Digital marketing is constantly evolving and its market share is growing (see data from the Global Industry Analysts Inc report). That is why the year 2024 is going to be dynamic and full of even more technological innovations. Here are the trends to expect.

Artificial intelligence (artificial intelligence, AI) – a strategic necessity

After the euphoria in 2023 from artificial intelligence (ChatGPT, Google Bard, etc.), it is expected to take its supporting role in marketers’ daily activities. From a futuristic concept, it is gradually becoming a strategic necessity in everyday life.

In 2024, the use of AI will involve more than automation. It will enable brands to analyze consumer behavior and preferences on an unprecedented scale, finding application in the growing trend towards greater personalization in online campaigns, based on database, interests, location and purchase history. During the year, the gradual removal of third-party cookies from Google Chrome is also planned, which is expected to be compensated precisely by AI tools. Companies are required to be even more transparent about how they collect and use user data. Data privacy has now been raised into a cult.

Content is king again

Authentic sharing in posts, articles, especially the personal experience will be an emphasis. It is believed to be more touching, engaging audiences than content written by AI. Blog posts and intriguing social media posts are a priority.

Due to the increasing intolerance of people to aggressive advertising, many businesses now prefer to use micro and nano influencers, or creators of UGC (User generated content). On the one hand, it is more economical, on the other – more veiled and non-irritating, inspiring confidence. However, there will be businesses that will also prefer AI influencers, as they are not limited by time and space, and save human effort, offering a unique aesthetic in visions.

Trend towards personalization

There is increasing competition for the user’s attention. On the other hand, there is greater public demand for high-quality service. This leads to the development of more personalized marketing, the goal of which is to communicate effectively both with niche audiences (there is an increasing separation of interest groups) and with the individual. People want to be special, and digital marketing can make them feel that way, especially with the help of artificial intelligence. This also happens with PPC campaigns, email marketing, use of chatbots and virtual assistants, communication in groups, etc.

Social networks – a springboard for content and online commerce

Social networks continue to be a platform for personal and branded content, with Tik Tok once again dominating the rest. Since a user already participates in 6-7 social networks, in 2024 brands must very well optimize their content and determine which networks are most effective for them. The goal is to justify the effort of maintaining a given channel.

Social networks are constantly developing their product catalog platforms, with more and more people preferring to shop directly through them. The line between social network and online commerce is blurring, which in turn improves the user experience. The customer can view products, read reviews and order from the social network without leaving it, which increases his comfort.

The short video – continues to be a hit

TikTok, Reels, Stories, Shorts – all the major platforms give a leading place to short video formats. This trend will continue in the new year. Once again, videos from users, not AI, will be prioritized. They remain the most preferred content by consumers and the most challenging for brands.

Email marketing is making a big return. Here, too, the emphasis is on personalization, automation and more AI intervention. Nearly 90% of marketers use email marketing to generate leads and sales. This is a trend that will continue to flourish in 2024.