[ Digital Marketing Trends of 2024 & How They’ve Changed Since 2023 [Data from 1400+ Global Marketer
“In today’s world, digital marketing trend is constantly evolving. Some big trends right now include video marketing, where businesses use videos to connect with their audience in a more engaging way. Another trend is influencer marketing, where companies partner with popular personalities on social media to promote their products or services. Personalization is also big, with marketers using data to tailor messages and offers to individual customers. And of course, mobile marketing continues to grow, as more people use smartphones for shopping and browsing. These trends are changing how businesses reach and connect with their customers online Digital marketing trends of 2024.
Chapters
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Market Analysis
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Digital Channel
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Target Audience
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Content Strategy
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Campaign Approach
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Measurement and Analytic
The Digital Marketing Trends in 2024 [HIGHLIGHT]
1. Short-form Video Content (TikTok, Reels, YouTube Shorts, etc.) will continue to rule it is now in digital marketing trends.
Who hasn‘t spent way too much time scrolling through TikTok? I’m not afraid to admit I‘ve bought clothes, pet supplies, and other products after watching a few too many reels, TikTok, and YouTube Shorts. And I’m not alone.
According to a recent survey, 56% of U.S. consumers said they bought something based on an ad they saw on TikTok, and 36% said they were willing to.
“Video creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content,” Neil Patel, CMO and Co-Founder of NP Digital says.
So, it is no surprise our survey found that 53% of marketers are leveraging short-form videos like TikTok, Instagram Reels, and YouTube Shorts in 2024, and 38% are continuing to invest the same as in previous years.
Only 8% say they’ll decrease their investment.
Long-form videos can offer depth and large amounts of information about a product, brand, or service to audiences.
Not only does it take less bandwidth to create a short-form video, but this type of format aligns well with the fast-paced attention spans of online audiences in a variety of demographics.
This is likely why platforms like TikTok, Reels, and — in previous years — Snapchat have gained quick growth and marketing interest.
“Our company, JotForm, has been ramping up our video efforts on YouTube. We have over 16,000 subscribers and have seen a huge increase in site traffic and signups from investing in video on this platform,” says Aytekin Tank, Founder & CEO of JotForm.
2. Creating content reflecting the brand’s values will be key to retaining your customers.
Creating content that reflects your brand’s values is essential for building trust and loyalty with your customers. When your content aligns with your brand’s values, it resonates with your audience on a deeper level, creating a sense of connection and authenticity. Whether it’s through blog posts, social media updates, videos, or other forms of content, every piece should embody the core principles and beliefs that define your brand.
By consistently delivering content that reflects your values, you demonstrate to your audience that you are more than just a business – you are a company with a purpose. This authenticity fosters stronger relationships with your customers, who are more likely to engage with and support a brand that shares their values.
Moreover, when your content is aligned with your brand’s values, it helps differentiate you from competitors. It showcases what makes your brand unique and why customers should choose you over alternatives. This clarity and consistency in messaging can attract like-minded customers who identify with your values and are more likely to become loyal advocates for your brand.
In today’s competitive landscape, where consumers have countless options at their fingertips, creating content that reflects your brand’s values is not just important – in digital marketing trends it’s imperative. It’s a powerful way to build a community around your brand, foster trust, and ultimately drive customer retention and loyalty.
3.Market Analysis –
A marketing analysis can reduce risk, identify emerging trends, and help project revenue. You can use a marketing analysis at several stages of your business, and it can even be beneficial to conduct one every year to keep up to date with any major changes.
A detailed market analysis will usually be part of your business plan, since it gives you a greater understanding of your audience and competition. This will help you build a more targeted marketing strategy. If you have the time to conduct a market analysis yourself, go for it – this guide will help. If you don’t have the time, hiring an in-house expert or outsourcing your analysis is often worth the cost. Your analysis will help you figure out who to target and how – and that’s a huge part of business success.
If you conducted your analysis for external purposes, organize your research and data into an easily readable and digestible document to make it easier to share with lenders.
Retain all of your information and research for your next analysis, and consider making a calendar reminder each year so that you stay on top of your market.
4. Digital Channel
Digital marketing channels are platforms that you can use to reach your target audience with information about your brand, product, or service such as websites, email, social media, and more. Utilizing these channels allows you to help your customers with any questions or challenges they may have while positioning your business well so that you can be a step closer to your marketing goals.
Not all types of digital marketing channels are cut out for each and every one of your business objectives, though. Some are more suitable for certain types of audiences, while others are set up differently depending on what they’re capable of doing. As such, you must know which digital marketing channel to use and then implement the best practices to achieve a particular goal.
Most of your goals will probably relate to generating leads, raising brand awareness, improving conversions, and ultimately, getting more sales. Together with your digital marketing agency, you can invest in digital marketing strategies to target one or more of those goals.
In the succeeding section, you’ll see a list of digital channels with the greatest potential to address your businesses and audience’s needs.
