8 Digital Marketing Trends to Watch in 2024

Digital marketing always brings something fresh every year. As audiences' preferences change over time, we'll see new approaches to stay relevant. On top of that, advanced technology has made marketing more exciting.

So, we've carefully compelled eight digital marketing trends expected to dominate in 2024. These trends are shaping the future of your business. From the evolution of social media to the strategic use of influencers, here's the list for you.

1. Social Media is the New Search Engine

Social media platforms have served beyond mere networking and entertainment spaces in recent years. They have turned into search engines in their own right. For example, users look for recipes, tutorials, and reviews on TikTok and YouTube.

Along with these trends, videos remain the king of content. Animated videos and fast-paced videos are some examples of content favoured by audiences. With advanced algorithms and search functionalities, social media enables users to discover relevant information to their needs visually and quickly.

Marketers must be aware that social platforms have transformed into a reliable source for users seeking information and inspiration. This way, incorporating SEO-friendly content is necessary to improve visibility and discoverability in search engines.

2. Employee Influencers as Brand Advocates

The era of traditional influencer marketing has been evolving. More and more brands have tried employee influencers to bring authentic, relatable, and helpful content to potential customers.

Employees' personal stories and experiences as brand advocates add a genuine touch to marketing efforts. Employee influencers also strengthen a company's internal culture.

Companies like Woolworths and Marks & Spencer have shown examples of this strategy. They use talented employees to give product recommendations and tutorials. This is an alternative way to foster genuine connections and humanise their brands.

3. Micro-Influencers for Niche Impact

As social media becomes saturated with influencers with massive followings, marketers are turning to micro-influencers to achieve more targeted and authentic engagement. Micro-influencers fit the old saying, tiny but mighty.

With smaller yet dedicated followings, they have a unique ability to connect with niche audiences. Their recommendations carry a personal touch, which fosters trust and credibility.

Brands can benefit from the specialised appeal of micro-influencers. For instance, brands can reach specific demographics with greater precision and build genuine relationships that resonate beyond just transactions.

4. High EEAT Content for Better Engagement

Google has introduced the EEAT format as one of the strategies to strengthen SEO. EEAT stands for Expertise, Authoritativeness, and Trustworthiness, which basically emphasises first-hand experience and trustable content.

Search engines and audiences prioritise content that is informative and reliable. To enhance engagement and visibility, marketers must focus on producing content that follows EEAT strategy and maintains a high level of trustworthiness.

This approach helps boost search engine rankings and establishes brands as reliable sources within their respective industries. Typically, content with EEAT structure is lengthy and provides expert insights to support ideas.

5. Google's Search Generative Experience (SGE)

Search Generative Experience (SGE) shows Google's commitment to innovation. This transformative approach gives users a more dynamic and interactive exploration of information.

Google's SGE represents a groundbreaking transformation driven by generative AI in digital exploration. The goal is to enhance the user search experience by delivering information in response to queries.

SGE uses advanced algorithms to offer relevant links and introduces a conversational mode. These innovations allow users to seamlessly delve deeper by posing follow-up questions. This way, users can interact conversationally with the Google search engine.

For marketers, understanding and adapting to the SGE is crucial. Optimising content for rich snippets, interactive elements, and visual appeal becomes necessary to improve visibility in this new search landscape.

6. LinkedIn Marketing Strategies for Business Growth

LinkedIn is expected to grow in popularity this year due to its informative and insightful content. While serving as a networking platform, LinkedIn enables experts and seasoned workers to share genuine and insightful experiences.

Not to forget, LinkedIn's search engine is a potential feature that enables users to look for content. Meanwhile, LinkedIn's advertising features and targeted outreach capabilities further amplify its effectiveness.

Through this platform, businesses can establish a robust online presence by creating compelling company profiles and providing thought leadership content. Moreover, engaging in meaningful conversations with audiences can drive optimal business growth.

7. Personalization with AI and Unique Content

AI isn't a new player in marketing. In recent years, AI has helped marketers analyse user behavior and preferences. The analysis results allow marketers to discover audiences' preferences for digital content.

Combining AI-driven personalization with unique and compelling content enhances user engagement. Besides, some AI tools also have automation capabilities to help marketers work more efficiently on repetitive tasks.

There are many AI-powered marketing tools available today. These tools offer various specialties, including suggesting content ideas, creating voiceover marketing videos, conducting competitor analysis, and a lot more.

8. Ethical Marketing as A Sustainable Approach

Ethical considerations are no longer optional in marketing. It is crucial to sustainable brand success. Consumers have become increasingly conscious of the ethical and environmental impact of their purchases.

Embracing ethical marketing practices means providing transparent communication about a brand's values, sourcing, and impact. By aligning with causes that matter to their audience and adopting sustainable practices, brands can build trust and loyalty.

Moreover, ethical marketing is a shift towards responsible and conscientious business practices. It also shows your brand's commitment to building a better and wiser future environmentally or socially.

9. Takeaway

Digital marketing trends are essential for marketers to navigate online marketing channels, from social media and email to search engines. We may encounter more trends this year as technology continues to evolve and audience preferences keep changing.

To generate positive results, using marketing tools can be an option to structure and manage strategies. However, you can also work with a marketing agency for a more insightful experience. Contact us to get a consultation on your marketing strategy.