Are you wondering how digital marketing, advertising and sales will evolve in 2024? In this comprehensive guide, we will explore the top 5 key digital marketing trends that are poised to dominate the industry next year. Knowing and anticipating future marketing trends is crucial for developing an effective strategy.
That’s why we’ve prepared this in-depth ebook covering over 120 marketing and online advertising trends and predictions for 2024. In this article, we will focus on the top 5 trends summarized below:
- Generative and Predictive Artificial Intelligence
- People-Led Marketing
- TikTok Will Be Essential for Companies
- Social Media SEO
- Video Will Be King
Let’s dive into each of these top trends in more detail:
#1. Generative and Predictive Artificial Intelligence
Artificial intelligence is undoubtedly the biggest trend of 2024 that will impact nearly all other trends. In 2023, we saw an exponential rise of generative AI tools like ChatGPT, Bing Chat, and Google Bard. But AI features are also being added to CRMs, note apps, and more.
2024 could be a pivotal year for advances in both predictive and generative AI. Predictive AI analyzes data patterns to anticipate events. In marketing, it helps predict consumer preferences and desires based on past behaviors and activity. Although not fully utilized yet, 2024 may be its breakthrough year.
Generative AI focuses on creating original content including text, images, music, video and audio. It’s ideal for marketers to assist with content creation and ideation. So far, progress has been incredible and will likely keep accelerating.
Gradually, more applications of this tech will be discovered to increase efficiency across industries and processes. It allows us to spend more time on higher-level skills like creativity, critical thinking and communication.
For example, Facebook announced generative AI features for ads to boost campaign creativity, productivity, personalization and performance. New capabilities include AI text generation tailored to target audiences, AI-powered product background images, and auto image resizing to optimize ads.
YouTube also unveiled AI tools to aid creators in 2024 like content ideas based on interests, instant dubbing for wider reach, AI-generated backgrounds from prompts, and simplified editing and production through YouTube Create.
#2. People-Led Marketing
People-led marketing is a new methodology we believe can transform marketing and sales. It has four key pillars:
- Content: Create and distribute high-quality content in various formats. This includes user-generated content and influencer content to connect with audiences.
- Data: Collect, analyze and measure content performance to improve. Build a robust first-party database. Leverage solutions like CRM and CDP.
- Technology: Have a strong tech stack to enable complex integrations, automations, messaging and quick access to customer data.
- Media: Boost organic reach through paid campaigns. Measure what works and redirect efforts accordingly. Create compelling ads to capture interest.
With people-led marketing, the focus is on generating value for consumers through relevant content while leveraging data and technology to understand audiences and deliver tailored experiences across channels. Could you apply this methodology in 2024?
#3. TikTok Will Be Essential for Companies
It’s no surprise that TikTok has boomed in popularity over recent years. Many brands have already built a presence. But in 2024, having a TikTok strategy will be absolutely essential for B2B and B2C companies.
Content diversity on TikTok has expanded greatly, increasingly diverting traffic from Google and SEO-focused formats. More young generations turn to TikTok for product research and purchase guidance across topics like tutorials, travel, finance and more.
It’s vital for brands to have a presence on TikTok to reach these audiences beyond competitors like Google and YouTube. Additionally, TikTok constantly enhances its ad platform. For example, TikTok rolled out “out-of-home” advertising to amplify campaigns on billboards, in cinemas, airports and more. This initiative is already active in Latin America and will likely grow in 2024.
#4. Social Media SEO
We don’t know yet if social media will replace search engines eventually. But social media searches are skyrocketing, setting the stage for a future paradigm shift.
Nearly half of young people use Instagram and TikTok more than Google to find product information. This caused search engine queries to drop 14% since 2018.
As a result, SEO will need to evolve to optimize for social networks in a more significant way from a different angle. Brand objectives will include ranking for social media searches, influencing both organic and paid strategies.
Keep in mind that social media is expected to be the top ad medium by 2024 with spending growing 12.8% to over $227 billion. TikTok already launched search ads to capitalize on this shift.
#5. Video Will Be King
Video remains the dominant content format across organic, live, and paid content. If you’re considering ramping up video in 2024, here are some top trends:
- Google Video Viewability campaigns achieve 40% more views and 30% lower CPC vs. skippable in-stream ads by presenting top-performing creatives to target audiences.
- Vertical video ads get 10-20% more conversions on platforms like Snapchat or TikTok.
- Video podcasts combine audio and video, allowing choice in consumption while also repurposing content across platforms.
- Video ads help podcasts go viral on social media, driving listeners back to the main show.
- Live streaming continues gaining popularity as the 4th most watched video type globally.
There you have the top 5 digital marketing and sales trends for 2024 summarized. For more details and over 100 additional 2024 predictions, be sure to download our free ebook using the link above.
Which of these top trends resonated most with you for your 2024 planning?
