Every year digital marketing trends change, and 2024 will be no different. Getting a handle on the changes happening in digital marketing early in the year, means you can build a digital marketing strategy that still remains current and effective throughout the year ahead.
2023 saw the arrival of ChatGPT and the incredible potential of AI beginning to be realised along with Twitter getting the X factor and a rather turbulent turn of events under Elon Musk’s command. It was a year of change across the digital landscape in this regard and opened up new opportunities this year and beyond.
This article will help any business plan for the year ahead and focus on the trends and data which is relevant to them.
With new digital marketing technology and platforms taking centre stage in 2024, innovative companies will want to keep on top of the changes to remain competitive, but also to get more from their previous and upcoming efforts.
Some of the key digital marketing trends that will dominate the next 12 months will be:
- An increasing role and supportive role of AI in content generation and ideas.
- Improved, more human-like automated chatbots for customer support.
- Increased use of video marketing.
- More live streaming is likely going to be used to promote products and events.
- Changes to the way search engines operate as they integrate with AI chatbots.
- Greater reliance upon social commerce.
- Greater interest in branded communities for a more personal touch away from big tech.
- Greater use of professional social media platforms such as the grown up in the room, LinkedIn.
Artificial Intelligence Has Arrived
As we know ChatGPT made a big splash in 2023 impressing the world with the speed and human-like experience it provides. Subsequent updates have improved its adoption further and even Microsoft has backed the company OpenAI and even begun integrating the chatbot technology into their search engine Bing, which will alter the way people use search engines in 2024 as the technology gets “baked in”.
Not only is ChatGPT and AI technology popping up all over the place in software, but there’s also the risk that the technology hype might burn out. As technology evolves people need to be careful with the information it provides and there will be ongoing legal battles over copyright issues relating to how the content it produces is based on. The writer’s strikes about AI have even caused Netflix to scrap 100 shows.
That said, AI can be implemented into a digital marketing strategy in various ways.
First, AI tools can be used for content ideation, creative generation, and data analysis to optimize content and campaign performance. These tools can also help with audience segmentation and targeting, allowing for more personalized and effective marketing efforts.
As AI marketing automation becomes more prevalent, it is transforming customer interactions by providing personalised and timely content to customers based on their preferences and behaviours. This not only enhances the customer experience but also optimizes campaigns for better results.
It is important to note, however, that a collaborative approach between humans and AI is crucial in implementing AI into a digital marketing strategy.
While AI can automate many processes, human insight and creativity are still essential in creating meaningful and impactful marketing campaigns. By working together, humans and AI can leverage each other’s strengths to achieve the best results in digital marketing strategies.
AI will play an increasingly significant role in automating marketing tasks across various industries. One of the key areas in which AI is being used is in data analysis, where it can process large volumes of information and identify patterns and trends that would be challenging for human marketers to uncover on their own. This allows for more targeted and efficient decision-making in marketing strategies.
The rise of AI-driven automation in marketing tasks has the potential to significantly impact consumer experiences and campaign performance. By automating repetitive tasks and leveraging data-driven insights, marketers can deliver more personalised and targeted experiences for consumers, ultimately leading to improved campaign performance and return on investment (ROI).
Digital Marketing Trends in Social Media
What a year 2023 was for social media. The stabilisation at Meta following the previous “fall” of Facebook and the upheaval at Twitter continued with Elon Musk at the helm, even calling out executives to do one who held back on advertising which left many scratching their heads (even personally calling out the Disney CEO Bob Iger).
We saw the arrival of threads from Meta, which launched on July 6th 2023 and actively challenged Twitter. This opened up a new strange world for a few days where very few people were on the platform and initial users could communicate directly with major brands. There was a lot of fun to be had as the platform started up with a lot of jokes thrown at Twitter, now known as X.
X will continue to try and work out how to monetise the platform and we can potentially expect to see some sort of potential subscription service perhaps by the end of the year. Time will tell whether this happens and whether that’s enough to keep people on X when others remain free to use. For example, in the Philippines, they have launched an annual fee of $1 for users to post on the social network.
