The digital marketing landscape is ever-changing, and staying ahead means keeping up with the latest trends. In 2023, we witnessed the remarkable rise of artificial intelligence (AI), which continues to evolve and impact all aspects of marketing in 2024. Additionally, marketing trends are influenced by consumer behavior and the external environment. While global growth is expected to be modest and inflation likely to cool, consumers remain cost-conscious. Moreover, consumers increasingly prefer brands that demonstrate a commitment to society, not just profit.
1. Social Media Trends
- Instagram Threads: Meta launched Threads in 2023, and it has quickly gained popularity, offering a new platform for text updates and public conversations. Brands are advised to establish a presence on Threads, focusing on engaging conversations rather than directing traffic to external websites.
- Retention Rate Over Engagement: As traditional engagement rates decline, marketers are shifting their focus to retention rates. Brands are creating engaging campaigns that entertain, educate, and inform audiences to improve retention.
- LinkedIn Organic Reach: LinkedIn has surpassed a billion members worldwide, and organic engagement on the platform is expected to rise in 2024. Brands should leverage LinkedIn for organic engagement and consider using ‘Creator Mode’ for enhanced profile features.
- AI in Social Platforms: Social media marketers are increasingly using AI tools to drive productivity, generate campaign ideas, and optimize content. Social media platforms are also integrating AI, offering features such as customized feeds and AI-generated stickers.
2. AI in Digital Marketing
- Marketing AI Strategy: Marketers are urged to take charge of AI strategy within their organizations. By identifying opportunities for AI to enhance existing strategies, marketers can lead AI adoption and drive business growth.
- Self-Learning AI: AI models can now improve and learn by themselves, a unique capability that sets AI apart from previous technologies. Marketers should continuously assess AI capabilities and adjust their strategies accordingly.
- Nurturing New Skills & Co-creation: While AI excels at technical tasks, human marketers are essential for soft skills and reasoning. Marketers should focus on developing these skills and explore opportunities for co-creation with AI.
3. SEO Trends
- Google’s Search Generative Engine (SGE): Google’s SGE is set to transform the search experience with generative AI, providing more relevant and comprehensive information to users. Marketers should proactively monitor their appearance in AI snapshots and focus on creating high-quality, shareable content.
- EEAT & User Experience: Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) framework is evolving to include an emphasis on user experience. Marketers should prioritize content that demonstrates expertise and provides valuable user experiences.
4. PPC Trends
- AI as an Assistant: Google Ads is integrating more AI tools, but marketers should view AI as an assistant to their strategies rather than the sole driver. It’s important to maintain control over campaign visibility and performance.
- Avoiding On-the-spot Pressure: Marketers should be cautious of Google representatives pressuring them to make immediate changes to ad campaigns. It’s advised to evaluate any suggested changes carefully before implementation.
5. Digital Marketing Strategy Trends
- Data Privacy & Sustainability: Data privacy concerns continue to grow among consumers, highlighting the importance of transparency and ethical data use. Sustainability is also a key consideration, with consumers favoring brands that demonstrate a commitment to environmental responsibility.
6. Digital Marketing Careers Trends
- Employers’ Market: The digital marketing job market is expected to be favorable for employers in 2024, with a surplus of skilled workers. Job seekers should focus on showcasing their skills and standing out in a competitive market.
- Specialism & Skill Development: Specializing in a particular area of digital marketing can enhance career development. Marketers should focus on developing expertise in distribution routes, marketing effectiveness, and understanding their strengths.
- AI in Recruitment: AI is changing the recruitment process, with more candidates using AI tools to apply for jobs. Marketers should focus on continuous learning and skill development to stay competitive in the job market.
Summary
In conclusion, 2024 promises to be an exciting yet challenging year for marketers. Embracing AI, focusing on user experience, and staying abreast of evolving trends will be key to success in the ever-changing digital marketing landscape.
