CataBoom's 2024
Insights & Predictions

First-party data remains a vital asset, but the ability to harness zero-party data through innovative strategies to enhance CRM/CDP systems with rich, comprehensive insights has become increasingly crucial, relevant, and achievable. As we move into 2024, Gamification, with its engaging techniques, will continue to emerge as a compelling solution for obtaining ZPD by delivering a meaningful value exchange for consumers and will enable brands to acquire deeper insights that can be utilized to optimize marketing efforts, enhance customer segmentation, craft personalized offerings, and deliver targeted messaging.

Supporting research:

• By 2025, 70% of organizations will use gamification in at least one marketing campaign.
  ‍(Source: Gartner Hype Cycle for Digital Marketing and Advertising 2023")
  

• Zero-party data will account for 60% of brand-to-consumer interactions by 2025.
  ‍(Source: Forrester Research, Inc. April 4, 2023)

• 56% of marketers believe zero-party data will be the most valuable data type in the next two years.
  ‍(Source: Epsilon Zero-Party Data Report 2023)
• 46% of consumers are more likely to provide data about themselves if it involves gamified experiences.
  (Source: SuperData Research, "The Gameful Consumer 2023")

After a season of serious messaging during the pandemic (and for good reason), brands are throwing caution to the wind and embracing all things fun and lighthearted. We saw this attitude begin to shift in 2023 and expect it to spread more widely in 2024 with the growing realization that humor and creativity are powerful tools for connecting with consumers. Whether it is on social channels, more traditional media or with creative promotions brands have realized that FUN can be SERIOUS business. By injecting a sense of playfulness into their customer interactions with gamification, brands can create unforgettable experiences that build lasting relationships.

• 71% of consumers globally want brands to use humor in their marketing.  
  (Source: 2023 Edelman Trust Barometer)

• Consumers who connect with brands through humor are 80% more likely to recommend them and 47% more likely to purchase from them.
  (Source: Kantar Laughter & Connection Study 2023)

• 62% of marketers say gamification is a top digital engagement initiative for their brand.
  (Source: Loyalty360 Brand Marketer Research: Next Generation Customer Loyalty)

• A 2023 Forbes survey found that 82% of CEOs believe humor is important for building brand loyalty.  
  (Source: Forbes, "The Power of Humor in Business," July 2023)

Marketers are taking a cue from the ice cream parlor, embracing segmentation with the same precision as a sundae artisan. Systems and tools are now adept at handling segmentation and distribution, powered by a richer pool of 1P and 0P data and we will continue to see this evolve in 2024. This data-driven approach is boosting relevance and can be leveraged to create gamification experiences that foster deeper connections from email openers to sales funnel progression. It's like stepping into an ice cream parlor where every scoop is tailored to your exact cravings. No more vanilla because brands can acquire deeper insights that tell them you love Rocky Road, Cookie Dough, or even Pistachio and if you want sprinkles on top!

• 80% of marketers report increased customer engagement and satisfaction due to data-driven personalization.
  (Source: Epsilon Personalization Maturity Report 2023)

• Companies with mature customer segmentation strategies see a 9.5% average revenue growth, compared to 4.9% for those without. (Source: Accenture, "Unlocking Growth with Personalization 2023")

• 78% of CEOs say better customer segmentation and personalization is a top priority for achieving business goals.
  (Source: CMO Council, "The Business Value of Customer Segmentation 2023")

In the ever-evolving landscape of marketing, fraudsters are like persistent adversaries, constantly devising new ways to exploit consumer trust. We, the good guys, must remain vigilant, fortifying our strategies with a comprehensive approach to fraud prevention in 2024. Who brands trust, how programs are architected, procedures and great communication matters…A LOT. Nothing is fraud proof. But our primary mission remains - engaging with consumers. We must continue to create captivating campaigns, deliver exceptional experiences, and foster genuine connections, but now with an unwavering commitment to consumer data protection and brand safeguarding.

• Brands that invest in advanced fraud prevention solutions see an average return on investment (ROI) of 200%.  
  (Source: Forrester Research, "The ROI of Advanced Fraud Prevention in Marketing 2023")

• 73% of consumers expect brands to prioritize data security.  
  (Source: Kantar, "The Trust Imperative: Building Authentic Brand Relationships in a Digital Age 2023")

• Global marketing fraud losses are expected to reach $46 billion by 2027, a significant increase from $22 billion in 2023.  
  (Source: Juniper Research, "Global Online Advertising Fraud Market 2022-2027")

• Transparent communication about data protection measures can build trust and enhance brand reputation.
  (Source: Deloitte Digital, "The Future of Fraud: Embracing a Collaborative Approach 2023")