They have already placed their API behind an expensive paywall leading many developers to stop supporting X on their social media publishing platforms due to the cost alone, let alone the hassle of implementing all the required changes.
The value of X from a user and company perspective is usage, and with advertising revenue down 55% and global usage down 14% year on year, it’s going to be a difficult time for X as it seeks relevancy within an expanding social media market.
Another X competitor, BlueSky launched in February 2023 with Jack Dorsey, which is aimed at decentralising social media. Compared to Threads its take-up has not nearly been as widely adopted with only around 3 million accounts as of January 2024 compared to 160 million Threads accounts which seems to be winning so far.
TikTok is the fastest-growing social media platform in the world at the moment, despite its links to China. With video popularity on the rise, TikTok has taken full advantage of this trend.
Just as website optimisation worked to get higher up the search engine rankings, companies are now looking to optimise their social media posts as much as possible. This means metadata and keyword choices are going to play a much bigger role in 2024 than any previous year. There needs to be a lot more thought behind the action and goal for each post to get the most benefit.
Facebook Userbase Increases But It’s Lost the Cool Factor
Whilst the Facebook social media platform isn’t going away any time soon, the social media platform in its current form continues to appear as though it has peaked.
The events of 2022 left Forbes wondering if the face of social media had now irrevocably changed.
- Facebook was still achieving 3 billion active users a month which meant it is still the largest app in the world.
- More than 2 billion people use Facebook daily.
- India remains Facebook’s biggest audience.
- By 2027 Facebook is predicting they will reach 75% of the world’s population.
- Many still rely on Facebook to get their daily news.
WhatsApp remains part of the Facebook family and WhatsApp marketing is seen as a growing tool for companies in 2024.
WhatsApp has completely revolutionized how companies contact their customers. You can now send very personal instant messages on an app that is used by all age groups and always checked constantly.
The same can be said for Facebook Messenger, but the mere fact Facebook Messenger still uses the Facebook name has left many jumping to WhatsApp even though it’s owned by the same company.
The danger when using real-time communication tools such as WhatsApp is that it becomes harder to manage and maintain multiple points of contact. It’s why many businesses have started to resort to omnichannel platforms to capture all inputs and respond back on the related platform.
Email is often the preferred point of contact for many businesses simply because they can better control it within business hours.
What will concern Facebook and Mark Zuckerberg will be the ageing user base. The “coolness” factor has well and truly left Facebook and isn’t likely to return any time soon.
WhatsApp will also come under pressure this year in part because several users have jumped to Telegram. For a more secure service, you can also check out Threema.
Will Twitter Become the X Factor?
What a year 2023 was for Twitter, now known as X. Not only do they now have a self-proclaimed “chief twit” Elon Musk still in control, but the basis on which the platform generates its money, and the outburst from Elon Musk has left them 55% down on their advertising revenue and no current clear direction in sight. Many are still scratching their heads and quietly laughing inside.
Here’s the X summary:
- Twitter was renamed X on July 24th 2023.
- They claim to have 500 million monthly active users on the platform.
- X reaches 12.6% of internet users worldwide.
- Advertising revenues hit $2.98 billion in 2023.
- X is most popular amongst the 25-34 age groups.
X now charges for the ability to have a blue tick next to your name – something that was free previously. What is interesting about the ups and downs of X, is whether or not social media being free as we know it for users is here to stay, or whether by the end of 2024, X will be the new model for social media platforms.
Of course, there’s also the possibility that X may lose relevance and significance, but it’s a long way from that moment at the time of writing this, the platform is predicted to decline slightly in the next few years, but things can change quickly in tech.
Instagram and TikTok Attract the Younger Generation
With over 2.4 billion users, Instagram remains a force to be reckoned with. Don’t forget, that they are also owned by Meta, Facebook’s parent company. Some key figures for the UK market to take note of include:
- Instagram is the 4th most used platform in the world.
- Instagram is the 10th most searched query globally with a 338 million monthly search volume.
