As we step into 2024, adapting to new trends and technologies is more important than ever for your business to grow. So what should you be paying attention to this year? Here are some key ways to ensure your digital marketing strategy thrives.

Embrace new technologies

A number of significant new technological developments that emerged last year are set to evolve in 2024. 

AI and automation

AI-driven tools are revolutionising the way we work. To get ahead this year, businesses should be leveraging the power of AI to create content and automate marketing workflows. AI-chatbots can also be used to enhance customer service by providing quick, personalised responses to online queries.

Augmented reality (AR)

AR integrates digital elements into the real world seamlessly. As this technology improves, more creative marketing uses will emerge. Therefore, it’s a good idea to start incorporating AR experiences in your marketing campaigns to offer immersive and interactive experiences, especially in e-commerce.

Leverage content trends 

When it comes to your content marketing strategy, the emphasis is still on quality over quantity, with short-form video and personalised content leading the way.

Short-form video and live streaming

Embrace video content this year as it continues to dominate digital marketing. From short-form videos on social media to webinars and live streams, video is a powerful tool to engage your audience. With short-form videos on social media presenting a major marketing opportunity, businesses should be creating bite-sized videos optimised for platforms like Instagram and TikTok.

User-generated content (USG)

UGC is invaluable, especially for engaging younger audiences. Its authenticity builds consumer trust, making it a key marketing tool. Incentivise your audience to share their unique content on social media by offering rewards, such as prize draws and discount codes.

Focus on sustainability

Last but not least, strategies in 2024 highlight the importance of sustainability. Today’s consumers are increasingly demanding ethical business practices and ecological responsibility, so a marketing strategy that aligns with these values is likely to resonate more with audiences. Ensure your strategy promotes sustainable and ethical practices, such as implementing green advertising and responsible data usage.

A successful digital marketing strategy in 2024 incorporates innovation, authenticity and an understanding of the conscious consumer. With some strategic adjustments, you can ensure your marketing strategy capitalises on these trends to succeed in engaging today’s audiences.

Written by Stephanie Clark