04.01.2024
Our Digital Marketing Predictions For 2024
In the fast-paced world of digital marketing, staying ahead of the curve is paramount. With the rise of artificial intelligence, change in consumer behaviour, environmental changes and more – it’s hard to predict what 2024 may bring for the digital world.
However, what we can be sure of, is that the marketing world is going to grow and advance right in front of our eyes, and our job is to keep our clients at the forefront of this change – with that in mind, let’s dive into some of our top predictions for 2024 to help us all plan, strategise and get ahead of our clients competition for another successful year!
Email Marketing:
Email marketing is set to embrace hyper-personalisation in 2024. Automation tools will reach new levels of sophistication, allowing marketers to tailor content based on intricate user behaviours and preferences. Interactive emails, powered by AMP technology, will gain prominence, enhancing engagement and click-through rates.
Hyper Personalisation
In 2024, email marketing will see a significant shift towards even more advanced personalisation powered by AI. Marketers will utilise sophisticated algorithms to analyse user behaviour, preferences, and historical interactions. This data will be leveraged to create hyper-personalised email campaigns, delivering content tailored to each individual’s interests and needs.
Interactive and Dynamic Content:
The trend of interactive and dynamic emails will continue to gain momentum. Email marketers will increasingly incorporate features like interactive images, carousels, and real-time updates within emails. This not only enhances user engagement but also provides a more immersive and personalised experience, driving higher click-through rates and in some cases, conversion rate.
Predictive Analysis
Predictive analytics, enhanced by AI, will play a pivotal role in optimising email marketing strategies. Marketers will use AI algorithms to predict user preferences, forecast trends, and identify optimal send times. This proactive approach will enable marketers to anticipate subscriber needs and deliver content that aligns with their interests. This leads to a better user experience and overall conversion rate – leading to business growth via email marketing.
Paid Social:
Paid social media advertising will continue its dominance, with a strong focus on video content across platforms like TikTok and Instagram. Anticipate the integration of augmented reality (AR) in ad formats for immersive and interactive experiences. Refinement in targeting options will be a key trend, ensuring advertisers can precisely segment their audience.
In 2024, advertisers will increasingly focus on creating unified campaigns across Meta, Instagram, TikTok, and Snapchat. Consistent messaging and branding across these platforms will be crucial for a seamless user experience. Marketers will strategically use each platform’s strengths while maintaining a cohesive narrative to maximise overall impact. Think about your target audiences; their ages, location, demographics, interests and behaviours and more and implement this into your paid activity.
Meta (Facebook Ads)
Meta is likely to continue innovating its ad ecosystem in 2024. Augmented reality (AR) and virtual reality (VR) experiences may become more integrated into Meta ads, providing advertisers with unique opportunities for immersive storytelling. Marketers should anticipate new ad formats and tools within the Meta platform, allowing for more creative and engaging campaigns.
Meta has also rolled out the ability for users to track their “Link History”, meaning any pages they visit via Facebook, they have the ability to navigate back to those pages seamlessly. This is a global feature that will be rolled out on both IOS and Android. Users will have the capability to opt out of this feature, however will be a default setting allowing Meta to collect users data for targeted advertising.
Due to the digital work moving towards being cookieless with stronger privacy laws, this feature could be a loophole for marketers wanting to improve their targeting options, based on user behaviour and the sites that they visit and engage with.
There is no timeline for the rollout for this feature, but has been confirmed it will be expanding to all mobile users around the world.
Instagram Ads
Instagram’s emphasis on limited content, such as Stories, is expected to grow. Advertisers will likely focus on creating captivating and interactive Stories ads to leverage the platform’s popularity. Integration with other Instagram features, like Reels, will provide marketers with versatile options to connect with their audience through diverse content formats.
TikTok Ads
TikTok’s advertising capabilities are projected to further solidify in 2024. Advertisers will harness the platform’s short-form video trend, creating engaging and authentic content to resonate with the younger demographic. TikTok’s innovative ad formats, such as branded challenges and interactive elements, will be leveraged to boost brand awareness and user engagement.
Snapchat:
Snapchat’s commitment to augmented reality (AR) is expected to impact ad strategies. Brands may explore more interactive and immersive AR experiences within Snapchat ads to captivate users. Advertisers could leverage Snapchat’s AR tools to let users virtually try products or experience branded filters, enhancing engagement and brand affinity.
With increasing consumer awareness, ethical advertising and transparency will be crucial. Platforms are likely to implement stricter guidelines, and advertisers will need to prioritise authenticity and transparency in their messaging. Building trust with the audience will become a key focus in paid social marketing.
PPC (Pay-Per-Click)
Advancements in machine learning will drive increased automation in PPC campaigns. Smart bidding strategies will evolve to optimise for various conversion metrics, demanding continuous adaptation from marketers. Voice search optimisation will become pivotal, as users increasingly turn to voice-enabled devices for search queries which we saw towards the end of 2023.
Ad Copy Creation
Google’s machine learning capabilities will likely expand to include more sophisticated ad copy generation. Automated ad creation tools may use AI to analyse performance data and user behaviour, generating more relevant and engaging ad copy. This automation will enable advertisers to create and test variations more efficiently.