- 35.71% of the 5.6 billion mobile users use Instagram monthly.
- People spend an average of 29.7 minutes a day on Instagram.
Its popularity is partly on account of its short nature, which makes it ideal for sharing quick snaps and videos. This increases audience engagement and gets them ‘hooked’.
Instagram Stories has helped propel the platform and compete directly with TikTok. It’s an easy tool to utilise, especially if your business is heavily reliant on photographs and video.
TikTok also continues to grow but with tensions high between the US and China, it will be interesting to see what, if any sanctions are placed on the platform.
This is because TikTok is owned by ByteDance, a Chinese company and they admitted to spying on journalists from Buzz Feed, the Financial Times and Forbes to get at their sources.
- Since its launch in 2016, it now has over 1 billion active monthly users.
- The TikTok app has been downloaded over 4.1 billion times.
- Americans spend an average of 55.8 minutes per day on TikTok.
These stats for Instagram and TikTok show why influencer social media marketing is still a hot topic and targeted by businesses. These apps have simply become embedded in people’s lives and it’s hard to see it changing any time soon, but not if BeReal has anything to say about it.
What Are the Biggest Social Media Channels
Here are the biggest social media channels in 2023:
Find more statistics at Statista
As you can see Facebook remains at the top, but video is right up there in 2023 with YouTube.
You can still see how Meta continues to dominate the top of social media with Facebook, WhatsApp, Instagram and Facebook Messenger. Facebook still cames out top at the end of 2023.
Some further insights in terms of how social channels are used worth noting are:
- There are 57,10 million social media users in the UK.
- The main usage of social media in the UK is to keep in touch with friends and family.
- The most used platforms in the UK are WhatsApp, Facebook and Instagram Facebook Messenger then X.
- 15.5 hours a month per user is spent on YouTube in the UK.
- 35 million people in the UK use LinkedIn.
So whilst businesses might focus on being the best on one platform (which is good advice if you are tip-toeing into social media), you can see how important it is now to have a presence on more than one platform and channel.
LinkedIn Becomes the Grown-Up in the Room
LinkedIn has grown through 2023 with now over 930 million users.
Within the next two years, it’s expected to cater for around 25% of all US business-to-business advertising. and what catches on in the US soon follows in the UK. This is quite a leap for the platform now owned by Microsoft.
In 2024, you should give LinkedIn a closer look to grow your content, audience and online authority. The platform has become the grown-up in the room and is now regarded as the go-to professional social networking platform for many social media users:
- LinkedIn has over 930 million users worldwide.
- 49 million people look for jobs on LinkedIn weekly.
- 16.2% of LinkedIn users are active daily.
- Over 67million companies are active on LinkedIn.
- Every minute 6 people are hired on LinkedIn.
Many social media marketers have started to pay more attention to LinkedIn through 2023 and have it planned into their social media strategies for the year ahead.
The ease of use of their app also has LinkedIn operating like many popular messaging apps, but on a professional online networking scale.
The platform can enhance your online presence and can help you attract mico influencers’ attention too.
Focused Content and Keyword Research Becomes More Important for a Greater ROI
Content marketing will continue to be a critical component of digital marketing and advertising, though there is a growing emphasis on the content of quality content.
With so much content online, the key is to get really focused in 2024 and build your content around what users are really looking for.
Not only will this mean you will be able to rank higher, but those who then land on your websites will already be interested in what you have to offer – because they’re looking for you online.
Ensuring you provide exceptional content online (accurate, in-depth and up-to-date) is still essential, but now the distribution of relevant content is more targeted and nuanced in accordance with the demographics and psychographics of the target market.
Google’s artificial intelligence is developing capabilities to interpret content more precisely on websites so it’s crucial for marketers to devise targeted strategies to improve their content.
Google advises focusing on website speed, links, and related content rather than chasing the newest SEO trends which might change in the blink of an eye.
The key to being successful with your content marketing efforts lies in understanding what keywords you want to rank for, providing content for every stage of your sales funnel and marketing funnels, and building engagement so your content becomes an ingrained part of your branding strategy.
