- 18th January, 2024
- Digital Marketing Strategy
- By Denise Choong
New Year, New Strategies: Digital Marketing Trends in 2024 to Look Out for
There’s no better time to regroup and rethink one’s digital marketing strategy than at the beginning of a new year. We saw plenty of changes in 2023, from the rise of AI and augmented reality to the introduction of Google Analytics 4. If last year was any indication, it’s going to be another year of change.
While there’s no crystal ball that can surely tell us what will happen this year, we can predict several obvious trends impacting digital marketing. Preparing for these trends can mean the difference between setting your business up for success or failure.
So here are some of the digital marketing trends to look out for in 2024 and what you can do about them.
7 Digital Marketing Trends in 2024
AI dominance
Who can deny the impact Artificial Intelligence has had on marketers and businesses? AI was the hot topic in 2023, with generative AI tools such as ChatGPT and Midjourney recording record levels of popularity. Many people spoke about it, and traditional businesses jumped on the AI train by releasing their own AI product extensions (i.e. Adobe).
Integrating artificial intelligence (AI) into marketing strategies will be a dominating trend. Whether we love it or hate it, AI is all we spoke about last year. If we look at Google Trends data, the rise of Generative AI in Google searches was highly popular.
In 2024, AI will continue to evolve and take centre stage in marketing and business. We’ll see generative AI grow and improve its intelligence in replicating human speech, writing, and design probably blurring the lines between human and machine work.
However, companies shouldn’t be too trigger-happy with AI, as consumers have claimed to still prefer human connection over AI. For example, 90% of people prefer to receive customer service from a human rather than a chatbot, and 62% of consumers are less likely to interact with AI generated content. This indicates that AI still has its limitations.
Capturing authenticity
Authenticity is a big social media trend we’ll see in 2024. Consumers have always gravitated to authentic content from businesses online - be it on their social media or websites. According to research, over half of consumers want brands to be more relatable on social media. Postings about business updates and company-focused content are generally unfavourable.
Source: Hootsuite
2024 will see a rise in demand for authentic content. For example, instead of high-production videos worth thousands of dollars, consumers want to see more user-generated content instead. It could be an employee working for the company talking about their day or a customer trying on a product service.
Assassin’s Tip Before creating content for your website or social media, consider if it’s entertaining, inspiring, or informational for your audience. Research what your consumers actually want (i.e. their pain points) and focus on content that will add value to your consumer. Don’t talk about your brand too much. |
Short-form videos’ skyrocketing popularity
It's no secret that short-form videos (i.e. videos between 5 to 90 seconds long) have become massive on social media. TikTok pioneered this, taking the younger generation by storm since its inception in 2016. From dance challenges to social trends and hashtags, TikTok users deliver short, snappy content that’s engaging, fun, and easily digestible for users.
TikTok currently has over 7.5 million Australian downloads, predominantly by Gen Z. Many social media platforms have since followed TikTok’s lead by introducing short-form videos, such as Instagram’s Reels and YouTube Shorts. Hence, we predict that snappy, easily digestible video content will be a big social media trend in 2024.
However, businesses should plan and produce the right short-form video content by knowing what their customers actually want to see online. According to TikTok’s “What's Next 2024 Trend Report,” users come to TikTok to search for answers, learn something new, and be entertained. So consider taking strategic creative risks with videos and be vulnerable to gain audience trust.
Assassin’s Tip Again, being authentic and informative is key. Short-form videos (and most other content) should be created through a ‘sell less, educate more’ mindset. Examples of content that you can use to get online attention are educational, behind-the-scenes, and customer product review videos. |
Protecting consumer privacy
With more consumers online, managing data privacy and security is critical - with more consumers cautious about how their personal information is collected and used. According to the Office of the Australian Information Commissioner (OAIC), the number of consumers concerned about data breaches has sharply increased.
OAIC survey shows that 62% of Australians are concerned about protecting their personal information online, and 9 in 10 want businesses and governments to do more to secure this information.
In 2024, the Australian government will legislate reforms to the existing privacy laws. This includes giving consumers the right to sue businesses for serious privacy breaches and removing small businesses' current exemption from the Privacy Act (after a transition period and impact analysis)
Assassin’s Tip In 2024, businesses will need to make data privacy and transparency a priority to gain consumer trust. Any data collected online must be done with consent, and consumers should be informed on how their data is handled. |
Marketing budget scrutiny
With more businesses facing rising costs, marketing budgets will be scrutinised more deeply in 2024. According to PWC, 45% of CMOs state that demonstrating healthy ROI for marketing activities is a top priority. Additionally, 62% of marketers have reported being concerned about the ROI of their social media activities.
In 2024, businesses will be more strategic in budgeting, allocating, and tracking their marketing dollars. With potential interest rate rises affecting consumer spending, companies will rethink their marketing budgets in an uncertain market.
Assassin’s Tip Integrating AI into your marketing strategy is a great way to automate and optimise cost. Consider using Otter.AI and ChatGPT to save time and reduce overheads. Businesses should also consider affordable, low-risk marketing alternatives - like our ‘Rent, Don’t Buy’ digital marketing packages. |
Personalised marketing
Customer personalisation is another crucial digital marketing trend in 2024. In a sea of competitors, businesses that can provide a personalised experience will stand out. Many brands will continue to tailor their products and messaging based on individual consumers' behaviours, preferences, and demographics.
AI is a catalyst for personalisation, helping brands analyse consumer patterns and deliver relevant content to their consumers. For example, AI can be used to provide specific recommendations based on browsing behaviour and past purchases.
Companies can also achieve personalisation without AI. For example, Vegemite’s personalised jar is a great initiative by the company that offers consumers a tailored product.
Assassin’s Tip Personalised marketing doesn’t have to be complicated. Some easy strategies you can use to provide customers with personalised moments include sending birthday email greetings with vouchers, appointment reminders, product customisation, and loyalty programs. Also look out for more personalisation features from our platform partner Coredna, to personalise the website experience for visitors. |
Interactive content popularity
2024 will be all about content, and interactive content will be a key driver of conversions for many businesses. Interactive content is a two-way communication with consumers that allows them to interact or engage with your content online.
Interactive content is so effective that it can achieve 53.6% more engagement than static content. Even an infographic can prove to be the most effective content marketing type for 56% of marketers. Here are several interactive content types that will be popular in 2024.
Key takeaway
2024 is looking to be a big year, with many digital marketing trends offering multiple opportunities to capture the market. Although consumer preference and the digital landscape are constantly changing, trends like AI and content authenticity will likely remain important for a long time.
By gathering trend intel and harnessing it for your business, your business can achieve unquestionable success this year. Digital Assassin is here to help you on your mission to victory.
Digital Assassin provides affordable web development plans for Australian businesses to build and manage their website with ongoing tactical content and SEO best practices. To learn more about how to build a great website, read our eBook, So You Need a Killer Website. Alternatively, speak to an assassin today.