Our 2024 Digital Marketing Predictions

In 2024 we will see quite a few changes in the digital marketing world. In 2023, AI has grown into a teenager; with loads people using it for good and bad.... In 2024, tools will become more sophisticated. But that's not the only change awaiting us, digital marketers in the new year. Here are our top 7 predictions that can help you shape your digital strategy in the new year. Some people will develop smart strategies to utilise AI, others will continue to abuse it. Here are seven key predictions that will you create a winning digital strategy in the coming year.

1. AI Moves to a Supporting Role In the fast-evolving world of Digital MarketingAI is going to move into a more supporting role in 2024, rather than taking the lead. The hype will die down. It will be like a teenager helping out with the housework. It will not always do the things parents want, but can be manipulated and trained. The focus will shift to utilising AI as a tool to improve copywriting, rather than relying solely on AI-driven content and automations.
2. More Powerful AI-Driven Personalisation and AutomationAI-driven personalisation will continue to gain traction in 2024. Marketers will increasingly rely on AI tools and algorithms to analyse user data. This will allow them to deliver highly targeted and personalised consumer experiences in paid advertising and engagement campaigns. This trend will further improve marketing strategies and can potentially skyrocket brands' engagement and conversion.
3. Voice Search Optimization Is Here to StayWith Generation X and Y gaining a larger share of the consumer market, the popularity of voice search will increase. Optimising content for voice search will be crucial for search engine marketers. With Alexa, Siri, and Google Assistant developing rapidly, voice search results will matter more in 2024 than ever before. This will possibly make marketers think long and hard about "long tail keywords" users will use for voice search.
4. ROI-Driven Marketing

Brands with an allocated annual marketing budget will be looking to get more back from their campaign. Optimising conversions and making the most out of data and intelligence will be the priority of these brands. they will start measuring results better to increase their ROI instead of cutting back on the marketing budget.

5. Trust and Relationships Focus

With the reputation of some businesses suffering and viral marketing producing a lot of disappointments in the previous few years, reputation management will become more important for brands big and small. Trust scores, marketing campaign reputation, and customer feedback will drive sales more, as customers become more educated and savvy.

6. Content and Marketing as a Branding Tool

Achieving an expert status and publicising results will drive brands' content marketing strategies. As predicted in a few previous newsletters, branding, marketing, and reputation management will go hand in hand, forming a holistic branding strategy. With Google's continuous "Helpful Content Updates", content spam will be reduced (unfortunately not eliminated), and AI content will drop from search engines, being replaced by helpful, informative, and original pieces.

7. Social Media Landscape in Turmoil Pending a Reshuffle

It is likely that the distrust in Meta platforms and X will result in advertisers and businesses turning to more reliable sources or genuine traffic. I have written about my experience with Meta, and the problems the platform has. Online platforms competing for advertising money will need to do more to protect customers' data, deliver real results, and make their interface user-friendly. It's likely that LinkedIn will win the game, with some smaller niche platforms gaining more traction in 2024.

2024 will be the return of authentic marketing and smart customers. Brands that embrace the power of the latest technology while still create honest, useful, and helpful content will win long term. It's like we are thrown back to 2012 when loads of affiliate marketers came on board making bogus claims until regulations caught up. Now, it's not about the regulators, but the new Gen X and Y customers. They are the main driving force of this digital marketing revolution brewing in 2024.

Sources:

https://www.forbes.com/sites/forbescommunicationscouncil/2023/10/30/top-5-marketing-trends-for-2024/

https://contentmarketinginstitute.com/articles/trends-content-marketing/

https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/digital-marketing-trends-2024/

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