This is the most efficient form of content marketing as it increases customer engagement, and will work for businesses of any size and in any niche.
Some of the key features that make this successful for any small to medium businesses are:
- You are able to compete equally against all businesses online.
- By using longtail keyword research you can provide content directly to your potential customers who are looking for products and services just like yours (from user intent).
- Learning what customers want to know more about and then providing them with the answers so that they come to you first.
- The ability to repurpose your content so that it becomes an asset to the business long-term (such as this article you are reading was written in 2021 but updated with more helpful content for 2023).
- Raising brand awareness by growing your organic search capabilities.
- Providing helpful support in a personalised manner direct to your customers and benefit from the SEO.
- Increasing your organic SEO ranking with keyword analysis and content strategies that increase your sales funnel leads.
- Providing carefully planned and targeted landing pages full of useful information relating to your business, product or services and keeping customers engaged in your brand.
- Growing your user base with targeted market segments as you learn what your market wants to know more about and adapting to market changes quickly.
In 2024, brands should focus on providing helpful content that customers enjoy but align this with what users are searching for too.
If the content isn’t optimised, then you may spend a long time writing content that no one can find.
Websites that can deliver straightforward, uncomplicated and informative content which is matches their target customer’s user intent (search phrases entered into search engines) will thrive in 2024 and beyond.
Why not plan out your first quarter content items and then match them against what your potential customers are searching for?
You can then build this into a simple content calendar and it will ensure you have a host of targeted content that people in your industry are searching for.
A quick Google search will likely show that your competitors are already doing it.
Websites That Become Apps
One of the more interesting trends happening online is the growth of Progressive Web Apps (PWA). These function like your website but are more app by design. They look like your website but perform like an app.
- Instead of people visiting your website, they can just open up an app and pull down your online content.
- You can send out push messaging straight to phones and tablets.
- You can grow private online communities without the need to visit a website.
- You can grow your existing website into a wider, more dispersed service.
- You can have an app for your businesses without the high-end customer development required.
There are some caveats to making this technology work, such as optimising your website for speed, but once you have the content downloaded onto the phone, it functions just like any ordinary app.
Responsive web design all but killed the need for an app – and a lot of people already have too many apps on their phones. However, the push messaging and ability to build your community via an app make the technology a growing trend in 2024.
Apple has strict guidelines in place and won’t just accept a website as an app, but with some additional functionality, you can have an app in 2024 for your business.
Video Marketing, Story-Driven Content and Live Streaming Will Keep Growing
In 2024, the rise of video content marketing has seen a significant shift towards the dominance of short-form videos.
Platforms like TikTok and YouTube Shorts are at the forefront of this trend, with brands leveraging their popularity to engage with their audience. Short-form videos have become increasingly popular due to their ability to captivate viewers quickly and effectively.
The increasing importance of video marketing and short-form content is evident in its ability to capture the attention of contemporary audiences.
With attention spans getting shorter, brands have recognized the need to deliver their message quickly and concisely, making short-form video content an essential part of their marketing strategy. As audiences continue to gravitate towards platforms like TikTok and YouTube Shorts, brands will need to adapt and embrace this trend to effectively engage with their target audience.
Video content is a huge component of any online marketing plan and marketing messages, especially if you’re attempting to build your empire on the internet.
If your business isn’t currently using video marketing, try to get moving on it this year. As you saw above, YouTube will be the second-highest social media channel by the end of 2023.
Services are brought to life by using video.
People are now watching more videos than ever, utilizing smart devices to watch and share videos about absolutely anything, and learning a lot more about businesses, and what they offer. Take these stats for instance from OptinMonster:
- 85% of marketers credit video as an effective way to get attention online.
- Customers retain 95% of the information contained in videos.
- On average, 37% of viewers watch right to the end.
- 80% of people prefer video over written text.
Video marketing is very engaging, especially if it’s live video. Short-form videos are also a growing trend and we will see more and more social media video platforms adopt this as their go-to format – mainly because internet users have short attention spans yet ironically can get hooked scrolling lots of shorter videos for longer.
