We’ve come a long way since the good old days when pixelated banner ads and marketing emails were all there was to digital marketing. Now, as we quickly approach 2024, is the perfect time to consider the emerging trends that could leave their mark on the industry. Let’s explore our predictions for digital marketing trends ahead of the new year.

Growth of social media advertising

Social media has been an integral part of our daily lives for years now, and it’s no surprise that it’s also transformed the digital marketing sphere along the way. With 57.1 million active social media users in 2023, it’s easy to see how we can expect social media advertising to continue its rapid growth in 2024. 

Platforms like Facebook, Instagram, X (formerly known as Twitter) and LinkedIn offer powerful advertising tools that allow businesses to target specific demographics, interests and behaviours. With the ability to reach a highly engaged audience, social media advertising offers an excellent opportunity for businesses to increase brand visibility, drive traffic and generate leads. 

One notable trend within social media advertising is the rise of video content. As video consumption continues to soar, businesses should consider grasping this medium to engage their audience through compelling stories.

Emphasis on human content and storytelling

The rise of artificial intelligence has been met with excitement and anticipation as well as some trepidation. Around 15% of UK businesses have embraced AI as a means to improve efficiency. However, as technology matures, there’s a growing realisation that AI may not be the saving grace it was initially believed to be. 

As the world continues to be driven by technology, there is a growing appreciation for the importance of human connection and authenticity. While AI can provide efficiency, it often lacks the emotional intelligence and genuine heart that humans crave.

Customers are seeking personalised experiences, empathetic interactions and stories that resonate on an emotional level. As a result, we may begin to see a shift back to human content, recognising the unique value that this element brings to all aspects of marketing.

Personalisation and hyper-targeting

We briefly touched on the importance of personalisation. Consumers are expecting personalised experiences now more than ever. Generic, one-size-fits-all marketing messages no longer cut it. That’s why personalisation and hyper-targeting will continue to be essential to digital advertising in 2024. 

Data insights make it possible to deliver tailored messages to specific demographics within an audience, increasing the relevance and effectiveness of marketing campaigns. Personalisation allows a business to create a more meaningful connection with its audience to drive higher engagement.

This now goes beyond simply addressing customers by their first name. It involves understanding their preferences, behaviours, and needs and tailoring content and offers accordingly. This could be through dynamic email content, personalised product recommendations, or location-based targeting.

Interactive and immersive marketing

Passive marketing is getting the boot as consumers are no longer mere spectators. In 2024, we expect interactive and immersive marketing to take the spotlight. Brands that can engage their audience through interactive content could have a huge advantage.

Whether it’s through quizzes, polls, games or virtual reality experiences, interactive marketing allows consumers to actively engage with brands in a meaningful way. Augmented reality (AR) and virtual reality (VR) technologies are becoming more accessible and affordable, opening up new possibilities for brands to create immersive marketing campaigns. 

Allowing customers to try on virtual clothes or experience a virtual tour of their hotel before booking are becoming more common occurrences. By providing immersive experiences, capturing an audience’s attention is a lot easier and leaves a lasting impression.

The bottom line

While technology advances, the yearning for tailored experiences and genuine connection highlights a shift in our approach to digital marketing. It’s a stark reminder that the future of digital marketing lies not just in innovation, but in striking an important balance between technology and humanity. All in all, success in digital marketing depends entirely on the ability to adapt, anticipate and commit to change.

For more digital marketing insights, check out the It Works blog, or to find out more about our services get in touch.