Digital marketing. It’s a continuously evolving space, relentlessly introducing us to new technologies, innovations and strategies to connect with your audience and promote your business. And every year, we’re always excited to welcome and utilise all these new digital marketing trends. To help you stay ahead of the curve as we approach 2024, we’re delving into the top marketing trends to watch for in the coming year.
Trend 1: AI-Powered Personalisation
Artificial Intelligence (AI) is set to revolutionise the way brands connect with their audience. Marketers will embrace Ai to help sift through large datasets, uncover valuable insights, and take care of repetitive tasks, creating efficiency in the marketing function. In 2024, we can expect a surge in AI-powered personalisation. Marketers will use advanced algorithms and machine learning to create hyper-personalised content and recommendations, driving targeted advertisements, and fine-tuning marketing strategies to achieve higher levels of engagement and conversion.
Trend 2: Sustainability and Purpose-Driven Marketing
Consumers are increasingly drawn to brands that champion sustainability and social responsibility. 2024 will foster the era of businesses aligning their marketing strategies with meaningful causes. Purpose-driven marketing not only resonates with socially conscious consumers but also contributes to brand authenticity.
Trend 3: Voice Search Optimisation
The rise of voice-activated devices and virtual assistants continues to shape how people search for information. Optimising your content for voice search will be paramount in 2024. At Method+Marketing, we are taking time to understand the nuances of voice search and adapting SEO strategies accordingly to maintain visibility in this evolving landscape.
Trend 4: Video Marketing Evolution
Video marketing is not a new concept, but it continues to evolve. In 2024, the trend leans toward interactive and shoppable video content. Platforms like YouTube and TikTok are expected to introduce more e-commerce features, enabling viewers to make purchases directly from videos. Very cool!
Trend 5: TikTok’s Continued Rise
TikTok’s meteoric rise is set to continue in 2024. In June 2023, TikTok’s Australian office revealed that 8.5 million Australian users aged 18 and over (basically 30 per cent of the Australian population) are active on the platform every single month, and among them are 350,000 businesses that use TikTok as a marketing tool to reach their audiences. The Digital Australia Report recorded that TikTok saw the most significant rise in usage, with users spending an average of 29 hours and 36 minutes per month on the platform, a 6-hour and 12-minute increase (26.5%) since last year.
For brands, TikTok presents a burgeoning opportunity – particularly those targeting the younger age groups. But don’t discount it as a channel to reach more mature audiences. The fastest growing age groups are actually 45 and older. The trick is to create brand content that is contextualised for the channel and your audience, and achieving virality is the holy grail!
Trend 6: Instagram Reels Dominance
Short-form video content will continue to dominate social media, with Instagram Reels leading the charge. While TikTok videos may reign supreme, Reels’ success is undeniable. Instagram remains a top platform for B2C brands, and the algorithm heavily prioritises Reels content. Using viral audios is the secret sauce for increasing the chances of virality.
Trend 7: The Evolution of Email Marketing
Email marketing remains one of the most reliable trends in the coming year. 2024 will see the increasing importance of hyper-personalised and dynamic content to engage subscribers, with interactive email experiences and mobile optimisation playing a crucial role in boosting email marketing effectiveness as well. Instead of sending generic messages, businesses will use data to create emails tailored to each recipient. This means understanding customer behaviour and preferences to provide highly personalised content. The goal is to make each subscriber feel like the email was crafted just for them.
With 2024 on the horizon, embracing these trends and staying adaptable in your marketing strategies will be the key to future success. Keep a watchful eye on these developments and be prepared to adapt as the marketing landscape continues to evolve.
The future of marketing is rife with possibilities, but we know the pace of the digital evolution is daunting. So if you feel you need it, it is our privilege to guide you through the journey. Contact us to discuss how you can implement some of these trends in your marketing strategy for 2024.
