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Digital Marketing Trends
Online Marketing
Marketing Innovation
Digital Strategy
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Digital Marketing Trends
Online Marketing
Marketing Innovation
Marketing Tips
Digital Strategy
ARTICLE #65
Table of contents
Top 10 game changing digital marketing trends you can't ignore
Digital Marketing Trends
Online Marketing
Marketing Innovation
Digital Strategy
Marketing Tips
Digital Marketing Trends
Online Marketing
Marketing Innovation
Marketing Innovation
Digital Strategy
Marketing Tips
Marketing Tips
Digital Strategy
Written by:
4 min read
Updated on: July 25, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Keeping pace with digital marketing sometimes feels like watching a newly mobile toddler—glance away, and you might miss the latest development. Technology moves fast, and consumer behaviour doesn’t lag far behind.
According to Smart Insights, global digital ad spending could hit $875.7 billion by 2026, showing that a solid marketing strategy isn’t just a perk, it’s central to growth.
Below are ten trends ready to redefine digital marketing in 2024. Each one can elevate your brand with a bit of care and creativity. Let’s check out what’s evolving and why it matters.
Keeping pace with digital marketing sometimes feels like watching a newly mobile toddler—glance away, and you might miss the latest development. Technology moves fast, and consumer behaviour doesn’t lag far behind.
According to Smart Insights, global digital ad spending could hit $875.7 billion by 2026, showing that a solid marketing strategy isn’t just a perk, it’s central to growth.
Below are ten trends ready to redefine digital marketing in 2024. Each one can elevate your brand with a bit of care and creativity. Let’s check out what’s evolving and why it matters.
1. AR and VR in marketing
1. AR and VR in marketing
Hold your phone up to an empty wall, and a painting appears, perfectly placed—no hammer required. That’s AR (Augmented Reality) at work. VR (Virtual Reality) goes further, letting you step inside a completely digital environment to test-drive products before you spend anything.
The AR and VR market might reach $40.4 billion by 2024. Around 66% of consumers lean toward brands that feature AR.
Roughly 70% of businesses believe AR and VR will play a big part in their marketing plans. Take IKEA’s AR tool, which lets you see if that new sofa’s actually going to fit (physically and style-wise) before you haul it home. Then there’s Sephora’s app—no more rainbow swatches on your hand just to find the right lipstick. These cool, interactive tricks eliminate guesswork, spark curiosity, and leave customers feeling more certain about hitting “buy.”
Hold your phone up to an empty wall, and a painting appears, perfectly placed—no hammer required. That’s AR (Augmented Reality) at work. VR (Virtual Reality) goes further, letting you step inside a completely digital environment to test-drive products before you spend anything.
The AR and VR market might reach $40.4 billion by 2024. Around 66% of consumers lean toward brands that feature AR.
Roughly 70% of businesses believe AR and VR will play a big part in their marketing plans. Take IKEA’s AR tool, which lets you see if that new sofa’s actually going to fit (physically and style-wise) before you haul it home. Then there’s Sephora’s app—no more rainbow swatches on your hand just to find the right lipstick. These cool, interactive tricks eliminate guesswork, spark curiosity, and leave customers feeling more certain about hitting “buy.”
2. Voice search optimisation
Voice assistants like Alexa and Google Assistant feel like roommates these days, and nearly 50% half of all searches are expected to be voice-based before long. It’s no longer about typing “best burgers Leeds”; people just ask, “Where can I find a brilliant cheeseburger in Leeds right now?” If your content isn’t optimized for those natural, conversational queries, you’re missing out.
Why it matters
Voice queries often use everyday language and include specific details. 58% of consumers rely on voice tools to track down local businesses, so tidying up your Google Business listing is crucial.
By 2025, 75% of US households might own a smart speaker. Adjusting your SEO with conversational keywords and snippet-ready content can put your brand front and centre for voice-focused searches.
Voice assistants like Alexa and Google Assistant feel like roommates these days, and nearly 50% half of all searches are expected to be voice-based before long. It’s no longer about typing “best burgers Leeds”; people just ask, “Where can I find a brilliant cheeseburger in Leeds right now?” If your content isn’t optimized for those natural, conversational queries, you’re missing out.
Why it matters
Voice queries often use everyday language and include specific details. 58% of consumers rely on voice tools to track down local businesses, so tidying up your Google Business listing is crucial.
By 2025, 75% of US households might own a smart speaker. Adjusting your SEO with conversational keywords and snippet-ready content can put your brand front and centre for voice-focused searches.
3. AI-driven personalisation
A survey found that 72% of top marketers believe AI fosters stronger customer relationships through deeper personalisation. These days, AI goes beyond adding someone’s first name to an email. It looks at your clicks, past purchases, and browsing habits, then predicts what might spark your interest next.
How does AI personalisation work?
It checks actions like clicks, time spent on pages, and purchase history.
It uses these insights to deliver timely product suggestions or content recommendations.
Netflix and Amazon have this down to a science, offering spot-on viewing or shopping picks based on your prior history. Some brands go further by personalising landing pages in real-time, boosting engagement by around 32%.
Focusing on 2024 trends
Gartner estimates that organisations integrating AI into marketing could see a 25% improvement in operational efficiency, and 61% of consumers have come to expect more tailored experiences. In short, ignoring AI in your marketing strategy might mean missing out on a 12% lift in ROI.
A survey found that 72% of top marketers believe AI fosters stronger customer relationships through deeper personalisation. These days, AI goes beyond adding someone’s first name to an email. It looks at your clicks, past purchases, and browsing habits, then predicts what might spark your interest next.
How does AI personalisation work?
It checks actions like clicks, time spent on pages, and purchase history.
