The imec.digimeter 2024: What every marketer needs to know

1. AI is no longer a hype — it’s embedded in daily life

Generative AI tools like ChatGPT, Midjourney, and others are rapidly gaining traction in Flanders. The share of active users jumped from 18% to 28% in just one year. People don’t just use AI at work : it’s part of their everyday life, from writing text to planning grocery lists. The younger generations especially are all-in.

What this means for you:

• Start experimenting with AI-driven tools for content, chat, and automation.
• Customers increasingly expect fast, intelligent interactions, think chatbots and smart personalisation.
• Don’t just write for SEO; think GEO (Generative Engine Optimization).

2. Streaming and social video are overtaking traditional media

Classic TV is declining, especially among people under 45. Instead, streaming services, mobile audio and social video formats (TikTok, YouTube Shorts, Instagram Reels) are booming.

What this means for you:

• Embrace video and audio content in your strategy — from short-form to podcasts.
• Focus on storytelling and instant value. Challenge your gated content: in an age of information abundance, it must be truly worth it.
• Experiment with ad budgets, don’t just stick to Meta and Google. Consider streaming platforms too.

3. Social media is getting less ‘social’ — and more chat-based

Public posting is declining slightly. Instead, users are shifting toward messaging: WhatsApp, Messenger, and closed group interactions. Visual platforms still dominate among youth.

What this means for you:

• Use chat apps for direct interaction (e.g. WhatsApp Business).
• Build communities through private groups, not just public content.
• Influencer content on Reels and TikTok is still growing: keep content short, visual, and engaging.

4. Digital payments are the new normal

75% of Flemish users now use a banking app, up from 50% in 2019. Even older demographics are catching on. E-commerce remains steady, but how people buy is changing: more mobile, more personalised.

What this means for you:

• Mobile-first isn’t optional anymore! Your site and checkouts must be seamless.
• Focus on customer retention: personal offers, loyalty programs, smart newsletters.
• Social commerce is real, selling through platforms like Instagram and TikTok is gaining ground.

The big picture: relevance beats repetition

AI, video, chat, mobile, and inclusivity are the pillars of tomorrow’s marketing. But don’t forget: people are becoming more screen-aware. The paradox of dependency is growing : users want to be in control of their time. That means quality > quantity. If your message isn’t relevant, it’s noise.

Want to turn these trends into strategy? Let’s talk. At Umbau, we translate complexity into clear marketing that works; and we’d love to help.
Book a meeting here — or stop by for a good coffee and an even better conversation.

‍