COVID-19 changed how we do business forever. Since the pandemic, about one in four businesses have increased their use of online platforms to reach customers. Fit Small Business reports that online shopping, in particular via social media, is projected to continue increasing, with over 95% of items purchased online by 2040.
It’s essential to learn how to adapt to the times. With the right marketing strategy, you can boost business instead of falling behind. Here are the ten marketing trends our team believes you need to succeed in 2024. With these tips, you’ll get ahead of the competition (always a good thing) and reach new customers.
1. Generative AI
Generative AI is set to transform digital marketing in 2024 by enhancing customer experiences and driving efficiency through chatbots, predictive analytics, personalized content, and ad targeting.
McKinsey’s latest AI report shows that the average organization most often uses AI marketing and sales and in product and service development, where previous research determined that gen AI adoption could generate the most value. The biggest increase from 2023 is in marketing and sales, where reported adoption has more than doubled.
Content Marketing Institute found that 72% of B2B marketers use generative AI tools for content-related tasks. And research by Gartner predicts that by 2025:
- 80% of customer service and support organizations will apply generative AI technology to improve agent productivity and customer experience.
- Generative AI will primarily be used for content creation, chatbots, and operations automation.
If you haven’t joined the AI train yet, now’s a good time to do so. That train has left the station and shows no signs of slowing down.
2. Local SEO
Local SEO isn’t new, but we will say this: It’s becoming more and more critical in the aftermath of COVID-19, with mobile searches being the majority of web traffic. Many consumers search Google to find local businesses.
With many businesses closed during the pandemic, consumers needed to confirm business hours, locations, and other pieces of information. Now, local SEO can help you draw consumers into your shop, allowing you to make a sale. Google also updates its search algorithm throughout the year. If you’re focused on making your marketing digital, it’s important to keep up with the trends, lest you run the risk of losing potential sales.
3. No-Click Searches
Search engine optimization (SEO) allows businesses to boost their search engine ranking. A higher ranking will help more consumers find your business online, but it’s not enough to develop a strong SEO and content marketing strategy. Instead, it’s essential to remain up-to-date with SEO marketing trends like no-click searches.
Featured snippets have been very buzzy over the last year with new functionalities from Google, but they’ve actually been around for a while. Featured snippets appear as brief answers to help users find the information they’re looking for. These snippets can appear as summaries, Q&As, bullets, and other formats. In other words, users no longer have to click on a website to find the information they need. In some cases, the Google Assistant will read the information in the snippet for a voice search as well.
Learning how to appear for these no-click searches can help you get ahead of competitors. It can also ensure consumers recognize you as a go-to source of information. First, make sure to update your keyword research. Look for long-tail keywords and phrases. You might notice that the writers have phrased many of these queries as questions. Provide readers with a quick summary of what they’re looking for at the beginning of a post. Then, go into more detail within the following paragraphs. Structuring your posts with featured snippets in mind can help you get noticed by more consumers.
4. Ad-Blocker Blockers
As you consider these digital marketing trends, take a look at your website. How are you making the visitor’s life difficult? A negative user experience (UX) could cost you clients. In fact, 88% of online shoppers won’t use a website after having a bad experience. Another 44% will tell friends about the bad experiences they had online.
Blocking ad blockers is another way you could frustrate visitors. A negative UX could impact your brand’s reputation. Does your website prompt users to turn off their ad blockers? Try replacing your on-page ads by looking for creative ways to advertise to your target audience instead. For example, you can use influencer marketing to reach new leads.
5. Visual Searches
Visual search continues to be a significant trend in digital marketing for 2024. It leverages advanced image recognition technology to enhance the search experience, making it easier for users to find products and information using images instead of text. In other words, consumers can take or submit photos to prompt an online search.
As image and video searches become more popular, new SEO digital marketing trends are developing. Make sure to always include alt text with relevant descriptions in your images. Write for the user, not the search engine.
