Digital marketing trends 2024 are not long in coming, they are already showing their intentions and firm step for next year. Therefore, in this article you will discover the top 10 trends in the marketing world. Which ones have burst in the past year and will continue to do so, or the consolidation of classics such as SEO and marketing automations.
As we already know, the world of digital marketing is constantly evolving, adapting to technological, social and cultural changes that occur daily. Every year, new trends emerge that set the tone for how companies and brands communicate with their audiences, offer their products or services and generate value.
In this article, we will explore 10 digital marketing trends 2024 such as: artificial intelligence (AI), voice search, diginfluencers, metaverse, digital experiences and more. These trends represent the key challenges and opportunities that digital marketers will face in the coming year.
Not surprisingly, among the 2024 trends is also the consolidation of SEO. For far from losing relevance, it has been consolidated as an essential strategy and not a differentiator. Since we have seen, for years, that if you do not appear in the first results of the SERP it is almost as if you do not exist in the online world.
Another point, which Google has been highlighting since the beginning of 4Q 2023, is that users want to take back control of their data and decide what information they share with the websites they visit. This is reflected in the fact that they are less and less willing to accept cookies.
As you can see, there is an interesting panorama regarding the 2024 digital marketing trends. We hope this article will allow you to create the right strategies to make the most of everything that is coming. It only remains for me to ask you: Are you ready to know the future of digital marketing?
Digital Marketing Trends 2024
1. Artificial Intelligence
Not surprisingly, the No. 1 trend in digital marketing 2024 is the consolidation of AI applied to marketing. And not just for content creation with AI but also for understanding and predicting consumer behavior and making data-driven decisions. This is a trend that is already manifesting itself in the present and is expected to intensify in the future. Artificial intelligence (AI) is a technology that can optimize marketing strategies, personalize customer experiences, analyze consumer behavior and automate various tasks.
Therefore, artificial intelligence (AI) is one of the most important and disruptive trends in digital marketing today and in the future. Unlike other technologies, AI simulates the human ability to learn, reason and solve problems by applying algorithms and data. AI has multiple applications in marketing, which can be grouped into three main areas: content creation, understanding and predicting consumer behavior, and data-driven decision making.
AI Applications in Digital Marketing
Let’s delve a little deeper into the applications of AI, as part of digital marketing trends 2024.
- Content creation is one of the most creative and strategic functions of digital marketing. Since it involves generating messages, images, videos, audios or texts that attract, inform, entertain and build user loyalty. AI can help marketers create content faster, more efficiently and in a more personalized way. All this using promts that can produce original and quality content from a keyword, a phrase or an image. These tools can be very useful for generating ideas, inspiration or content variations.
- Understanding and predicting consumer behavior is another of the most relevant and challenging functions of digital marketing. This involves knowing users’ needs, preferences, motivations, emotions and expectations, as well as anticipating their actions, reactions and decisions. AI helps marketers understand and predict consumer behavior more accurately, deeply and dynamically. Using analytics AI tools that can process, interpret and extract insights from large volumes of data, both structured and unstructured, from a variety of sources. Such as social networks, websites, mobile applications or smart devices. These tools can be very useful for segmenting, profiling and classifying users, as well as identifying patterns, trends and market opportunities.
- Data-driven decision making is another of the most critical and strategic functions of digital marketing. Which requires choosing the best options, actions and solutions to achieve marketing objectives, taking into account available resources, market conditions and expected results. AI can help marketers make data-driven decisions faster, more efficiently and optimally. On the other hand, prescriptive AI can recommend, suggest and optimize marketing decisions, using mathematical models, optimization algorithms and machine learning techniques. These tools can be very useful for planning, executing and evaluating marketing campaigns, as well as for adjusting, improving and scaling marketing strategies.
AI is a 2024 trend that is already consolidating in digital marketing and is expected to intensify in the future. Offering multiple benefits such as strategy optimization, personalization of experiences, behavioral analysis and decision making. AI is a technology that not only facilitates the work of marketers, but also allows them to be more creative, innovative and competitive in the digital market.
2. Voice search
Voice search consists of using voice commands to search the Internet or a portable device by means of a microphone. This form of search offers advantages such as convenience, speed, accessibility and naturalness.
So it is not surprising that voice search is a digital marketing trend for this 2024, which is gaining ground. Particularly with the accelerated development and popularity of virtual assistants, smart devices and mobile apps. It is the U.S. market that has undoubtedly been a driver of these searches that have been permeating globally. So now, it is not enough to appear in the SERP, it is important to optimize so that your brand appears in voice searches.
