The digital landscape has changed after the increasing adoption of different artificial intelligence tools like ChatGPT.
Talking about ChatGPT, here are some interesting statistics about its incredible growth since they launched the service in November 2022:
- It reached 1 million users in just 5 days
- It now has more than 180 million users
- It has 1.6 billion monthly visitors
- 92% of their website traffic is direct traffic and only 6% is organic traffic
- Almost 50% of their social media traffic is from YouTube
Although it’s incredible to acquire 1 million users in 5 days, Threads, the new social network alternative for Twitter made by Meta (the parent company of Facebook) succeeded in having 1 million users in just… 1 hour.
Suggestion: Follow our Hot in Social Media account on Threads … and we will follow you back.
Here is the approximate time taken for the most known social media networks to reach 1 million users/downloads:
- Threads – 1 hour
- ChatGPT – 5 days
- Instagram – 2.5 months
- Facebook – 10 months
- LinkedIn – 20 months
- Twitter – 24 months
I believe AI prompting will be a required skill if you want to be a digital marketing pro in 2024 and will help you a lot to optimize your digital marketing plan for your customers.
2024 is also the year when most browsers will kill data-gathering cookies. Google announced they will stop the use of third-party cookies in Chrome by the end of 2024, joining other browsers like Safari and Brave that have been blocking them for years.
From visual communications skills, data-driven decisions, and storytelling to SEO optimizations of your (already published) content, there are a lot of things you need to know and prioritize to have the best KPI for your customers.
Here are 20+ top marketers who told our Hot in Social Media community their predictions for this year’s digital marketing trends for 2024. A big “Thank You!” to all our marketing friends who share their suggestions for this year, too!
If you found some useful digital marketing trends in this article, remember to share them on your social media channels and mention our social accounts because we are eager to engage with you right away 🙂
What are the most important digital marketing trends for 2024?
The digital landscape is changing quickly. In large part due to AI. Your top priority is your customer … your end user. In turn, all of your decisions should be data-driven, and you should do all you can to create a frictionless customer journey. Update your social customer service processes and ensure your chatbots are performing flawlessly.
If your business has been online for a few years without regularly refreshing your digital pages and profiles, it is time to take inventory and update your text and imagery so your online visitors see what is most correct and relevant about your brand. If you’ve been online for more than a few years, it’s time for an online presence audit and a new marketing strategy. Investing in this process will help your organization achieve optimal search rankings and outshine your competition on social media platforms.
It’s also time to look at SEO differently. Content strategies should consider the importance of being found via voice search and ChatGPT. Advertising is more expensive. That means maximizing your organic search opportunities in addition to any SEO and advertising budget you assign.
You now must consider Google’s EEAT framework – Experience, expertise, authoritativeness, and trustworthiness. It’s part of their Search Quality Evaluator Guidelines. They recently added the ‘E’ for the experience. AI cannot create experiences as humans would. So, this speaks to the importance of human experts involved in creating content and informing the public. So, smart marketers will create content with those “ingredients.”
Donna Moritz
Visual Content Strategist, Canva Verified Expert & Canva Creator
So much is changing but the digital marketing trends I will be looking out for, focusing on, or following with interest for 2024 are:
- AI becoming more integrated with the systems we already use – For example, I use Canva daily as a Canva Verified Expert (trainer) and as such I regularly use and teach teams to use AI as part of their visual content creation workflow. This includes using AI for copywriting (Magic Write), creation of visual content (Magic Design), and specific features like animation (Magic Animate). AI has been part of the eco-system in which I work in Canva for a few years now, and I think we will see more software companies start to build the tools we need into our workflow, rather than expecting us to go outside of our dashboards to find it. The best AI happens when you don’t even think about it.
- Teams will need to develop essential visual communication skills – As a trainer of non-designers and teams using visual software, I am seeing it become more and more necessary for business owners and marketers to become “literate” in their ability to create visual content. It’s no longer enough for the designers and the marketing team to drive the visual strategy and create all of the visual content. Employees and team members are now expected to possess basic visual content creation and video skills. This can include design skills and knowledge, but with the software (and templates) available, it’s possible for all team members to work together to create amazing on-brand visuals. By using software that has brand functionality (ie brand kits, brand guidelines, approved brand assets/templates, approvals, and permissions) visuals can be created on brand, at speed, and at scale by the entire team… even those who don’t have any technical design skills.
