The digital marketing landscape can be characterised by its ever-changing nature and rapid pace. A notable example of this is the remarkable rise in artificial intelligence (AI) that we’ve witnessed across 2023 – a phenomenon that will continue to evolve and impact all areas of digital marketing in 2024.
The year ahead will be all about brands connecting with audiences in newly redefined ways. Therefore, it is important to stay ahead in this ever-evolving world, and it requires understanding the latest digital marketing trends 2024 has in store.
Our experts have put their heads together to create the following guide to take you through the key aspects of the projected trends, providing you with insights and strategies for your success.
Social Media: Continued dominance of video marketing & short-form content
Since 2020, the landscape of digital marketing has seen a notable shift towards the dominance of video marketing and short-form content.
Consumers are gravitating towards visually engaging and easily consumable content. Video marketing has emerged as a powerful tool for brands to connect with their audience, offering a dynamic and immersive way to convey messages.
Whether through captivating product demonstrations, entertaining storytelling, or informative tutorials, videos have become a preferred medium for capturing and retaining viewer attention.
At the same time, short-form content has become a staple, particularly on social media platforms. Platforms like TikTok, Instagram Reels, and Snapchat have propelled the rise of bite-sized content that caters to the fast-paced nature of online consumption.
Brands are leveraging these short-form formats to deliver concise and impactful messages, fostering quick engagement with their target audience. The continued dominance of both of these reflects the evolving preferences of consumers and the need for brands to adapt their strategies to effectively communicate in today’s digital age.
Social Media: ‘Retention rate’ is the new ‘engagement rate’
In recent years, marketers have seen the engagement rate on organic social media activity decline. While there are many reasons for this, such as the quality of the content, time of day, and device type, people are shifting away from engagement to focus on retention in 2024.
The retention rate is the amount of time people stay to watch or read your content – a low retention rate shows a lack of interest, while a higher retention rate indicates your content is high-quality and interesting to your followers.
To take advantage of this, brands have been creating brilliant social media campaigns that are entertaining, educating, and informing audiences. The key is to drive engagement by being fun and creative.
SEO: Google’s Search Generative Engine (SGE)
Google’s Search Generative Engine (SGE) is transforming the search experience as we’ve come to know and understand it, with the integration of generative AI.
Their goal is to provide more relevant and comprehensive information to searchers based on the questions that they prompt. SGE also provides relevant links and has a conversational mode where users can follow up with more questions – thereby essentially having a conversation with Google.
This experience has started to roll out in certain territories in the world and is due to be rolled out across the United Kingdom in 2024.
Although SGE will have a huge impact on the search experience, there is still a need for SEO content on websites to provide fresh and unique information on the industry niches that a business belongs to.
SEO: Prioritise high EEAT content
Although Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) framework is not a search engine ranking factor, it’s an important aspect of Google’s ‘Search Quality Evaluator Guidelines’.
The EAT framework has existed for a decade, and in 2023 Google added an extra E for ‘Experience’.
This is particularly important as AI cannot generate real-world experience like people can. This gives human content marketers an advantage and cements the importance of having experts write or inform the content that we are producing.
PPC: Don’t feel pressure to make changes
Over the past few years, Google representatives have been calling up account managers with suggestions to change ad campaigns.
However, there is an increasingly forceful script that they follow, making account managers feel like they are implementing the wrong strategy or not using the right features on different tools. This may not be the case
You are well within your right to just say no – make sure you use your own, data-supported judgments with Google Ad campaigns.
PPC: AI to become a Google Ads assistant
In 2024, Google is going to roll out further generative AI tools into Google Ads. While this can be helpful, we also need to be sceptical.
The danger is that “AI will use design engineering and create biases in things like algorithms and ad layouts”. Google has been reducing control and transferring a lot of the activities that search marketers would have typically performed over to AI.
This use of AI will limit your control of Google Ad visibility and performance. It will also over-optimise as it cannot use context or language in the same way a human can.
So what you need to do in 2024 is to view AI as an assistant to help you in your strategy, rather than see it as the only way forward.
topclick has an excellent team and more than 20 years of experience. We have gained priceless knowledge that will help us deliver expertly tailored marketing for your specific business niche.
As part of our service, we will give you regular updates, access to granular reporting metrics, and a dedicated account manager to help you achieve the results you need. Contact us today for more information.