One thing you can always keep in mind with the digital marketing agency landscape is that it constantly changes, and moves fast!
One prime example is the amazing rise in artificial intelligence (AI) that we’ve seen during 2023. This phenomenon will continue to evolve and impact all areas of marketing in 2024.
Marketing also changes due to consumer behavior and the external environment. While global growth is set to be modest and inflation is likely to cool, according to the OECD, consumers will still be cost-conscious. Also, most people are likely to seek out brands that show they are doing something for the good of society, and not just their bottom line.
There’s a lot to do to succeed in 2024, but if you know the trends coming down the line, it’s easier to plan, strategize, and get ahead of the competition.
In this article, we’ll explore the digital marketing services trends to watch out for in 2024 as we’ve learned from some of our global experts at the Digital Marketing agency:
- In social media, we explore the rise of Instagram Threads, why you should take LinkedIn seriously, and how AI is going to play more of a part in social media platforms.
- AI’s use in marketing examines the marketer’s role in driving strategy, the self-learning nature of the technology, the need for new skills, and the importance of co-creation.
- SEO trends are focused on preparing for Google’s Search Generative Experience (SGE), with an emphasis on valuable and shareable content, EEAT, and the value of user experience.
- In PPC, Google Ads urges us to look at AI as an assistant and to avoid pressure from Google reps to change campaigns.
- In digital marketing agency strategy, you’ll hear about the increased importance of data privacy and sustainability.
- When it comes to digital marketing careers, 2024 will be an employers’ market, and while AI won’t take your job, someone with AI skills will.
- 1. Social Media Trends
- It’s going to be another interesting year for social media! In 2024, social media platforms will continue to battle for consumers’ attention and they’ll need to re-examine the way success is measured.
- There may also be a shift in dominance as the continuous drama with X (formerly Twitter) leaves room for new platforms like Instagram Threads and Bluesky to rise in popularity, while other networks have the potential to gain new ground for organic traffic
2. AI in Digital Marketing Trends
There’s no doubt that AI has dominated headlines and spun the heads of many marketers. In 2024, we predict continued exponential growth in AI capabilities which will require businesses to embrace the technology and stay ahead of the rapidly evolving landscape.
“49% of the value of the NASDAQ and 25% of the US stock market consists of just six companies, and they’re all AI companies,” says Brian Corish, founder of AI-focused consultancy Elemental Intelligence and DMI Global Champion.
3. SEO Trends
In digital marketing services SEO is changing and its future looks to be more user-centric and technology-driven. In 2024, those changes could be drastic as AI and machine learning help search engines deliver results based on user intent.
So what are the SEO trends we see in 2024?
Google’s Search Generative Engine (SGE) will grow up
Google’s SGE is transforming the search experience with generative AI. The goal is to provide more relevant and comprehensive information to users based on questions. SGE also provides relevant links and has a conversational mode where users can follow up with more questions – in essence, have a conversation with Google.
4. PPC Trends
With such fierce competition for customers, paid advertising offers a way for companies to target their core audience with relevant messages. What makes the pay-per-click (PPC) model so enticing is that marketers can control their spending and stick to a budget.
Unsurprisingly, the leader in this space is Google. Worldwide revenue for Google in Q3 2023 came in at $76.7 billion, of which $59.6 billion was from Google advertising. This was a 9.5% year-on-year increase, demonstrating the appetite for paid ads.
In 2024, that growth shows no signs of slowing down but there will be developments to consider, particularly AI.
5. Digital Marketing Strategy Trends
The start of a new year is a great time to review your digital marketing agency strategy. It’s important to figure out what worked – and, more importantly, what didn’t.
A cohesive strategy can help you achieve your business goals, whether that’s growth or building brand awareness. However, the strategy also guides your team so they understand where to concentrate their efforts and what they are aiming for.
In 2024, a cohesive AI strategy will be a must, especially since only 15% of organizations have a clearly defined and well-understood one, according to Mesh-AI research. But what are the other priorities?
6. Digital Marketing Careers Trends
Despite many businesses undergoing digital transformation and adopting digital technologies, there’s still a shortage of skilled digital marketing workers.
This was apparent in our research this year with CMOs, where many of them reported struggling to find the talent they needed to drive growth and change, particularly in areas focused on enhancing customer experience or improving visibility.
Final Thoughts: Digital Marketing Agency Trends 2024
2024 is going to be an exciting and challenging year for marketers. AI is changing everything from the way consumers behave and purchase to how businesses and departments operate.
The one thing we’ve learned from talking to our experts is that marketers need to embrace AI to be effective in their jobs. Even if your role is not impacted by AI right now, it will be in the future. So start learning about the technology and start using some of the platforms. Otherwise, you risk being left behind!
Think about which trends matter to you and focus on what you can take advantage of in 2024.