In fact Demandsage shows recent (2023) statistics on voice search. For example, did you know that more than 20% of Google searches are voice search. In addition, 27% of people will use voice search on mobile from 2023.
However, voice search also poses new challenges and opportunities for brands that want to appear in the top results. To do this, it is necessary to optimize your website with content suited to the characteristics and preferences of voice search. In other words, voice search SEO optimizations, which not only involve tailored content but also other UX factors such as loading speed.
Surely with these statements you are a little lost, don’t worry in Segmenta Marketing we give you some tips to achieve it:
- Use questions and answers. One of the characteristics of voice search are queries in the form of questions, using terms such as what, how, when, where, why or who. For example: “What is SEO?” or “How do I optimize my website for voice search?”. So remember that your keywords should be in the form of questions and answers.
- Use long-tail keywords. In voice search, users tend to use longer and more natural phrases than in text search, because they speak as if they were having a conversation. For example: “Which Italian restaurants are near me?” or “Which auto repair shop is near the La Paloma neighborhood?”. That’s why it’s important to use long-tail keywords that are more specific, descriptive and in line with users’ search intent.
- Prioritize local content. Users tend to search for information related to their geographic location, especially when using voice from their mobile. For example: “What museums in Madrid are open today?”. Therefore, it is essential to prioritize local content, and consider that, in addition to being relevant, it should include data such as name, address, telephone number, opening hours or reviews.
- Optimize loading speed. Obviously, users tend to expect fast and efficient responses, without delays or interruptions. Therefore, optimizing the loading speed of the website is essential.
- Use structured data. In voice search, users tend to get direct and highlighted answers, in other words, to bet on appearing in the highlighted snippets. Therefore, it is advisable to use structured data. This data are tags that are added to the HTML code of the website to facilitate understanding and indexing for search engines. Structured data can help improve visibility and generate rich snippets.
3. Diginfluencers
What do Lil Miquela, Shudu and Noonoouri have in common? They are some of the most famous Diginfluencers of the moment. Diginfluencers are influencers created with artificial intelligence, who have their own personality, style and story, and who generate content and opinions on social networks. These virtual characters are revolutionizing the world, and of course they are a digital marketing trend 2024. They offer new possibilities to connect with consumers in an innovative and differentiated way.
They are the result of the convergence of two digital marketing trends, which for this 2024 come stomping. The combination of influencers plus AI gives space to Diginfluencers capable of creating and transmitting messages that impact, excite and generate trust.
Diginfluencers have several advantages over human influencers that make them more attractive and effective for influencer marketing strategies. Some of these advantages are:
- Control. They are fully controllable by their creators, who can decide their appearance, personality, story, tone, content and even their style. This avoids the risks of them making mistakes, getting involved in scandals, changing their minds or ceasing to collaborate with brands.
- Creativity. They are totally creative, as they can generate original and varied content, adapted to the needs and preferences of brands and users. Let’s remember that AI is a neural network that learns and can even discover what content is most attractive to users. So they can connect, excite, innovate and differentiate themselves from the competition.
- Consistency. Diginfluencers are totally consistent, as they maintain coherence and continuity in their image, message, purpose and value. With which they build an identity, reputation and a solid and loyal community to their proposal.
- Connectedness. They are fully connected, as they can interact in a fast, fluid and personalized way, using social networks and the most appropriate digital channels. This allows them to generate engagement, loyalty and trust among users.
As you will see, Diginfluencers are a disruptive trend that is changing the digital marketing landscape. Offering new challenges and opportunities for companies and brands that want to communicate with consumers in an effective and differentiated way. Making them the future of influencer marketing, and those who want to take advantage of their potential should be attentive to their evolution, advantages and challenges.
4. Metaverse
Yes, you read that right, the metaverse as a digital marketing trend for 2024. And no, it has not been forgotten, it is just that its adoption and massification is slower than expected. Big brands know this, such as Gucci or Zara continue to develop products and bet on the metaverse. So for those who think that Mark Zuckerberg’s 2021 speech announcing his ambitious project to massify the metaverse seems far away, we can tell you that today more than ever, it is in force.
The metaverse merges physical reality with virtual reality, using the convergence of technologies such as virtual reality and augmented reality. This allows multisensory interactions with virtual environments, digital objects and people. The metaverse is a concept that has its origins in science fiction, which even just a decade ago seemed far away. But it is increasingly closer to becoming a reality thanks to the advancement of digital platforms and devices. Opening the possibility of having a parallel life through digital avatars that project their own lifestyles and consumption. In some cases as an extension of reality and in other cases something completely different. Giving brands the opportunity to participate in this other way of living, buying and generating experiences.
