Navigating 2024: Unraveling Digital Marketing Trends and Unintended Outcomes

Samanta Llaguno • February 6, 2024

Ever since the tail end of last year, my inbox has been flooded with emails prophesying the imminent trends in digital marketing, advertising, SEO, AI, and the like for 2024. I'm talking about more than 50 emails, and it got me thinking – why not save you some precious time and put it all into an easily digestible summary, highlighting the most important insights?


Now, let's set the record straight; not everything touted as a 'trend' is, in fact, a trend. Some are more like consequences, inevitable outcomes of things set in motion. Before we get into the specifics, let's take a look at the definition of the word itself.


According to the Oxford Dictionary, a trend is a general direction in which a situation is changing or developing. On the flip side, a consequence is a result of something that has happened, especially an unpleasant result.


Case in point – the so-called "trend" of brands fervently building first-party audiences, spurred by Google waving goodbye to cookies this year. That seems more like a consequence, an inevitable outcome of a development in the digital realm. It's the first point on the list, and it's worth questioning.


But enough foreplay, let's analyze these supposed trends and consequences for 2024.



Digital Ad Spend Holds Steady


As the realm of digital ad spending matures, we're anticipating a change – one of slow but steady growth. Unlike the tumultuous ups and downs of the past, the digital advertising market is set for a more predictable journey ahead.



The Rise of Cohesive Digital Experiences


2024 marks a milestone: non-pay TV viewers in the US have outnumbered their traditional pay TV counterparts, creating a huge shift. Insider Intelligence forecasts a widening gap, and the call for more seamless digital experiences is louder than ever. It's not just about navigating content fragmentation; it's about creating user-friendly havens amid the chaos.



Ad-Supported Streaming Takes the Limelight


Enter the era of ad-supported streaming, with Prime Video leading the charge and Apple poised to follow suit. It's a shift that aligns with the change in viewer preferences, marking a pivotal moment in streaming.



Cross-Pollination in Walled Gardens


Picture smaller walled gardens mixing in with their larger counterparts. Google Ad Manager dances with X (formerly Twitter), while Pinterest and Snapchat strike deals with Amazon. Walled gardens, for the first time since crystal ball gazing began, are losing part of the programmatic digital display ad spend. Why? Retail media is claiming a more significant share, prompting smaller gardens to seek refuge in partnerships with the bigger players. The next in line for this dance? Reddit, predicted to waltz into alignment with a larger walled garden next year.



AI's Ongoing Symphony


Picture this: AI, the virtuoso of our digital orchestra, continuing to compose masterpieces in creativeness and media planning. It's not just a trend; it's a steady beat that promises to echo throughout the marketing world.



Social Shopping Soars, Courtesy of TikTok


Enter the era of social shopping, propelled largely by TikTok's influence. According to Toccara Karizma, CEO of Karizma Marketing, TikTok's social commerce sales surged to a staggering $53.1 billion in 2023, marking a 34% increase. Brace yourselves for brands riding this wave by showcasing products on TikTok Shop through micro-influencers, expanding their reach in this digital marketplace.



Short-Form Videos: Beyond Mobile and Onto the Big Screen


Short-form content, once synonymous with mobile, is now breaking free. Viewers are embracing short-form videos on their CTVs, with YouTube Shorts witnessing a remarkable 75% growth in the US and an impressive 100% globally. It's a testament to the versatility of vertical content, captivating audiences even in horizontal formats.



AI Marketing Automation: Paving the Way for Micro-Campaigns


AI's role in marketing automation is set to advance further, from automated email sends to social posts. Brace yourselves for the ability to pivot easily, run more micro-campaigns, and deliver to smaller segments, offering a more tailored and efficient marketing approach.



Predictive Analytics: A Glimpse into the Future of Marketing


Predictive analytics, while nothing new, is evolving with each passing year. AI is set to enhance predictive capabilities, offering more accurate predictions and better product recommendations. Companies can leverage advanced predictive analytics to forecast sales, predict campaign performance, and tailor their strategies for specific audiences and terms.



Voice-Based Shopping: A Revolution


As AI keeps moving, voice-based shopping is becoming ever more popular. The adoption of voice-based search for payments has already begun, with 27% of US-based consumers using it in 2022. This upward trend is expected to continue, making voice-based experiences a cornerstone of marketing strategies.



AI-Generated Video: The Next Frontier


If 2023 was the year of AI-generated text and images, 2024 promises the maturation of AI video models. AI-generated videos, transitioning from experimental to lifelike, are set to become a reality. Platforms like TikTok are already experimenting with AI-driven audio creation, signaling a new era in multimedia content creation.



Podcasts Take the Crown Over Blogs


In the realm of content consumption, podcasts are taking the throne, surpassing the popularity of blogs. As audio content gains prominence, businesses need to reconsider their content strategies to align with this changing preference.



Apple's DSP Ambitions: A Game-Changer


The tech giant Apple is gearing up for a significant move in the advertising space with the introduction of its demand-side platform (DSP). This strategic step aligns with Apple's broader ambitions to strengthen its ad tech stack, establishing itself as a formidable player in advertising.



Quality Content and Google's E-A-T Criteria


Google is placing a premium on quality content. The search engine giant is emphasizing firsthand knowledge, perspectives, and the crucial elements of E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness. Brands that align with these criteria will find that they have a better position in the digital hierarchy.



B2B Influencers Rise on LinkedIn


Lastly, the rise of B2B influencers is obvious, with CEOs taking the lead by sharing content on their LinkedIn profiles. This trend shows the growing importance of leveraging LinkedIn influencers and video content from industry leaders for B2B success.




As we navigate the changes of 2024, stay tuned for more insights and strategies to ride the waves of change. The digital horizon is vast and the opportunities endless – let's explore together.




Sources:


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