By now, the old and much-abused one-liner on ‘how many (digital) marketers it takes to fix a broken light bulb’ has been resolved. It’s the middle of 2024, and the process has been automated, you see!
So, is digital marketing itself now bereft of the human touch? Is a gargantuan exercise in online marketing now automated from end-to-end? Not quite.
The elephant in the room remains AI, and it has impacted small, medium, and established businesses differently. So visible is its impact that almost all contemporary digital marketing trends revolve around Artificial Intelligence.
This write-up is intended to showcase 7 of 2024’s top digital marketing trends and we are here to provide insights on how businesses are leveraging these trends to enhance their marketing strategies, and how these emerging technologies can be better handled.
- Artificial Intelligence and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) have been right at the forefront of all digital marketing strategies. 2024 and beyond will witness further rise and adoption of both AI and ML. The reasons remain the same: these technologies have transformed the way businesses analyze data, personalize their marketing campaigns, and predict consumer behavior.
> Personalization at Scale: AI is a great leveler; it can form the backbone of digital marketing for SMEs the same way it can help major brands across niches. Artificial Intelligence enables businesses to deliver extremely personalized content and recommendations.
You might have noticed how Netflix, YouTube, Hulu, Peacock and the other supersized streaming platforms are becoming better at providing suggestions on what to watch next. All these big players use AI –powered algorithms to enhance user engagement.
> Chatbots and Customer Service: AI-powered chatbots are getting smarter & more sophisticated. Some of them can provide almost real-time assistance, including swift resolution of queries and complaints. A Gartner study has highlighted that by the end of 2024, around 80% of all customer interactions will be handled by some sort of AI-powered bots.
> Superior Predictive Analytics: When used properly, AI & ML can aid digital marketers predict future consumer behaviors by focusing on & analyzing past data. The result is a finely tuned digital marketing strategy for any company looking to make it big online.
- The Rebirth of Voice Search Optimization
Voice search was trending as far back as 2016-2017 as more people adopted virtual assistants like Alexa, Siri, and Google Assistant. But these tools were relegated to the back rows as their search capabilities were limited, and search results proffered often downright wrong.
Not anymore. VSO has seen a complete transformation, almost a rebirth, with AI powering searches. Before 2025 is here, Comscore Inc. predicts that over 50% of all searches worldwide will be voice-based.
This is a humongous figure; yet, it is one of the most overlooked digital marketing trends.
> Conversational Queries: Voice searches are typically longer and more conversational in nature. If you are a digital marketer, you need to optimize your content with more long-tail keywords based on user search intent.
> Local SEO: Heads up, SEO executives! The ‘near me’ queries will continue to be the cornerstone of most voice searches, and your local SEO optimization should not miss out on including related keywords.
Local SEO can help smaller businesses capture a rapidly growing segment.
> Featured Snippets: Optimizing content for featured snippets is a no-brainer. Virtual assistants often read these snippets out loud, and it is a proven method to rank higher for longer.
- Continuing Dominance of Video Marketing
Video content will continue dominating digital marketing globally as platforms like YouTube, TikTok, and Instagram Reels lead the way. By 2025, it’s expected that online videos will account for more than 82% of all consumer internet traffic. This figure stood at ~72% in 2018.
A 10% increase over 6 years is not something to be taken lightly.
> Short-Form Videos: Short-form videos (mostly under 60 seconds) are especially popular, capturing attention and engaging users quickly. TikTok’s success highlights the power of bite-sized content. From Nike to Duolingo, every major brand across the spectrum wants a piece of the short-form craze
> Live Streaming: Live streaming has become a major weapon for real-time engagement and more brands and joining the bandwagon. Platforms like Facebook Live and Instagram Live are ideal for live streaming product launches, AMA sessions, and BTS content- deemed extremely valuable by users.
Not far behind are interactive videos, which allow viewers to engage directly with the content. From choosing a storyline and altering it to clicking on secure embedded links, their immersive experience is their USP.
- Social Commerce
Social commerce, simply put, integrates e-commerce with social media platforms. This amalgamation holds great promise to revolutionize online shopping in 2024. Platforms like Instagram, Facebook, and Pinterest are all enhancing their shopping features to create totally seamless purchasing experiences.
> Shoppable Posts: Top SM platforms allow businesses to produce and embed ‘shoppable posts’ where users can purchase products directly from their feeds without once leaving the app.
> Influencer Partnerships: Influencer marketing is projected to be a $21 billion industry by 2024-end. This is a machine that runs itself. Add user-generated content or UGC to the mix, and you have a complete overview of social commerce.
- Augmented Reality (AR) and Virtual Reality (VR)
AR and VR technologies have been out of sci-fi for many years now and are practical tools designed to enhance the customer experience. By 2024, AR and VR are expected to be critical parts of digital marketing for SMEs and bigger enterprises, given their offering immersive and interactive user experiences.
> Virtual Try-Ons: AR enables customers to try on products virtually, whether they are clothes, make-up suites, or accessories, before they decide on making a purchase. Big names IKEA and Sephora have already leveraged such try-ons.
> Immersive Advertising: VR’s fully immersive experience allows customers to explore products and services across a myriad of segments, with many disparate industries like real estate, tourism, and the automotive sector coming under the same umbrella.
Immersive advertising is a form of enhanced storytelling in SM lingo.
- Privacy and Data Security
Businesses across the USA are prioritizing the protection of consumer information. Key legislations like the GDPR and the California Consumer Privacy Act (CCPA) highlight the importance of data privacy.
Transparent practices, secure data handling, and earning the trust of the customer are 3 areas where every business regardless of bottom-line needs to be careful about. Clear privacy policies and consent mechanisms are essential to earn and retain consumer trust, as is the implementation of robust and infallible data security measures like encryption & dedicated secure servers.
Respecting consumer privacy and demonstrating a long-term commitment to data security builds brand reputation and are some of the most essential digital marketing trends.
- Hyper-personalized Marketing
Few strategies hold as much power as personalization in every sphere of customer-facing businesses. Delivering tailored content and experiences that stay on with individual consumers is key to retaining them.
> Behavioral Targeting: Using modern technologies to analyze customer behavior and preferences allows even small businesses to deliver targeted ads and super-segmented content. In turn, they improve engagement and conversion rates.
> Email Personalization: A touch of customization and personalization boosts the chances of your businesses’ emails being opened. Using the recipient’s name and recommending products based on past purchases can and do drive sales.
Where Exactly Does Remote Resource Fit in?
Here’s the thing: most businesses across North America do not have a set digital marketing strategy, even though they know they need one. Remote Resource has a separate department that deals with the vagaries of digital marketing, and our services can help your business grow faster than you would ever imagine.
Let’s partner up and see where it leads to! Get in touch with us today.
Conclusion
The future of digital marketing promises exciting opportunities for businesses willing to adapt and evolve. By integrating these trends into your marketing strategy, you can ensure your brand remains relevant, competitive, and poised for growth in a dynamic digital sphere.