What makes this trend has great potential for digital marketing. Since it offers new possibilities to communicate, offer and sell products or services to consumers in an innovative and differentiated way. The metaverse allows the creation of immersive, personalized and memorable experiences that generate value and loyalty. In addition, to access new markets, segments and niches, which may be beyond the reach of traditional channels.
5. Digital Experiences
Digital experiences go beyond the online world thanks to today’s technologies. They span the various channels today, such as websites, mobile apps, self-checkouts, smart fitting rooms, digital menu (QR) and more.
They are an essential part of the overall customer experience. They are the set of perceptions, emotions and reactions to interacting with a brand throughout the customer journey. They also relate to user experience, which is the degree of satisfaction, ease and usefulness a user has when using a digital product or service. Its main objective is to exceed the expectations of those who interact with your brand, offering added value and differentiation.
For more than two decades there has been talk of digital convergence, of using technology as a basic element for the survival of companies. This is now a non-negotiable reality. So when we talk about generating digital experiences, we must have the technological infrastructure that allows its creation, management, delivery and optimization. Technology must be innovative, secure and scalable, to offer solutions that improve the efficiency, effectiveness and profitability of digital experiences. Technology must be integrated, connected and compatible, to offer solutions that facilitate interoperability, synchronization and automation of digital experiences.
Here are some ideas of how a physical store can offer digital experiences
- Digital platforms to communicate, inform and promote the products or services of the store, such as social networks, email, website or mobile application. With which you can attract, inform, entertain and build customer loyalty, as well as generate traffic to the physical store.
- Digital tools to facilitate and enhance the shopping experience in the physical store, such as QR codes, self-checkouts, beacons, digital mirrors or virtual fitting rooms. These tools can help provide information, personalization, interaction and entertainment to customers, as well as optimize store space, time and resources.
- Digital solutions to integrate and synchronize the physical store with the online store, such as click and collect, click and reserve or click and try. Implementing them allows you to offer convenience, flexibility and security to customers, as well as to boost omnichannel, loyalty and store conversion.
Digital experiences are the means to achieve the ultimate goal of digital marketing: customer satisfaction and loyalty. For all these reasons, digital experiences are part of the digital marketing trends 2024 that will continue to be top.
6. Marketing automations
Marketing automations have been gaining ground in recent years and are becoming more and more affordable. What makes them consolidate as a digital marketing trend for 2024.
But this time it goes beyond automating routine tasks and making your marketing actions more efficient, as we are talking about hyper-personalization. One way to put it in simple terms is to take inbound marketing or emailing to another level. By hyper-personalization of automations, we do not mean the classic contact name or company name fields. It is more than that, it is about generating lists and segments based on the data that CRM and other automation tools do not provide. It is to make actions that bring the added value of really knowing your contacts.
Hyper-personalization of marketing automations is a trend based on using artificial intelligence and big data to create unique and personalized experiences for each contact, based on their characteristics, behaviors, preferences and interests. This trend goes beyond traditional personalization, which is limited to using basic data such as name, job title or company, and offers generic messages and offers for broad audience segments.
Hyper-personalization of marketing automations allows companies and brands to connect with their contacts in a deeper, more relevant and effective way. To achieve hyper personalization of marketing automations, data needs to be collected, analyzed and interpreted. This data arrives through different channels and touch points, such as web, social media, email, chatbot or phone. This data provides insight into the profile, behavior, intent and context of each contact. This information can be used to create dynamic lists and segments, which are updated in real time as changes occur.
From these lists and segments, automated marketing actions can be designed and executed, which are adapted to each contact and to each moment of the purchase cycle, offering the most appropriate content, message, offer and channel for each case. These actions can range from sending a welcome email, to offering a free demo, recommending a product, sending a discount coupon or requesting a review.
An example of hyper-personalization of marketing automations would be the following: Peter is a customer who recently purchased baby clothes from an online children’s fashion store. The online store uses a marketing automation tool that collects and analyzes Pedro’s data, and detects that he has bought baby clothes, that his child is less than a year old and that he lives in Madrid. From this data, the tool creates a segment of customers with similar characteristics to Pedro, and sends him a personalized email, with his name, a text congratulating him on his son and offering advice on how to take care of him. Then, in another email, it sends him a special children’s day sale promotion, with a link to the online store. Peter receives the email, is grateful and surprised by the store’s attention, and decides to take advantage of the promotion and buy more baby clothes.