Live streaming is a powerful method of digital marketing when combined with influencer marketing.
Whether it’s the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream is the most effective strategy for engaging with your audience.
Video content and video marketing, don’t just have to be product videos either. you could start using video voice messages for that personal touch too.
We are all so used to getting emails, that getting a video email is a very personal way to keep in touch with people. It’s like a video voicemail and it helps add greater context to your communication, with tone and facial expression.
It’s much easier to recall a graphic or text that’s been integrated with visuals, images, infographics, video clips, and other such visuals than in a textual form.
Displaying your data in the form of visuals can allow it to be much more memorable. If this wasn’t the case, we wouldn’t have road signs for example. Visual clues can convey meaning, emotion and action all in a fleeting moment.
Although plain text can be powerful, visual content continues to grow in popularity.
One way videos have been used successfully by brands is in the support of long-form content.
Search engines love high-quality, helpful content, but to keep readers engaged, businesses can embed videos to break up the text and keep people on the page for longer.
This provides a greater user experience and an SEO benefit.
If you’re stuck for ideas in terms of what videos to create, then start with:
- Product demos,
- Video messaging,
- Video events,
- Live media events.
See how they’re received, tweak and go again.
If you keep your video content evergreen you can keep using it again and again.
Live Streaming Will Rise
Live streaming has become a powerful marketing tool in digital marketing trends, allowing brands to connect with their audience in real time. It enhances user engagement by providing an interactive and authentic experience.
Live streaming can be used for product launches, behind-the-scenes looks, Q&A sessions, tutorials, and virtual events, giving customers a more personal and immersive experience.
The live streaming market has seen significant growth, with platforms like Facebook Live, Instagram Live, and YouTube Live gaining popularity.
Brands are utilising live streaming to humanise their brand, build trust and credibility, and create a sense of community with their audience. For example, fashion brands livestream runway shows, beauty brands demonstrate new products and fitness brands offer live workout classes.
Live streaming also allows for immediate feedback and interaction, enabling brands to address customer questions and concerns in real time. With the rise of influencer marketing, many influencers are using live streaming to promote products and engage with their followers.
A Branded Community Provides a Cunning Marketing Tactic
Community and branded communities are a growing trend in 2024 for digital marketing.
The nervousness around social media services such as Facebook has led to many businesses creating their online communities. The reason is that it’s effective. There are effectively two types of online communities you can build.
The first is via creating a shared social community using something like Facebook or Discord where you have no control over the platform.
The second is to build your community which you have complete control over. This can help make members feel more exclusive.
Here are some of the benefits of building your online community in 2024:
- You control the platform not a third party like Facebook.
- You build trust and transparency and gain increased customer insights.
- You can gauge opinions about your products and services from user-generated content.
- You quickly build brand loyalty and a happy customer who can find solutions quickly.
- Customers remain engaged with your product or services.
- You can enable greater customer success through an online community.
- The content becomes user-generated and deals with the information that they wish to discuss most.
- Your customers feel like they belong to something bigger than just the product.
- You can support more customers faster by providing answers once.
- You build an online knowledge base of customer experiences and problem-solving.
- Creating more loyal customers and increased engagement rates.
- You get to control the conversation and marshal your own rules to match your brand and its values.
- You can provide a special VIP private members area for the most important clients.
If you’re a business owner, then building your own community will be one way to reap rewards from engaging directly with your customers frequently and in a fun way.
It also gives you another option to the standard social platforms which will help you stand out from the crowd and make you be seen to go the extra mile.
You will also be engaging directly with your target audience and be present long after a sale has been made.
The Metaverse Will Continue to Intrigue and Evolve Beyond Meta Alone
Whilst Facebook’s core platform might have had its day in the sun for the moment, their new ecosystem coined ‘the Metaverse’ may just be the new internet experience this year which will likely continue to grow year after year.
