7 Digital Marketing Trends You Can’t Miss in 2024
The digital world is evolving at breakneck speed and 2024 promises to bring its share of new developments! To remain competitive, companies must not only adapt, but above all anticipate major changes to stand out, engage and convert. What are the digital marketing trends not to be missed for the coming year? Answer here.
1. Artificial intelligence
For several years now, artificial intelligence (AI) has been a valuable ally of digital marketing . According to the specialist website Techgrabyte, it would even be “the biggest business opportunity for companies, industries and nations in the coming decades. It will increase global GDP by up to 14% by 2030 (…) Which means that AI laggards will find themselves at a serious competitive disadvantage in the coming years.”
The various AI tools make it possible to quickly analyze a larger amount of data in order to offer personalized campaigns and a tailor-made customer experience. Among the shifts not to be missed in 2024: the rise of chatbots and conversational marketing. Boosted by AI, these small conversational agents are able to dialogue in real time and make suitable suggestions. They allow for a more natural and intuitive interaction, making the purchasing process more engaging.
A boon for brands!
This year, artificial intelligence will also be at the service of creation. ChatGPT for content writing, Dall-E for image design or Gen-2 for generating video extracts: the new tools integrating AI are pushing the limits of creativity. They allow you to develop media campaigns ultra quickly, for a much more affordable budget.
2. Sustainable, ethical and transparent influencer marketing
In 2024, goodbye to poor quality sponsored content and products recommended by “influ-thieves”. Since commercial influence has been better regulated in France , Internet users are demanding more ethical and qualitative content.
To build a relationship of trust with their customers, brands therefore have every interest in adapting their digital strategy by choosing the right influencer. This year, an even greater place should be given to nano and micro-influencers .
These influencers often offer targeted content around a theme (lifestyle, cooking, travel, fashion, ecology, etc.). Although their community is smaller (from -10k to 100k), it is more engaged since they appear more accessible, credible and authentic.
Good to know
To meet this growing need for authenticity and foster trust and engagement, brands are increasingly turning to UGC (User Generated Content) . This content, created by users, helps to strengthen credibility and add a human dimension to the brand.
3. Video, short content and livestream
This year again, video content will continue to dominate the digital marketing landscape. Whether on TikTok, Snapchat or Instagram, the majority of social networks allow the distribution of short and vertical formats such as stories and reels. These contents, very popular with Internet users, offer brands a powerful way to tell stories and allow them to interact more dynamically and immersively with their community.
Livestreams are also gaining popularity. Among the most popular platforms for watching live videos, Twitch occupies a prominent place. Initially dedicated to video game streaming – the live broadcast of players playing their games on the Internet – it has now diversified. Many streamers (the name given to people who create and broadcast live content) offer, for example, language, cooking or fitness classes.
So there is nothing stopping you from getting started to present your products and/or services, your promotions, organize an event, etc. Above all, during your live broadcast, your spectators (called viewers) will be able to ask you all sorts of questions.
Perfect for creating a strong bond of proximity with them.
4. End of third-party cookies: towards new targeting strategies
The year 2024 marks the end of third-party cookies , which allow advertising professionals to collect data relating to Internet users using trackers integrated into sites. A situation that is pushing advertisers to rethink their digital strategy to continue to effectively reach their target audience.
To do this, many companies will focus on collecting first-party data and installing server-side tracking. This approach allows data to be collected directly from consumers, whether through a website, an app, or a physical point of sale.
This data is often more accurate since it was collected with the explicit consent of users. A first-party data strategy thus allows for more personalized and privacy-respecting targeting, and helps improve the effectiveness of marketing campaigns.
5. Augmented reality and virtual reality
As consumers increasingly demand personalized and immersive experiences, augmented reality and virtual reality are expected to continue to gain ground in 2024. Indeed, integrating AR and VR into your marketing strategy allows you to target your customers more effectively, present your products in an attractive way and increase your sales by offering a unique and memorable shopping experience.
Several applications are possible:
Virtual shopping : thanks to AR, e-commerce sites can offer their customers the possibility of virtually testing products (clothing, furniture, makeup, etc.), thus revolutionizing the online shopping experience;
Virtual events : Whether it’s a conference or a new product launch, VR allows attendees from anywhere in the world to join the event and experience it (almost) as if they were there;
Training and demonstration : Businesses can use VR to train their staff or show their customers how to use a complex product.
6. Social commerce
Accelerated by the pandemic and the change in online consumption patterns, social commerce (social shopping in English) has been booming for several years.
As its name suggests, it refers to the meeting between e-commerce and social networks. Instagram, Facebook, TikTok and Pinterest: several platforms have already taken the plunge by integrating direct purchase features. Consumers who surf the networks can now buy a product that catches their eye directly on the application, without having to leave the platform. An ultra-simplified purchasing journey that is very interesting for brands, since it allows for maximum conversion.
7. The evolution of search behaviors
In 2024, you will undoubtedly have to take into account the evolution of search behaviors in your SEO strategies.
