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Aly Johnson Head of Content

Technology and consumer behaviours mean the digital marketing landscape continues to evolve and diversify.

Businesses that stay updated with these changes can look forward to long-term growth—those that don’t often find themselves flailing against never-ending waves of change.

Whether you’re a small business or a large organisation, adapting and embracing new trends is integral to your survival.

With that in mind, we’ve put together digital marketing trends that will shape 2024.

Ready to see what your future holds? Let’s dive straight in.

1: Video marketing becomes commonplace

Video marketing continues to witness steady growth as platforms like TikTok redefine the best ways to reach target audiences. While it used to be a luxury, many brands would agree that video marketing is now a necessity.

Short-form videos and live streaming enable companies to form connections with their audience and gain a competitive edge. While blogging and other forms of content marketing are still essential for success, video makes brands more accessible.

Adding captions and giving viewers the information they’re looking for positions you as an authoritative brand, resulting in more loyalty.

Forbes has a helpful report on video marketing trends that will help you understand why it’s a powerful weapon for businesses of all sizes.

2: AI will continue to dominate marketing

ai will continue to dominate marketing

Love it or hate it, AI is here to stay. OK, marketers and individuals in numerous occupations were terrified it would ruin their jobs, but it’s proving to be more of a collaborative tool. Leveraging new technologies is vital to advancement, and AI will continue to evolve.

However, forward-thinking marketers know it’s best when combined with human creativity and expertise.

More personalisation

AI isn’t just automating mundane tasks; it’s also instrumental in data collection. Marketers today have more access to vital information than ever, helping them understand consumer preferences, buying patterns and wants.

With the range of solutions available today, businesses can evaluate the deeper behaviours of their target audiences and then utilise the information to create personalised content and marketing campaigns.

Remember, responsibility is everything when working with data. The GDPR protects consumers, and every business has to follow these strict guidelines.

Everyone’s automating

Automation isn’t new by any means, but artificial intelligence continues to evolve and open up more doors for busy marketers.

Chatbots and AI virtual assistants were previously reserved for businesses with large budgets, but new software is continually becoming available. Predictive analytics will also help with decision-making, with many software solutions integrating them into their platforms.

Entering the metaverse

With its combination of AR and VR, the metaverse will change digital marketing and open up numerous doors for exploration. While there’s still a way to go, in 2024, the metaverse will continue developing, paving the way for brands to get creative with their marketing.

From creating immersive advertising campaigns to setting up virtual events with designated rooms, going from a small business to an international superpower will be easier.

3: Voice search optimisation will be essential

SEO is another industry that continues to evolve, and voice searches are becoming standard worldwide. Estimates suggest that 50% of people worldwide perform voice searches regularly, and the accuracy rate is above 93% (Yaguara).

Whether through a smartphone or voice-activated assistant, voice searches are a convenient way to get information without typing queries into Google.

Unfortunately, voice search techniques differ from traditional search engine optimisation, often focusing on more conversational queries and long-tail terms.

With the support of an SEO agency, UK and international businesses can be ready for traditional and voice searches.

4: A stronger focus on privacy and data protection

The GDPR changed how European businesses process and manage consumer information, with strict penalties for those that breach the guidelines.

While many organisations are implementing stringent processes, the emphasis on data protection measures will expand in 2024. Transparency is becoming more critical as consumers understand the implications of data breaches.

Businesses highlighting their policies will have a competitive edge over those with ambiguous practices. How a website asks for personal information will also define whether a customer has a positive experience.

Most importantly, websites that don’t implement strict compliance policies will suffer serious reputational damage, which could impact their ability to retain and attract customers.

In the last year, some of the world’s most prominent businesses have suffered data breaches with devastating effects. Proper measures can protect your reputation and ensure customers have a positive experience.

5: Social commerce

social commerce

E-commerce gained popularity in the 1990s, and today, the majority of people shop online. Social media gradually became a place where consumers could shop for products, and this trend will likely continue.

According to research published by Retail TouchPoints, 76% of people have purchased a product advertised on social media.

With TikTok, Facebook and Instagram being major players in the social world, we’ll see them focusing more on providing a seamless shopping experience for users.

From making the purchasing journey more immersive to refining product recommendations, more people will begin to shop on their favourite platforms, and this means brands have the opportunity to reach a wider audience.

6: Defining a sense of purpose

defining a sense of purpose

We all know consumers expect the brands they shop with to take social responsibility today, but it’s no longer enough to highlight your values. Most businesses realise that sustainability is a significant issue, but consumers want actions – not just words.

Authenticity will be key in 2024, and businesses that want to form positive relationships with consumers must make active contributions.

Whether sponsoring initiatives, introducing sustainable business operations or educating others on the importance of eco-friendly practices, brands that can showcase their proactivity are more likely to win more customers.

Maintaining your values

While eco-friendly measures are integral for any brand, it’s also essential to maintain your unique values. For example, a woman-led business might mentor younger women, while another business could donate some of the profits to homeless people.

Aligning your practices with a green-focused society shouldn’t mean you compromise what makes your brand unique.

7: Augmented reality

Augmented reality is fast becoming part of everyday life and continues to make waves in the marketing industry.

We all know that removing barriers and streamlining the customer journey can result in retention and higher profits, with AR solutions offering consumers more convenience.

How? Well, there are numerous possibilities associated with the technology—but its primary benefit is enabling people to have an interactive shopping experience at home.

Popular applications include furniture and tech products, where consumers can visualise the product in any room, reducing the risks of returns. The fashion industry also lets people virtually try on clothing, enhancing their shopping experiences.

In 2024, the possibilities for AR are endless, and we can’t wait to see where revolutionary brands go with it.

8: Micro-influencer marketing

Personalisation is a critical factor in a consumer’s buying decision, but people with thousands of social media followers can’t help niche brands connect with their target audience.

Enter micro-influencers.

These influencers have fewer followers because they often focus on a niche topic. For example, field experts could grow a small following due to their knowledge of technology or health.

For brands catering to a small niche market, finding the right influencer means connecting with qualified leads instead of a large audience.

Nano-influencers narrow the gap even further; we expect to see more of them in 2024. The great thing about this new trend is that smaller businesses on low budgets can save money while still reaping the rewards of influencer marketing.

Are you ready for 2024?

There’s no doubt that digital marketing will be different in 2024, and the rapid advancements our society continues to make mean nothing is impossible.

Small to medium businesses might be wary of the changes, but technology is levelling the playing field and allowing those on a lower budget to compete with more prominent brands.

Acceptance and adaptability will be critical in 2024, with the right digital marketing services being central to every brand’s advancement.

If you’d like to achieve more with your budget and rev your business up for the future, we’d love to help.

Please feel free to contact us today for a free discovery call.

Aly Johnson

Aly Johnson Head of Content