CataBoom's 2024
Insights & Predictions

As we usher in the new year, CataBoom has combed through key market research to shape what we predict will transpire in the world of customer engagement and loyalty marketing in 2024. While we don’t have a crystal ball, we think you will find our take interesting and useful. Read more about our 5 predictions below.

1 + 0 = 3: The New Math of Marketing!

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")

Not Quite Cyndi Lauper, but Brands Just Wanna Have Fun!

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)

Vanilla isn’t for everyone.

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")

“Lions, Tigers and Fraud… Oh My”

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")

It’s MacGyver time!

It's no secret that Marketing teams are continually challenged with doing more with less and in 2024, tightening budgets will call for ingenuity, not excuses. Just like MacGyver used his Swiss Army Knife and a roll of duct tape to improvise a grappling hook to disarm a villain, leverage integrated technology platforms to understand your customers better, optimize campaigns for maximum impact, and automate tasks for efficiency. With an array marketing technology integration available, you can create your own Swiss Army Knife wielding efficiency, automation, and innovation to conquer every obstacle as a Marketing MacGyver, creating more time in your day for strategy and creativity.

  • 42% of marketing teams in the United States experienced downsizing in 2023
    (Source: AMA Marketing Industry Trends report 2023)
  • 40% of marketing professionals believe downsizing has negatively impacted their team's ability to be creative and innovative
    (Source: Forbes, "The Downside of Marketing Downsizing")
  • The market for marketing technology platforms is expected to reach $726.7 billion by 2026, growing at a CAGR of 13.2%
    (Source: Statista Digital Trends & reports 2023)
  • Companies with the highest marketing technology maturity achieve 31% higher customer retention and 19% higher revenue growth
    (Source: Forrester, The Forrester Tech Stack: Marketing 2023)

2024 promises to be a year of exciting developments in customer engagement and loyalty marketing. Through gamification, you can embrace the power of zero-party data, inject a dose of fun and humor into your brand interactions and position your brand to segment audiences with laser precision creating experiences that resonate and build lasting relationships. So, equip yourselves with the right marketing tools and unleash your creativity to craft winning strategies!

Let's Talk Gamification →


T-Mobile Tuesday



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Ruby Tuesday

Taco Bell Coin Drop

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Michaels Rewards

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Michaels Rewards Appreciation Days harnessed the power of CataBoom’s MatchIt and SwipeIt game mechanics to drive acquisition and engagement.

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Dell - Alienware

collect & win

Dell’s Alienware brand sought to create an experience that would engage its consumers every week through the clever use of gamifcation.

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