4 Game-Changing Marketing Trends for 2024: Navigating the Future with iReview

3 min readJun 14, 2024


In the rapidly evolving world of marketing, staying ahead of the curve is essential. As we look towards 2024, the balance between the human touch and cutting-edge technology will be more crucial than ever. At iReview, we’re dedicated to helping businesses enhance their online reputation and visibility on Google. Here are four key marketing trends to watch in 2024, backed by data and insights, to elevate your brand’s presence and success.

1. The Complex Consumer-Led Buying Journey

Understanding the New Landscape

Today’s consumers are more empowered and informed than ever before. They research across multiple devices and channels, from Google Search to Apple Maps. Statistics show that 90% of retail consumers look at ratings and reviews, with 72% reading multiple reviews before making a purchase decision. This multi-faceted journey requires businesses to deliver consistent and personalized experiences across all touchpoints.

Strategies for Success

To effectively manage this complex journey, businesses need tools that provide insights and help maintain a consistent reputation across all locations. At iReview, our solutions are designed to help you monitor and enhance your reputation, ensuring that your brand promise matches consumer perceptions.

Explore our blog on Mastering Local SEO Reports for strategies to impress and inform your clients.

2. Brand Perception Over Brand Promise

The Shift in Consumer Behavior

In 2024, brand perception will eclipse brand promise. With nearly 95% of people consulting reviews before purchasing, consumer feedback now holds more weight than traditional brand messaging. Businesses must focus on what consumers are saying about them, especially at the location level, to influence buying decisions effectively.

Leveraging Consumer Feedback

Metrics such as ratings, reviews, and social media sentiment are invaluable in this new landscape. By embracing these metrics, businesses can gain a competitive edge. iReview offers comprehensive solutions to help you gather and analyze customer feedback, driving improved business results.

Learn more about the importance of reviews in our article on Why Online Reviews Matter.

3. AI-Powered Search and Its Impact on Public Ratings and Reviews

The Rise of Conversational Search

Generative AI is revolutionizing search by making it more conversational and precise. Tools like Google’s Bard are changing how consumers search for information, emphasizing the need for businesses to accumulate positive ratings and reviews. AI will aggregate this data to provide more definitive answers, making public reviews even more critical.

Adapting Your Strategy

To thrive in this AI-driven environment, businesses must focus on accumulating and highlighting positive reviews. At iReview, we stay closely attuned to how search engines prioritize content, helping you enhance your visibility and reputation.

Discover how to aim high with your star rating in our blog on Aiming High with Your Google Star Rating.

4. The Human Touch in the Age of Technology

Balancing Technology with Personalization

While AI and technology-enabled interactions are on the rise, the human touch remains indispensable. Consumers appreciate smart recommendations from AI but crave personal interactions during the purchasing process. Businesses that maintain a human connection while leveraging new technologies will stand out.

Investing in Human Skills

Our research shows that interactions with staff are top drivers of customer sentiment. For instance, in the automotive industry, customer ratings improved by 0.9 points when staff behavior, such as patience and helpfulness, was positively mentioned. Businesses must invest in soft skills training to enhance customer experiences.

Read more about the impact of customer interactions in our blog on Industries Most Affected by Google Business Reviews.

Conclusion: Embracing the Future with iReview

As we navigate through 2024, these marketing trends highlight the importance of balancing technology with the human touch. Delivering on your brand promise by understanding your consumers and leveraging meaningful technology integrations will foster growth and create loyal customers.

Stay ahead of the curve and ensure your marketing strategy fosters growth and creates loyal customers for years to come with iReview.




iReview is an online rating, review & reputation management company that helps companies get more, quality reviews to help attract more customers.