Navigating Digital Marketing Trends That Should Be On Your Radar in 2024
The growing emphasis on staying updated on digital marketing trends is a high priority for marketers. While some have been constant over the past few years, some practices have evolved; something either gets kicked off the list or is positioned to be the next leading trend.
What is true for any business is that applying certain trends will rely heavily on their marketing strategy. We have previously examined trends and applied a few in our line of business. Some worked, others required a bit more leg work and others have given us answers we never thought to look for. This is only one reason to stay abreast of the changes in digital marketing.
In this article, we’ll look at some of the ongoing digital marketing trends and discuss some of the key areas for 2024.
Content Marketing Trends
Focus on personalized content.
Personalized content has become a cornerstone of effective digital marketing. Examples include e-commerce platforms dynamically adjusting product recommendations based on user behavior and streaming services curating playlists tailored to individual preferences. Personalized content effectively increases user engagement by creating a more relevant and enjoyable experience.
But how do you implement and measure the impact of personalization?
You can use data analytics tools that understand user behavior. The well-known cookie technology that helps you understand, and track user preferences is a great starting point. Other targeted techniques/tools like machine learning algorithms, A/B testing, customer segmentation, and personalized messaging can be employed. Monitor content interactions and deliver dynamic based on user interactions. It is no secret that some users engage more with specific types of content. Pay attention to what your user engages more with.
The rise of interactive content is challenging the way we create content. Interactive content gives people relevant information and makes the process of getting it fun. You’ve already come across this type of content format on different websites. Here are some examples of what interactive content can be:
- Surveys and Polls
- Interactive Infographics
- Interactive White Papers and eBooks
- Personality tests and Assessments
- Augmented Reality Overlays
- Interactive Timelines
- Giveaways and Contests
- Interactive 360° Videos and Walkthroughs
Video content, particularly short-form content has taken the marketing landscape over. The popularity of Instagram reels and TikTok videos emphasizes and encourages concise, informative content, increasing the likelihood of engagement through sharing or bookmarking. You can also leverage live streaming for real-time connection and use those same videos across multiple platforms for a broader reach.
Content creation is becoming a little easier with tools geared toward quality, personalization, and better conversion. Here are some tools you can use to make your content more personalized:
- ChatGPT: Best AI assistant
- ContentShake: Best AI writing tool
- Grammarly: Best spelling and grammar checker
- Canva: Best graphic design tool
- Descript: Best video tool
- Buzzsprout: Best podcasting tool
- Trello: Best task management system
Every content form allows you to build and nurture your audience. Each user’s preference ranges from quick informative videos to podcasts for convenience, while others would rather comb through a well-thought-out article. The methods you employ rely largely on the assessment tools you implement to identify and nurture those user preferences through varied content offerings.
Search Engine Optimization (SEO) Trends
Google is constantly going through endless updates. Especially with the emphasis on the need for more authoritative content.The Google 4 update that replaced Universal Analytics helps you understand your customers across several touchpoints, and strives to increase your ROI with data-driven attrition while measuring engagement and conversions with business and compliance needs in mind.
On-page SEO strategies help determine how well your page ranks. Certain content and technical elements include title tags, headings, URL structure, alt text for images, site speed, internal links, meta descriptions, and responsiveness. While these aspects of on-page SEO are important, it is crucial to pay attention to what is bringing traffic to your website. This is where the content offerings and trends are a vital part of your overall strategy. As previously mentioned, personalization is a growing trend. Equally important is your use of backlinks to improve. Here are some ways to improve your backlink strategy:
- Craft compelling guest blogs to establish yourself as an authority in your industry.
- Develop content that references key influencers in your niche, as such posts tend to garner significant attention. If influencer collaboration plays a substantial role in your business or responsibilities, contemplate devising a robust influencer marketing strategy.
- Delve into blogs, especially those from influencers in your field, to identify broken links. Propose replacing these broken links with your well-crafted content on the same subject. Kickstart this process with our recommended tools and guidelines for conducting a thorough content audit. Additionally, enhance your on-site SEO efforts by downloading our handbook and toolkit.
