Digital Marketing Trends to Expect in 2024

The world of digital marketing is ever-evolving, with new trends, technologies and strategies emerging every year. As 2024 approaches, it's crucial for marketers to stay ahead of the curve to ensure their marketing efforts remain effective and relevant.

Let's explore the upcoming digital marketing trends for 2024, examining expert opinions, real-world examples, and practical advice. Whether you specialise in email marketing, influencer collaborations, or data-driven strategies, there's valuable information here for everyone to navigate the ever-changing digital landscape.

1. The Rise of AI

Artificial intelligence has been on the rise in recent years, transforming the way businesses connect with their audience. As we approach 2024, it's becoming increasingly clear that AI has enabled marketers to make more informed decisions, personalise content and enhance overall campaign effectiveness.

Consider ChatGPT, a widely acknowledged AI tool renowned for providing advanced text-based solutions to generate a variety of written content. This AI-powered tool can produce content ideas for social media posts and blogs. It can also aid in tasks ranging from generating ad copy to conducting market research, assisting with ad targeting, and conducting keyword research.

AI will continue to play a crucial role in content creation, with businesses using it for brainstorming, and marketers using it to be more efficient by improving workflow. For example, TikTok introduced a new AI script generator tool this year. It assists in crafting improved short-form video clips by mapping out video concepts based on the prompts you provide.

The AI script generator is a powerful tool to prompt your audience into action. Helping marketers come up with catchy headlines, attention-grabbing calls-to-action, and persuasive product descriptions.

Harness the capabilities of machine learning and AI technology to enhance efficiency and unleash creativity in your marketing endeavours. However, always review and customise AI-generated content to align with your brand's voice and maintain consistency.

2. Short-Form Video Content

Short-form video content, popularised by platforms like TikTok and Instagram Reels, is to remain a significant player in 2024. These brief videos swiftly capture the audience's attention, providing an ideal avenue for brands to narrate their stories or showcase products.

73% of consumers prefer to watch short-form videos when learning about a product or service, with this type of video format being described as the ideal way for a brand to tell its story and get discovered as they can be seen as the sweet spot of attention. In the current landscape, especially with younger audiences, there's a preference for brief, easily digestible content. It's essential to align your digital strategy with your audience's preferences. Avoid investing time in lengthy posts that don't garner engagement.

Outlined by HubSpot's 2023 Social Media Trends Report, one-third of marketers aimed to prioritise short-form video investments this year, generating additional content on platforms like TikTok, Instagram, and YouTube. This trend is expected to continue into 2024, driven by the preference of Gen Z and Millennial consumers for learning about new products and services through brief, dynamic videos that demand minimal time.

Begin by trying out various video formats; “all you need is a smartphone, a good sense of humour, and a clear call to action”, advises Justin Pohl, the Associate Marketing Manager at HubSpot.

3. Voice Search Optimisation and SEO

Another notable trend in 2024 will involve the rise of voice search and its influence on search engine optimisation (SEO). Voice-activated digital assistants like Siri and Alexa have become integral to people’s daily lives. The popularity of voice search both at home and on our phones has led to one of the most significant shifts in using keywords.

HubSpot notes that a traditional voice search is distinct from a text search due to the natural conversational tone used when interacting with devices. The manner in which we phrase queries through voice reflects our everyday speech, leading SEO experts and marketers to adapt their strategies to effectively connect with this growing segment of searchers. It is reported that 27% of people use voice search on mobile devices as of this year. Below displaying the number of voice assistant users in the past few years.

Securing a high position in voice search is challenging as devices typically display only the initial one to three results.

This change in search patterns requires businesses to optimise their content for voice search. By integrating the following strategies, businesses enhance their likelihood of appearing in voice search results and engaging with voice assistant users.

• Long-tail keywords mirroring natural speech

• Location-specific keywords

• Conversational language

• Mobile-optimised website

4. Augmented Reality in Digital Marketing

The outlook for AR in marketing is highly optimistic. AR technology enables marketers to craft interactive experiences that closes the gap between digital and physical experiences, offering distinctive ways for businesses to showcase products and services to their target audience.

By 2024, it is anticipated that the number of AR users will reach 1.73 billion, with growth anticipated in the following applications:

• Virtual try-ons

• Interactive product packaging

• In-store navigation

• AR ads

• Virtual showrooms

• Social media AR filters

Consider Nike as an example, partnering with Snapchat to elevate the retail experience. Through Snapchat's AR mirror, Nike engaged shoppers in an immersive encounter with their 'Swoosh High' campaign. AR lenses allowed users to virtually try on products and access exclusive discounts.Research suggests that 61% of shoppers favour retailers that incorporate AR experiences compared to those that do not.

