The digital marketing world is a fast-paced environment, continuously evolving with the ebb and flow of trends. As we step into 2024, it's evident that artificial intelligence (AI) will continue its remarkable ascent, reshaping various facets of marketing.
Consumer behavior and the external environment also influence marketing dynamics. While global growth is anticipated to be modest, consumer cost-consciousness prevails. Additionally, customers increasingly seek brands committed to societal well-being.
To thrive in 2024, staying ahead of trends is paramount for effective planning and strategising. Here's an insightful overview of key trends:
1. Social Media Trends:
2024 promises another captivating year for social media. Platforms will compete for user attention, prompting a reevaluation of success metrics. With emerging platforms like Instagram Threads and Bluesky, and the ongoing saga with X (formerly Twitter), the landscape is ripe for shifts in dominance.
Threads on the Rise
With its July 2023 launch, Meta's Threads has amassed 100 million monthly users. Instead of rerouting traffic, brands like TedTalks and Canva are finding success through engaging conversations rather than traffic redirection.
Retention Rate Centre Stage
In 2024, there might be a change in focus towards retention rates as organic involvement declines. In response, brands are adjusting by developing informational, educational, and entertaining ads that increase participation.
Organic Reach is Dominated by LinkedIn
The latest achievement of LinkedIn reaching one billion users paves the way for a spike in natural engagement. Video advertisements are working well, and creators are making use of "Creator Mode."
AI Integration in Social Platforms
ChatGPT and Midjourney are two examples of AI solutions that help marketers come up with campaign concepts. AI is being incorporated into social media platforms; examples include Instagram's AI-generated stickers and TikTok's customisable feed.
2. Trends in AI-Powered Digital Marketing:
There's no denying AI's impact on marketing, and in 2024, more increase is predicted. Marketers may take the lead in developing AI strategies and use the technology to improve current business aspects.
AI Leadership in Marketing:
Marketers may take advantage of the chance to influence AI strategy given the impact AI has on a variety of industries. Gaining support from stakeholders and identifying opportunities are essential first steps.
AI models, in contrast to earlier technologies, have the capacity to self-improve, creating new opportunities and difficulties. AI tactics and capabilities must be routinely reevaluated.
Soft Skills and Co-Creation
AI performs well on technical tasks but poorly on soft abilities. Since AI enhances rather than replaces human cognition, marketers should emphasise these abilities together with collaborative co-creation.
3. Trends in SEO
Technology integration and user-centricity are key components of SEO's future. With Google's Search Generative Engine (SGE) poised to transform search, marketers will need to provide engaging content that can be shared widely.
SGE Impact On Search:
Google's SGE could affect website clickthrough rates by attempting to present more pertinent content based on user intent.
As AI-generated content becomes prevalent, marketers must elevate content quality to outshine AI-generated material.
Google's EEAT framework, emphasizing Experience, Expertise, Authoritativeness, Trustworthiness, gains an 'E' for 'Experience.' Human content creators gain an advantage in providing real-world experiences.
Pay Attention To UX
Although there is little control over the click-through rate of search engine results, user experience (UX) optimisation is still vital. Excellent user experience and quick website loads increase conversion rates.
4. PPC Trends:
The use of paid advertising, particularly Google Ads, is still expanding. In 2024, AI becomes an assistant in Google Ads, necessitating a balanced approach to retain control.
AI as an Assistant
AI tools in Google Ads offer assistance, but marketers must exercise caution to prevent over-optimisation and loss of control.
Resisting On-the-Spot Changes
Despite Google representatives' suggestions, marketers should resist making on-the-spot changes during phone calls. Independent, data-backed decisions are key.
5. Digital Marketing Strategy Trends
Reaching company objectives requires a well-coordinated digital marketing plan. In 2024, integrating AI strategies with an emphasis on sustainability and data protection will be essential.
Priority Data Privacy
Addressing data privacy issues builds consumer trust. It's important to be transparent about data consumption and give customers control.
Sustainability in Decision-Making
Decision-making is influenced by consumer preferences for sustainable products. Businesses should assess and enhance their procedures in order to line with sustainability.
6. Digital Marketing Careers Trends Trends
In 2024, the job market for digital marketers will have changed and become an employers' market. Recruitment procedures are disrupted by AI, and specialisation becomes more prominent.
Employers' Market Dynamics:
The tech industry witnesses layoffs, leading to a surplus of talent. Candidates must stand out, reframing networking as a valuable tool.
Gaining expertise and specialising in a specific field is beneficial.
AI in Recruitment
AI tools in job applications increase competition. Recruiters use AI to sift through resumes, creating challenges for both candidates and employers.
A commitment to learning enhances career prospects. From upskilling courses to self-learning through podcasts and blogs, varied learning approaches offer avenues for growth.
2024 promises to be a year full of fascinating chances and challenges for the field of digital marketing. Embracing AI is not just a choice; it's a necessity for staying relevant and effective. As trends shape the landscape, marketers must adapt, learn, and innovate to thrive in the dynamic world of digital marketing.