Exploring the Latest Trends in Digital Marketing
Blog
May 07
Each year brings trends that didn’t exist even a few years ago. Digital marketing changes quickly. What’s important is educating yourself about them – even if you don’t find a use for each trend.
Last year saw significant growth in digital marketing trends, specifically real-time messaging, using data to make informed decisions, video content, influencer marketing, and increased social commerce. While artificial intelligence (AI) officially arrived on the scene in 2023 (think ChatGPT), the new technology needs some time to fix its bugs and hit its stride before becoming more mainstream.
This year provides a new chance for some of that to happen, and to let new ideas take a turn in the spotlight. Here’s a deeper dive into some of those trends for 2024.
Top Trends To Watch
Enhancing Customer Service With AI
Leveraging AI in your customer service approach can enhance interactions by providing automated responses and managing fundamental support tasks, ultimately elevating the overall customer service experience. However, it’s still a fairly new technology. While the trend for AI will only increase, it’s wise to educate yourself on the possible risks and rewards of the new tool.
A major reason is that not everyone is convinced about using the technology, even though it’s becoming more common. While Gen Z might not be as excited about AI as Millennials, they’re also less skeptical of it. In terms of usage, fewer Gen Zers apply AI in their professional settings than Millennials do, yet they tend to use it more in their personal lives compared to other age groups. Baby boomers, however, are the group least likely to welcome AI. Their caution makes sense since they are most at risk from online scams and grew up before the internet was common.
Cookie Time Is Almost Over
As third-party cookies are set to disappear (in 2025), marketers need to focus on using first-party data and improving how they gather information.
However, not all of the business world is up to date on this data-gathering change. A recent Adtaxi privacy survey found that 27% of business professionals aren’t aware of the big jump from cookies to first-party data. And while first-party data is more reliable, accurate, and targeted, it will need to keep finding a balance with consumer privacy. (This remains a priority for consumers).
Engage With Micro-influencers
Micro-influencers can really add a niche touch to your sales strategy. These savvy personalities know how to (or may have already) create a unique following that aligns with your business, often having more than 10,000 followers and up to 50,000 followers. When you pair up with a micro-influencer, you’re paying to access the group of people they’ve already collected who crave a certain type of consumer experience or product. You need to build trust with your micro-influencer first. Then, work together to create content that their audience will relate to and that continues to complement the influencer’s authenticity.
Produce Short Videos
The video smorgasbord on TikTok and Instagram changed the way audiences connect to a brand. Short videos have huge potential to spark interest, connect your customers to a human story, and show off what you’re selling in a visual way. It’s fast, it’s accessible, and a growing number of consumers entering more economic power chapters of their lives (i.e., Gen Z) use short videos as a communication norm. For example, if you sell artisan coffee and brew your own beans, take a short video each Monday morning of the beans getting brewed or a barista making the special drink on the menu for that week. The personalized feel of connecting with a local coffee shop means videos have a big potential to bring people in.
Concrete Steps To Turn Trends Into Reality
It’s easy to feel overwhelmed with new trends if they feel daunting (we’re looking at you, AI). But finding concrete ways to incorporate them are key. Here are some easy ways your team can use these new tools:
Revamp your social media strategy so it’s up to date. What sites are you using? What audience is growing? What posts don’t get enough play? Can you use a software application to mine the data and more accurately inform your strategy? Remember, just because the social media tool exists doesn’t mean it’s the right one for your business. Do your research on what works for your business.
Embrace the potential of AI by educating yourself. You can use AI to help your team brainstorm a new idea or product, analyze data, or create content.
Look into the world of micro-influencers and see if you can find one to represent your brand. You can find an influencer by looking at your own followers and targeting which follower has a large built-in audience. Reaching out to them is just like establishing any other business relationship: Be authentic, keep it professional, do your research. Or, you could use an online influencer discovery tool to see what kind of niche audience already follows your customer group. Finally, start following a few micro-influencers to get a feel for who they are and how they relate to their audience.
Re-strategize your current video marketing plan. Get your company more comfortable with making short, authentic videos that show your values, your products, and any extra bits you can think of. Customers enjoy short videos that highlight authenticity, deepen trust, and offer an inside look.
Every year brings fresh, sometimes surprising trends in digital marketing. This year opens up opportunities for new ideas to shine. We’ve explored key trends of the year, such as AI, privacy concerns, the rise of micro-influencers, and the growing importance of video content. Understanding these trends is crucial, even if they don’t all apply to you right now. While it might feel daunting to keep up with these rapid changes, taking steps to integrate these trends can propel your brand toward success now and into the future.
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