Brand Experience

Augmented Reality, Artificial Intelligence, User-Generated Content: 2024 Digital Marketing Trends

23 March, 2024

As we sail toward the horizon of 2024, the ever-evolving landscape of digital marketing reveals a tapestry of trends poised to shape the strategies of savvy businesses. Leaders and visionaries within the gym marketing realm are keenly observing these shifts, strategically plotting the course for More Gym Members, and cultivating best practices for advertising for gyms.

One of the most transformative forces in this digital milieu is augmented reality (AR). The melding of tangible and pixelated realms is not merely a fad but a substantial pivot in marketing. The AR market, currently valued at $25.1 billion as of last year, is expected to catapult to a staggering $71.2 billion by 2028 — an undeniable testament to its potential. As 2024 unfolds, we can anticipate a burgeoning influx of AR-led campaigns, allowing fitness enthusiasts to virtually interact with gym environments and equipment, thereby enhancing member engagement and gym lead generation.

Contrary to some projections, AI-generated content alone will no longer suffice in the coming year. The human touch remains crucial, with AI expected to streamline up to 50 percent of content-related tasks. However, authenticity and genuine connection, relevant to conversions and lead nurturing, still hinge largely on human creativity. Pairing AI’s analytical might with human empathy and insight crafts a hybrid model of content that both captivates and converts.

Central to this is the undeniable power of user-generated content (UGC). As we see shifts in generational dynamics, with Gen Z and millennials taking center stage as consumers, UGC becomes a pivotal pillar in establishing trust. Genuine experiences shared by gym members nurture communities around brands and resonate deeply with new audiences, encouraging them to join the fitness journey.

Customer interaction is another sector where AI showcases its prowess. A remarkable 53 percent of consumers favor businesses they can message directly — they crave immediacy and accessible dialogue. This sets the stage for AI-driven conversational marketing to revolutionize customer service. Chatbots, equipped with AI, enable rapid and efficient communication, tackling inquiries with ease and enhancing overall customer satisfaction. Their integration into gym marketing strategies can elevate the member experience, streamline communication, and foster lasting loyalty.

Predictive analytics remain the navigational beacons within the unpredictable seas of the market. With their aid, forecasting sales and identifying potential churn rates are no longer akin to gazing into a crystal ball — they are calculated strategies informed by data and trends.

In the realm of content, short-form video reigns supreme. As of last year, average weekly consumption of online video content has nearly doubled since 2018, with an audience now dedicating roughly 17 hours to their screens. Short formats, like YouTube Shorts and Instagram Reels, are engaging audiences with their brevity and poignancy. We predict that gyms and fitness brands will increasingly leverage these platforms in 2024 for storytelling, product launches, and sharing member testimonials.

Moreover, the proliferation of voice assistants is a trend that cannot be ignored, with their usage projected to almost double from 4.2 billion to 8.4 billion units by next year. Optimising for voice search is becoming a strategic imperative for brands to appear in conversational queries. Implementing voice search optimisation with a keen eye on long-tail keywords can significantly augment a gym’s visibility and attract a tech-savvy audience.

Embracing these digital marketing trends for 2024 requires agility and foresight. Building a multidisciplinary team prepared to navigate every turn — including search engine updates and industry changes — is essential. For those in the realm of gym marketing and advertising for gyms, this means staying ahead of the curve with a team as robust as the strategies they deploy.

This coming year promises to be a thrilling chapter for marketers in the fitness industry. Those who seamlessly integrate AR, find the balance between AI and human content creation, harness the authenticity of UGC, implement AI-driven customer service, tap into predictive analytics, capture the essence of short-form video, and optimise for voice search will find themselves victorious in attracting more gym members and surging ahead of the competition.