Digital marketing’s arena is inconstant and the year 2024 will have its own emerging trends that will influence the scope of a marketing campaign. As a well-established digital marketing company, we lead competitors by examining the predictions and industry insights to assist clients in coming up with future–proof strategies.
AI and Machine Learning Bring More Personalized Experiences
AI and machine learning will allow hyper-personalization of advertising at scale by 2024. Big data analytics using AI can determine one’s interest, behavior, and purchase intention, matching adverts with content that resonates on an individual basis.
Multimodal AI – through computer vision, natural language processing, and generative techniques–will gain popularity as it looks to understand customer needs better. This will enable precise personalization as there is a more holistic view of each customer.
Despite this, marketers must balance personalized experiences and privacy concerns. Transparency regarding data collection and use will be crucial to gaining customers’ trust. Predictive analytics can cross boundaries if not handled gently.
The Rise of Automation Optimizes Marketing Operations
Among these trends, marketing automation will further grow as an optimization technique. For instance, research indicates that major automation trends in marketing include the use of AI and machine learning to automate repetitive tasks such as reporting and data entry.
Intelligent workflow automation coordinated by AI will also enable the seamless execution of omnichannel campaigns across channels like email, social media, SMS, and more. As noted by ActiveCampaign, "Marketers in 2024 will rely on workflow automation connected to a central database to deploy campaigns across channels based on customer actions and preferences. This level of automated coordination will provide integrated experiences that feel personalized to each customer.
The upshot for marketers is that embracing marketing automation enables productivity gains by handling manual tasks automatically. Marketers can then devote their energy to high-level strategy, creative content, and impactful campaigns. Streamlined workflows and processes empower marketers to focus on the meaningful work that moves the needle for marketing success.
Privacy Changes Transform Digital Targeting and Tracking
Advanced data privacy regulations, which are expected to change targeting and tracking methods used by digital marketers, are going to take place in 2024. Brands can no longer rely purely on user tracking for ad targeting or personalization because browsers now restrict third-party cookies. However, contextual advertising that matches ads to page content rather than user data will increasingly take over.
Zero-party data strategies where consumers intentionally share preferences with brands will also gain traction as marketers shift from tracking to building transparent, trust-based relationships. 2024 is bringing pivotal shifts in data privacy regulations that will transform digital marketing. To adapt, brands must foster genuine connections with customers and prioritize relevance over tracking. The companies that build trust and transparency will be rewarded with access to data for personalization.
Short-Form Video Content Expands Across Social Platforms
Social platforms have witnessed an increase in the number of users sharing concise videos. Short video clips, which are less than a minute long and easily consumable, are loved by many. This is expected to change as the more compact clips will account for over 75% of all digital video traffic by 2024.
In terms of brands, short-form videos offer a way to create captivating content that can go viral on social media. However, marketers must avoid following a repetitive pattern when it comes to making their videos. Brands need to make tailored video content for each platform and its own audience as well as algorithms. With TikTok and Instagram becoming popular platforms where people consume these types of videos among others like YouTube, taking part in this transient content while engaging with fans on these digital channels will lead to success.
The Metaverse Creates New Worlds of Immersive Experiences
As stated by Meetaverse’s study, marketers will need to employ VR retail spaces, branded virtual events as well as partnerships with game worlds as some of their key tactics in 2024. In other words, instead of passive advertising, these activations enable brands to create connections by engaging consumers actively. Previously the real world was quite limited regarding touchpoints between people and brands but the metaverse has opened up endless possibilities that can happen within virtual settings.
Brands must rethink their content strategies so that they can work effectively across real and virtual worlds if they want to succeed in the metaverse. Whatever platform is used, it must be able to resonate with the audience because it should always contain memorable brand stories and messages. Also, marketers could complement real-world initiatives with other metaverse activations that have similarities thereby attracting digitally native audiences who already spend much time there. With such creativity and strategic planning, the possibilities in the metaverse for 2024 are endless.
NFT Marketing Creates New Avenues for Brand Engagement
Come 2024, NFTs will introduce a range of new avenues for branding due to consumers’ adoption of digital collectibles and ownership. Limited edition branded NFTs can be used as rare digital collectibles to engage with niche collector communities. This includes Nike who recently purchased RTFKT an NFT studio in order to produce unique virtual shoes and accessories. Other luxury brands such as Gucci, have also created NFTs that create digital scarcity and exclusivity.
Beyond collectibles, NFTs enable brands to monetize virtual experiences, products, and services. Musicians can provide exclusive live performances to NFT holders, while game publishers can integrate branded NFT rewards. Overall, NFT marketing in the metaverse allows for creative business model innovation aligned with digital ownership trends.
Conversational AI Enables More Natural Interactions
Progress in natural language processing and machine learning will result in chatbots and voice assistants that can have increasingly nuanced discussions. In 2024, more than half of customer service interactions will be handled by AI.
Conversational AI can provide highly personalized recommendations and services because it understands context, sentiment, and intention. Chatbots will be accessible round the clock as digital experts who answer frequently asked questions and help solve simple issues promptly. This allows human agents to handle difficult conversations better.
Brands that adopt conversational AI in their omnichannel customer experience approach will foster deeper connections. Conversational AI experimentation will involve around 80% of companies in 2024.
Livestream Shopping Becomes a Key Sales Channel
Live shopping, which is buying products online while watching video demonstrations of them in real-time, is expected to pick up considerable steam by 2024. Sales from livestream commerce in the United States may exceed $50bn in 2024. This format lets brands exhibit their merchandise and make direct sales interactively.
Live video shopping provides personalization by having influencers or brand representatives talk with viewers and offering deals that are only available at that moment. Social media integration happens naturally to tap into existing audiences of platforms such as Instagram and TikTok. It offers a more immersive experience than traditional e-commerce does. By 2024, livestream shopping will be an essential channel for sales, wherein all smart brands will incorporate it into the business strategies they adopt.
Conclusion
Major trends like hyper-personalization will shape the digital marketing landscape of 2024 through AI, automation optimizing workflows, privacy changes to targeting, viral short-form video, and immersive metaverse experiences. As these key shifts transform the industry, brands must be ready to adapt their strategies accordingly. Companies that align their approach to emerging technologies, platforms, and consumer behaviors will have an edge. With deep expertise across all facets of digital marketing, Zorbis is well-positioned to help brands optimize their strategy for the landscape of 2024. We stay on the cutting edge of innovation so that our clients are always prepared to connect with their audience in impactful new ways.
