Digital Marketing Trends Of 2024:

Around 70% of business invest in digital marketing. Why? Digital marketing helps businesses reach larger audiences and build stronger connections with them.

If you are eyeing a career in digital marketing, your prospect of having a successful career is promising. To broaden your understanding of digital marketing trend, we have outlined the top 5 emerging trends in digital marketing 2024. Let’s dive in.

Top 5 Digital Marketing Trends

Artificial Intelligence

Think about Bille, IKEA’s chatbot. Or a ‘You might also like’ items slider on Amazon. These examples highlight how businesses use AI to offer personalised service to their customers.

AI also adds up to digital marketing by helping brands maximise customer engagement and conversion rates by:

• Segmenting customers based on demographics, interests, and online behaviour.
• Automating repetitive tasks like ad optimization, social media management, and email marketing.
• Using predictive modelling to anticipate customer needs, identify potential issues, and optimise marketing strategies.
• Generating effective content/copies and visuals for marketing campaigns.

As AI evolves, it continues to shape the future of digital marketing, 2024 and beyond.

Influencer Marketing

How often have you searched for product review videos on social media? Market splash stated that around 42% of social media users rely on social media to research products.

To assess a brand’s credibility, you are more likely to trust individuals who have built an authority in the digital space. Enter influencer marketing.

From the brand’s POV too, 90% of marketers believe influencer marketing is a reliable form of digital marketing. Brands leverage technology for influencer discovery and campaign management, and focus on micro and nano influencers who have smaller but highly engaged followings.

Not only has influencer marketing emerged as a cornerstone of digital marketing strategies, but also revolutionised the way brands connect with their target audiences.

Social Shopping with Immersive AR

How has Lenskart introduced virtual try-on glasses feature on their website? How did Nike enable customers to measure their foot size using a smartphone camera and find the right shoe size? The answer is augmented reality (AR).

Even social commerce platforms are increasingly integrating AR features to blend product discovery and purchase within their social media experience.

Consumers can browse product catalogues, interact with AR-enhanced product displays, and directly make purchases from social media apps, eliminating their need to switch between multiple platforms.

For example, Instagram’s “Shoppable AR” feature allows businesses to tag AR effects with product links – users can view and purchase products directly from the AR experience.

To provide personalised, immersive and engaging shopping experience, AR and social commerce integrations are a hot topic in 2024. In fact, the number of AR user devices (smartphones, tablets, AR glasses – for example) are expected to reach 1.73 billion by 2024.

Video Marketing

Imagine scrolling through your favourite social media apps like Instagram or YouTube. What hooks you to the platform for most of the time? It’s likely videos, right?

Streaming online videos and downloads account for 82 percent of total internet traffic.

Brand videos, product videos, how-to videos, behind-the-scenes glimpses, personal storytelling and webinars are some trending video types for digital marketing. These videos help businesses make a personal connection with their target audience and attract their attention in masses.

For example, Apple successfully excited its audience for the newly launched iPhone 15 Pro by streaming a product introduction video on their YouTube channel. The video got 38.4 million views.

Brands also integrate search-optimised videos to rank on the YouTube feed, live videos to interact with their audience in real-time, and vlogs to take the audience on a visual journey.

Video marketing is the heartbeat of digital marketing. It’s changing how brands talk to you, tell stories, and get you excited about what they’re doing.

Sustainability Efforts & Social Responsibility

In 2024, digital marketing is undergoing a transformative shift as sustainability efforts and social responsibility become prominent trends. A staggering 73 percent of consumers are willing to choose sustainable and socially responsible businesses, signalling an important shift in consumer preferences.

Brands like Wipro are strategically using social media platforms to highlight their eco-friendly initiatives, targeting an audience that prioritises environmental consciousness.

Notably, e-commerce platforms like eBay are adapting to this trend by tagging products online for easy identification of eco-friendly options. Brands like Tata Motors are also providing tangible statistics on the real impact of their efforts, showcasing genuine reductions in carbon footprints and contributions to social causes.

As consumers become increasingly aware of the broader impact of their choices, businesses are compelled to showcase their commitment to sustainability.

This trend is set to define digital marketing in 2024, underscoring the importance for marketers, especially those in higher education, to integrate these principles into their strategies for a more resonant and responsible brand image.

How You Can Showcase Digital Marketing Expertise

Start Early

It’s never too early to start building your digital marketing portfolio or social media portfolio. In fact, starting early and getting involved in relevant projects, internships, or volunteer opportunities will give you more time to gain hands-on experience.

Choose Projects

Select projects that highlight your range of digital marketing skills, including social media marketing, content creation, SEO, and analytics. If you are not sure what you are skilled at, explore digital marketing roles that intrigue you.

Quantify Results

Numbers speak volumes. Whenever possible, quantify the results of your projects using metrics such as website traffic, social media engagement, or lead generation.

Create Compelling Narative

Don’t just present your projects as a list of tasks completed. Write a compelling narrative for each project, highlighting the problem you solved, the approach you took, and the results you achieved.

Seek Feedback

Ask experienced digital marketers to review your portfolio and provide feedback. This will help you identify areas for improvement and make sure your portfolio is up to industry standards.

Frequently Asked Questions