For a business to succeed, it must have a well-defined marketing strategy. Digital marketing encompasses all marketing efforts that utilize electronic devices or the internet. Digital marketing strategies can range from content marketing to search engine optimization (SEO), social media marketing, email marketing, pay-per-click advertising, influencer marketing, and more.
Digital marketing aims to reach target audiences in a cost-effective and measurable way, driving engagement, conversions, and, ultimately, business growth. So, let’s talk about some digital marketing trends your business should be paying attention to in 2024.
Table of Contents
Social media trends in 2024
SEO trends to capitalize on
Engaging nano-influencers
Creating a digital marketing strategy
Social media trends in 2024
Social media plays a significant role in digital marketing for businesses, and the social media game is constantly changing. Here are some of the latest trends in social media marketing:
Social media SEO
Often, when we talk about SEO, we talk about optimizing website pages for Google search, but last year, Google reported that approximately 40% of Gen Z were using TikTok and Instagram as an alternative method for search. Because of this, it’s becoming increasingly crucial for businesses and digital marketers to consider the nuances of SEO on social media.
What does social media SEO mean? Simply put, it means paying more attention to keywords. Optimizing posts (and your business bio) for keywords will boost ranking.
If you aren’t already, you also need to be thinking about metadata on social media posts.
Threads
In July 2023, Meta released Threads as an alternative (and rival) to X, as it’s generally used for sharing text updates and joining in on public conversations.
At the end of 2023, Threads had 160 million active users. While we have yet to determine how Threads will grow over the next year, it’s worth watching. At a minimum, we recommend brands have a presence on Threads (even if that just means grabbing a username).
Looking to get started with Threads as a business? Look at what other companies are doing; take a look at Canva and TedTalks, for example. If any of your competitors are on Threads, see how they’re using the platform. Now is the best time to experiment with the platform and see the new ways you can engage with your community.
Video content
Video content will continue to be crucial for brands in 2024. According to a recent survey, 56% of consumers in the US had bought something from a TikTok ad, and 36% said they were willing to.
Studies consistently show that incorporating video into marketing leads to higher conversion rates. Research by HubSpot reveals that including a video on a landing page can increase conversion rates by 80%, and 30% of the top landing pages incorporate video. According to ReelSEO, including a video on your homepage can increase conversion rates by 20% or more.
Additionally, the marketing firm SingleGrain says 46% of users take action after viewing a video ad.
Why is video content great? It creates a deeper connection with viewers and is more likely to be shared than other content. Additionally, it’s easy for the content to be repurposed into other usable content.
YouTube shorts are a specific video trend to watch this year. At the end of 2023, Google reported that YouTube shorts generated over 50 billion views daily. Not only is YouTube a social media platform that appeals to almost everyone, but it’s also the second-largest search engine in the world. Since potential customers use YouTube as a search engine, businesses must treat it as such.
Learn how to make YouTube Shorts.
Re-engage with LinkedIn
In the past, LinkedIn was a platform focused on job searching. Still, it’s become much more than that, and it recently reached a billion members. In 2024, the LinkedIn algorithm is about strengthening connections and sharing knowledge. Businesses should create content that adds value and fosters genuine connections with their audiences.
Tip: This is a great place to share your educational blog content. But remember to engage with comments. For paid media, video ads drive the most engagement on LinkedIn at the beginning of 2024.
SEO trends to capitalize on
We know search engine optimization (SEO) is constantly changing, so here’s what may change in 2024 and where you should focus your SEO efforts.
Google’s Search Generative Engine (SGE)
Google search generative engine (SGE) uses generative AI to provide more relevant and comprehensive information based on search questions. It will also allow users to follow up on their search queries with further questions.
While SGE is still in development, it’s expected to be released in 2024, so businesses should pay attention to and prepare for it, as it is likely to impact click-through rates and SEO strategies.
Create high-EEAT content
When it comes to SEO, quality will always be imperative. With the rise of AI, the content your business is creating needs to be better than AI can create.
While the EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness) isn’t a ranking factor, it’s a critical component of the Search Quality Evaluator Guidelines. The most significant factor to consider here is experience, as AI cannot generate real-life experience or make connections like humans.
Learn how to write quality blog content.
Focus on user experience
Regarding SEO, Google is always making changes that are out of your control. While these changes are essential to pay attention to, one thing you can control and focus on is user experience (UX).
User experience (UX) refers to the overall experience that a person has when interacting with a product, service, or system, particularly in terms of its usability, accessibility, and pleasure provided in the interaction. In the context of digital marketing, user experience encompasses the journey that users take when they engage with digital assets such as websites, mobile apps, emails, social media content, and advertisements.
Key actions your business can take to enhance UX:
- Optimize web speed
- Responsive design
- Clear navigation
- Mobile friendly
- Readability
- Visually appealing
- Clear Calls-to-Action
- Streamlined forms
Engaging nano-influencers
Marketing efforts are becoming more personal as brands attempt to make a genuine connection with their audience, and influencers are a great way to make this connection. But what influencers look like is continuing to shift, and nano-influencers (accounts with 1,000 to 10,000 followers) often generate more engagement than macro-influencers.
Why do nano-influencers get more engagement?
- They have a smaller, more closely connected community of followers
- They’re perceived as more authentic and relatable
- Have a more personal connection with their followers
How do nano-influencers benefit businesses?
- Collaboration is often more cost-effective than working with larger influencers
- They have a niche audience in your business industry, so you can reach a more highly targeted audience, which will result in higher-quality leads
- They’re often more flexible and open to collaboration ideas compared to larger influencers, who may have more strict content guidelines and requirements.
Creating a digital marketing strategy
The first quarter of the new year is the perfect time to review your digital marketing strategy, create a new digital marketing strategy that aligns with your business goals, and take steps to embrace new trends your business could capitalize on.
A cohesive digital marketing strategy can help you achieve your business goals. So, the first step is to take the time to figure out what worked and what didn’t over the previous year. Then, consider why some strategies worked while others didn’t, keeping in mind how trends change. Can you change your current marketing strategy to improve engagement and conversions? Or should you pivot and reinvest your marketing budget in other strategies?
Digital marketing is constantly changing, so paying attention to how your campaigns are performing and the current trends is critical. As you build your digital marketing strategy for 2024, keep these important trends top of mind and stay up-to-date with trends on Alibaba.com.