Effective Digital Marketing Channels
Effective digital marketing channels can vary depending on factors such as your target audience, industry, and specific goals. However, here are some commonly effective digital marketing channels:
- Search Engine Optimization (SEO): Optimizing your website to rank higher in search engine results pages (SERPs) can drive organic traffic and improve visibility.
- Content Marketing: Creating high-quality, relevant content such as blog posts, articles, videos, and infographics can attract and engage your target audience, establishing your brand as an authority in your industry.
- Social Media Marketing: Leveraging platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok to connect with your audience, share content, run ads, and build relationships.
- Email Marketing: Sending targeted and personalized emails to your subscribers can nurture leads, drive sales, and keep your audience informed about your products or services.
- Pay-Per-Click Advertising (PPC): Running ads on search engines (like Google Ads) or social media platforms (like Facebook Ads) can help you reach a targeted audience and drive immediate traffic to your website.
- Influencer Marketing: Partnering with influencers who have a relevant and engaged audience can help you increase brand awareness, credibility, and reach.
- Affiliate Marketing: Collaborating with affiliates or partners who promote your products or services in exchange for a commission can help you expand your reach and drive sales.
- Video Marketing: Creating and sharing engaging videos on platforms like YouTube, Vimeo, or social media can help you connect with your audience on a deeper level and increase engagement.
- Mobile Marketing: Optimizing your website and marketing campaigns for mobile devices to reach users on smartphones and tablets effectively.
- Remarketing/Retargeting: Showing ads to people who have previously visited your website or interacted with your brand can help you re-engage them and encourage them to take action.
The key to effective digital marketing is understanding your target audience, setting clear objectives, and selecting the channels that best align with your goals and resources. It’s also important to continually monitor and analyze your results to optimize your strategies for maximum effectiveness.
5. Target Audience
defining your target audience is crucial for the success of your marketing efforts. Here’s how you can do it effectively:
- Market Research: Start by conducting thorough market research to understand your industry, competitors, and potential customers. Look at demographic data, psychographic information, and behavioral trends.
- Define Buyer Personas: Develop detailed buyer personas that represent your ideal customers. Consider factors such as age, gender, location, income level, occupation, interests, challenges, goals, and buying behavior. Create fictional profiles that embody these characteristics.
- Analyzing Existing Customers: Review your existing customer base to identify common traits and characteristics. Look for patterns in demographics, behaviors, preferences, and pain points.
- Surveys and Interviews: Use surveys, interviews, or focus groups to gather insights directly from your target audience. Ask questions about their needs, preferences, challenges, and purchasing habits.
- Social Media Listening: Monitor social media platforms and online forums to listen to conversations related to your industry, products, or services. Pay attention to what people are saying, their questions, and their feedback.
- Google Analytics and Website Data: Use tools like Google Analytics to analyze your website traffic and user behavior. Look at demographics, interests, and geographic location data to understand who is visiting your site.
- Competitor Analysis: Study your competitors and their customer base. Identify who they are targeting, how they are positioning their products or services, and what strategies they are using to attract customers.
- Test and Iterate: Continuously test and refine your assumptions about your target audience. Use A/B testing and other techniques to gather data and insights and adjust your strategies accordingly.
- Stay Updated: Market dynamics can change over time, so it’s essential to stay updated on industry trends, consumer preferences, and emerging technologies. Regularly revisit and refine your target audience strategy to ensure relevance and effectiveness.
By taking these steps, you can create a clear picture of who your target audience is and tailor your marketing efforts to effectively reach and engage them.
6.content strategy
A blog content strategy is a vision and a plan that you have for your blog. Much like a business strategy, a blog strategy will point your blog in the right direction and guide you towards what you want to achieve with your blog content.
Your blog content strategy should be aligned with your business goals and your overall content strategy. Your business goals should be the main driver of your content.
Here’s a step-by-step guide for building a blog strategy that will help you get more traffic to your business and bring new customers your way.
- Define your “why”
- Research your competitors
- Do thorough keyword research
- Build a content plan
- Create your blog’s identity
- Track your success
- Clarifies Purpose: Defining why you’re creating a blog helps clarify the purpose behind your content. Are you looking to educate your audience, showcase your expertise, entertain them, or drive sales? Knowing your why guides your content creation efforts and ensures that each blog post serves a specific purpose.
- Aligns with Business Goals: Your blog should align with your broader business goals. Whether it’s increasing brand awareness, generating leads, driving website traffic, or boosting sales, your blog strategy should support these objectives. Clearly defining why you’re blogging helps you stay focused on these goals and measure your success effectively.
- Guides Content Strategy: Your why serves as a guiding principle for your content strategy. It helps you determine what topics to cover, what tone and style to use, and how to engage with your audience. Whether you’re focusing on thought leadership, product tutorials, customer stories, or industry news, your why informs these content decisions.
Research your Competitor
Identify Your Competitors: Make a list of businesses that offer similar products or services to yours. These could be direct competitors (offering the same products/services to the same target market) or indirect competitors (offering similar solutions to a slightly different audience analysis your target Visit your competitors’ websites and thoroughly explore their content, product offerings, pricing, and messaging. Pay attention to their design, user experience, and any unique selling points they emphasize.
