5 Digital Marketing Trends Shaping 2024

5 Digital Marketing Trends Shaping 2024

Is 2024 the year the robots finally take over the world? As humans continue to push those technological boundaries, it’s no surprise the digital landscape continues to evolve, asking businesses to redefine their approach to how they navigate the space.

While 2024 will certainly be another year of the “robot,” there are other digital marketing trends to know when attempting to find success through your digital marketing strategies in 2024.

Here are a few of our favourite digital marketing trends that could impact your strategy in 2024.

Trend #1: AI-Driven Conversational Marketing

From self-driving cars to AI-generated content, conspiracy theorists worldwide will have even more to debate as Artificial Intelligence continues to challenge how we do things in 2024. 2023 was a big year for generative AI platforms such as ChatGPT, a fact that isn’t changing any time soon. However, when it comes to digital marketing, this trend will extend far beyond creating punchy headlines and epic imagery but will become a game-changer for conversational marketing. AI Chatbots have always been great at helping to convert leads and provide 24/7 assistance, and research shows that it will save businesses up to 2.5 billion hours of work in 2024.

As the months tick by in 2024, Chatbots are set to become more refined and competent at handling more complex requests, all thanks to AI and machine learning. This could see more businesses integrate this tool into their daily routines and websites.

Trend #2: Human-Written Content is Still King

AI Technologies have seeped into every facet of the digital world, and content marketing is no exception. ChatGPT has become a staple for many marketers looking to spend less time on mundane tasks and more time focusing on content ideation. Hailed as the “future of search” and a “game-changer” for businesses who rely on written content, ChatGPT can debug computer programs, compose music, and write poetry in a matter of minutes. Unfortunately, AI has its limits, and nothing beats the power of the human mind. While AI-generated content can rank well on Google, chatbots such as ChatGPT aren’t capable of creating unique content that resonates with a human audience.

One of the big questions we get asked at SOMS Digital is: “How do I stand out from the crowd?” While many businesses will spend their time and effort in creating AI-generated content (and rightfully so), statistics indicate that human-written content will outperform AI-written content 9 times out of 10. Quality versus quantity will be a major theme in 2024, and creating valuable, engaging content will help your brand stand out against a sea of AI-generated content.

Trend #3: Video Marketing is Taking Over

Content may still be king, but video marketing and short-form content are giving it a run for its money. With attention spans dwindling and the demand for instant, visually appealing content skyrocketing, the popularity of platforms such as YouTube shorts and TikTok has grown exponentially.

The rise in video marketing has also given birth to interactive and shoppable videos, transforming passive viewers into active buyers. Jewellery brand Swarovski has become masters at integrating this form of marketing into their content plan. The brand often creates shoppable video experiences by allowing customers to see their favourite products on Instagram, checking them out via video, clicking on the product and adding it to their cart.

Video marketing is quickly becoming more than just a trend, offering businesses an unparalleled opportunity to captivate, convert and leave a lasting impression on their audience. If your audience is hanging out on platforms such as TikTok, then video marketing should be an integral part of your marketing strategy in 2024.

Trend #4: Social Media as Search Engines

Don’t worry! We’re not saying goodbye to search engines like Google just yet. However, social media is quickly becoming more than just a platform for sharing cool holiday pics and quickly becoming the go-to platform for discovering news, products, services and content. According to Search Engine Land, 74% of Gen Z utilise TikTok search, with more than half of respondents stating they would choose the video-sharing app over Google.

More personalised and relatable answers and a video format of results are a few of the main reasons TikTok is the preferred “search engine.” This shift towards social media platforms as a search engine reflects the changing ways people seek and consume information, a trend that will continue in 2024. Brands and individuals will need to optimise their social media presence for searchability through visually appealing content, adapting to algorithm changes and engaging with their audience.

Trend #5: More Focus on Ethical Practices & Data Privacy

In the last few years, users have become more aware of their data, asking questions such as what it’s being used for and where it is going. It’s no surprise then that 2023 was a big year for addressing these concerns, with Google rolling out its much-anticipated analytical tool – Google Analytics 4 in an attempt to address these concerns. According to a recent study, nearly 54% of users state they are more likely to walk away from a business that requires them to provide personal information like an email address and a phone number when attempting to conduct business with them. Businesses will therefore need to find ways to navigate these privacy concerns in 2024.

The Takeaway

Staying ahead of the curve is a game-changer for brands looking to make an impact in 2024. From the rise of AI-driven marketing to the growing importance of online privacy, these trends are set to shape digital marketing in 2024. Navigating these trends and understanding how to implement them into your strategy can be overwhelming.

As one of the leading digital marketing agencies in South Africa, we’re ready to help weave our magic and expertise into strategies that work for your business goals, ensuring 2024 is a successful one!

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