5. Influencer Marketing

As we approach 2024, the influencer marketing landscape is set for dynamic changes. The word authenticity has been a common buzzword in the industry, and its importance is growing. As of 2024, it will be more crucial than ever, as consumers are becoming more aware of influencers promoting false information. In 2024, establishing genuine connections through real-life experiences becomes essential for influencers. Regarding this, brands that employ influencers who are authentic in their partnerships will achieve more long-term success.

The focus turns to nano and micro-influencers, known for their smaller yet highly engaged audiences. The era of teaming up with macro influencers boasting massive followings is fading. Brands are leaning towards smaller influencers to cultivate more genuine and intimate connections with their audience. The appeal lies in higher engagement potential and lower costs, making these influencers a more attractive choice.

Video content will dominate the scene, led by platforms such as TikTok and Instagram Reels. Niche markets will rise in importance, with sustainability aligning with consumer values as a key focus. As a result, come 2024, brands should prioritise video content in their influencer marketing campaigns.

6. Email Marketing

Despite past predictions about the decline of email marketing, The Content Marketing Institute states that email will continue to be a favourite channel for marketers in 2024. Research indicates that email is nearly 40 times more effective than social media in acquiring new customers. Email marketing excels in building strong relationships with consumers by providing a more personal touch, conveying to customers that you are actively thinking of them.

In 2024, automation is expected to be a fundamental and essential practice for email marketing, especially with e-commerce. Personalising messages based on user behaviour will be key tactics for going forward.

As an example, EasyJet crafted personalised stories for individual customers during their 20th birthday campaign. The result revealed a notable 25% higher click-through rate compared to the typical EasyJet Newsletter.

In preparation for 2024, businesses must move beyond conventional mass email marketing and prioritise the development of personalised experiences tailored to each customer.

7. Data Collection and Privacy

For consumers, concerns about privacy and data collection are growing in significance. Businesses that can handle these issues are better positioned to earn trust and maintain customer loyalty.

GDPR has introduced fresh guidelines concerning data collection and privacy. Marketers should be aware of adhering to these regulations, ensuring transparent and ethical practices in data collection.

In 2024, it will become even more important to use anonymous data and ensure user privacy. Take Apple, for instance, the technology giant encrypts all data on its devices and has a strict rule against collecting or sharing user information without permission.

8. Social Commerce

According to Mintel, younger generations are using alternative ways to search for information. This is most evident when it comes to clothes, cosmetic products and finding nearby destinations.

A trend to be expected in 2024, is social media apps becoming more integrated with e-commerce, allowing users to purchase products and services directly from their favourite social media platforms. Take TikTok Shop as an example - it entertains users and only displays the brands or products they’re most interested in. Users have options to shop during live streams, while scrolling through their feed, or by clicking on the shop icon on a creator's profile, allowing them to directly checkout on the app.

9. Mobile-First Marketing

The momentum toward mobile-first marketing is set to intensify in 2024. Given that a significant majority of consumers now access the internet through their mobile devices, it is important for businesses to prioritise mobile optimisation. Adopting a mobile-first strategy involves implementing a responsive website design, ensuring that content seamlessly adjusts to different screen sizes. This adaptability is vital for reaching a broader audience across various devices and platforms.

Furthermore, users are continuing to spend a considerable amount of time on mobile apps. Optimising marketing efforts for these platforms not only enhances user experience by providing added convenience but also fosters increased engagement and loyalty.

E-commerce businesses, in particular, stand to gain substantial benefits from a mobile-first approach. With more consumers opting to shop online using their mobile devices, delivering a seamless and user-friendly mobile experience can have a significant influence on conversion rates and overall sales.

In 2023, almost 95.8 percent of people worldwide accessed the internet through mobile devices. This shows how users are reliant on their mobile devices to access online content, emphasising the need for digital strategies that fit this common way of connecting.

Overall, a mobile-first approach is not just a current trend, but a necessary strategy to effectively connect with audiences and stay ahead of the curve in the evolving digital landscape.

10. Interactive Content

As attention spans continue to shrink, the challenge of capturing and sustaining audience engagement becomes more challenging. However, a notable trend that has been steadily gaining significance in recent years and is poised to become even more impactful in 2024: the adoption of interactive content. Serving as a powerful tool, interactive content not only elevates engagement but also stands as a formidable means of setting brands apart from competition.

Crafting interactive content, such as polls, interactive videos, webinars, live streams, and ebooks, has the potential to create a more immersive and memorable user experience. According to statistics, a notable 43% of consumers have a preference for interactive video content over conventional video formats. Today’s consumers are aware of when they are blatantly being sold to and express a dislike for this approach. However, interactive content makes users feel like they're part of your business and the content, giving them the choice to engage or not.

Key Takeaway

Staying ahead in the digital marketing landscape demands flexibility and an awareness of changing consumer preferences amid technological advancements. Put these trends and tips into action to strengthen your marketing efforts, ensuring that your business remains relevant and impactful in the realm of digital marketing.

Need assistance in navigating the ever evolving digital landscape? Get in touch for expert advice and tailored solutions.