As 2024 strategy planning is already underway ahead of the New Year, marketers must understand the digital marketing landscape is evolving at an unprecedented pace. Staying ahead of the curve requires not just keeping up with the latest trends, but understanding how they integrate into our marketing strategies.
It’s critical to capitalise on trends to help ensure your business doesn’t get left behind and stay ahead of the competition. To help us steer our strategies in the right direction, we'll explore five key trends that are shaping the future of digital marketing in 2024.
Artificial Intelligence (AI) continues to redefine the way we approach marketing. 2023 saw an explosion in AI capabilities, and in 2024, we’re expecting an exponential surge in the use of AI for generative marketing, where algorithms create content tailored to individual preferences, heightening the need for personalised experiences.
One thing we’re keen to see develop is introduction of tools such as Google SGE (which you can read all about here) and increased used of AI chatbots, which offer up more contextually relevant results when a user is searching for information online.
This shift towards hyper-personalisation requires marketers to deliver more relevant and engaging content and enabling fostering deeper connections with their audience. From optimising for search, to dynamically generated website content, AI-driven marketing strategies are set to revolutionise the customer experience and change how marketers approach their customer experience (CX) strategies.
With the growing prevalence of voice-activated devices, optimising for voice search is no longer a choice but a necessity. Digital marketers in charge of SEO strategies need to consider adapting to accommodate natural language queries.
We recommend incorporating long-tail keywords and structuring content in a way that aligns with conversational language and is specific. Think about how people would ask a question, not how they would type it, for example we’d probably type ‘best restaurants near me’ but we may ask ‘what are the best restaurants near me?’. As voice searches become more commonplace, staying visible in this space will be crucial for maintaining a competitive edge on search engines.
In an era inundated with information, consumers crave personalised and contextually relevant experiences. Relating closely with number 1 on this list, this is often down to the advances of AI and tailored algorithms. In 2024 we should be taking the time to really get to know our audience delivering content that is timely and relevant to them – and not just addressing them by their first name.
Marketers need to start thinking beyond generic campaigns and focus on understanding the unique needs and preferences of audiences, what they want to see and what they will engage with. Leveraging data analytics and AI tools, you can create highly targeted and contextually relevant content, fostering a sense of connection and loyalty among audiences.
There’s a growing pressure for businesses to be transparent when it comes to their brand values, particularly in relation to social and environmental topics. And we believe there will be much more inclusion of this in 2024 marketing activities, from promotion of corporate ethical practices to sustainable improvements to product ranges.
Alongside the push for sustainable transparency, there is an increasing emphasis on data privacy. Transparency in data usage, compliance with regulations, and the responsible handling of customer information are non-negotiable, and consumers want to know they can trust your business with their data.
Prioritising transparency will help to build stronger, long-lasting relationships with audiences.
For 2024 marketing activities, it’s important to recognise the rising power of social media for discovery and exploration. Social media is no longer just a platform for building engagement; it's a search engine in its own right and more users than ever are using social platforms to discover new products and brands. Social commerce integration also plays a pivotal role, turning social platforms into seamless shopping experiences.
Optimising social content so it’s suited for search and not just brand engagement should be considered by businesses as part of their 2024 social strategy, this includes optimising potential social advertising too. Much like how we approach SEO, using key search terms, relevant hashtags and high-quality visual content is the way forward to optimise for social media search.
Digital marketing is ever evolving, and we predict 2024 will see a continuation of the exponential growth in new technologies we’ve seen over the last 12 months.
Staying ahead of the competition will require all digital marketers to adapt quickly, embracing these trends to stay relevant and effective in this diverse and growing landscape. New ways to connect with customers, providing them a more personalised and relevant experiences should be a key focus as we head into the New Year. 2024 is the year of building long-lasting customer relationships and we’re here to help guide you through it.