In the world of digital marketing there can always be new trends every year that are coming up. As we enter 2024, here are the top 10 latest trends that are expected to dominate digital marketing:
1. Video Marketing:
Online videos are growing rapidly and online video marketing is expected to remain on course in the year 2024. Content that ‘goes viral’ namely short clips to the likes of Tiktok and Youtube shorts are popular. Brands must capitalize on this by making entertaining and valuable videos preferably in the smaller format suitable for smartphone screens. It also means that longer videos on the YouTube channels can master the needed educational storytelling for the customers.
The trend is set to move towards delivering video ads compatible with OTT systems. Hence brands will be allotting more money for video ads across social media and Over The Top (OTT) platforms. The fundamental idea is that even the tiniest businesses can simply create and broadcast videos thanks to TikTok, Instagram Reels and similar platforms.
2. Live Video Streaming:
Live video streaming is yet to experience massive growth because, with the help of it, brands can interact with viewers in real-time. These include Instagram Live, Facebook Live, and any live stream on a company website where brands may freely have a dialogue with the customers.
Behind‑the‑scenes Live streams, Webinars, Product releases, knowledge sessions, contests, and Webinars are some of the best practices for organic interaction. It also leads to more impulse buys as consumers make purchases while watching live streams, and not necessarily on social media posts.
3. Influencer Marketing:
Influencer marketing continues to grow and remains intact. Every day, more clients begin their shopping journey by researching influencers’ opinions. Nano and micro-influencers are gaining its importance because of the high engagement of this type of crowds in specific domain.
Influencers help brands to create content, raising awareness, paid promotions and sales performance. ROI measurement and affiliate links help define the revenue influenced by the particular campaign. Purchases for big account will not have to be made when using the nano influencer with an audience of below 10,000 followers.
4. Shoppable Posts:
The mobile customer interface for shopping is very convenient to the customers when shopping within social media platforms. And so social commerce is on the rise now Instagram, YouTube, Pinterest and TikTok among other apps have integrated shoppable post where customer can buy without having to navigate to other app.
Some posts can be made to be operative for instant check out and payments. Products such as drops, limited edition, and exclusive release are perfect for shoppable post that create the feeling of missing out and FOMO that prompts sales. They also make it easy to track the sales that result from post on social media pages affiliated to product accounts. A rather effective method to increase sales is to encourage brands to advertise products on their social accounts at the enterprise level.
5. Integrated experiences using Augmented Reality:
Using AR, companies will continue to implement trial and experiential, as well as shopping solutions to clients. AR is especially useful because it helps customers to properly imagine how some products may be used in real life before buying them. Features such as virtual trying out of makeup, placing furniture virtually, and trying clothes virtually reduce return from ill-purchase.
AR is also leveraged for highly interactive branded social medial filters. Anything that implies the creation of increased possibility for engagement with the brand in novel ways through customized lenses and filters also works well. As both Apple and Google provide brands and designers with strong AR development tools, encapsulating applied and visually sensible AR promotions has become possible for various brands – be they giant or emerging.
6. Personalization:
Brands now have access to data for customized 1:1 mass messaging, literally, in many channels. AI can processes customer data to give very specific product recommendations and tailored website content.
Desktop push notifications, email marketing campaigns, and even web push notifications can now be fully customized depending on the general user data and their behavioral patterns as well. Dynamic content and behavioral targeting make it possible to ensure that every user will have a different experience. People who receive tailored and relevant content complete 6 x more transactions – this is how high the stakes are going to be for brands in the future.
7. Direct to consumer or what we commonly know as D2C Strategy:
D2C enable the development of premium first-party data that will contribute to the company’s success. As the regulations around data continue to emerge having first-party customer data is a significant commodity for outbound marketing. Consumers will also be lucky to see brands and firms develop D2C website with subscription and loyalty to consumers.
In owning the entire customer experience through this end-to-end perspective it also gives feedback good for product development. Affiliate marketing in parallel with the limited edition drops of small batch niche D2C products is a powerful way of generating exponential revenue for both brands and content creators.
8. Voice Search Optimization:
It is really important to remember that experts believe that voice search is going to account for 50% of all searches by 2023 or shortly thereafter. This means that brands require shopping for and organizing content in a technique that helps it to stay seen to those utilizing voice search. Actually, GenZ and the millennial group are already using voice search for repeated buying and local search inquiries.
People are getting used to speaking to their devices hence brands have to develop featured snippets, FAQ, tutorials, local pages, and blogs based on top rising voice search terms. Voice search optimization will reflect high ROI as customers tend to use voice for the final phases for a purchase, in the near future.
9. Managing Personal Brand on Social Media:
The materials presented in the current analysis show that influencer and personal branding remain prominent on social media. On Instagram and TikTok, the young talents produce brand themselves and work with big brands. Many hyper-specialized, personal-brand status accounts related to fitness, fashion, finance, photography, beauty, etc., are being followed.
Affiliate links, online courses, merchandise, paid shout outs and more is how the creator economy helps in monetization of these personal brands. Small businesses also establish authority by making reference to founders’ branding on LinkedIn, Twitter and YouTube.
10. Automation:
Marketing automation improves pace and enhanced methods of completing campaigns and analyzing them at large. AI writing tools offer superb first drafts which can be fine-tuned to churn out huge amounts of new content at a go.
Even some of the simplest graphic design and video editing are also being automated today. Most emails, leads, sales follow-up and customer detailing can be fully automated to enable marketers follow other strategic functions.
Even though two of the oldest truths of marketing communication still exist: segmentation and positioning, it is crucial for brands to try innovative approaches towards upcoming platforms and innovations to adapt to the digital marketing world in 2023. It is a handy checklist for the primary marketing strategies and promotional efforts that can be made annually.
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