Another example of hyper-personalization of marketing automations would be the following: Jorge is the CEO of a company that has an online store. Jorge has shown interest in the artificial intelligence content applied to ecommerce that Segmenta Marketing has published on its blog. Segmenta Marketing uses a marketing automation tool that collects and analyzes Jorge’s data, and detects that he is the CEO of the company, that he is dedicated to ecommerce, that he has visited several articles on artificial intelligence and that he has downloaded an ebook on the subject. Based on this data, the tool creates a segment of leads with similar characteristics to Jorge, and sends him a personalized email, with his name, a text thanking him for his interest in the content and offering him a customized artificial intelligence proposal for his online store, and a button to request a meeting with an expert. Jorge receives the email, feels intrigued and tempted by the proposal, and decides to request the meeting with the expert.
Although the hyper-personalization of automations is not the king of trends 2024, it is one of the indispensable warriors in your strategies. It allows you to create unique and personalized experiences for each contact. This undoubtedly improves the relationship, increases customer satisfaction and loyalty. All this translates into an increase in sales, revenue and profits for companies.
7. Data protection
Another trend that arrives with a firm step in digital marketing for 2024, is data protection. Users want to regain control of their data, that data that for years they shared with us through cookies. In fact Google stated “customers want to be in control of their data, and they won’t hesitate to change brands to get it”.
Information security is a key aspect for digital marketing. Because it involves ensuring the privacy and trust of users who interact with companies through digital channels.
This trend is on the rise for many reasons. To mention some, the increase in regulations, which establish rules and obligations for companies that collect, store and use user data. As well as rights and guarantees for the users who provide them. Some of the most relevant regulations are the General Data Protection Regulation (GDPR) of the European Union, the California Consumer Privacy Act (CCPA) of the United States and the Federal Law for the Protection of Personal Data in Possession of Private Parties (LFPDPPP) of Mexico.
The change in preferences, reflecting users’ awareness and demand to be in control of their data, and to choose companies and brands that respect their privacy and security. According to a Cisco study, there is a loss of confidence in the ability of organizations to protect data. For 76% of respondents say they would not buy from a company that they do not trust with their data. Thirty-seven percent indicated that they had switched vendors because of data privacy practices. Although it may not seem like it, 53% say they manage a website’s cookie settings before accepting them. In addition 46% of those who have a listening device at home say they regularly disable it to protect their privacy.
To adapt to this trend, companies and brands must implement information security measures and best practices. They must make it a priority to protect user data, comply with current regulations and offer secure and reliable digital experiences. To achieve this, good practices must be implemented, such as informing and educating users about the information that is collected, stored and used. Also, tell the purpose and benefit of doing so. As well as offering options and mechanisms to give consent, manage preferences, exercise their rights and resolve doubts about the security of the information.
8. SEO
SEO is consolidating as an essential element, and it is no longer a differentiator, it is a basic element to exist online. Which reminds us of the song, I have no throne, no queen, no one to understand me, but I’m still king. So for the 2024 trends, again, write it down.
SEO is not a fad, but a trend that is constantly maintained and renewed, and I’m not just talking about Google’s algorithm. SEO has shown to adapt and survive the technological changes that occur in the digital world. SEO is still valid in 2024 for several reasons, such as:
- Every day new websites are created therefore the competition for the attention of users is greater and more difficult. SEO allows you to bet on appearing in the first search results, to receive more views to your website. Therefore to have more conversions and above all to truly exist. That’s why our phrase “First SEO and then I exist”.
- Search engines are dynamic and complex entities, constantly evolving to deliver better results and experiences to users. Search engines use algorithms and criteria that determine the relevance and quality of websites. Which in layman’s terms is “the constant updating of search algorithms”. SEO allows to adapt to the evolution of these algorithms, to try to decipher their guidelines and to execute good practices to remain in the search results. This is why SEO is a constant, continuous and updated work.
- Innovation is the ability to create and apply new ideas, solutions or ways of doing things. For example, the most recent trend to do SEO with AI. For innovation is a key factor for success in SEO, as it allows to keep the attention of users. Therefore, it improves the effectiveness and profitability of marketing actions. SEO allows to innovate, using new technologies, tools or formats that improve the positioning and visibility of websites and content.
Therefore, having a TOP Marketing Agency as an ally is still a trend in 2024, it remains alive and is constantly renewed, adapting to the demands of the digital world.
