In the ever-evolving landscape of digital marketing, change is the only constant. As we step into 2024, the digital marketing arena is set to witness a plethora of transformative trends that will shape the way brands connect with their audiences. The rapid rise of artificial intelligence (AI) in 2023 is just the tip of the iceberg, and as we move forward, its influence is poised to permeate every facet of marketing strategy.
“The reality is that being unprepared is a choice. The benefits come when we see AI as a tool, not a terror, and bring it into our sales motions.”- Anita Nielsen.
Consumer behaviour, coupled with global economic dynamics, is steering the marketing ship into uncharted waters. While the quest for innovation remains paramount, brands must also be mindful of societal concerns and exhibit a commitment to sustainability. As the Digital Marketing global experts predict, understanding these emerging trends is crucial for businesses aiming to stay ahead of the curve in 2024.
1. Social Media Trends:
Social media platforms continue their battle for user attention in 2024, with Threads emerging as a contender. Launched by Meta in July 2023, Threads has swiftly amassed 100 million monthly users, presenting a new avenue for brands to explore. However, experts caution against using Threads solely for directing traffic, emphasising its value lies in fostering in-platform conversations and discussions.
The traditional metric of engagement rate is experiencing a decline, prompting marketers to shift focus towards retention rate. Alison Battisby of Avocado Social highlights the importance of creating compelling campaigns that entertain, educate, and inform, as social media platforms experiment with longer-form videos. TikTok, for instance, is set to introduce 15-minute uploads, indicating a move towards enhancing user retention through extended content.
In the LinkedIn domain, organic reach is expected to surge, offering marketers a unique opportunity for engagement beyond professional topics. With LinkedIn hitting a billion members worldwide, the platform is becoming a hub for diverse content, including life skills, mental health discussions, and leadership tips.
The integration of AI into social platforms is a notable trend, with tools like ChatGPT and Midjourney aiding marketers in generating campaign concepts and social post ideas. Social media giants like Instagram, LinkedIn, and YouTube are incorporating AI features, but marketers must navigate ethical considerations and be attuned to their audience’s sentiments towards AI-generated content.
2. AI in Digital Marketing Trends:
AI is at the forefront of digital marketing evolution in 2024, with exponential growth anticipated. As AI becomes omnipresent, marketers have the unique opportunity to take charge of AI strategy within their organisations. Recognising that AI is not a threat to jobs but a tool for augmentation, marketers should proactively identify opportunities to optimise processes, accelerate production, or even transform business models using AI.
The self-improving nature of AI emphasizes the need for marketers to continually nurture soft skills and reasoning abilities. Collaboration with AI through co-creation is advocated, ensuring that AI complements human skills rather than replaces them. Marketers are encouraged to assess their company’s maturity in adopting AI and choose an approach that aligns with their organisational context.
3. SEO Trends while Adapting to Google’s Search Generative Experience (SGE):
SEO in 2024 is undergoing a paradigm shift towards user-centric and technology-driven practices. Google’s Search Generative Engine (SGE) is set to revolutionise the search experience through generative AI, providing users with more relevant and comprehensive information. This development poses challenges for websites, potentially decreasing clickthrough rates for content below the AI snapshot.
Creating content that surpasses AI-generated content becomes crucial for SEO success in 2024. The significance of backlinks persists, with Google emphasizing the signal of popularity for corroborating AI snapshots. The EEAT framework (Experience, Expertise, Authoritativeness, Trustworthiness) gains an extra ‘E’ for Experience, highlighting the advantage of human content marketers in providing real-world experiences.
Prioritising conversion rates and user experience (UX) is paramount for SEO success. Google’s emphasis on page speed and overall UX underscores the importance of optimising websites for an enhanced user journey.
4. PPC Trends:
Paid advertising, particularly through Google Ads, remains a cornerstone for marketers in 2024. The revenue surge for Google in Q3 2023 signals the continued dominance of PPC as a marketing channel. However, AI’s role in Google Ads demands a nuanced approach, viewing AI as an assistant rather than an exclusive strategy.
Google’s integration of generative AI tools into Google Ads raises concerns about relinquishing control to algorithms. Marketers are advised to maintain scepticism and resist making on-the-spot changes suggested by Google reps. Critical evaluation of optimization scores and strategic decision-making is essential to ensure alignment with campaign objectives.
5. Digital Marketing Strategy Trends by Prioritising Data Privacy and Sustainability:
Crafting a cohesive digital marketing strategy is imperative as we enter 2024. AI strategy integration is a key focus, with only 15% of organisations currently having a well-defined AI strategy. Data privacy emerges as a crucial consideration, with consumer concerns growing and transparency becoming a cornerstone of customer trust.
Sustainability takes centre stage in digital marketing strategy, aligning with consumer preferences for eco-friendly products. Companies are urged to audit their product lifecycle, engage with customers for feedback, and enhance corporate social responsibility strategies.
6. Digital Marketing Careers Trends:
The job market for digital marketers is undergoing a shift in 2024, transitioning into an employers’ market. Talent acquisition becomes competitive, requiring candidates to stand out and network strategically. Specialisation gains prominence, with marketers encouraged to identify and nurture specific areas of expertise.
AI disrupts the recruitment process, with candidates and recruiters leveraging generative AI tools for applications and shortlisting. Learning becomes a crucial investment for career growth, showcasing not only technical skills but also a commitment to continuous self-improvement.
As we delve into the dynamic realm of digital marketing in 2024, the intersection of AI and marketing strategies stands out as a defining trend. Embracing AI is not merely an option; it’s a necessity for marketers looking to remain relevant and effective. The transformative landscape demands a strategic approach, balancing data privacy, sustainability, and a nuanced understanding of emerging platforms.
In this era of accelerated change, marketers must be agile, adaptive, and continuously informed. By staying abreast of the evolving trends outlined above, businesses can position themselves at the forefront of innovation, connecting with audiences in meaningful ways. As we navigate the challenges and opportunities of 2024, the fusion of human creativity and AI ingenuity promises a landscape where marketers not only survive but thrive.