- Community First – in a world of AI, people ultimately are still drawn to people and for this reason, community will continue to be a key part of marketing and integral to sales. Building community and engagement with your people has never been more important (or craved!). Double down on community wherever you can. From private spaces to groups and conversations in the DMs, focus on the human connection vs churning out content. Of course, use AI to be more productive and assist in your daily work, but remember that humans matter most.
The need for uniqueness and originality in content is on the rise. With AI, the impulse is to focus on creating more content. AI is your creative sidekick, that can detangle marketing processes and remove manual work. But considering the amount of content generated or empowered by AI, the race for truly unique, stand-out material is on. Originality is the new golden ticked in the AI age.
So the trends I see are:
Expert-infused content
The integration of expert insights and professional expertise into content creation is becoming increasingly significant. Most marketing teams can find untapped unique expertise in-house. From peers, and the leadership team, to specialists involved in production. Learning to infuse their expertise into the created content on a regular basis, will help enhance the depth and authority of content. This approach not only boosts the content’s reliability but also its appeal to a more discerning audience seeking authentic, expert-backed information.
Unique, lived, stories and experiences
Authenticity in digital marketing is taking center stage through storytelling and sharing lived experiences. Personal narratives, customer success stories, and behind-the-scenes insights are real-life, handy sources of original content that resonates.
More experimentation with formats of content
AI doesn’t only open the path to more content production, it opens the possibility of creating different types of content. All production is becoming simpler and faster. From podcast editing, to video scripting, to image generation. Marketers will use it more to empower the creativity of their content types to engage different segments of the audience. “
As we move forward in 2024 and beyond, social media marketing will not center around what I call “capital ‘I’ Influencers”. You know who I mean – those with hundreds of thousands, maybe even MILLIONS of followersw. It won’t even be about lower-case “i” micro-influencers (tens of thousands of followers). 2024 will be the year where relationships will matter more than ever.
2024 will be the year of the Relator
In the DISC personality assessment tool a “Relator” typically refers to someone who values personal interaction and close relationships. They are often seen as warm, caring, and good at listening and maintaining deep, long-term relationships. Relators place a high value on personal connections and are often very supportive and nurturing in their interactions. They are typically empathetic and can understand and relate to the emotions of others. They tend to be excellent listeners, showing genuine interest in others’ thoughts and feelings. And they generally prefer a collaborative approach – both internally and externally.
2024 will be the year of the Connector
In his book “The Tipping Point”, Malcolm Gladwell describes a similar personality type – Connectors. Connectors engage deeply with their network, forming close, personal bonds. Their interactions are often meaningful and impactful. Due to the depth of their relationships, Connectors are highly trusted and influential within their circle. Their recommendations and opinions are often valued and taken seriously. They prioritize maintaining a few strong relationships over having numerous acquaintances. They tend to invest a lot of time and effort in nurturing and maintaining their relationships.
People relate to people. People want to buy from people. But first, people want to connect with people.
What does this mean for you?
As a professor of Marketing, I tell my students –
– Success in life is not simply about what you know.
– But success in life is not just about who you know, either.
– Success in life is about who knows you for what you know.
– Your job, then, is to make sure more and more people know you for what you know.
The most effective use of social media marketing will be to Be Approachable, Be Sociable, and Be Generous.
Clickthrough rates from search engines and social media platforms will continue to decline. We can all expect a bit less traffic in 2024, which means less marketing data. But don’t despair. Keep building your brand. Do memorable things. Embrace offline marketing.
And build your audience on the platforms (LinkedIn, YouTube, etc.) with lower expectations about getting clicks.
1. Third-party data’s death knoll/First-party data’s rise to power.
2024 is the year most browsers will all but kill data-gathering cookies. Additionally, with more and more laws like the GDPR and CCPA being enacted, the practice of leveraging consumer data gathered from any source other than the consumer, and only with express permission for such use, is on its way out the door. As Fast Company so eloquently put it, “For advertisers that have invested in developing subscription offerings, newsletters, and tools to collect consumer data and build sophisticated content taxonomies to deliver meaningful contextual offerings, 2024 will be the year these investments pay off in spades.” But as an extra layer of transition for digital marketers, Google and Yahoo are implementing new inbox privacy protections beginning in February 2024. So even marketers who spent years building their email lists and subscription offers will need to make sure their offerings meet the new standards to continue hitting inboxes.
