As a marketer, the core ethos of selling the right things to the right people in the right ways isn’t going anywhere in 2024. That said, these parameters are always shifting based on new trends and technologies.
In the last couple of years, there has been a lot of talk about artificial intelligence (AI) in marketing especially. Plus, the way we all shop online and even search for information continues to change. Now we can shop in-app and even do voice searches while on the move.
With the digital marketing scene continuing to evolve at a lightning pace, here are the key headlines for 2024 from the Distribute Digital team to ensure your strategy remains up to date.
Should I Use Automation & AI Tools Like ChatGPT?
Let’s start with the most prominent topic of late – AI and specifically ChatGPT.
Given none of us use typewriters anymore, the transition from writing copy to include automation tools was always inevitable. That said, the one thing that ChatGPT and similar tools can’t account for is that you’re a human looking to speak directly to another human.
There’s no doubt that ChatGPT and similar AI tools can be helpful when creating a starting point for content. This is especially the case when it comes to covering unfamiliar topics or even making sure all points have been included. However, the copy still needs to be original and tailored to your audience.
Specifically, ‘writing’ copy for your landing pages, blogs, emails or social media strategy isn’t the same as typing out lots of words. Instead, those words have to mean something to your audience, and most importantly distinguish your brand from your competitors.
So in short, automation tools including ChatGPT have their merits. But don’t expect them to replace the nuances of your human copywriter who intrinsically understands your brand anytime soon.
Using AI & Automation To Understand Your Customers And Improve Existing Content
Yes, there is a place for AI and automation tools in your digital marketing strategy.
Specifically, combining the power of AI and automation to identify opportunities without losing the human voice is where it’s at for digital marketing in 2024.
After all, it’s easy to forget that SEO tools along with email marketing platforms have long relied on artificial intelligence to gather the data we need for our marketing strategies. For instance, keyword research on the likes of Semrush, along with segmentation when sending email campaigns.
Tools such as Google Analytics 4 and Hotjar also use automation to paint a picture of how users interact with your website, and crucially where they switch off so that you can make adjustments in response.
AI can also be used to enhance your existing content too. CapCut takes your video content and creates engaging captions over the top. Alongside ensuring better accessibility, this feature also means that users can grasp your video content even with the volume turned down.
So long as you don’t leave the robots to do all the work, you can truly use AI and automation to your advantage when it comes to understanding your customers better in 2024.
Adjusting Content For Reduced Attention Spans
A key headline for 2024 that marketers need to know is that attention spans are getting shorter. Research suggests the average attention span is now just 8 seconds. This is thought to be a direct result of spending so much time immersed in our digital devices.
This isn’t just a random fact – it directly correlates with how your digital marketing strategy needs to focus on short, snappy and engaging content more than ever in 2024.
Notable examples would be the rise in popularity of YouTube Shorts along with TikTok. Such content has a short duration and is made to be as visually engaging as possible. However, even
when creating other types of non-video content, marketers should still focus on succinct and impactful strategies in order to keep customers tuned in.
If you don’t know where to start, look at your analytics for your website, video marketing and social media stats to pinpoint where engagement is lost. Likewise, to see which pieces of content get the most traction along with the reasons behind their success.
Third-Party Party Cookies Are Being Phased Out
Alongside this, Google and Yahoo are also making changes to their email platforms to tackle email spam. Email marketers will now have to comply with a strict list of requirements or face their campaigns being filtered as spam by mail servers.
So for 2024, digital marketers must adapt their strategy when previous methods they may have relied on cease to exist. Subscribing to updates from Google Search Central is one such way to stay in the loop.
Capitalising On Changing Consumer Behaviours
In 2024, it’s estimated that mobile traffic will account for 56% of all internet traffic, compared with just 39% from desktop. Alongside making sure your website is responsive now is also a good time to explore how your content looks and functions on mobile as a whole.
For instance, research has shown that users click fewer links when viewing emails on mobile compared to desktop. Therefore, digital marketers may need to use other techniques including social media marketing to target mobile users more effectively.
Our heavy reliance on digital devices is also changing marketing across the board. For example, in the world of TV advertising, brands now have to adapt to connected TV, which is the rise of people consuming television adverts across various devices and even locations. A common example is streaming a TV show while on public transport, rather than sitting down in front of the TV at home as used to be the case.
As a digital marketer, you might not think that changing TV advertising trends affects you. However, it does point to users consuming content (of all types!) anywhere and on multiple devices. All of which requires campaign strategies to have a degree of flexibility, while being easy to digest no matter how they are consumed.
Distribute Digital – Digital Marketing For Businesses
Is it time your digital marketing strategy had a bit of a shake-up? Whether you’re launching a business in 2024 or looking to refresh your existing strategy, there has never been a better time to modernise your digital marketing campaigns.
Distribute Digital is an award-winning digital marketing agency based in Birmingham. We create and implement successful marketing strategies for businesses like yours across the UK.
Let us know more about your business and your target customers by dropping us a message.