Digital marketing is continuously changing with many platforms exploring new technological innovation to change the way common digital marketing solutions work and what are the best digital marketing strategies to adopt. In this brief article, we’re going to explore a list of some of the digital marketing trends you need to look out for in 2024.

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” — Beth Comstock, Former CMO & Vice Chair, GE

1. Google’s AI-Powered Advertising 

Google’s AI-Powered Advertising has changed the strategies used by digital marketers when running Google Ads since, this newly announced feature can provide huge upside for advertising campaigns and has proven in some cases to get better analytical results in comparison to traditional strategies. Key aspects of this feature are: 

• Ad Targeting: Google AI uses algorithms to analyse consumer behaviour, demographic and interests to help advertisers target their ads more effectively. 

• Ad Creatives: Google’s Responsive Search Ads which will allow Google AI to pick the right ad copy suitable to the customer searching for something related to your ad, increasing the chance of clicks and conversions.

• Smart Campaign Management: A feature that automates various tasks of campaign setup, optimization, and performance tracking, making it easier for small and medium-sized businesses to run effective advertising campaigns with minimal effort and experience needed.

2. Google’s AI- Powered Search 

Google launched the Search Generative Experience (SGE) which creates big AI-powered snapshots for a searcher’s search results rather than listing a bunch of websites to click on. Instead SGE will list three relevant links to websites, making it more competitive. These associated websites may not be due to their ranking, therefore, this is a new way to run search engine optimisation for this particular search type, in the future.

3. Short Form Video Content 

Google Perspectives is a new search filter that’s being tested only in the US, on chrome and mobile. This new filter focuses entirely on user-generated content in relevance to search terms. Shorter form video content has become hugely popular with the rise of social media platforms like Tiktok, Instagram Reels and Youtube Shorts building a lot of traffic. This provides a new avenue for short form video content creators to gain more traffic from this newly tested feature.

4. Instagram’s Threads is Growing 

Threads is rapidly growing and is signing up more than 100 million users within 5 days, making it the fastest growing app ever to date. This new social media platform opens the door for marketing strategies in order to get your company out there. Advertising isn’t currently available on Threads, however, it’s inevitable that it will eventually come out, providing a new opportunity for paid advertising.

5. Importance of Sustainability Efforts

Companies devoting to sustainability efforts have seen huge success in their business due to, brand reputations, social presence, customer relationships and innovation. Almost every top ranking company reports on their sustainability efforts so, why not make this applicable to a smaller sized business. It provides a unique selling point (USP) therefore, giving you a competitive edge in the market.

6. Automation is Taking Over

The app integrations of ChatGPT4 have been on a rampage allowing you to pretty much run a business fully automatically with their being little human interaction. This has allowed businesses to cut down massively on management fees and labour costs. This especially applies to advertising or marketing campaigns making it immensely easier to collect the leads data, nurture them and get them to a point of a sale.

7. The Concern of Data Privacy

Uproar of technology has provided the questioning of data privacy and protection across many social media platforms. Mark Zuckerberg (CEO of Meta) and Shou Zi Chew (CEO of Tiktok) have been attending congress in regards to their data privacy protections and the potential leakage of classified data. Doing your part in data privacy is essential since large social media platforms are using your data to largely customise your app experience.