2. AI’s influence on authenticity.
Since tools like Chat GPT, Claude, and Bard pull the information they use to fulfill the prompts they’re given, the importance of authentic, original content is skyrocketing. If all digital marketers start using AI for content and publishing the AI results without edits, we’re going to have an internet filled with sameness. On top of that, since misinformation is also available for the AI tools to pull from, we’re going to have to be cognizant of the fact-checking still required on AI-produced content. So marketers need not fear AI. Instead, they should embrace it as a tool to help them work smarter, not harder.
3. A shift in influencer marketing.
We’re going to see more of a move from major influencers with large followings to micro or nano influencers – those with smaller follower numbers but who REALLY speak to and engage with a specific niche audience.
In the changing digital landscape, the brands that win are going to be the ones that aren’t afraid to test new things. 9 times out of 10, there’s not a blanket answer. What works for a faith-based nonprofit is probably wildly different than what works for a B2B SaaS startup.
Unless it poses a huge risk to your brand, test your ideas a few times. It can be tough to determine what exact factors are resulting in the success or lack thereof. With so many different variables, multiple data points help determine efficacy.
You can also get a great data set by looking at your competitors or peers. If your main competitor is tripling your engagement rate, it’s probably time to pay attention.
We continue to experience a significant transformation from one-size-fits-all messaging to more contextual engagement in digital communications. The leading trend is the rise of individualization, not just as a strategy, but as an ideology. Advanced behavioral analytics are being used to predict, understand, and adapt to each consumer’s unique experience. This move to highly personalized content is less about cold selling and more about connecting and building trust, for more ethical and customer-centric experiences.
At the same time, conversational marketing is redefining customer interaction models. AI-powered chatbots are evolving into savvy conversationalists capable of empathetic dialogue, offering an immediacy and personal connection previously unattainable at scale, enabling real-time interactions that feel as natural and thoughtful as a conversation with a trusted friend. This isn’t just technology talking; it’s brands listening, understanding, and responding with an entirely new level of personal attention.
Together, these trends signify a progression into a more empathetic digital space. This presents an opportunity for adopters of AI-powered tools to transform interactions into moments of human connection, making the future of digital communications about being seen, felt, understood, and valued.
As we plunge into a new year, the digital marketing buzz is all about trends. Yet, in the world of SaaS marketing, I propose we shift our focus. Let’s talk about the enduring power of adaptability, and how to integrate trends such as AI in your everyday work.
In the realm of AI, the real game-changer, in my opinion, is strategically integrating AI to elevate our everyday operations. It’s not necessarily a trend—it’s more about leveraging technology to work smarter.
In 2024, the ability to track, analyze, and act on data is what should set any marketing strategy apart. It’s about making decisions that resonate with our audience and drive tangible results to move the business forward.
Creating a culture of experimentation is key. Test, iterate, and shape your strategy based on real-time feedback. It’s not about following trends; it’s about actively shaping our approach based on what clicks with our audience and what drives results.
So, in 2024, let’s cut through the noise. Stay informed but prioritize adaptability, strategic AI use, and data-driven decisions. It’s not about trends; it’s about smart integration, agility, and purposeful navigation of the digital marketing landscape.
Here’s to a year of staying true to what works in marketing.
The penny-farthing was an early design of a bike in the 1870s and 1880s, it had a large front wheel to allow it to go at speed and it was more comfortable. But innovation meant that it was replaced by the modern bicycle that we now know, a chain for bikes and pneumatic tyres were invented and it changed the people’s expectations and the penny-farthing became history.
The same has happened with classic interruption marketing, cold calling, email marketing, and advertising. They are all based on I interrupt you and pitch you my product or service. And everybody says the same thing “buy my product because we are great”. Businesses have hit a wall using these techniques. Were as once they provided people with a constant stream of leads now they just don’t deliver, causing employee layoffs and profit warnings. These techniques are the penny-farthing.
The data shows that people have migrated to social media and digital and businesses need to use social as their way to get leads and meetings. But not as a set of tactics or trying to hack the algorithm. Businesses must have a social media strategy, a methodology that will drive them to their new constant stream of leads.
Since generative AI tools like ChatGPT will undoubtedly be creating more of the marketing content out there, it’s important that we don’t just rely on these tools to do our work for us.
