Written by: Sigurdur Svansson, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The digital marketing landscape is constantly changing due to technological advancements and evolving consumer behaviors. There are several trends expected to have an impact on the business in 2024. In this blog post, we will explore some important trends that digital marketers should be aware of.
AI tools in digital marketing
In 2024, AI integration will not just be a trend but a fundamental shift in marketing strategies, profoundly transforming how businesses interact with customers and manage their digital presence. AI-powered solutions like smart chatbots and predictive analytics will play an even bigger role in customer interactions, offering personalized recommendations and instant assistance to ensure a consistent customer experience.
Additionally, AI will play a crucial role in other areas of digital marketing, such as content creation, automation, and workflow management. AI algorithms can analyze data to generate relevant and engaging content, automate repetitive tasks, and streamline marketing workflows, allowing marketers to focus on strategic decision-making. This widespread use of AI across various aspects of digital marketing will enhance efficiency, productivity, and overall campaign effectiveness. Emphasizing the economic impact of this shift, “the market for artificial intelligence (AI) currently holds a value of nearly 100 billion U.S. dollars and is expected to grow twentyfold by 2030, reaching almost 2 trillion U.S. dollars.”
A key future development in AI for digital marketing is its evolving ability to predict consumer behavior with unprecedented accuracy. Leveraging deep learning and vast data sets, AI can forecast trends, personalize marketing efforts in real time, and even anticipate individual customer needs before they arise with more accuracy than ever before. This advancement is set to redefine customer engagement, making AI-driven marketing not just a trend but a transformative force in how businesses connect with their audience, making it a deserving leader on this list.
Mobile-first marketing
In 2024, mobile-first marketing will not only continue its ascent but will also experience transformative changes, driven by the rapid growth of social platforms like TikTok, Instagram’s focus on reels, increasing screen time on phones, which averages just over three hours a day, and the increasing popularity of short-form content. As more consumers use mobile devices to access the internet, the importance of mobile optimization becomes paramount. This includes implementing responsive website design, creating mobile-friendly email campaigns, and investing in mobile app development. Furthermore, the field of mobile marketing is rapidly evolving beyond traditional channels. Messaging apps like WhatsApp and Messenger are emerging as dynamic marketing platforms, offering direct brand-user engagement, and social commerce is blurring the lines between social media and e-commerce. These developments will enhance user experiences and ensure that your brand is easily accessible and engaging for mobile users.
Dominance of video content
Video content is set to maintain its crucial role in digital marketing in 2024, as it remains the preferred format for content consumption across various platforms. To leverage this trend, businesses should focus on creating engaging and shareable videos.
This includes product demonstrations, compelling storytelling, and behind-the-scenes looks into company culture. Incorporating video content into marketing campaigns will not only enhance engagement but also strengthen the connection between brands and their audience.
User-Generated Content (UGC)
Alongside video content, user-generated content (UGC) is gaining significant traction. UGC encompasses a variety of content forms, such as images, videos, reviews, and social media posts created by users, offering authenticity and relatability that resonate with consumers. While UGC's authenticity is invaluable, balancing it with professionally produced content is crucial to maintaining a consistent brand image and quality.
User-generated content (UGC) has become increasingly influential in digital marketing. Studies show that 84% of consumers are more likely to trust a brand's marketing campaign if it features UGC. Additionally, ads based on UGC achieve 4 times higher click-through rates than average. The impact of UGC is also seen in purchasing decisions, with 77% of shoppers being more likely to buy a product they discovered through UGC. Websites that incorporate UGC experience a 10% increase in conversions. This highlights the growing importance of integrating authentic and relatable UGC into marketing strategies to effectively connect with consumers.
The role of email marketing gets more important
Companies are increasingly focusing on email marketing and collecting first-party data to reach their customers. This trend allows businesses to establish direct communication channels and gain valuable insights about their audience.
Email marketing enables personalized connections, targeted messaging, and tailored content. By collecting first-party data, companies can build trust, reduce dependency on third-party sources, and maintain control over data accuracy and security. This approach fosters stronger customer relationships while respecting privacy concerns.
Social media as a search engine
The rise of social media as a search engine has revolutionized content consumption. Businesses can harness this trend by creating compelling videos that resonate with their target audience, taking advantage of TikTok's popularity as a search engine among Gen Z. A recent survey by Her Campus Media found that over half of Gen Z prefers TikTok for search due to its video format, relatable answers, and personalized results.
TikTok's influence goes beyond search, as it drives purchase decisions for 62% of Gen Z, surpassing other platforms. With TikTok's power in product discovery and Gen Z's reliance on social media for shopping ideas, brands have a unique opportunity to connect and build loyalty through authentic content.
Increase in social commerce
Social commerce is growing, allowing customers to make immediate purchases from social media feeds. Meta (formerly Facebook) partners with Amazon to enable shopping on Facebook and Instagram without leaving the apps to assist with Facebook and Amazon digital marketing.
The TikTok Shop is another reason for the expected popularity of social commerce in 2024. It allows users to browse and purchase products directly within the TikTok app, enhancing the shopping experience for TikTok users.
Greater emphasis on brand purpose and social responsibility
In 2024, brand purpose and social responsibility play a crucial role in marketing. Consumers are seeking deeper connections with brands that align with their values and positively impact society and the environment.
Environmental sustainability, diversity and inclusion, community engagement, ethical sourcing, and transparency are becoming standard expectations for responsible businesses. To effectively harness brand purpose, businesses should define a meaningful mission, be authentic, tell compelling stories, take tangible actions, and communicate progress transparently. By embracing social responsibility, businesses can build stronger connections with consumers.
Sigurdur Svansson, Executive Contributor Brainz Magazine
Sigurdur (Siggi) Svansson is an accomplished entrepreneur and marketing expert, serving as the co-founder and CEO of SAHARA Digital Marketing Agency. With locations in Iceland and Florida, the company comprises a team of digital marketing and production professionals who specialize in a wide range of services to meet the needs of their clients. Thanks to the hard work and passion of Mr. Svansson's team, SAHARA has been recognized by several prestigious organizations, including Great Place to Work, as one of the best Icelandic brands, among the top 10 digital marketing consulting companies in Europe and as one of the top 4 global social media agencies of the year.