With Apple releasing their own headset in 2024, it’s not something you can completely ignore, and it’s growing past just a gimmick too. The entry price point will likely put many off Apple’s offering initially, but it means Apple are finally arriving in a space to date commercially dominated by Meta.
Businesses need to begin thinking about this virtual space moving forward, especially as the platform and technology evolve. The key roadblock is the adoption and accessibility of the headsets.
More companies will be providing the hardware to access ‘the metaverse’, and given that the Oculus headset was one of the most popular Christmas presents back in 2021, there are already a lot of people in this new universe experiencing virtual realities in whole new ways.
Companies need to understand what it is so that they can assess what can be achieved within the Metaverse and tailor the customer experiences accordingly.
Big companies have begun to get involved. Starbucks launched their Odyssey and the ability to buy collectable stamps (NFTs) that unlock access to immersive coffee experiences. Their goal is to allow their community to engage more with its partners and fellow members.
Nike released their NIkeLand hosted on Roblox and provides a fully immersive experience for all its users and many other brands followed suit too.
Given that people might work, play and socialise in this new universe, it’s something that shouldn’t be overlooked long-term. It can be fun and engage new customers and market segments for your business.
Whether virtual reality really catches on remains to be seen, but it does look like a new dawn of computing experience is going to gain popularity through 2023 and the metaverse as we know it will mature.
It’s more than likely that we will see a halfway house with more augmented reality taking shape.
With Meta focusing hard on becoming the go-to platform for anything Metaverse-related, they will soon have some big competition and big hitters on their tails. Market forces might be the judge and set the direction of the metaverse for years to come in 2023.
Personalising Your Customer Experience Makes the Difference
Reviewing search insights into what your customers are searching for online, is one of the fastest ways to determine your content strategy direction.
If you can become the trusted source for valuable high-quality information, then you will get greater throughput on all your digital marketing efforts. Consumers clearly and specifically explain their needs, preferences, and desires in search queries and in-store interactions.
By responding with direct answers to questions, and providing clarity or clearer product information, you will help them on their journey with your business.
According to theedigital.com, over 90% of marketers from the US industry stated that personalization strategies were beneficial, and more than half acknowledged that the boost in profits was more than 10%.
What normally takes hold in the US has a habit of hitting the UK soon after.
Building Frictionless Digital Customer Experiences Will Remain Important
Whether they’re conversing with a client services bot, talking with a client on the phone, or serving customers face-to-face, customers expect the support agents to have full access to their information.
They expect that one interaction will pick up where the other left off so that they won’t have to begin from scratch in each new encounter with the brand
The experience provided by one company to a customer also impacts their experience and expectations of others. In essence, if a customer has a fantastic digital experience with one company and then goes to a competitor and finds it out of touch, then your reputation takes a dent even if you did nothing wrong.
Even Google now places more emphasis on ranking websites that provide a high level of user experience over those that don’t as well as providing helpful content to support the web visitor.
Focusing on your entire customer’s online experience can benefit you in more ways than one.
Take a moment and look at your contact and communication touchpoints, website and social channels and make sure everything is as easy to use as possible. Simple is best.
Email Marketing Will Continue to Grow
Email continues to be a highly effective method to stay in touch with everyone.
This is why email marketing remains an essential facet of the digital landscape. If you’re running a business, you may have witnessed the power of email marketing in action. It can be used to market products, grow and enhance your business, and create customer loyalty.
The one place most of us still visit every day is our inbox, which is what makes email marketing still so powerful.
There’s another reason too why email marketing continues to rise in business. Website aside, your email list is something your business owns. It’s customers, leads and partners that you have built up a reputation with.
No matter what happens across social media channels and the companies behind them, you will still retain your email list.
However, email marketing is evolving, and generic marketing e-mails are not as impactful as they once were. Now it is a combination of automation and personalization that makes email marketing essential for 2024. Timing is also everything. Your newsletters need to remain current.
Email marketing should remain one of your core digital marketing channels and at best you should send out a newsletter at least once a month just to touch base.
