By Mike Sharp
It’s that time of year again to have a go at predicting the future in an ever-changing industry. Will this be the year machines take over the world? What will customers expect from brands and user experience? Will Google search survive as social search comes of age? With past failures unbelievably accurate predictions {sic that is done on purpose for comedy value!} still fresh in my mind, here are the next wave of digital marketing trends for 2024…
1. AI, again, but better
Robots aren’t taking over the world just yet but they’re getting smarter, writing personalised messages that sound like your BFF and predicting what you want before you even know it. Expect more amazingly good automation writing content that feels like a handwritten note, not a marketing bot.
Also expect all the major platforms from Google to X to keep baking it into their marketing suite and slowly moving control away from us mere mortals.
If you’re not already testing out AI for your ad creative, now is the time to see how it can enhance your campaigns. You can pick up tips from Google’s keynote at our Peak Performance event.
2. Sustainability isn’t just a hashtag anymore
Ethical sourcing, eco-conscious practices, and transparency in green initiatives will no longer be differentiators, but table standard.
According to 2023 research by Deloitte:
A third (34%) of consumers stated that their trust in brands would be improved if they were recognised as an ethical/sustainable provider by an independent third party. A similar proportion (32%) claimed that their trust in brands would be improved if they had a transparent, accountable, and socially and environmentally responsible supply chain.
Brands must embed sustainability into their core values and communicate their commitment authentically.
Brands looking to embark on a sustainability journey could explore certifications such as B Corp and Planet Mark.
3. Social Commerce Takes Flight
Seamless in-app purchasing capabilities and interactive product experiences will transform social media into an even more powerful sales channel. According to Deloitte:
…the social commerce market is growing faster than traditional e-commerce, and it shows no signs of slowing down.
Brands must embrace social commerce to move engagement into immediate conversions. The TikTok shop is already spreading like wildfire and selling more than just cheap tat, and this will only continue to grow. Anyone for a vegetable slicer?
4. Visual Search Surge
Google and Bing are actively pushing visual search with the aid of their respective AI assistants. The SERPs are more visual than ever before and that will most likely continue. We can expect to see enhancements across both for their shopping offerings which will play into this.
Generative AI in Search is just one way that Google are testing how searching visually will evolve. With access to 35 billion product listings, constantly updated, they will be able to drop products into a great many searches.
5. Pinterest for the win
Pinterest is by no means a new platform, but it is certainly coming of age in the marketing world. Expect to see it move up the list on media plans in 2024, especially as it now seamlessly blends inspiration with e-commerce through features like Shop the Look and Product Pins. Users can discover and purchase items directly from Pins, making the customer journey from inspiration to purchase incredibly smooth.
If you haven’t seen their keynote from our event last year, I would highly recommend checking it out – one of the best I have seen for some time.
Our article on Pinterest vs Facebook advertising can help you get to know the platform and what kinds of campaigns can take off there.
6. The death of Google Search
OK that is a little clickbait-y, maybe it should be the rise of social search engines instead. More and more are turning to social media platforms for brand discovery or to find new restaurants. There are some negative implications in this with accuracy and credibility sometimes falling by the wayside but expect to see the social media platforms integrating more and more search functionality. Google and Bing are not under threat just yet, but they will be watching with interest for sure.
Google are always looking to fight back, and Google’s updates in January of this year show their focus on moving beyond just plain old search.
7. Cookies Cookies Cookies
It could finally be the year that Google figures out how to remove third party cookies without destroying its own bottom line! This is another trend, like ‘the year of the mobile’ 10 years ago, which has appeared on predictions for years, but this year seems to be the one that third party cookies could finally be laid to rest.
We have already seen Google announce their privacy sandbox tool that aims to create web standards for websites to access user information without compromising privacy.
2024 is the year that third-party cookies finally died!
8. More tough trading conditions
The cost of living crisis isn’t going to go away any time soon and there are elections in both the UK and USA coming up this year. We will also see more supply chain issues continuing, with war and pirates still creating huge challenges. Market conditions will remain difficult throughout 2024 and onwards.
One way to offset the pain could be to explore performance marketing. This can help you enhance customer experience, increase conversion and build brand loyalty.
9. Brands with purpose
Consumers are looking for more than just price and convenience, they want to believe in the brand’s purpose, and derive value when it aligns with their own. As spending power diminishes, customers want to spend their money more wisely and they are looking for brands they believe in.
This isn’t a new trend, but it has grown in importance. In fact, back in 2022, IBM released a study that showed:
Purpose-driven consumers, who choose products and brands based on how well they align to their values, now represent the largest segment (44%) of consumers.
10. The Micro-Niche
Digital inflation, the cost to reach people online, continues to increase so the brands that are winning are the ones who can reach their customers efficiently and effectively.
Brands with niche audiences which are easy to find online, and who can act as brand ambassadors and give meaningful feedback to improve products or services, are the ones which are winning. The key to 2024 will be to find and own your niche!
11. The near death of Google Analytics
If the peak period – and specifically Black Friday – taught us anything this year, it is that GA4 still isn’t quite there yet. Yes, it’s more compliant and yes, it’s privacy first, but it also has a huge time lag on accurate results. There are more and more clients now looking at alternatives which can give them the fix of data that they are hankering for – two hours after the fact rather than 48 hours later.
The following graph shows the downturn in usage very clearly (this being the first drop seen since 2000).
People really do vote with their feet on these things, but with the connection to Google Ads still so key in feeding the machine, most are adding these measurement platforms alongside GA4 rather than replacing. So, it’s not quite the death knell, but I think we will see some
significant improvements to GA4 over the coming 12 months.
How to Use These Trend Predictions
Navigating the shifting sands of tech can be daunting but don’t feel you have to master this all at once. Even taking one trend (one which fits naturally into an existing campaign or strategy) and using it to test a new approach will enrich your data.
If you’re working with a digital advertising or performance marketing agency like Launch, check in with them on any trends which you would like to explore. Here at Launch we’re Google Premier Partners, Meta Business Partners, Microsoft partners and also have a strong relationship with platforms like Pinterest. This means we’re often the first to know about new developments.
Conclusion: Digital Marketing Trends 2024
We’re looking at a year of major transitions – AI coming of age, increasing pressure toward brand accountability in an era of social unrest, and an overhaul of digital norms such as cookies and search engines. Social platforms will be taking centre stage, so if they don’t already feature in your marketing strategy, they should.
If you’re keen to explore any of the tactics above for use in your digital marketing campaign, please do get in touch with the team here at Launch.
