The digital marketing landscape has undergone significant changes as 2024 begins.
The spotlight is now on personalizing customer experiences, employing artificial intelligence to understand and predict user preferences better. Moreover, technologies like augmented reality and virtual reality (AR/VR) are becoming more prominent, offering richer and more interactive experiences for users. These developments are not just fleeting trends; they are setting new benchmarks and shaping the future of marketing strategies for the long term.
In 2024, the worldwide digital ad market reached $601.8 billion. Media ads made up 67.1% of this spending. It’s obvious that digital advertising is a profitable field. That’s why more and more companies are looking to make the most of this growing trend.
Here are 10 best digital advertising trends that might help your strategy in 2024:
Social Media Advertising Trends
Social media is an effective channel to connect with your target audience through different platforms. The trends that we will mention below are the news trends for social media advertising:
Customers Seek Genuine Content in Social Media Ads
Today, customers want real and honest content in social media advertisements. They prefer ads that feel genuine and not overly staged or promotional. This authenticity makes them more likely to engage with and trust the brand.
Authenticity is important: 88% of consumers give it priority when choosing the brands they support (Source: Stackla).
Selena Gomez, singer and actress, has created a brand called Rare Beauty that is an excellent example of marketing authenticity.
Instead of working closely with high-profile celebrities, the brand partnered with relatable creators who use its products. The creator content on TikTok was responsible for 98% of the total campaign conversions.
Influencer Marketing
Influencer marketing is one of the best strategies for brand collaboration with popular individuals (influencers) on social media to promote their products or services. It’s important because most influencers have a loyal following, and their recommendations come across as authentic and trustworthy. This form of marketing helps brands reach a wider audience and build credibility. It’s a key component of modern digital marketing strategies.
According to the last update of Hubspot, 80% of businesses collaborate with micro-influencers (1,000 and 100,000 followers) also, and only 16% work with mega-influencers (+million followers)
Around 44% of marketers say that the best benefit of working with micro-influencers is that they are very cost-effective.
eCommerce Advertising Trends
eCommerce advertising trends refer to the evolving strategies and methods that businesses use to promote and sell their products or services online. These trends include the use of social media advertising, video marketing, personalized recommendations, and mobile shopping experiences. Staying up-to-date with these trends is crucial for businesses looking to succeed in the competitive world of online retail.
There are over 24 million eCommerce stores worldwide, so the competition is very difficult. To stay ahead and attract customers, it is very important to know the last trends:
Amazon Takes the Lead in eCommerce Advertising
Amazon has taken the forefront in eCommerce advertising by offering businesses a robust platform to showcase and promote their products. With its vast customer base and targeted advertising options, Amazon provides an effective way for brands to reach potential buyers. This leadership position underscores the company’s influence in the eCommerce industry.
- Amazon is responsible for 75% of all e-commerce advertising.
- Walmart is second, with ad revenues of just under $1.5 billion.
Around 60% of customers believe that Amazon is the best online sales platform.
Amazon’s advertising revenue continues to increase due to its affordability and high return on investments (ROI) compared to other advertising methods, such as search engine optimization or search engine ads.
It outperforms U.S. eCommerce websites with a conversion rate of only 2.57%.
More Brands Will Experiment With Native Ads
More brands are likely to start trying out native ads, which are a type of advertising that blends in with the content around it. Unlike traditional ads that are clearly separate, native ads look like part of the website or platform they’re on. This can be things like sponsored posts on social media that look like regular posts or articles on a news site that are actually ads. The idea is to make ads that don’t interrupt and feel more natural to the audience. Brands are getting interested in this because it can be a smoother way to reach people without being too pushy.
Audio Digital Marketing Trends
Audio digital marketing is becoming a big deal these days. It’s all about using sound-based media, like podcasts, voice assistants, and smart speakers, to promote products or services. Brands are getting creative, making ads that are just audio, or sponsoring popular podcasts. Also, with more people using voice search, companies are trying to figure out how to show up in those search results. It’s a cool way to reach folks, especially when they’re multitasking or on the go.
