You don’t have to monitor the digital market constantly to notice the changes that occur. Trends keep appearing year after year, and businesses must keep up if they want to survive in the competitive landscape. What was popular two years ago is probably no longer popular, as the public has different demands. Therefore, companies have to do their best to follow what’s trending now, meeting the needs of their communities.
For instance, while test-based content was all the rage back in the day, people prefer video content today, especially short-form – see all the viral posts on TikTok that attract millions of viewers. 2024 has some exciting news prepared for you. So, if you’re ready to take on the challenge, let’s look at what this year has in store in terms of digital marketing trends.
The Rise of Voice Search
You may already be familiar with the use of voice search, a popular way of searching for information and answers online. Since voice assistants and smart speakers have become more widespread over the years, the switch to conversational marketing doesn’t come as a shock.
Things already looked good in previous years, with a report published on Statista revealing how it was expected that the global e-commerce purchase value via voice assistants would go from $4.6 billion in 2021 to $19.4 billion in 2023. In 2024, this market is going to rise even more.
In order to make voice search work, marketers must invest in the optimization of their sites. In conversational marketing, voice assistants and chatbots are necessary, and the same goes for messaging applications. Therefore, platforms must provide natural language query content to provide accurate answers.
Short-Form Videos
Vertical, short-form videos have become the norm nowadays. Content like the one seen on TikTok or Instagram reels is very popular among the public. Short-form content is meant to quickly catch the viewer’s attention. So, in time, longer videos might become a turn-off for the community.
In 2024, this type of content is key to a successful digital marketing strategy. Companies that are trying to bring in more fans and customers use short-form, vertical video content, as it’s very effective in bringing more revenue.
Social Media Used as a Search Engine
Back in the day, social media was used solely to interact with loved ones, share photos and videos from your daily life, and laugh at some funny posts. But things have changed over the years. Younger generations, particularly Gen Z, are also using social media as a search engine, going to their preferred platform to learn more about specific topics.
For instance, it has been revealed that more than half of Gen Z use social media as a search tool, with the remaining percentage going to old search engines like Google. Gen Z looks for tutorial videos, news, trends, and even product recommendations and reviews on social media apps. For this reason, companies are trying to adapt to this behavior, providing as much informative content as possible.
Machine Learning and Artificial Intelligence
Artificial intelligence may seem like a recent development, but AI and ML have been around for some time – even if they were in a different form than what we have nowadays. These technologies are changing by the day, bringing new benefits to the table. People can already enjoy an easier life, with AI and ML allowing them the chance to personalize their content, optimize their marketing campaigns, automate tasks, and more.
Companies from all around the world are starting to take note of ML and AI and their advantages. So, don’t be surprised if you will see more of these technologies.
More Authenticity
Too many creators and companies are trying to copy other successful enterprises, especially in digital marketing. After all, when someone else finds a strategy that works for them, others will seize the opportunity and try to use the same methods, hoping to get in the spotlight.
But audiences are now looking for authentic firms more than ever, and this applies even to online content. It’s tough to be original today, but it’s not impossible. With enough creativity and dedication, you can find something that the world hasn’t seen or experienced yet. This could give you a ticket to the land of success.
If you’re authentic, you can build trust with your community, and people will be more interested in what your brand offers. Don’t be scared to experiment with unique ideas. In 2024, originality is crucial in creating a successful brand image.
Mobile-Friendliness
In the past, people accessed online content on their computers, with phones having limited capabilities. However, the shift to smartphones has been evident for a long time now. As the population can access digital content wherever they are with the use of phones, businesses are responsible for optimizing their marketing campaigns and websites for mobile use.
When navigation is difficult, and it takes too long to access a page, your audience is likelier to click away and go to your competitors. Thus, investing in mobile optimization and ongoing updates is a worthwhile expense.
Personalized Email Marketing
No, email marketing is not a thing of the past. It’s still prevalent, being one of the most effective digital marketing tactics. Despite being one of the oldest strategies in the industry, email marketing is here to stay, except it will be in a different form. This year, expect it to be more personalized and dynamic. Frequency and timing will become more organized thanks to the help of ML and AI, leading to more successful campaigns and an increase in conversions, loyalty, and ROI.
More Focus on TikTok
TikTok has been around for many years, and most people use the app to some extent, even if it’s just to browse content instead of creating it. This year, TikTok had a reach of over 45% in the U.S., and the number of users is expected to grow. Thanks to its varied demographics, TikTok makes it easy to reach people of all generations – so, it’s a key marketing element for businesses. TikTok can influence user behaviors, convincing people to try and buy different products or services.
Final Thoughts
2024 has a lot of exciting trends, such as the rise of mobile-friendly websites, authenticity, AI, short-form content, and voice search. Implementing all these new technologies will help attract more people to your business and keep them around for a long time. Some investments are necessary in the long term to make these methods work, but they’re investments in your company and its success. The world is taking a new direction in digital marketing, and you should take advantage of it.