In the ever-evolving realm of digital marketing, staying ahead of the curve is imperative. As we approach 2024, several key trends are set to shape the landscape and influence the strategies of marketers worldwide. Let’s delve into these trends and explore how they are poised to impact the digital marketing sphere.
Threads is on the rise
The advent of Instagram Threads, Meta’s response to the evolving social media landscape, has proven to be a game-changer. Launched in July 2023, Threads has rapidly gained popularity, boasting 100 million monthly users. As it expands its reach into the European Union, brands are advised to establish a presence on Threads. Notable entities like Canva, TedTalks, and Channel 4 have already embraced the platform, setting a precedent for experimentation.
Expert tip: While Threads may not drive significant website traffic, its strength lies in fostering in-platform conversations. Brands witnessing success on Threads, such as Canva and TedTalks, are actively engaging users through questions and discussions.
Retention rate is the new engagement rate
With the organic engagement rate on social media experiencing a decline, the focus in 2024 is expected to shift towards user retention. Brands are urged to create captivating campaigns centered around entertainment, education, and information to retain audience interest. The introduction of longer-form videos, such as TikTok’s 15-minute uploads, indicates a shift towards extended engagement strategies.
Expert tip: Platforms like TikTok now offer analytics options for Reels, allowing marketers to assess audience retention rates, watch time, and content replay.
LinkedIn organic reach dominates
LinkedIn, once synonymous with professional networking, has transformed into a hub for organic engagement. Boasting a billion members worldwide, LinkedIn is expected to witness a surge in organic interactions. Creators can enhance their profiles by switching to ‘Creator Mode’ for increased engagement, with video ads proving particularly effective on the platform.
Expert tip: Leverage LinkedIn’s organic reach by diversifying content and exploring video ads for optimal engagement.
AI is being integrated into social platforms
The integration of AI into social media platforms is a pivotal trend reshaping the marketing landscape. Tools like ChatGPT and Midjourney are assisting marketers in generating campaign concepts and content. Social media platforms, including TikTok, Instagram, LinkedIn, and YouTube, are incorporating AI features to enhance user experiences.
Expert tip: Marketers should monitor evolving AI features on social platforms and observe successful implementations by other brands.
Marketing should take charge of AI strategy
AI’s exponential growth requires marketers to proactively embrace and lead AI strategies within their organizations. With 49% of the NASDAQ’s value and 25% of the US stock market attributed to AI companies, marketers have a unique opportunity to shape AI initiatives.
Expert tip: Marketers should identify and prioritize AI projects based on their company’s profile, ambition for change, and resistance to change.
AI is getting better on its own – fast
Unlike previous technologies, AI has the unprecedented ability to improve autonomously. The self-learning nature of AI models contributes to continuous advancements, necessitating marketers to stay abreast of evolving capabilities.
Expert tip: Regularly reassess AI capabilities and strategy, acknowledging the rapid pace of improvement in AI models.
Marketers should nurture new skills & co-create
While AI excels in technical skills, marketers are encouraged to focus on soft skills and reasoning. Co-creation with AI is emphasized, emphasizing the collaborative potential between humans and AI.
Expert tip: As AI continues to evolve, marketers should develop soft skills such as reasoning, communication, and creativity to complement AI capabilities.
Google’s Search Generative Engine (SGE) will grow up
The upcoming transformation of Google’s Search Generative Engine (SGE) is set to redefine the search experience using generative AI. Expected to roll out in 2024, SGE aims to offer more relevant and comprehensive information to users through AI-generated snapshots.
Expert tip: Monitor your appearance in AI snapshots and adapt your strategy based on the insights gained.
Create content that’s worth talking about & sharing
Quality content remains paramount in 2024, with a heightened focus on surpassing AI-generated content. Google’s emphasis on high-quality imagery and playable videos within the SGE carousel indicates the importance of multimedia content in search results.
Expert tip: Elevate your content strategy to outshine AI-generated counterparts, utilizing high-quality visuals and engaging multimedia.
Create high EEAT content
Google’s EEAT framework, emphasizing Experience, Expertise, Authoritativeness, Trustworthiness, gains a new dimension with the addition of ‘Experience.’ Human content creators hold an advantage in providing real-world experience, reinforcing the significance of expert-driven content.
Expert tip: Develop a checklist of EEAT signals relevant to your business and benchmark against competitors to enhance trust and authority.
Focus on conversion rate & UX
While Google’s algorithm changes may impact clickthrough rates, marketers retain control over user experience (UX). Prioritize optimal page speed and user experience to maximize conversion rates and enhance overall user satisfaction.
Expert tip: Small adjustments to UX and page speed can significantly impact conversion rates, emphasizing the importance of a seamless user experience.
AI is an ‘assistant’ to Google Ads
Google Ads, a cornerstone of paid advertising, is set to integrate further generative AI tools in 2024. Marketers are advised to view AI as an assistant rather than relying solely on automated strategies, as over-reliance on AI may limit control over visibility and performance.
Expert tip: Exercise caution with Google Ads‘ optimization suggestions, ensuring alignment with your campaign goals for optimal results.
Avoid on-the-spot pressure
As Google representatives increasingly suggest changes to ad campaigns, marketers are urged to resist on-the-spot decision-making. Skepticism towards aggressive recommendations and reliance on data-backed judgment are essential to maintaining campaign integrity.
Expert tip: Refrain from making immediate changes during phone consultations with Google reps, ensuring decisions align with your campaign objectives.
Data privacy continues to be a sticking point
In 2024, data privacy remains a critical concern for consumers. Marketers must transparently communicate their data usage practices, empowering customers to make informed decisions regarding privacy. Openness and honesty can foster trust and mitigate potential fallout from data breaches.
Expert tip: Regularly update your knowledge of data privacy regulations and adopt practices that empower customers to control their data.
Managing customer expectations on sustainability
Consumer preferences are shifting towards sustainable products, with more than 70% of customers willing to pay more for eco-friendly options. Brands are advised to audit their product lifecycle, seek customer feedback, and enhance corporate social responsibility strategies to align with evolving sustainability expectations.
Expert tip: Evaluate your product or service’s sustainability, gather customer feedback, and align with sustainable practices to meet evolving consumer expectations.
It’s going to be an employers’ market
In 2024, the digital marketing job market is expected to favor employers. With an influx of talent in the job market and budgetary constraints limiting rehiring, candidates must showcase a diverse skill set, emphasizing adaptability, creativity, and a strong digital presence.
Expert tip: Diversify your skill set, invest in continuous learning, and maintain an active digital presence to stand out in the competitive job market.
Skills that will be in high demand
As the industry evolves, certain skills are projected to be in high demand. Expertise in AI marketing, data analysis, content creation, and sustainability-focused marketing are anticipated to be particularly sought after.
Expert tip: Align your skill development with emerging trends, acquiring expertise in areas such as AI marketing, data analysis, and sustainable marketing to enhance your career prospects.
In conclusion, the dynamic landscape of digital marketing in 2024 demands agility and adaptability. By staying informed on emerging trends and proactively incorporating them into strategies, marketers can navigate the ever-changing digital terrain with confidence. Whether through harnessing the power of new social media platforms, embracing the potential of AI, optimizing for evolving SEO algorithms, refining PPC approaches, or aligning with shifting consumer expectations, success in 2024 requires a forward-thinking and innovative approach to digital marketing.