Digital Marketing Trends you should know about...

The term 'Digital' when thinking about marketing refers to "the promotion of brands to connect with potential customers using the internet and other forms of digital communication" (MailChimp).

When we're thinking about our digital presence, where the boundaries between the virtual and the real blur, it’s paramount for businesses and individuals alike to stay ahead of the curve. Trends are changing constantly with changes in the social media and search engine algorithms. You can't be expected to stay on top of everything but here's a deep dive into the currents shaping our digital journey, backed by stats and real-world examples.

Search Engines: Beyond the Basics

Gone are the days when search engine optimisation (SEO) was merely about sprinkling keywords across your webpage. Today, it’s about understanding the intent behind searches, optimising for voice search, and ensuring your content answers questions people haven't even asked yet. You may have heard me talking in the past about Marcus Sheridan and his book 'They Ask You Answer' and he was on the pulse as a relative early adopter for SEO.

Consider how Google's BERT update revolutionised the way search queries were understood pre covid, focusing on the context of words in search queries rather than the words themselves. Since, we've had huge sways of AI or tech-based influences supporting SEO. Businesses like Moz have been at the forefront, adapting to these changes by creating content that's not just searchable but valuable. It’s about anticipating the user's next move, with 70% of marketers seeing SEO as more effective than PPC for generating sales - certainly when it comes to organic growth.

Social Media: The New Town Squares

Social media platforms have transformed into digital town squares, where brands can engage in meaningful conversations with their audience. We've seen firms like Aldi and Ryanair capitalise on this for positive PR. The rise of short-form video content on platforms like Instagram and TikTok, urges brands to be more authentic and engaging. With over 1 billion people using TikTok and Instagram Stories being used every day, brands like Airbnb have leveraged this feature to showcase unique homes, transforming the way we perceive travel. On TikTok, the platform's algorithm prioritises content discovery, allows even the smallest brands to go viral overnight.

Websites: Your Digital Storefront

Your website is often the first point of contact between your brand and potential customers. In 2024, it’s not just about having a website; it’s about creating an experience. Interactive websites that utilise AI and AR to provide personalised shopping experiences are setting the trend. Take IKEA's Place app, for example, which uses AR technology to let users visualise how furniture looks in their space before purchasing. Additionally, the importance of mobile optimisation cannot be overstated, with over 50% of all internet traffic now coming from mobile devices. Attention to Google is something to think about with 93% of web traffic going through their engine. A seamless, responsive website design is no longer a luxury— it’s a necessity.

Digital Footprint: Being as visible as possible

Your digital footprint is your visibility online. It encompasses every post, tweet, and comment made online about your brand. It's every engine you're on. It encompasses your directory presence etc. Managing this digital footprint has become a crucial part of personal/business branding and reputation management. Companies are increasingly employing sophisticated tools to monitor and manage their online presence, ensuring consistency across all digital platforms. For instance, Netflix’s savvy use of Twitter to engage with viewers in real-time has bolstered its brand, showcasing the power of a well-managed digital footprint in building a loyal customer base. This is something that we (our agencies) are focussing on with our clients.

Digital Marketing: Crafting the Future

Digital marketing is no longer about broadcasting a message; it’s about crafting experiences that resonate on a personal level. It's about building a brand, getting buy-in and helping to solve a problem with those that are your brand avatar or persona. The future of digital marketing lies in leveraging data analytics and AI to predict customer behaviour, personalise marketing messages, and deliver content that speaks directly to the individual's needs and desires. For example, Spotify’s Discover Weekly uses machine learning to curate personalised playlists, a brilliant demonstration of personalised marketing at scale.

As we look to the future, it's clear that the digital marketing landscape is one of constant change and innovation. Staying ahead means not just adapting to these changes, but anticipating them, and embracing them.

By understanding these trends and leveraging the tools and platforms available, we can position ourselves as leaders in our marketplace, guiding our brands and businesses towards our defined business objectives using a clear marketing strategy. If you need any support, feel free to message me.