We have entered a new year. January marks a turning point, a new beginning, where you pull the strings of the year just passed to understand how to act in the one to come. This also in the field of digital marketing. So what will be the digital marketing trends 2024?
The first trend: the use of AI
This is not entirely new. We have already seen AI take hold in 2023, bringing fears and benefits. While in some areas artificial intelligence has caused a lot of damage, such as drawing and graphics, in others it works mostly as a support. It works to make systems more accurate and updated in real time. Following this trend, we will be able to integrate more and more AI in the work of those who work in digital marketing, from programming to content writing, with many nuances in between, without these new tools replacing the human component.
Another 2024 digital marketing trend: push the limits to meet users
We saw it with TikTok. Companies must be able to reinvent themselves on new platforms, in new content, to be able to meet new potential customers without necessarily exploiting invasive marketing. In an increasingly rich panorama of channels - even bankrupt - the various brands will have to put themselves even more at stake.
A fresh example of this is Threads. Social media has been around for a while now, but it has only just landed in Europe. The challenge for companies is to understand whether or not it is worth investing energy to create content on this social, and eventually figure out what to do, how to intercept their target, assess whether there are possibilities of conversion.
The human side: micro-influencer
Another of the 2024 marketing trends will be the growth of collaborations between companies and influencers, also and above all medium and small.
As already mentioned, AI has had a big impact on the digital world. Influencers created with artificial intelligence are emerging, which are causing a lot of controversy and distrust for the difficulty of understanding what is fictitious and what is not. To promote their products and connect to the more human and personal side of users, it is therefore important to rely on authenticity.
For this reason, companies will have to rely more and more on micro-influencers, for some salient features:
- Small audience but for this very faithful
- Extreme sectoriality in the contents
- Increased transparency and closeness perceived by users
Sustainability as the fourth trend
This trend has been establishing itself for some years, but it is increasingly - understandably - growing. Here too, technological development is essential. Especially with a view to a sustainability report, currently imposed only on listed companies and public bodies, but which will become mandatory for different categories of companies from 2026.
In implementing increasingly green and sustainable strategies, it is important to communicate them correctly. Many companies do greenwashing, which is why we need to find the most correct channel and the best way to communicate to their customers their commitment in this regard.
The attention to privacy
Keyword searches "privacy policy" have increased by more than 50% in the last year. Users are increasingly paying attention to transparency here too. In addition to being a legally relevant issue, transparency in the field of data protection is an essential aspect to ensure a solid and lasting relationship with its customers.
Ekeria, a web marketing agency, will put itself in play as every year, committing to provide its customers with a service of business growth as updated with new trends in the landscape.
If you want to grow your business by relying on expert hands of digital marketing, contact us and request a free call.
