It’s 2024, and you have probably experienced first-hand how the digital landscape is evolving, positioning itself at the forefront of innovation and adaptation. If you intend to navigate the intricate web of algorithms, consumer behavior shifts, and technological advancements, it’s imperative to anticipate the future trends that will shape the next era of digital marketing. The marketers of the world are already experimenting with AI-driven strategies, but human prowess continues to rule. In this blog, let’s delve into five emerging and robust trends that are expected to make a mark in 2024.
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1. Customer-Centric Strategies
In 2024, brands need to move away from a ‘focused-on-self’ approach to being more customer-centric. Instead of simply analyzing what competitors are doing and how they are doing it, businesses must focus on what they can give their customers by listening to what the customers actually want. Context takes over content with the power of data and analytics. Marketers will tailor content based on context that resonates with customers’ needs and interests. The era of one-size-fits-all content is coming to an end.
In digital advertising, contextual ads will take center stage. Contextual advertising involves the placement of advertisements on web pages, taking into account the content of those pages. This means displaying ads related to the content. For example, if you are reading a blog post about healthy recipes for breakfast, in a contextual advertising scenario, you might see ads displayed alongside or within the content that promote products like organic granola, fruit blenders, or cooking utensils suitable for preparing nutritious breakfasts. The ads are directly related to the context of the content, aiming to provide relevant and engaging suggestions to the reader.
2. The Expansive Use of Generative AI
2023 was touted as AI’s breakout year. Even the naysayers gradually joined the community of Generative AI users – who says it’s a bad thing? An AI-using digital marketer knows that AI is no match for human creativity, critical thinking, and problem-solving skills.
In 2024, more creative and digital marketing professionals will use AI as a handy tool to speed up processes, experiment, generate fresh ideas, and free up their time to address other essential issues. With more and more businesses reporting AI-related revenue increases, this year is expected to see gen AI coming into its own.
3. Videos Rule (Podcasts Too!)
In 2024, videos will continue to dominate the digital space. Short-form videos that offer valuable, bite-sized content, along with interactive elements will remain the way to go. Don’t forget to share customer testimonials, product features, brand storytelling, and more over video platforms to inspire, interest, and invite customers to your world.
However, another trend that is seeing growth is podcasts. Even YouTube has taken a full-fledged plunge into the world of podcasts by enabling podcasters to upload their podcasts on the platform by connecting their RSS feeds to YouTube Studio.
With one billion blogs out there, and just 4.2 million podcasts, the marketing potential of podcasts that stands unexplored is huge. However, there are two things to keep in mind here. Podcasts don’t go viral or get recommended like a video or a show. So, you’ll need to put in some work there – like email blasts or social sharing – to get your podcast to do the rounds. Second, podcasts aren’t exactly here to replace blogs. Blogging will still get you better engagement and a higher ranking on search engines.
Our advice would be to create an interesting mix; turn a blog into a podcast, or expand the content of your podcast on a blog. Repurpose content on different platforms and in different formats to maximize its content marketing potential.
4. Connect Directly Over Messaging Apps
In 2024, the landscape of customer communication is set to undergo a transformative shift, with messaging apps like WhatsApp, Messenger, and SMS taking the spotlight. The era of personalized conversations is on the rise as an increasing number of customers choose messaging apps to connect with their favorite brands. From delivering timely updates on product launches and exclusive offers to seamlessly scheduling appointments or facilitating purchases, messaging apps emerge as a more personalized and convenient platform. They offer a superior alternative to traditional email marketing, providing brands with unparalleled opportunities to engage and interact with their customers on an individualized level.
5. Social Media SEO
Users are increasingly turning to social media platforms to look for ‘authentic’, user-generated reviews and personal experiences, which makes it essential for brands to focus on social media SEO. People trust people, so your cue lies in creating trustworthy and valuable content on social media, peppered with the right keywords to reach your audience.
Social media platforms are increasingly serving as search engines and their content is showing up on SERPs more often than before. This indicates that social media content from brands will need to be search engine optimized and tweaked to ensure they reach more customers through the evolving algorithm of these platforms.
Before we wrap up, here’s an additional tip – the business landscape is only going to get more competitive. Your brand identity is a crucial differentiator and a catalyst for establishing enduring connections with your target audience. Therefore, in 2024, focus on creating a compelling narrative that mirrors your values, mission, and the distinctive experience you provide to customers.
Hire an Expert
If you are planning to start digital marketing efforts for your business in 2024 or wish to revamp your strategies, consult a digital marketing agency from Mumbai.
Fresh Mind Ideas is one of the best digital marketing agencies in India and can be your trusted digital marketing consultant for your business. With expertise in handling more than 800 projects and various clients globally, you can confidently approach us to enhance your online presence.
Do you need help with your business’s branding/ marketing/ web development/ animated videos? Get in touch with us.