7. Keyword research
Now that you know what your competitors write about and where their traffic comes from, it’s time for keyword research to explore what people are searching for in your niche.
First, identify your seed keywords. Seed keywords are basically the key topics that you’ll be writing about on your blog. The easiest way to do this is to write down the main words that define what your business is about or what you sell.
For example, if you’re starting a blog for your coffee shop, they might look something like this:
- Coffee
- Espresso
- Cappuccino
- Latte
- AeroPress
- Coffee beans
If you plug these into Keywords Explorer, go to the Matching terms report, and switch the match type to “Questions,” you’ll see hundreds or thousands of question-focused keyword ideas:
8. Build a Content Plan
Now that you have tons of ideas for your blog, it’s time to prioritize and build your content plan. To do this, you should consider these three metrics:
- Traffic potential – How many times a month is that keyword searched for in Google?
- Ranking difficulty – How hard is it to rank in organic search results for that keyword?
- Business value – How relevant is your product in connection to the topic?
The best topics are those with high traffic potential and business value and low competition:
Now that you have tons of ideas for your blog, it’s time to prioritize and build your content plan. To do this, you should consider these three metrics:
Create Your Blogs Identity
Think of your blog in the same manner as you think of your brand. What differentiates it from other similar blogs? What will be your blog’s distinctive voice, tone, and style?
Put together a set of editorial guidelines that will define your blog’s style.
The most important aspects of your blog’s guidelines are:
- Visual guidelines
- Voice & tone
- Writing rules
Visual guidelines
Visual guidelines are there to create consistency in the quality and style of blog post imagery. It’s important because your blog is an extension of your brand, so you shouldn’t underestimate the visual side.
There’s often a lot to consider here, so a good starting point is to find a way to make your header illustrations distinctive and recognizable.
For example, on the digitalsolutionbyshivi.com blog, each post features a custom illustration with a unique visual style:
Voice & Tone
Voice and tone guidelines define your blog’s personality and values. For example, if you had to describe your blog with adjectives that you would typically use when describing a person, what would they be? Simple and smart? Friendly and bubbly? Humble and helpful?
Your blog’s voice and tone will likely derive from it if you already have a strong brand identity.
However, keep in mind that your blog is a separate entity. Define how it will sound, what it will stand for, and what emotions you want the articles to evoke. Be specific about jargon, formality/informality of the writing, the level of quirkiness, the use of humor, etc.
Writing rules
While voice and tone guidelines are more about the “soul” of your blog, writing rules define the “body” of your blog content. These include spelling (e.g., British vs. American), formatting, the length of paragraphs, capitalization, headline formats, etc.
Having these kinds of guidelines will help you maintain the same level of quality across all your blog posts and onboard new writers more easily.
Track Your Success
Having a blog content strategy is all well and good, but you also need a Key Performance Indicator (KPI) to track how well your strategy is working across time. You can also show this to your boss if they’re curious about your blog’s performance.
If you’re starting out with your blog, traffic is probably the most feasible KPI to track—which you can do with Google Analytics. It may sound basic, but you simply need to write content, spread it, and gain traction in the early stages.
Once you get to that stage, it’s wise to switch to measuring a more robust KPI like your organic share of voice. This tells you how visible your brand is in organic search relative to the competition.
You can get a sense of your organic share of voice using Rank Tracker:
- Add the keywords you want to rank for
- Add your competitors
- Go to the Competitors Overview report
- Check your Visibility
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9.Campaign Approach
1. Content Campaigns
You can promote any piece of content you create with social media and email campaigns. Consider the following content types:
- Blog posts
- Videos
- White Papers
- Case Studies
- Research Reports
If you have content, you can create campaigns to promote it. Running a campaign for each piece can dramatically improve results.
2. Contest Campaigns
Contests can be more than the cliche “like this post to win a free iPad” campaign.
Consider these creative contest campaigns instead:
- Photo Contest
- Design Contest
- Check-In To Win
- Trivia Contest
- Scavenger Hunt
3. Email List-Building Campaigns
Email drives an incredible return on investment. To get results, digital marketing trends you first need an email list.
Consider building a campaign intended to increase your email subscribers. This could include a multi-pronged approach:
- Create an email sign-up page on your website.
- Include content upgrades in blog posts and on landing pages.
- Run a series of social media posts promoting your sign-up form.
4. Holiday Campaigns
Lots of companies run campaigns around obvious holidays.
So, how about finding one that’s little-known yet related to your business? It’s a great way to catch people’s attention.
Use NationalDayCalendar.com to find relevant holidays. Then, leverage them to promote your products and services.
6. Event Campaigns
Events can take all different types of shapes. Here are some to consider:
- Fundraising events
- Grand openings
- Conferences
No matter what type of event you’re running, build a campaign across your website, social media, and email list. These different avenues can help turn it from a disaster into a success.
10. Measurement and Analytic
