The past few years in the digital marketing industry have seen constant change thanks to emerging technologies and user behavioural shifts. As a result, this has influenced societal changes and accelerated pressure on brands to be in line with these changes and tailor their marketing according to their audiences’ needs. There’s no doubt that some of the trends that have been major talking points in 2023 will continue into 2024 – but which trends are they? 

AI-Driven Personalisation 

54% of retail marketers are using AI-driven personalisation across channels to drive growth in their business. (Startups Magazine)

Artificial Intelligence (AI) and machine learning are transforming marketing strategies. Throughout 2024, it is increasingly likely that we will see greater reliance on AI-driven personalisation. Brands will use data analytics and AI to deliver highly customized content and experiences to individual consumers. As a result, this will enhance engagement and conversion rates. AI will also play a crucial role in optimizing email marketing, chatbots, and recommendation engines. 

Voice Search and SEO

The introduction of voice assistants such as Alexa in 2016, changed the SEO landscape. With huge reliance on and convenience for consumers, it will be no surprise in 2024 that marketers will focus on voice search optimisation to ensure their content and websites are easily discoverable through voice queries. Conversational and long-tail keywords will become more critical, and content will need to answer specific voice queries effectively.

Inclusivity and Diversity

Whilst Inclusivity and diversity in marketing have been on the rise in the last 2-3 years, it will continue to be a vital trend throughout 2024. The reason for this is consumers are increasingly looking for brands that not only embrace diversity in their advertising but also genuinely promote inclusive values. Brands that are able to own these principles will not only resonate with a broader customer base but create a loyal one as a result. 

Video Content Will Dominate 

Video content has not only dominated 2023 but there’s stopping its importance heading into 2024! Short-form videos on platforms like TikTok and Instagram Reels will remain popular, and live video streaming will become a powerful tool for engaging with audiences. Brands looking to invest in high-quality and engaging video content will stand out in the crowded digital landscape.

Blockchain for Transparency

Blockchain technology is being recognised more in marketing, particularly in areas such as supply chain management, anti-fraud measures, and data security. In 2024, blockchain will be used to increase transparency and trust in the digital advertising ecosystem. It can provide verifiable and transparent data to combat ad fraud, track ad spending, and improve accountability in the advertising industry.

Augmented Reality (AR) Advertising

One of the leading trends when it comes to creating immersive experiences for consumer has been the use of Augmented Reality. 

AR advertising is set to gain more traction in 2024. Brands that take advantage of the unique technology will be able to leverage AR to provide immersive and interactive experiences for their audiences. From virtual try-ons in the fashion industry to AR product demos, this technology enhances engagement and helps consumers make more informed purchasing decisions.

Sustainability Marketing

Sustainability is no longer just a buzzword; it's become a critical aspect of a brand's image and reputation. In 2024, consumers will continue to prioritise sustainability, pushing brands to incorporate eco-friendly practices into their marketing strategies. From highlighting green initiatives to promoting eco-friendly products, sustainability marketing will be a must for responsible brands.

Niche and Micro-Influencers

Influencer marketing will continue to be a powerful tool for reaching specific audiences, but the focus will shift towards niche and micro-influencers in 2024. These individuals often have highly engaged and loyal followings within specific niches, making them effective for targeting and connecting with niche markets and sectors. 

2024 is a crucial time for marketers to stay attuned to these trends to remain competitive and effective in their marketing efforts throughout the year. By embracing AI-driven personalisation, optimising for voice search, owning diversity, and incorporating emerging technologies, businesses will be positioned to thrive in an ever-changing marketing landscape. Sustainability, inclusivity, and transparency will also be essential considerations for marketing strategies.