9. Video Content
Creating video content is more than a fad or a trend for 2024. Video content is one of the most effective and popular ways to communicate, inform and entertain users. According to a Cisco study, video will account for 82% of all internet traffic, which means there will be more than 2 billion videos watched every day. But why will video content still be trending in digital marketing by 2024? Here are a few reasons:
It captures attention. Video is a format that combines images, sounds, text and emotions. What manages to capture the attention of users from the first second, and keep it longer than other formats. It is also capable of transmitting a message in a clear, concise and convincing way, which generates interest, curiosity and action in users.
It generates trust because it allows to show the face, voice, personality and history of a company or brand. It generates a closer and more human connection with users. The video is able to demonstrate the authenticity, credibility and transparency of a brand, enhancing trust, loyalty and recommendation in users.
It offers value. Video is a format that allows to offer information, solutions and benefits in an attractive, fun and educational way, providing value to users. The video is able to solve the doubts, needs and expectations of users, offering differential and competitive value to a company or a brand.
It adapts to the preferences and consumption habits of users, who increasingly use mobile devices, social networks and streaming platforms. Video is able to adapt to different formats, channels and moments of users, offering a personalized and omnichannel experience to a company or a brand.
These are some of the reasons why video content will continue to be a trend in digital marketing by 2024. Reasons why brands should bet on this format to communicate, offer and sell to users in an effective and differentiated way.
10. Social media shopping
Shopping on social networks is a trend that you cannot ignore if you want to succeed in digital marketing by 2024. It is about taking advantage of the power of social platforms to sell your products or services directly to users, without the need for them to leave the social network. This way, you offer them a fast, easy and convenient shopping experience, which increases your sales, visibility and loyalty.
Why is shopping on social networks a trend? Because users are spending more and more time on social networks, and rely on them for information, inspiration and recommendations on what they want to buy. In addition, social networks are incorporating more and more functionalities to facilitate e-commerce, such as catalogs, stores, shopping buttons or integrated payments.
How can you leverage social media shopping for your business? The first thing you should do is create a strategy that suits your target audience, your product or service, and the platform you choose. Selling clothes on Instagram is not the same as selling courses on LinkedIn. The second thing you should do is create valuable content that attracts, informs and convinces users to buy your product or service. It’s not about bombarding them with advertising, but offering them solutions, benefits and experiences. The third thing you must do is interact with users, respond to their doubts, requests and comments, and create a relationship of trust and loyalty.
Do not hesitate, social media shopping is a trend that will revolutionize digital marketing by 2024. A trend that will allow you to reach more customers, sell more and better, and differentiate yourself from the competition.
Conclusions
Well, now you know the top 10 digital marketing trends 2024. To conclude, I would like to summarize the key points of each of them, and encourage you to put them into practice in your digital marketing strategy for 2024:
- Artificial intelligence allows you to optimize your strategies, personalize experiences, analyze consumer behavior and make informed decisions.
- Voice search offers you advantages such as convenience, speed, accessibility and naturalness. However, it poses new challenges and opportunities to improve your positioning and visibility.
- Diginfluencers, influencers created with artificial intelligence, who have a personality, a style and a story of their own.
- The metaverse is a post-reality universe, which merges physical reality with digital virtuality, and offers you new possibilities to create immersive, personalized and memorable experiences.
- Digital experiences that aim to meet the needs and expectations of users. All of this in an environment that works the physical store with the digital.
- Hyper-personalized marketing automations are a way to use big data and technology such as CRM’s to create unique and personalized experiences. Thanks to the information they collect, they can hyper-personalize the offer based on the characteristics, behaviors, preferences and interests of each contact.
- Information security involves ensuring the privacy and trust of users interacting with companies and brands through digital channels. That is, users want to regain control of their data, and will not hesitate to change brands if you do not provide them with security.
- SEO is constantly maintained and renewed, adapting to the changes and demands of the digital world. And with the disruptive arrival of AI, SEO has only shown that it is adapting and above all that it is still king.
- Video content is one of the most effective and popular ways to communicate, inform and entertain users on the internet, capturing attention, building trust, delivering value and adapting to user preferences.
- Social media shopping is the way to leverage the power of social platforms to sell products or services directly to users, without the need for them to leave the social network, offering them a fast, easy and convenient shopping experience.
These are some of the trends that you should keep in mind for 2024, and that can help you stand out, innovate and differentiate yourself in digital marketing. I hope you have found this information useful.