AI Smart Bidding
Google’s Smart Bidding strategies will evolve to incorporate more advanced artificial intelligence. Advertisers can expect improved bid management, with algorithms optimising bids in real-time based on a broader range of factors, such as user behaviour, device usage, and contextual signals.
Voice Search Optimisation
As mentioned already, with the increasing use of voice-enabled devices, Google Ads may place more emphasis on voice search optimisation. Advertisers should adapt their keyword strategies to align with conversational queries and consider creating ad copy that caters to users utilising voice search.
Advanced Attribution Models
Google is likely to refine its attribution models, allowing advertisers to gain deeper insights into the customer journey. Multi-touch attribution models may become more sophisticated, providing a clearer understanding of how various touchpoints contribute to conversions. Advertisers can use these insights to optimise their PPC strategies.
Local Search Strategies
Local search is likely to become even more important, and Google Ads may introduce features that cater to local businesses. Advertisers should focus on optimising their campaigns for local intent, leveraging location-based targeting, and utilising ad formats that resonate with users seeking nearby products or services.
SEO (Search Engine Optimisation)
SEO strategies will be shaped by user experience and intent in 2024. Quality content will surpass the importance of keyword density, and a focus on featured snippets and rich snippets will be crucial to secure visibility in search results. Voice search optimisation will take centre stage as the use of voice-enabled devices continues to rise.
Google Core Web Vital Updates
Google’s Core Web Vitals, which measure aspects of page loading performance, will continue to be a crucial factor in algorithm updates. Websites that prioritise factors like loading speed, interactivity, and visual stability will likely see positive impacts on their search rankings. Adapting to Core Web Vitals metrics will be essential for SEO success.
Contextual Understanding
Google’s algorithms will likely become more adept at understanding the context of user queries. Natural language processing and contextual understanding will play a larger role in determining the relevance of content. SEO strategies should focus on providing comprehensive, contextually relevant information to match user intent.
Zero Click Searches
Featured snippets will continue to be a prominent feature in search results, and Google may refine its algorithms to provide more concise and accurate answers within these snippets. Websites that optimise content for featured snippets and target zero-click searches will gain visibility in voice and text-based search interactions.
Cumulative Layout Shifts
Google’s Page Experience update, which includes metrics like CLS (Cumulative Layout Shift), will continue to impact search rankings. Websites that prioritise visual stability and minimise unexpected layout shifts will be favoured. SEO strategies should address CLS and other Page Experience metrics to enhance user satisfaction.
Organic Social Media:
Organic social media strategies will centre around authentic connection-building. Platforms will prioritise content that sparks conversations and encourages community engagement. Brands must create authentic, relatable content aligned with their values. The emphasis on social responsibility and sustainability will be reflected in organic social media campaigns.
Prioritising Authenticity
The Instagram algorithm is expected to place an even greater emphasis on authenticity. Content that feels genuine, transparent, and aligns with the user’s interests and preferences will likely receive higher visibility. Marketers should focus on creating authentic content that resonates with their audience rather than solely prioritising engagement and conversion metrics.
Video Dominance
Video content will continue to dominate organic social media, and Instagram is likely to place increased importance on videos in various formats, including Reels and Stories. Marketers should invest in creating engaging and interactive video content to capture the attention of their audience.
Programmatic Advertising:
Programmatic advertising will become more sophisticated, incorporating artificial intelligence and machine learning. Predictive analytics will play a crucial role in identifying and targeting high-value audiences. Cross-channel programmatic campaigns will rise, providing a seamless user experience. Privacy concerns will drive innovations in cookie-free targeting solutions, highlighting the importance of first-party data.
Digital Out-of-Home (DOOH)
Programmatic advertising for Digital Out-of-Home (DOOH) is expected to see significant growth. Advanced programmatic technologies will allow advertisers to deliver more targeted and contextually relevant content on digital billboards, transit screens, and other outdoor displays. Integration with real-time data and audience insights will enhance the effectiveness of DOOH campaigns.
Enhanced Display Personalisation
Display advertising will continue to evolve with enhanced personalisation capabilities. Advertisers using programmatic platforms like Stack Adapt can leverage sophisticated algorithms to analyse user behaviour and preferences, delivering highly personalised display ads. Dynamic creative optimisation will become more prevalent, ensuring tailored content based on real-time user interactions.
Native Optimisation
Native advertising is expected to become more refined in 2024. Advertisers will focus on creating native ad formats that seamlessly blend with the content of the platform while utilising programmatic technology to optimise targeting. Native ads delivered programmatically will be more contextually relevant and engaging for users.
In conclusion, 2024 promises to be dynamic for digital marketing. Adapting to emerging trends and embracing innovative strategies will be key. The overarching theme remains a customer-centric approach emphasising personalisation, authenticity, and meaningful connections. As marketers navigate these shifts, success lies in staying agile and responsive to the evolving digital landscape. Contact our team of experts today If you are wanting to grow your business in 2024.