Trends for 2024 in Digital Marketing

By Sebastien

A lookback at 2023 would see us delve into the beginning of the Artificial Intelligence uprising, the expansion of social media for marketing and the deprecation of third-party cookies.
In this article we’ll look over the trends for 2024 and the changes in the area of digital marketing, so read on to find out more and learn about how we think 2024 will shape up.

Advertising Channels & Omnichannel Marketing

One of the biggest takeaways from 2023 in digital marketing is the usage of new advertising channels including an increase in omnichannel marketing to ensure multiple consumer bases are hit at once.
There are 5 emerging markets for new advertising channels, these include:

CTV - Connected TV

A term used to describe TV’s connected to the internet. Connected TV’s are increasingly popular as users can access regular television while also accessing streaming services. This allows businesses to access specific viewers with targeted ads – think Food Youtube video with a Deliveroo ad beforehand.

Gaming

The gaming industry is huge, with billions of people playing varying different games daily, from online multiplayer games to solo sudoku puzzles, advertising to the gaming community has never been easier as most games allow spots for in-game advertising, across mobile devices, computers and consoles.

Voice Assistants

The second advertising channel now available to businesses, Voice Assistants such as Google and Amazon Alexa are used in households across the world, with more than one in ten UK adults owning a smart speaker. With this increasingly popular market comes more and more placements for advertisements, and the more a user uses a smart speaker, the more the speaker becomes accustomed to the user and the more personal the product recommendations.

Influencer Marketing

The final marketing channel which is taking the world by storm is the usage of influencers to advertise products or services. Influencers often use social media to promote products or services to a large target audience – beauty influencers advertising beauty products, sports influencers promoting a new gym product etc. Consumers are more likely to trust influencers because of the connection they often build with their audience – answering personal questions.

Augmented Reality

Ever wanted to virtually try on clothes? AR can do just that now, and with Augmented Reality comes a new way to advertise to users – showing advertisements on computer-generated images that are superimposed onto interactive experiences allowing users to see personalised ads in real time.

The Deprecation of Third Party Cookies

The introduction of The Privacy Sandbox Initiative, has been implemented to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses. To correspond with The Privacy Sandbox Initiative, Google -like many other major browsers – are phasing out the usage of third party cookies, these cookies allow cross-site tracking of user data.

Without third party cookies, sites are expected to prepare for this change by auditing the current usage of third-party cookies that they have, as well as test for any breaks in the site with the removal of third-party cookies, the removal of these cookies can impact things like embedded content shared from other sites – videos, maps, and code samples, as well as widgets from external services and remote resources on pages that rely on cookies to be sent with a request.

Marketers rely on third-party cookies to track data of the users on their ads and websites, therefore removal of these cookies poses a strong threat to the digital marketing scene and many digital marketing agencies are already estimating an increase in spend to meet the same reach over the next year. Luckily here at Showroom Network we already use first party cookies to monitor advertising and reach new customers, and our usage of Google Ads and Analytics means we can monitor any changes in the market as soon as and respond in time to ensure this won’t affect your business.

Artificial Intelligence and how best to use it for your business

AI usage is only set to increase in 2024, with more and more businesses finding uses for artificial intelligence. One of the biggest trends for 2024 is quantum AI, the usage of AI to speed up and revolutionise data processing across all different markets. Leading from this is the usage of AI ethically, which coincides with the latest release of AI news – AI legislation, specific legislation dictating the approved and lawful uses of AI vs those that can harm or affect others negatively. The final topic for AI in 2024 is Generative AI, the newest generation which sees AI aiding the creation of anything and everything, AI can be used to develop music, games, websites, content and images currently and in 2024, companies are working harder than ever to delve into allowing AI to reduce the gap between human and AI and proceed to create multisensory experiences with just a few words.

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