2024 Digital Marketing Predictions

Hey everyone, Kyle here at Marcel Digital. With the New Year comes new predictions for how digital marketing will evolve. Today we're exploring five of our digital marketing predictions for 2024 so you can stay ahead of the curve and adjust your strategies to meet these changing trends.

First, AI will continue to dominate the conversation. More and more tools are coming out each day that embrace the power of AI, giving marketers more ways to create content and to engage customers. AI-driven personalization is set to redefine customer engagement. According to Salesforce, 84% of customers prefer personalized experiences, emphasizing this need for AI to tailor content and interactions to individual preferences. That being said, as more users become familiar with AI, they're going to become more familiar about what is human and what is AI. This will create opportunities for those that aim to use AI as a tool to create incredible content alongside human effort, versus those that use it specifically for volume.

Second, the dominance of video content continues to grow. Cisco's research indicates that by 2024, video will represent over 82% of all internet traffic. This underscores the importance of video in engaging and retaining audiences, as video continues to provide an incredible avenue to deliver content with personality and a POV. This will likely be a mix of short form and long form content with an emphasis on videos that address customer needs at each stage of their decision-making process.

Third, there will be a surge in the adoption of the search generative experience (SGE) and thus, a surge in Answer Engine Optimization (AEO). SGEs, powered by Advanced AI, will offer more intuitive and context-aware search capabilities right in the search engines. While this will certainly enhance the overall user experience, it will also completely change the way search results display. Marketers will need to adapt with a multi-channel optimization strategy and follow best practices to optimize content for AI.

Fourth, with the rise of AI and SGE, we're witnessing a significant rise in the adoption of Conversion Rate Optimization (CRO). CRO focuses on understanding user behavior and adjusting elements on your website like call-to-action buttons and landing page design to boost conversions. As searchers are being offered more faster ways to get the information they need before even reaching a website, Conversion Rate Optimization will become crucial for businesses in 2024.

Fifth, interactive content will continue to gain traction. HubSpot highlights that interactive content such as quizzes and polls can achieve 30% higher conversion growth rates than static content, making it a key strategy for engagement and user experience enhancement. More marketers will opt to create new multimedia approaches to engaging users with content and experiences versus just blog posts and static pages.

These trends are shaping the future of digital marketing in 2024 and are changing each day. Stay tuned to our blog and for more videos as we continue to provide updates throughout the year. Thanks for watching and happy New Year!