In 2024, marketing is expected to change due to consumer behavior and the external environment. While global growth is expected to be modest and inflation is likely to cool, consumers are still expected to be cost-conscious. Brands that demonstrate a commitment to social good are likely to be preferred by consumers.
To succeed in 2024, it’s important to understand the upcoming trends and plan accordingly. Here are some digital marketing trends to watch out for in 2024:
1. Social Media Trends
– Rise of Instagram Threads, an alternative to Twitter
– Focus on retention rate over engagement rate
– Increase in organic engagement on LinkedIn
– Integration of AI into social platforms
2. AI in Digital Marketing Trends
– Emphasis on the role of marketers in driving AI strategy
– AI’s ability to improve on its own
– The importance of acquiring skills to work alongside AI
3. SEO Trends
– Google’s Search Generative Engine (SGE) transforming search experience with AI
– Emphasis on creating shareable, high-quality content
– Focus on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)
– Importance of conversion rate and user experience
4. PPC Trends
– Google’s use of generative AI tools in Google Ads
– Caution about potential biases and limitations of AI in ad optimization
In 2024, it is important to view AI as an assistant to help with your strategy rather than relying on it completely. While using Google Ads, it is crucial to make decisions that benefit your business instead of blindly following recommendations. Avoid making on-the-spot changes suggested by Google representatives as they may not align with your strategy. Check out the article ‘Are you being manipulated by Google Ads?’ by Amy Hebdon for more insights.
When reviewing your digital marketing strategy for the new year, it’s important to determine what worked and what didn’t. A cohesive strategy helps achieve business goals and guides your team’s efforts. In 2024, having a well-defined AI strategy is essential as only 15% of organizations currently have one. However, data privacy remains a concern as breaches and misuse of data negatively impact customer trust and engagement. Being transparent with customers about data usage and giving them control can help build trust. Stay updated on data privacy regulations.
Sustainability is becoming increasingly important to customers, with more than 70% willing to pay more for sustainably produced goods. Aligning your product or service with sustainability concerns gives you pricing power and customer support. Audit your lifecycle, gather customer feedback, and review your corporate social responsibility strategy to improve sustainability efforts.
Despite digital transformation, there is still a shortage of skilled digital marketing workers. In 2024, the job market favors employers, and candidates need to stand out to land interviews. Reframing networking and seeking mentorship can be beneficial. Specializing in a particular area of digital marketing can also lead to career development. Understanding distribution routes to market, measuring marketing effectiveness, and knowing your strengths are key areas to focus on.
Overall, AI should be seen as an assistant rather than the sole way forward in 2024. Data privacy and sustainability are important concerns, and there is a shortage of skilled digital marketing workers. Tackling these challenges and specializing in specific areas can help drive success in your digital marketing strategy.
It’s important for marketers to be aware of these trends to stay ahead of the competition in 2024.