- Harness the widespread appeal of infographics by leveraging tools to create a multitude of visually engaging graphics.
The increase in mobile usage must be taken into account when planning for SEO trends. A mobile-optimized website ensures that content is displayed properly, images load quickly, and navigation is easy, making engaging with the website easier. A positive user experience leads to increased time spent on the site, lower bounce rates, and higher chances of conversions.
Social Media Marketing Trends
A greater understanding of which social media platforms work best for your business should be a priority. It is well understood that while there are positives to being on varying platforms, businesses must recognize when they are being spread too thin. Evaluate where you get the most engagement from, and what content types generate the best responses.This is not to say abandon every single platform that doesn’t work. This will allow you to rethink some of the strategies you’ve employed and change them.
One of the biggest changes in social media is how AI is challenging the creativity of marketers. Not just in how they create content but also in customer support and editing. A study showed that there is a 318% increase in how much organizations plan to use AI for customer support activities in 2024. The risks of using AI are prominent and can be a risk for marketers. The same study reveals that 62% of consumers are less likely to engage with or use content if they know it was created by AI. Brands will have to deal with creating and building authentic content.
According to Hootsuite, entertainment is how you win on social media. How true is this for B2B organizations, we’ll have to see. But the goal is to be as relatable and human as possible without overselling. Here is what they said:
- When it comes to content, follow your audience’s lead
Don’t assume you know what your followers want to see. Grab the opportunity to ask them what they want through polls and Q&As. You can also run experiments with new content types or tone of voice. Once you see results, start tweaking future posts and keep testing and iterating as you go.
- Let social be the long game
Don’t rush into “smashing those goals.” Social is best for building brand equity, which takes time. Don’t revert to your old, self-promotion-y ways either. No one likes a hard sell and letting them flock to you will be so much more effective in the long run.
- Make social relationships the foundation of your ROI
Measure how far engagements go beyond social and across your larger business goals. This gives your social media efforts a higher purpose and makes them rooted in customer value and authentic relationships.
Facebook is still one of the largest growing platforms with nearly 3 billion active users monthly. The large platform with targeted options for advertising as well as Facebook groups for brand visibility and engagement are some of the top areas that aid in business growth. As the leading professional social platform, LinkedIn is the ideal place for finding and maintaining connections. This also allows marketers and thought leaders to grow with advertising options that cater to B2B entities, allowing them to directly reach decision-makers.
Getting in front of the right audience on these platforms might require some legwork and strategy. Influencer marketing for B2B is on the rise. Getting a trusted authority in the industry to sing your business praises might land you in front of the right audience. B2B thought leaders are authoritative and insightful. They build a great reputation and trust with their niche so getting the right influencer partnership is important.
So how do businesses find and maintain those relationships? There are applications dedicated to influencer marketing. Here is a list:
It is essential to build connections with niche experts who can influence the key decision-makers. That authoritative voice might just be what you need to get your product or service out there.
Analytics and Data-Driven Marketing
The availability of data is widespread and as such when navigating marketing decisions, an analysis is paramount. Data allows marketers to understand how their content works, where their target audience is, and most importantly, how to navigate the social media spaces for better engagement.
Analytics tools are key. Social media platforms, like Facebook and Instagram, allow you to review posts and their performance, with access to key data like location, time, reach, and engagement. Other scheduling platforms like Hootsuite, Social Pilot, Later, and other scheduling applications help marketers create and examine target personas that mirror their audience for better content creation and engagement.
The digital marketing landscape is constantly changing. The way businesses communicate and market their products or services must ultimately adapt to the technology. B2B entities are no different. Building and nurturing relationships is at an all-time high for long-term success. While this list is in no way exhaustive or any order, a team dedicated to enhancing digital experiences might be able to guide you in the right direction. WDB Agency is an integrated web design digital marketing agency that takes your vision to the next level. The need for reputable digital marketing support is crucial when implementing new technologies.
Let us know how we can help you. Schedule a call with us today.