Just like performing keyword research for content, you should clean up your lists and make sure the audience is segmented so that you target them with relevant newsletters of interest to them.
The key to email marketing this year is also to ensure you don’t take unsubscribe rates too personally. People will unsubscribe much more frequently during the year, but, are also more likely to jump back in too.
A common trend within email marketing is the conversational marketing approach. You often see this from emails that are talking with you rather than newsletter-style layouts which are a little too impersonal for many.
Here are some tips for your email marketing campaigns in 2024:
- Email marketing remains one of the most important digital channels and should remain part of your advertising strategy (along with list building).
- You should begin to focus more on conversion rates (such as click-throughs) rather than just open rates to get a broader picture of campaign performance.
- Where possible, use personalisation in your email (just not awkwardly or creepily).
- Keep your email titles catchy yet relevant to your audience.
- Use some humour to your advantage especially if it can make someone smile.
- Use an emoji sometimes in your subject title to catch your reader’s eye.
- Keep people curious and make use of your content calendar to keep people looking forward to what you will be sending next.
Push Notifications Are A Continued Way of Getting Quiet Attention
Businesses are finding out that push notifications as a more effective way to capture customer interest subtly and unobtrusively.
At present, over half of consumers enable push notifications on their devices, making it a suitable way for brands to speak with them.
Browser push messaging is also providing popular because as people browse the web and are not on your website, you can send a nice popup message to remind them of an offer or new content you may provide.
It keeps them connected to you even though they might not be on your website.
There are some fine lines that users of this technology must avoid crossing throughout their marketing campaigns.
Research has shown that in virtually every industry, push notification unsubscribe rates to remain low when not many push notifications are sent.
Start sending numerous push messages a day and the unsubscribe rate climbs rapidly!
All this means is that when you have something important to say, use push messaging. When you don’t, use a different medium to communicate through.
People don’t like to be distracted, and they are wary of random popups that have no relevance to them appearing on their computers or mobile devices.
Push messaging is highly effective, however, when used right. It drives open rates and sales conversions more so than social media due to how direct the content can be.
If you have a strong community that wants to stay in touch, then push messaging is a must for rapid response and conversion.
Some interesting statistics are starting to emerge regarding push messaging too. Here are just a few:
- Almost 9% of push message users had increased their site traffic as a result of using web push.
- Sign-up rates for internet push notifications are higher than newsletter signup rates.
- According to PushPushGo, there was a 3% increase in click-through rate due to rich push notifications.
This is mainly due to the simplicity of sign-up and the fact you are not handing over any personalised information to the degree that you are with email marketing.
With browser push messaging you just approve the opt-in for push messaging and you’re done. The marketer on the other end cannot see your personally identifiable information.
OK, they might see an IP address and device, but they don’t see your name or email address. You can also unsubscribe easily via the browser at any time too which is a win-win in terms of the business-customer relationship.
Online Reviews Will Become an Essential Buying Criteria
Like them or loathe them, online reviews will continue to grow and form the basis of your customer’s social proof to other prospective leads.
There are many ways in which a business can compare its products and services to others, but providing real, unbiased reviews can help your enterprise distinguish itself from competitors.
The more customers or clients you have, the more likely it is that online reviews will be helpful to your operations.
Google listings can be useful if you want to get an opinion, and these are generally the very best trusted sources. They’re easy to find, and they’re the best way to make contact with people to check out the site.
Facebook is another excellent source of online reviews, and you can use them to publish a testimonials section on your website as you can with TrustPilot reviews too.
You can of course embed any review into other marketing material and campaigns to increase your social proof relating to your business, product or service.
Digital Marketing FAQs
Here are some common questions which people often ask relating to digital marketing and the direction it’s all moving in:
What is Digital Marketing?
Digital marketing is the name given to any marketing you perform online. This includes your website, social media activity, lead magnet, lead generation, email marketing, eCommerce and more. As more and more of us use technology in our lives, digital marketing is only set to grow and become more and more dispersed across numerous devices including TVs.
A simpler way of looking at digital marketing is that it is all the marketing you do which involves the Internet.
