success.

1. Proposals and Content Revival

In our communications, proposals serve as a testament to our capabilities. Recently, we prepared a proposal for a prospective client, recommending a multimedia advertising awareness campaign. A component of this campaign involved publishing white papers or “fact sheets,” inspired by the classic CARR Reports (Cahners Advertising Research Reports). These reports provided validated information from publishers, and we suggested our client could offer similar insights.

The inclusion of a link to a CARR Report in our proposal garnered over 100 shares from the prospect, indicating significant interest. Motivated by this response, we retrieved the complete set of CARR Reports, which are no longer available online, and posted them on our sister company’s website. These reports, though created when the Internet was in its infancy, still offer valuable insights applicable today from an era gone by, but re-emerging as digital!

It’s important to note that while social media channels are burgeoning, much of the wisdom from the CARR Reports remains relevant—though the landscape is rapidly changing. Interestingly, not all content resides on the Internet, and some valuable resources are prematurely removed. We encourage you to explore these time-tested reports for your research needs.

However, the Internet continues to transform everything, including print media. Print is evolving beyond a mere communication vehicle. Stay tuned for more on this significant topic.

2. X and the Evolution of Social Media

Social media platforms are in a constant state of flux. In July 2023, Elon Musk rebranded Twitter as “X,” replacing the iconic blue bird logo with a minimalist “X” design. This change reflects Musk’s vision of transforming the platform into an “everything app,” expanding beyond microblogging to include features like streaming services, peer-to-peer payments, and more.

This rebranding has sparked discussions about the future of social media and its role in both personal and professional spheres. The platform’s evolution underscores the necessity for businesses to adapt to changing digital landscapes to maintain effective communication channels.

But the questions remain the same: how are you using social channels? Are your customers using the same channels you are?

3. The Rise of E-Commerce

E-commerce has experienced exponential growth, becoming a $6.8 trillion industry as of 2025, with projections to reach $8 trillion by 2027. Over 33% of the global population, approximately 2.77 billion people, now shop online through dedicated e-commerce platforms or social media stores.

In the B2B sector, e-commerce adoption is also accelerating. Distributors with e-commerce capabilities reported that 19.7% of their sales came through digital channels in 2022, up from 14.5% in 2021. This trend highlights the increasing importance of digital transformation for businesses aiming to meet evolving customer expectations.[1]

Digital Disruption isn’t a theory; it’s a fact. It caused so much commotion, that even Nielsen is having trouble measuring it. On average, customers progress nearly 60% of the way through a purchase decision‐making process BEFORE engaging a sales rep. The point is, whether you are doing retail, wholesaler, whatever, the path to purchase is increasingly about how you shape the customer experience! And usually, that means making it easy for customers to do what they want to do: buy stuff, or consume stuff.

4. Content Creation and Curation

The digital age has ushered in an era where content is ubiquitous, and anyone can and does create, consume, and distribute information. However, the challenge lies in curating content that resonates with audiences. Research indicates that 59% of U.S. marketing professionals plan to increase their content marketing budgets, emphasizing the need for strategic content curation.

Organizations must develop comprehensive strategies and calendars to manage content effectively. The goal is to balance brand-created content with curated material that provides value to the audience, fostering engagement and building trust.[2]

5. Engaging the Next Generation

Understanding the preferences of younger audiences is crucial for future success. Studies have shown that platforms like Instagram, Snapchat, TikTok and emerging channels are more popular among younger demographics, while traditional platforms like Facebook see less engagement from this group.

Marketers must stay attuned to these shifts, ensuring their strategies align with the platforms and content formats that resonate with younger audiences. This approach not only captures their attention but also builds long-term brand loyalty.[3]

6. Navigating Big Data

The term “Big Data” has become a buzzword, but its practical application is where its true value lies, especially with AI coming into its own. Collecting vast amounts of data is less important than the ability to analyze and derive actionable insights from it. Businesses must focus on identifying relevant data that informs decision-making and drives strategy.

