Digital Marketing in 2024

In (roughly) Three Minutes

I’ve read all of those trends articles and emails, so you don’t have to.

1. Voice search is coming…for some

What?

After a slow start, voice assistants are creeping more and more into everyday lives, normalised by phrases such as “Hey Google, set a timer for five minutes.” Voice search has been much talked about, but I’m slightly sceptical as to how important this is right now - while there are 1 billion searches every month, this is still less than 1% of the number of searches made via Google in that same time frame; however, this is only going to increase as we become more comfortable with the technology.

Why should I care?

Well, that depends. If you’re selling B2B products or services, I’d skip to the next trend. I find it hard to believe that people will be asking Siri to recommend cloud computing solutions. But for D2C brands, this is important - making sure that your site is optimised for long-tail SEO keywords has never been more important, as you’ll want to be ranked #1 when your customer is asking after something you offer.

2. Organic search will continue to die

But…you just said…

Perhaps I’m being overly dramatic. While being ranked #1 has never been more important, paradoxically being ranked #2 onwards has never mattered less.

…what?

In an era where AI copywriting tools enable sites to be stuffed silly with thousands of SEO-friendly and keyword-rich articles, and with the prevalence of ad placements on Google Ads, I’m seeing less and less traction on the second, third and fourth placements of organic search ads, to a point where unless you have a strong chance of ranking #1, it’s worth considering putting your money into PPC or other channels instead.

Why should I care?

I’m not actually suggesting ignoring SEO or organic rankings; instead, focus on ranking well for attainable, strategic keywords. Evolve your strategy so you’re also putting money into controllable channels.

3. Target Smarter, not Harder

What?

GDPR; great for privacy, terrible for marketers. Even years after its introduction the effects continue to be felt, with Google and Meta continuing to tighten targeting options. This all means that we need to think more carefully about who we target, not just targeting anyone with a potentially adjacent interest.

Why should I care?

Meta in particular still has a place in upper-funnel activity, as does LinkedIn and Google. By splitting out and creating smaller, nuanced audiences with tailored content, and then combining this with your first-party data (hello lookalike audiences!), you can still offer a personalised approach even without cookies.

4. Video advertising is changing

What? 

Up until this point, outside of social media, Video has been the preserve of programmatic networks, meaning that the cost and barrier for engagement has been high for many businesses. However Microsoft’s partnership with Netflix, Disney’s self-service announcement in relation to its ad-supported tier, and similar moves expected from Amazon/Hulu, are going to change all of this.

Why should I care?

Because up until now, if you wanted to reach people at-scale via Video, you either had to revert to socials, or engage a media buying agency. But the barriers - and costs - between you and having your video shown alongside contextually relevant content to targeted audiences are about to get a whole lot lower.

5. AI will make you better at your job

What?

Sure, AI is changing the world. Maybe it’s even going to lead to our demise. But you knew that already; what I want to focus on is the AI tools, that when applied judiciously, will make you a better marketer.

Why should I care?

If you like the sound of getting more done in less time. With the right prompting, ChatGPT can create a detailed customer journey map, or messaging framework for multiple personas. Otherwise, auto-generated insights on tools such as Google Analytics can be insightful. Blog posts written by Jasper can be genuinely interesting. They can, of course, also be absolutely duff. Apply the 80/20 rule; let AI do 80% of the legwork, while you do the 20% of finessing and fact-checking.

Anything else?

There are, of course, many other themes:

• VR and AR continues to attract investment (but has been slow to show any ROI)

• The continuing move from macro to micro-influencers

• The never-ending melodrama of X, or the fact that Musk’s vision is not that far off the social commerce model experts keep going on about…

• The usual social media trends around video being increasingly important, platforms becoming search engines, and focusing on authenticity

But, that would have taken us well over the three-minute marker. Another time, perhaps.

—

Did you like this?

Please feel free to steal any of the insights and pass as your own, or alternatively consider sharing with your colleagues.

Did you really like this?

Please also consider subscribing to my Substack, where I’ll be sharing weekly digital marketing news and views from the end of this year.