Sure, we can use these tools to create a first draft, conduct research, to answer questions. But just as you wouldn’t cut, paste, and post the first draft sent to you from an intern, you should not rely on these tools for thought leadership. We need to continually infuse the human element into our marketing content or it will just get lost in the clutter.
It is more important than ever to be truly original, to use your voice and your unique perspective, and to infuse your humanity into your marketing. Storytelling is becoming even more vital in marketing, as customers and consumers are craving authenticity and even vulnerability. Putting your stamp and your fingerprints on what you create is vital to standing out in a sea of AI-generated clutter.
Christina Garnett
Principal Marketing Manager, Offline Community and Advocacy – HubSpot
– Incorporating AI into marketers’ work so they can spend more time getting to know their audience/customers and build relationships.
– Continued push of what AI is capable of while calls for regulation are seen in and outside of Europe.
– Google’s spam parameters will make email a harder medium to win. Expect to see an AI tool that predicts the spam % of emails.
You hit on it! Artificial Intelligence. 2024 is about finding where artificial intelligence fits into your digital ecosystem. Those just starting on social media will want to start with chatbots and LinkedIn assist as they are basic yet effective forms of AI.
More experienced digital marketers will want to educate themselves on artificial intelligence. AI will be a required skill in our field soon, and social media and digital marketing pros must invest in learning the intricacies of AI, so AI does not replace their job.
Predicting trends is a bit of a head-scratcher, but based on some brighter minds and a sprinkle of gut feeling, here’s the shortlist for digital marketing in 2024:
- Tailored Treats -Businesses are getting fancy with data and AI, making stuff feel custom-made for each of us.
- Immersive Adventures – VR & AR are becoming the rockstars of marketing.
- Chatty Chatbots – Chatbots are evolving. In 2024, they’re not just solving problems; they’re having real talks with customers.
- Authentic Influencers – Brands are teaming up with influencers who actually connect with their audience. It’s about genuine vibes, not just selling stuff.
- Clean Data Moves – Businesses are getting transparent about how they handle data. It’s all about being fair and square.
The digital marketing landscape in 2024 is buzzing with hyper-personalization. It’s like having a crystal ball but for marketing insights.
Another trend to watch is the rise of interactive content – we’re talking about experiences that pull the audience in, making them part of the story.
In SEO, one trend I think we’ll see in 2024 is the rise and fall of spammy AI-generated content. Don’t get me wrong, LLMs are here to stay, Google’s SGE (Search Generative Experience) will likely take a large part of the traffic of websites when Google releases it for all users.
I believe brand, content quality, and user signals will continue to find their way to “protect” and keep search results useful for humans.
Of course, it’s AI. It’s the most important trend for next year. It will continue to disrupt how we do our jobs and I, for one, am here for every second of it!
Beyond that, though, I anticipate people’s fear about a recession will begin to subside, and we can get back to doing great work with appropriate budgets, assuming you are measuring your efforts toward the organization’s goals. If you do that, you will have a fruitful year full of opportunities that bring you happiness…and results to show off!
In every sector of every industry, true experts are emerging as transformative influencers. The combination of video marketing and influencer collaboration is making this possible. A couple in the health and wellness space that come to mind are neuroscientist Andrew Huberman and physician Peter Attia.
Their intentional use of video marketing to engage and collaborate with audiences and other influencers has been highly effective in building their respective brands. They’ve appealed to audiences who are hungry for information and answers backed by science and research. A great deal of their success is attributable to their direct and authentic approach.
There are similar examples in many other industries, most of which are also narrowly focused on specific issues or problems.
The #1 trend for 2024 is to use AI to build relationships with clients/prospects and to automate and systemize your workflows. Where it can cause your downfall as a marketer is if you lean on these tools 100%.
A huge wave in AI is coming our way and standing out in the minds of your customers also means adding human elements to your content marketing and sales processes.
For the marketing world, 2024 relies more on producing top-tier content with eye-catching visuals. Visuals paired with soul-touching personal stories will elevate brands in any industry.
Staying inspired and keeping up with the latest social media trends is crucial for a brand.
All marketing is digital and all digital is marketing. Stop thinking digital vs non-digital, or mobile as a silo… it is all marketing, and everything is or becomes digital, and everything is mobile.
Ingrid Kibler
Head of Global Digital Communications and Social Media – Trend Micro
AI is big, but it’s not perfect. Marry its technological capabilities with your human understanding of what connects with your customer for the best brand experience this year.
