Digital marketing moves fast. In our 15 years as an agency we have seen trends come and go, (and some return) and there have been countless changes. To support our clients, we have to stay on top of the changes and trends we see now and in the future. In this blog, we share some of the trends and the movers and shakers we see in digital marketing in 2024.
-
Contents
Artificial Intelligence (AI)
We can’t talk about digital marketing trends without talking about AI. It’s been around for a while but the last year has seen big changes in AI, not just in terms of technological advancements but also in terms of usage. Neither show any sign of slowing down in the near future. Recent data predicts that globally the rate of adoption by organisations will continue to expand at a compound annual growth rate of 38.1%1. Whilst it still has some limitations, AI, in its very nature, continues to adapt and improve. Marketing, customer service roles and sales departments find it useful – 97% of global organisations believe that AI technologies can give them a competitive edge2.
ChatGPT is arguably the most well-known AI, but there are many others that can help in digital marketing. AI can be used to deliver a tailored customer experience, create better and more data-driven content, provide better customer support and social media engagement, improve the effectiveness of voice search and many other actions. It can’t fully replace human capabilities but it will continue to augment them.
How are you using AI in your digital marketing?
-
Customer Journey and Customer Experience
Understanding the customer journey and improving it to improve the customer experience is one of the most important aspects of successful digital marketing. Like AI, it isn’t new to digital marketing but it is still one of the most important elements and we’re not expecting that to change in 2024. Over the last few years, we have seen brands and organisations dig into their customer experience and it has shown real rewards. Put simply, understanding the journey improves the experience which increases customer satisfaction and encourages loyalty. With 94% of customers saying that a positive experience motivates them to make future purchases and data showing that a good customer experience can increase revenue by between 2 and 7%3, it’s a trend that we should all be thinking about and incorporating into our digital marketing.
-
Short Form Content
According to Ofcom, 38% of adults who are online say that they are watching short-form content daily. For 15-25 year olds that rises to 68%4. It’s no surprise that short-form content is one of the continuing trends for 2024. Whether you love it or hate it, it’s here to stay, for now at least.
It is important to still consider that popularity doesn’t mean it’s the right thing for all businesses. As with all trends, organisations should make a decision based on an understanding and knowledge of their own audience as to whether or not it’s the right type of content for them. If you are a fashion retailer with a Millennial audience then short-form is the right content and should be central to your strategy. If, however, you are a B2B information or regulation-heavy business then short-form content isn’t as likely to work for you. Whichever you are you should use your analytics and measurement to inform your decision.
-
Podcasts
The number of people listening to podcasts is predicted to reach more than half a billion by the end of 2024, almost double what it was in 2019. Perhaps surprisingly as podcasts are often associated with an older demographic, Gen Z is leading the way when it comes to consuming podcasts 5.
Similar to social media, podcasting offers quick entry. Getting started is relatively easy and doesn’t require masses of expensive equipment. It does require a solid plan not only in terms of the content that you produce but how you build and grow your community. Podcasts are an excellent way to establish thought leadership and to allow potential customers to develop a relationship with your brand as part of their customer journey. It enhances your brand personality and helps to develop a connection with your audience.
-
Community Building
The importance of building a community should never be underestimated. For both big and small brands and organisations, community can have a positive impact on revenue, loyalty and brand advocacy.
Outdoor recreation brand Patagonia, for example, has built a global community around their shared values of environmental responsibility and sustainability. They don’t just talk the talk. They have been successful because they stick by their values, contributing 1% of their sales to environmental charities and creating the Patagonia Pro Community for outdoor professionals and environmental advocates. Their supporters are not only loyal but also their best advocates.
Community building isn’t just for B2C businesses. If done properly, it can work as well for B2B organisations. Notion is a great example of this. They are building a global community of users through events, webinars and their community-hosted groups and forums. They actively seek Ambassadors, Campus Leaders and Champions to share their knowledge and to help them to build their community.
Stats
- https://www.forbes.com/sites/louiscolumbus/2019/09/08/state-of-ai-and-machine-learning-in-2019/?sh=361e47341a8d
- https://explodingtopics.com/blog/ai-statistics
- https://business.adobe.com/blog/basics/customer-journey#:~:text=Fortunately%2C%20investing%20in%20the%20customer,them%20to%20make%20future%20purchases
- https://www.iabuk.com/news-article/68-15-24-year-olds-watch-short-form-videos-daily
- https://www.demandsage.com/podcast-statistics/#:~:text=We%20all%20witnessed%20how%20significant,gathering%20464.7%20million%20listeners%20worldwide.