As data continues to double annually, the challenge is to cut through the noise to find meaningful signals. This requires disciplined analysis and a clear understanding of the questions that need answers.

7. The Future of Digital Platforms

The digital landscape is in a constant state of evolution. Platforms like X are expanding their functionalities, aiming to become comprehensive apps that offer a multitude of services (and look at Facebook’s jump into X-like functionalities), from social networking to financial transactions. This transformation reflects a broader trend of digital convergence, where platforms aim to meet a wide array of user needs within a single ecosystem.

Businesses must stay informed about these developments, adapting their strategies to leverage new opportunities and address emerging challenges in the digital realm.[4]

8. Continuous Learning and Adaptation

In an environment where change is the only constant, continuous learning and adaptation are imperative. Engaging with current research, participating in industry discussions, and being open to new ideas are essential practices. By doing so, businesses can anticipate shifts, respond effectively, and maintain a competitive edge.

Thank you for engaging with our blog. We encourage you to share this content and let us know how we can support your communication and business objectives.

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[1] At a recent meeting of a major buying group’s marketing committee, we were asked by our client to come up with a compelling question to promote a stronger bond between them and the distributor members of the buying group. We asked ourselves a simple question: How many of the buying group members were doing e-commerce? Our thought was that any distributor worth anything should be doing it.

Surprise, surprise. Of the group we researched, only 29% were doing e-commerce, 59% had no e-commerce, 3% had a website under construction and 11% we couldn’t find on the web. At the meeting, when we exposed this information, the committee chair asked us, “How do you define e-commerce?” Stunned, we said transactions, business, “You know, selling stuff. Unless your members are doing this online, they will be out of business in a few years.” There was a pause, and the chair said, “You don’t understand. Our members think just having a website is doing e-commerce.” “Well, then those companies will be out of business next year,” I replied.

[2] In a blog we argued about the amount of data that a person could digest, and in another one called The Age of Content, we pointed out that “Computer users world-wide generate enough digital data every 15 minutes to fill the U.S. Library of Congress.” The fact is, Alexander Szalay, a Johns Hopkins astrophysicist, pointed out that more technical data have been collected in the past year alone than in all previous years since science began. According to Szalay, “The data is doubling every year.” The quantity of data is growing faster than the ability of the network to carry it all. And while Ms. Whitler did a great job interviewing Craig Hayman from IBM on this technology, our question is still: How much do you really need to know? Perhaps more important, do you really want retailers following you around 24/7? Do retailers really want to do that? We suggest you read the piece and form your own conclusions, and then share them with us!

[3] Our own experience with youth came in the form of the Young Entrepreneurs Academy, or YEA!, an educational program that takes students in grades six through twelve through the process of starting and running real businesses over the course of a full academic year. I recently served as part of a panel of CEOs to share experiences and insights of the business world with 15 high school students from the Palatine Area Chamber of Commerce Young Entrepreneurs Academy (YEA!). I was surprised. They were all extremely talented individuals, but they had no real-world experience. As I had no virtual-world experience with one of their channels (i.e., Shapchat), you could say that about me. So the question is really between reality and virtual – isn’t it? If your audience as Piñeiro said isn’t watching TV and you run your ad, they will not see it or hear it. Likewise, if everyone is on Snapchat and you are not, no one will see or hear you. Where should you be? What’s a marketer to do?

[4] In our blog on strategy – “Who’s on first when it’s About Strategy” – we talked about Paul Schoemaker, a heavyweight in strategy. But like all heavyweights, time passes, new people enter the ring, and before you know it, you get knocked down. The true measure of a strategist, however, is not getting knocked down. It’s what you do when you enter the marketing ring. Because you will get hit. It’s inevitable. That’s why we offered the best strategic advice we know in that blog: anticipate, react, adapt. There is no single solution. There is no magic bullet or potion that always works. If there were, don’t you think we’d all be using it by now?