Images can also help your site’s SEO when you add them to your sitemap and use the target SEO keyword within the file name. Using high-quality images can also help. Low-quality stock images, on the other hand, might fail to build trust with shoppers.
6. Customer Segmentation
You no longer have to focus on a broad target audience to bring in customers. The key nowadays is customer segmentation. Segmentation allows you to create a personalized approach for each audience group you’re targeting. Each group has their own distinct wants, needs, and behaviors. The added benefit is that you can begin to see what actionable steps are best for the groups you are targeting and what is best left on the cutting room floor.
Above all, bear in mind that people are not static. They are dynamic, subject to changing tastes and preferences. As such, you should account for this when looking for digital marketing trends and how you respond to them. Understanding your customers will help you forge stronger connections and lasting relationships, enabling you to tailor strategies and communication to meet their specific needs and leading to more effective marketing campaigns.
7. Interactive Content
As people click around and explore your website, your search ranking can improve. Low engagement, on the other hand, can cause your ranking to drop. Interactive content is a great way to get people to engage with your website. Consider different formats like polls, surveys, contests, quizzes, calculator widgets, and more.
Take Airbnb, for example. Their Design Personality quiz is similar to popular online quizzes like on Buzzfeed. They are colorful, quick, and, most importantly, shareable. The result is fun interactive marketing that takes a form most people are familiar with.
8. Inclusivity
Now more than ever, people don’t want to see homogenous content that excludes marginalized groups. Take a look at the photos and videos you post or feature on your website. Do you include people of different sexualities, races, genders, and religions? What about people with disabilities?
A recent article in Forbes highlights multiple great ways to incorporate more inclusive practices in your digital marketing efforts, including an important reminder to be open to feedback and continuous improvement. Being open and willing to adapt your approach to reach a wider audience is of the utmost importance for anyone seeking true inclusivity in the marketplace. Support equality, and you, in turn, support your customers.
9. Social Media e-Commerce
Don’t forget about your social media marketing strategy! You can now use your social media posts to help consumers find your products and checkout. You can streamline the buying process for your customers and generate more sales by using social media and shoppable posts.
On top of these benefits, incorporating social media in your marketing strategy can help customers find an experience that feels tailor-made to them. Whether you are simply trying to find ways to make emailed newsletters feel more personal or attempting to reach your base through live shops with apps like TikTok or the ‘Gram, just make sure to avoid these social media marketing mistakes so your efforts aren’t wasted.
10. Virtual Events
Marketing trends like virtual events and webinars are still significant in digital marketing for 2024. They’re also low-cost and can reach a global audience, which can help your ROI. According to a report by Grand View Research, the global virtual events market size was valued at $77.98 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 23.2% from 2023 to 2030.
Viewing patterns, live participation, and opportunities for Q&A are a few key ROI metrics you should keep in mind while planning for your events. Focus on bringing in engaging, informative speakers and creating high-quality content for your audience. Otherwise, they might struggle to see the value in your virtual events. Regardless of your topic or approach, your goal for customer engagement should remain purpose-driven and data-focused.
Honorable Mention: Influencer Marketing
Who do your customers turn to for recommendations? Teaming up with an influencer has been a trend for a while and is still strong in 2024. Make sure you look for an influencer who suits your niche. Brands recognize the value of partnering with influencers who have a strong connection with their audience, often leading to higher engagement rates and more authentic interactions.
Micro-influencers, those with smaller but highly engaged followings, are becoming increasingly popular. There is also a growing trend towards performance-based contracts, where influencers are compensated based on the results they deliver, such as engagement, clicks, or conversions. This ensures a better return on investment for brands.
Boosting Business in 2024: 10 Marketing Trends for Streamlined Success
With these top marketing trends for 2024, you can stand out from the crowd and generate more leads to scale your business. Feeling a little lost on the next steps for improving your digital marketing strategy? We know–it can feel overwhelming with how the digital world is rapidly evolving. Just do one simple thing: drop us a line, and we’ll help you get started with a step-by-step, effective game plan that gives you measurable results.