Digital marketing keeps on changing due to technology advancements and changes in consumer behaviour. What was popular in 2023 might not work in 2024 and beyond. For example, in 2023, most brands used artificial intelligence to generate marketing content. But does this still work? What has changed, and what’s new?
Google EEAT
A.I. has ruled the digital marketing space since 2021, ensuring increased content production and replacing human writers and designers. In response to the influx of A.I. in digital marketing and the lack of originality in content, Google has moved quickly to curb the problem.
The search engine has added an extra E to EAT to form EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). EEAT ensures that digital content marketers should be experts in writing or informing content for real-world experience.
So, the person who writes marketing content must have expertise, authority, trust and, most importantly, first-hand experience. Otherwise Google might flag it, hurting sites and owners’ efforts.
Spamming of Low-Quality Content
Digital marketers should be aware that Google, through an algorithm update, has put in place rigorous measures to identify and penalize low-quality content — that which is written with A.I. Such content no longer ranks highly on SERPs.
Metaverse
Metaverse is fast taking over digital marketing due to its social interaction and immersive experiences. Marketers meet, communicate, sell and socialize with potential clients in virtual spaces – just like in the real world.
That helps remove the need to physically visit and engage customers and allows them to interact with products. Moreover, customers can join their peers to develop or customize different products.
Top Brands That Use Metaverse in Digital Marketing
Wendy’s joined its peers, Chipotle and McDonald’s, in opening and marketing its virtual franchise. Through Wendyverse, fans can meet up and drink sodas in a virtual orange soda fountain at an alternative city center, known as Town Square Central.
With Adidas’s virtual stadium, people can watch sports, check out and buy branded merchandise, explore and customize their latest cars, and test drive them in a fun and interactive way.
Hyundai World and Volkswagen Oculuft also enable customers to explore and customize their latest cars and test drive them.
Crypto and Blockchain Technology
Cryptocurrencies have been around for a while, but it’s now that marketers see this digital currency’s potential. Most marketers are advocating for crypto payments in a move seen to attract modern consumers who prefer to transact online anonymously.
Crypto exchanges don’t reveal names, ensuring that no data are breached. Plus, they’re fast and can be done from anywhere. This way, marketers can promote and sell the products internationally in regions that could have otherwise rejected traditional forms of payment. KFC, Subway, airBaltic, Shopify, and Virgin Galactic are just a few of the top brands that support crypto payments.
Social Media Dominance
Social media are here to stay, and digital marketers are increasingly making maximum use of it. Massive audience outreach is the main reason social media are indispensable tools in modern marketing.
A good example is Facebook’s approximately 3 billion monthly active users (MAUs). WhatsApp has over 2.7 billion MAUs while YouTube is fast clocking 2.5 billion MAUs.
However, several other factors play a crucial role in the consistency of social media marketing, and they include:
- Advanced targeting capabilities
- Cost-effective advertising
- Two-way interaction between brands and consumers
- Influencer marketing
Marketing on TikTok Rising
TikTok is a big player in marketing, with millions of brands and digital marketers using the app to market and sell their products.
TikTok (or Douyin as it is called in China) has a presence in over 141 countries, has over 1 billion monthly users and will soon catch up with Instagram, which stands at 1.4 billion users. The app has been downloaded over 3 billion times since its launch in 2016.
Use of Various Social Media Platforms
To get the most from social media marketing, brands use several social platforms to market their products and services. For example, a company that posts a campaign on Facebook, Instagram and Threads will have similar posts on TikTok, X, YouTube, LinkedIn, and other media.
Integration of A.I. and Social Media
With A.I. use on the rise and many people spending long periods of time on social media, digital marketers have quickly integrated the two.
Artificial intelligence helps digital marketers develop and automate advertising campaigns and target the right audience. It can analyze user behavior and preferences to suggest more appealing content.
Furthermore, A.I. helps customize relevant content, streamline marketing efforts, and enhance user experiences. However, most people simply use social media’s built-in A.I. to create content.
Examples of In-built A.I. for Social Media
In 2023, YouTube introduced Dream Screen, an A.I. feature that allows digital marketers to create image backgrounds and videos for Shorts. The company plans to make it widely available in 2024.
X through Grok allows users to write humorous marketing posts by simply giving the tool a prompt. Likewise, TikTok has its version of an A.I. tool called Creative Assistant, which creators use to brainstorm ideas, discover trends and support video creation.
Meta’s A.I. for Instagram and Facebook can help digital marketers generate content that reflects a brand’s voice and tone and draws inspiration from previous campaigns, prompts, and trending topics. Besides, a person can upload a photo or enter text prompts, then instruct Meta A.I. to generate other images.
X, Facebook and TikTok Paying Creators
Digital marketers spend lots of time and even money creating social media campaigns. Thankfully, marketers can indirectly get back part of their money simply by running campaigns on different platforms.
X, for instance, states that you can earn “up to 97 percent of the revenue X has earned from the content you create, after in-app purchase fees, until you reach $50,000 in lifetime earnings from X across all X monetization products.”
This is good news for digital marketers who want to earn from their content marketing campaigns.
Bottom Line
The return of human-written content, metaverse, crypo and blockchain technology, and integration of social media with A.I. are some of the hottest 2024 trends in digital marketing.
Despite the digital marketing landscape changing fast, social media marketing still leads the way and can be more dominant. Marketers should focus on these trends and adapt accordingly.
Author’s Bio: –
Merry is a seasoned writer and SEO specialist with a passion for crafting compelling narratives that resonate with readers. With a background in Christian marketing, she has spent five years honing her skills as a content writer and SEO expert at a prominent Christian brand.
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