The world of marketing and advertising is ever-evolving. Staying on top of the hottest trends can feel overwhelming when you’re already tracking metrics, strategizing your next campaign, and A/B testing new initiatives. To help you stay ahead, we’ve broken down the top six digital marketing trends in 2024. Keep reading to discover the latest innovations shaping the marketing landscape.

6 Digital Marketing Trends In 2024 That Are Emerging

1. The Future of Marketing Lies in Artificial Intelligence (AI)

Since its launch in November 2022, ChatGPT has made waves across every industry, but perhaps none more so than the marketing world. From chatbots enhancing customer experience to automation streamlining workflows, AI has quickly become a mainstay in marketing.

Content Creation

A HubSpot survey revealed that nearly half of marketers reported using AI for content creation, including blogs, social media captions, and website copy. Moreover, 88% plan to invest the same amount or more into AI. Marketers are rethinking how they use AI to create content, especially after Google started cracking down on AI-generated content that didn’t align with its people-first, EEAT (Expertise, Authoritativeness, and Trustworthiness) guidelines. Expect marketing teams to continue using AI for content creation with guardrails and substantial edits that prioritize quality over quantity.

Process Optimization

One of the most compelling cases for AI is its ability to make processes more efficient, allowing marketers to focus on higher-priority tasks. In 2024, marketers will leverage AI even more for:

• Analyzing customer data to identify commonalities, such as pain points and preferences
• Predicting customer behavior based on data analysis
• Segmenting customers for more effective marketing personalization
• Enhancing customer experience through real-time chatbots
• Automating tedious tasks like social media posting, lead generation, or email campaigns

2. Augmented and Virtual Reality (AR/VR) Will Make a Comeback

Another emerging digital marketing trend in 2024 includes AR/VR. Remember the VR goggles popularized by the gaming industry and Meta nearly a decade ago? They’re back, and savvy brands are leveraging AR and VR to create truly immersive experiences, from fashion shows to visualizing home furniture (Ikea, we’re looking at you).

HubSpot found that 84% of marketers plan to invest in AR and VR in 2024, indicating a significant resurgence. AR and VR can create unforgettable brand experiences, such as interactive product demos or virtual showrooms. Leading brands are already using AR and VR:

• American Express hosted a virtual “You vs. Sharapova” event using VR where people played a virtual tennis match against Maria Sharapova.
• Pokémon Go partnered with Circle K to create an interactive AR experience, driving players to grab a coffee at Circle K locations.

With hardware becoming more accessible, expect a surge in AR and VR brand experiences.

3. Marketers Will Emphasize Their Brand’s Values

Corporate social responsibility is no longer a nice-to-have; consumers demand it from brands. Emphasizing on a brand’s value before buying from them is among the top digital marketing trends in 2024 for young shoppers. Research from the Harris Poll shows that 82% of shoppers want a brand’s values to align with theirs. When values don’t align, 75% of shoppers said they parted ways with the brand.

Sustainability is one of the most important values to consumers. Fifty-two percent of shoppers want to support sustainable brands, with 55% willing to pay more for sustainable products. To appeal to their customers, brands will highlight their values, with 45% planning to increase investments in creating value-driven content, according to HubSpot.

4. Hyper-Personalization Will Remain Top of Mind

Marketers can collect vast amounts of data on their customers to create even more personalized experiences. And customers expect it. A Segment study found that more than 55% of consumers will be repeat buyers after a personalized experience. The same study found that nearly 70% of businesses are increasing their investment in personalization.

Personalization starts with data, and if you can get it directly from your customers, you can create tailored content, marketing, and experiences. With AI making data analysis and segmentation faster than ever, marketers will continue to invest in hyper-personalized campaigns.

5. Short-Form Video Content Will Reign Supreme

Attention spans are shrinking. According to Dr. Gloria Mark, a professor of informatics at the University of California, Irvine, people can only pay attention to one screen for an average of 47 seconds. This decline in attention spans, combined with the rise of TikTok and other short-form video platforms, will push marketers to focus on shorter video content.

Digital marketing trends in 2024 will include short-form videos, like Instagram Reels, TikToks, and YouTube Shorts, which will dominate. User-generated content (UGC), typically short in nature and more authentic than polished brand content, will also see increased use. Videos under 60 seconds have an average engagement rate of 50%, compared to just 17% for videos over 60 minutes.

6. Nano and Micro-Influencers Will Replace Celebs

While mainstream celebrities like the Kardashians have long been used for endorsements, marketers in 2024 will shift towards nano and micro-influencers. These influencers, who have between 10k and 100k followers, have shown more success in driving engagement and sales.

Benefits of Nano and Micro-Influencers

• Higher Engagement Rates: Nano and micro-influencers often have more engaged audiences than celebrities.
• Affordability: These influencers are more affordable, with some willing to accept free products as payment.
• Authenticity: Their endorsements feel more genuine and relatable to followers.

Nearly 50% of marketers have seen the most success with micro-influencers, and 25% of social media users surveyed by HubSpot reported purchasing something based on an influencer’s recommendation.

Conclusion

The digital marketing trends in 2024 will be shaped by advancements in AI, a resurgence of AR and VR, a focus on brand values, hyper-personalization, short-form video content, and the strategic use of nano and micro-influencers. By staying informed about these trends, marketers can create more effective, engaging, and innovative campaigns.

Looking for a marketing agency that employs the latest marketing techniques to give you the best results? Look no further than Moobila for your marketing needs. Whether it is content, social media, email, or SEO, we provide them all and more. Contact us today to learn more!