Audio Advertising
Audio advertising is really taking off as a way to promote products or services. This trend involves placing ads in digital audio content like podcasts, digital radio, and music streaming services. It’s a smart move, considering that in 2022, people in the U.S. spent more time listening to digital audio (1 hour and 40 minutes daily) than they did watching subscription video services or using social media networks.
What’s cool about audio ads is that they’re not too expensive to make, and they can be tailored to fit different types of listeners. This makes them super versatile – they can pop up in anything from podcasts to audiobooks.
Podcast advertising, in particular, is booming. Over 82 million Americans tuned into podcasts in 2021, with a lot of them being millennials and Gen Zs. The global podcasting market jumped from $20.14 billion in 2022 to $25.85 billion in 2023. It’s expected to skyrocket to $66.24 billion by 2027. That’s huge growth!
Ad Optimization for Voice Search
Ad optimization for voice search is a pretty hot topic in the world of advertising trends. Even though a study by Hubspot in 2023 predicted that about 28% of marketers might stop focusing on voice search optimization, things could change big time in 2024. Why? Because more and more people are starting to use voice assistants.
According to Statista, the number of folks using digital voice assistants is expected to double, jumping from 4.2 billion in 2020 to a whopping 8.4 billion by 2024. These assistants aren’t just for setting alarms or playing tunes anymore. People are using them to search for all sorts of info. So, it’s becoming crucial for ads to be optimized for voice search to keep up with this trend.
Funny, Trendy and Relatable Content
In the world of advertising, being funny, trendy, and relatable is really catching on. A survey found that 68% of people prefer social media content that’s genuine and relatable, even more than super polished, high-quality stuff.
Here’s the deal: 50% of folks remember funny content the most, while 36% remember stuff that’s relatable. But when it comes to getting good results (ROI), relatable and trendy content is neck and neck for the top spot.
Even with all this, 66% of social media marketers think that funny content is the way to go. And they’re doubling down on it. In 2023, funny content was expected to be one of the biggest areas of investment. Half the brands already using humour on social media were planning to spend even more on it.
And let’s not forget about memes. They’re a big hit for brands trying to connect with their audience in a light-hearted way. A study by NYU showed that memes get 60% more engagement than regular graphics. They’re a clever way for companies to show they get their customers’ frustrations and offer their products as a solution, all without being too serious.
Conclusion
As we step into 2024, the digital marketing landscape is evolving rapidly, with a strong focus on creating personalized and immersive experiences for consumers. Artificial Intelligence (AI) is being leveraged to understand and predict user preferences better. The rise of AR/VR technologies is enhancing user engagement with more interactive experiences. Digital advertising continues to be a profitable field, with the global ad market reaching $601.8 billion in 2023. Social media remains a critical channel for connecting with audiences, with a growing emphasis on authenticity and genuine content. Influencer marketing, especially with micro-influencers, is proving to be cost-effective and authentic. In the eCommerce space, Amazon leads in advertising effectiveness, while Walmart follows. Native ads are gaining traction for their seamless integration with content. Audio digital marketing, particularly in podcasts, is growing rapidly, and optimizing ads for voice search is becoming increasingly important. Lastly, funny, trendy, and relatable content, including memes, are key to engaging audiences in a meaningful way.
FAQs
Why is authenticity important in social media advertising?
Authenticity is crucial because 88% of consumers prioritize it when choosing brands. Genuine and honest content in social media ads, like those of Rare Beauty, resonate more with audiences, leading to higher engagement and trust.
How significant is influencer marketing in 2024, and why are micro-influencers preferred?
Influencer marketing remains a key strategy, with 80% of businesses collaborating with micro-influencers. Micro-influencers are preferred for their cost-effectiveness and the authentic, trustworthy connection they have with their followers.
What makes audio-digital marketing a trend to watch in 2024?
Audio digital marketing is significant due to its adaptability and the growing number of digital audio content consumers. The global podcasting market, for example, is rapidly expanding, offering a unique and effective way for brands to reach and engage with their audience, especially when they’re multitasking or on the go.