Why is Digital Marketing important?
As more and more of us connect to the Internet, we move away from the offline world into the digital world. This works well for businesses in a lot of ways, as the Internet is still really an infomediary source. This means that people still visit the Internet for information. Find out what people are searching for and you can answer their questions across your digital marketing channels.
Are Websites Dead?
No, far from it. Websites now are more important than ever. They become the basis on which people check up on you and seek to find out more about you. Your website is now the anchor to all your other digital marketing activities (at least it should be).
It is also one of the few mediums you can control. You can do so much with your website from sales marketing and operations to eCommerce. It’s also the first place people will go to check you out and to get verification that you’re genuine. Find out more in our insight “Are websites obsolete?” here.
Do I Need an App in 2024?
Building and developing apps are expensive. This is because you need programmers and highly skilled tech individuals. It’s all doable though if you can afford it.
With so many people plagued by apps on their phones, responsive web design more often than not covers you. However, if you do have an app, it means you can keep connected to customers much more easily. For example, people can book your services more easily, receive push message updates from you and perhaps join in private VIP discussions.
If you run an eCommerce store, then an app could be a great way to go this year. Get in touch with our team and we can tell you more about what’s possible.
How Does Digital Marketing Work?
Digital marketing is broad and it encompasses several different channels including social media, content marketing, and website marketing. SEO, PPC and email marketing to name a few.
Digital marketing aims to reach customers, educate them, increase your brand awareness and be the go-to product or service when a customer wishes to buy. Choosing the marketing channel for your market is key.
Digital Marketing Trends Summary
There are a lot of trends highlighted in this article and unless you’re a large corporate business hiring thousands of employees then it will be impossible to implement all of them in 2024.
However, hopefully, it has given you some insights on where to focus your online digital marketing efforts. Below are some quick tips to get you up and running this year.
Quick Digital Marketing Tips for 2024
For any small to medium-sized business, cutting through all the hype the key focus points should be placed upon:
- Maximising any of your marketing content efforts by researching what people are looking for in your industry online. Don’t waste time in 2024 writing content that no one can find once the email newsletter has been sent or the social media campaign has run its course. Try to get as much return as possible by repurposing content across all your marketing channels.
- Make a few key videos and then integrate them with your social media marketing and optimised blog content. This will help keep readers engaged and on your website for longer giving you a greater user experience.
- Facebook, X, Instagram and TikTok are all still major players in the social media world. Unless one falls over in 2024, keep posting your content across these channels to get as wide exposure as possible.
- Email marketing is still viewed by some as the golden ticket. Look after your readers keep them informed and nurture your list-building through the year as best you can. Unlike social media, you have control of your email marketing lists.
- Look to building your branded online community so that you can stay better connected with your customers in an environment which is familiar to them. You can find out more about what your customers are looking for from your business and services too.
- Take a look at your website and look at ways you can simplify the user experience. This doesn’t mean removing information, but perhaps including your navigation, making page layouts less cluttered and improving the overall look of the site to make sure it looks 2024 and not 2015. You could also make sure your call-to-action buttons are clean, polite and easy to find.
- Keep your eye on the potential this year for AI technology. Make sure you don’t overuse AI technology but do use it to do some of the “grunt work” and to generate ideas for your content marketing strategies. Make sure you don’t just use ChatGTP to write random blog posts and expect to rank highly in Google, there’s more to it than that. Make sure you use any AI tools wisely and ensure to check for accuracy.
- Try to get some authentic online reviews. It’s always awkward trying to get reviews but if you can get some genuine feedback they’ll make you star.
- Finally, make sure you update your Google My Business profile to help you with your business’s local search results. This can simply be making sure your opening times are listed and shown correctly and you have some nice new photos up.
No one has a crystal ball, but based on the digital marketing trends for the backend of 2023, many will continue to gain pace and traction through 2024 and help marketing teams make sense of the noise out there and enable them to optimise their marketing activities.
If you have any questions about anything in this article, then please don’t hesitate to reach out to us.