As we move through 2024, the marketing landscape in New Zealand continues to evolve, shaped by technological advancements, changing consumer behaviour, and global trends. Here are the key marketing trends that have emerged and are set to make an impact in the coming months. 

Personalisation at Scale 

In 2024, personalised marketing has become more sophisticated, with brands leveraging advanced data analytics to deliver highly tailored experiences. Consumers now expect brands to understand their preferences and provide relevant content, offers, and recommendations. Marketers in New Zealand are increasingly using AI and machine learning to analyse customer data and create personalised marketing strategies that resonate with individual consumers. 

Rise of Video Content 

Video content continues to dominate the digital landscape. With platforms like TikTok, Instagram Reels, and YouTube growing in popularity, New Zealand businesses are investing more in video marketing. Short, engaging videos are being used not only for brand awareness but also for driving conversions and engagement. Live streaming and interactive video content are also gaining traction, offering brands new ways to connect with their audience in real-time. 

Emphasis on Sustainability 

Sustainability has become a significant focus for consumers and businesses alike. In New Zealand, there is a growing demand for brands to demonstrate their commitment to environmental and social responsibility. Marketing strategies are now incorporating sustainability messages, highlighting eco-friendly practices, sustainable products, and community involvement. Brands that can authentically communicate their sustainability efforts are likely to build stronger connections with their audience. 

Influencer Marketing Evolution 

Influencer marketing continues to be a powerful tool, but it’s evolving. In 2024, there’s a shift towards micro and nano-influencers who have smaller but highly engaged followings. These influencers are seen as more authentic and trustworthy, making them ideal partners for brands looking to build genuine connections. New Zealand businesses are also exploring long-term partnerships with influencers to create more consistent and integrated campaigns. 

Growth of eCommerce 

The eCommerce boom that accelerated during the pandemic shows no signs of slowing down. New Zealand consumers are increasingly comfortable with online shopping, and businesses are enhancing their digital storefronts to meet this demand. Omnichannel strategies, seamless mobile experiences, and innovative payment options are key areas of focus. Additionally, social commerce—buying directly through social media platforms—is gaining momentum, offering new opportunities for brands to drive sales. 

Enhanced Customer Experience 

Customer experience (CX) is at the forefront of marketing strategies in 2024. Brands are prioritizing CX to differentiate themselves in a competitive market. This involves optimising every touchpoint of the customer journey, from initial engagement to post-purchase support. New Zealand businesses are investing in technologies like chatbots, AI-driven customer service, and immersive experiences (AR/VR) to enhance CX and build loyalty. 

Data Privacy and Security 

With increasing concerns around data privacy, consumers are becoming more cautious about sharing their information. Marketers must navigate these concerns by ensuring transparency and compliance with data protection regulations. Building trust through robust data privacy practices and clear communication about how customer data is used will be crucial for maintaining customer trust and loyalty. 

As 2024 progresses, marketers must stay agile and adapt to these emerging trends. By embracing personalisation, leveraging video content, prioritizing sustainability, evolving influencer marketing strategies, enhancing customer experience, and addressing data privacy concerns, brands can stay ahead of the curve and connect more effectively with their audience. 



The key to success will be a balanced approach that combines innovative tactics with a deep understanding of consumer needs and preferences.