Digital marketing is always evolving, and one major change we have seen is the rise of artificial intelligence (AI). AI is becoming increasingly significant and will continue to impact how marketing works in 2024.
Other factors that affect marketing include people’s behavior and what is happening in the world. Even though the economy might not be growing super fast, people are still cautious about spending money. They prefer to support brands that care about more than just making money—they want to see companies doing good things for society.
To succeed in 2024, it is crucial to be aware of upcoming marketing trends. Let’s take a look at some of the things we can expect according to experts at the Digital Marketing Institute. We’ll break it down so you can understand what’s happening and get ahead of the game.
1. Social Media Trends
Get ready for an exciting year ahead in social media! In 2024, social media platforms will continue to compete for people’s attention, and they’ll have to rethink how they measure success.
We might see some changes in which platforms are on top. With all the ups and downs happening with X (previously known as Twitter), there’s room for new ones like Instagram Threads and BlueSky to become more popular. Other networks might also get a chance to grow and attract more users looking for genuine interactions.
Expert Tip
Meta introduced Threads in July 2023. It now has 100 million monthly users, and this number is expected to grow, especially now that it’s available in the European Union. Threads is a competitor to X and is mainly used for sharing text updates and joining public discussions. It’s wise for brands to get on Threads, even if they just grab a username, because more people will be using it in 2024. Check out how other brands like Canva, TedTalks, and Channel 4 are using it. Now’s the time to try it out and see what works for your brand.
2. AI in Digital Marketing Trends
AI has been a game-changer for marketers, and it’s not slowing down anytime soon. In 2024, we expect AI to continue growing rapidly, which means businesses need to start using it too to keep up with the changes.
According to Brian Corish, an AI expert, almost half of the value of the NASDAQ stock market and a quarter of the US stock market comes from just six companies, all of which are focused on AI.
Expert Tip
When deciding how to use AI, think about where your company stands. For instance, if most of your tasks happen in a web browser, many of them could be automated. Before going for big changes, like the “transform” model, make sure you’ve looked into your company’s internal processes.
3. SEO Trends
SEO is evolving, and it’s becoming more user and technology-focused. In 2024, there could be significant changes as AI and machine learning help search engines show results based on what users want.
Google’s SGE is a significant part of this change. It uses generative AI to improve search results. The goal is to provide users with better and more complete information when they ask questions. SGE also suggests useful links and even allows users to have a conversation with Google by asking follow-up questions.
This new way of searching is expected to launch in 2024. Experts like Lam think these “AI snapshots” will shake up how people find information online. Lam also warns that this could mean fewer people clicking on websites, which worries SEO experts like him.
Expert Tip
Keep an eye on when you show up in an AI snapshot. When SGE launches fully, which might happen in early 2024, make sure to use the available tools to analyze your data. It will be crucial to let the numbers show you what’s happening.
4. PPC Trends
With many companies competing for customers, paid advertising is a way to reach the right people with the right messages. What’s great about the pay-per-click (PPC) model is that marketers can control how much they spend and stick to a budget.
Google is a major player in this area. In Q3 2023, Google made $76.7 billion worldwide, and $59.6 billion of that was from advertising. That’s a 9.5% increase from the previous year, showing how popular paid ads are.
In 2024, this growth isn’t slowing down, but there are new things to think about, especially AI.
Expert Tip
In Google Ads, there’s a score that helps you improve your ads. You can do things like adding the display network, letting Google write your ads, using broad match for keywords, or removing keywords. But remember, Google Ads is set up to make you do certain things, whether you really want to or not. Always make sure any changes you make are good for you.
5. Digital Marketing Strategy Trends
At the start of a new year, it’s wise to review your digital marketing plan. Figure out what worked well and what didn’t.
Having a clear plan is essential. It helps you achieve your business goals, whether that’s growing your company or increasing brand awareness. Plus, it shows your team what they should focus on and what goals they’re working towards.
In 2024, having a solid AI strategy will be crucial.”
Experts Tip
Evaluate the sustainability of your product or service and identify areas where you can make improvements. Seek feedback from your customers on how you can enhance your offerings. Additionally, review your corporate social responsibility plan.
6. Digital Marketing Career Trends
Although many businesses are transitioning to digital platforms, there is a shortage of skilled digital marketing professionals. Our research with CMOs has shown that many of them struggle to find the right talent to help their companies grow and adapt, particularly in areas such as improving customer experience or increasing visibility.
So, what’s next for digital marketing jobs and careers by 2024?
Experts Tip:
Rethink your approach to networking. It’s acceptable to seek assistance from people you know. For example, you could say, “I’m having difficulty advancing in my career. I aspire to become a CMO from my current position as Marketing Director. Can you share how you accomplished that?”