It uses these insights to deliver timely product suggestions or content recommendations.
Netflix and Amazon have this down to a science, offering spot-on viewing or shopping picks based on your prior history. Some brands go further by personalising landing pages in real-time, boosting engagement by around 32%.
Focusing on 2024 trends
Gartner estimates that organisations integrating AI into marketing could see a 25% improvement in operational efficiency, and 61% of consumers have come to expect more tailored experiences. In short, ignoring AI in your marketing strategy might mean missing out on a 12% lift in ROI.
4. Content Experience
Crafting a great blog post is a start, but if your site drags its feet loading, readers might bail before they even see your shining words. Content experience encompasses site speed, mobile-friendliness, and easy navigation—get these right, and you could enjoy a 42% rise in conversions and retention.
63.8% of global traffic now comes from mobile, so responsive design really isn’t optional. Pages should load in under two seconds to minimise bounces. Search engines are more likely to reward sites that run smoothly and look appealing. Tend to these details, and visitors have a reason to explore, consume your content, and come back for more.
Crafting a great blog post is a start, but if your site drags its feet loading, readers might bail before they even see your shining words. Content experience encompasses site speed, mobile-friendliness, and easy navigation—get these right, and you could enjoy a 42% rise in conversions and retention.
63.8% of global traffic now comes from mobile, so responsive design really isn’t optional. Pages should load in under two seconds to minimise bounces. Search engines are more likely to reward sites that run smoothly and look appealing. Tend to these details, and visitors have a reason to explore, consume your content, and come back for more.
5. Influencer Marketing
Influencer marketing is still booming, but many brands are dialling into micro and nano influencers. They may have fewer followers (micro: 10,000–100,000; nano: under 10,000), yet they typically spark around 60% higher engagement because they feel more authentic—like your friend who always recommends the best new café.
In 2024, expect longer-term partnerships, not quickie promos, and brace for higher ROI. About 67% of marketers plan to boost influencer spending, nudging the industry toward a possible $24 billion valuation by the end of next year.
Influencer marketing is still booming, but many brands are dialling into micro and nano influencers. They may have fewer followers (micro: 10,000–100,000; nano: under 10,000), yet they typically spark around 60% higher engagement because they feel more authentic—like your friend who always recommends the best new café.
In 2024, expect longer-term partnerships, not quickie promos, and brace for higher ROI. About 67% of marketers plan to boost influencer spending, nudging the industry toward a possible $24 billion valuation by the end of next year.
6. Data privacy and ethical marketing
We all once had that eerie feeling like an ad was reading your mind. It’s no coincidence—until now, third-party cookies have been doing a lot of the snooping. But Google’s phasing them out, so first-party data is stepping into the spotlight.
About 89% of companies say data collected directly from customers is key to building real relationships. Consumers, meanwhile, expect full honesty about how their info gets used, and regulations like GDPR and CCPA make sure nobody’s sweeping those details under the rug. Being upfront about your data practices isn’t just polite—it’s plain smart if you want to earn (and keep) your customers’ trust.
We all once had that eerie feeling like an ad was reading your mind. It’s no coincidence—until now, third-party cookies have been doing a lot of the snooping. But Google’s phasing them out, so first-party data is stepping into the spotlight.
About 89% of companies say data collected directly from customers is key to building real relationships. Consumers, meanwhile, expect full honesty about how their info gets used, and regulations like GDPR and CCPA make sure nobody’s sweeping those details under the rug. Being upfront about your data practices isn’t just polite—it’s plain smart if you want to earn (and keep) your customers’ trust.
7. Personalisation
Nobody likes feeling like a random entry in an email list. Personalising your communication—whether via email, chatbots, or content—can help you stand out. Machine learning tools can analyse past purchases, browsing patterns, or demographics to serve up relevant suggestions at exactly the right time.
A well-planned email campaign might offer custom subject lines and curated product options for each recipient. It might look like extra work, but people respond better when they sense it’s tailored to them.
Nobody likes feeling like a random entry in an email list. Personalising your communication—whether via email, chatbots, or content—can help you stand out. Machine learning tools can analyse past purchases, browsing patterns, or demographics to serve up relevant suggestions at exactly the right time.
A well-planned email campaign might offer custom subject lines and curated product options for each recipient. It might look like extra work, but people respond better when they sense it’s tailored to them.
8. Short-form and interactive video content
Full-length videos have their place, but lightning-quick clips on TikTok, Instagram Reels, and YouTube Shorts get top billing these days. Under-a-minute segments grab viewers with all the subtlety of a confetti cannon.
Video is said to account for 82% of internet traffic, confirming its popularity. And it’s not just about watching—polls, live streams, shoppable clips, and other interactive features keep audiences clicking. With social commerce possibly hitting $604 billion by 2027, short videos can fuel serious online sales.
Full-length videos have their place, but lightning-quick clips on TikTok, Instagram Reels, and YouTube Shorts get top billing these days. Under-a-minute segments grab viewers with all the subtlety of a confetti cannon.
Video is said to account for 82% of internet traffic, confirming its popularity. And it’s not just about watching—polls, live streams, shoppable clips, and other interactive features keep audiences clicking. With social commerce possibly hitting $604 billion by 2027, short videos can fuel serious online sales.
9. Search Engine Optimisation
SEO is still the backbone of many digital marketing efforts. Google often updates its algorithms, pushing marketers to focus on quality content and genuine relevance rather than overstuffing keywords. Voice search adds another angle, rewarding more conversational, long-tail phrasing.
A top-notch SEO strategy relies on quick-loading sites, easy navigation, and helpful content. Combining AI with SEO can highlight what your audience craves, so you can produce content they actually want.
If you keep user experience front and centre, your site stands a better chance of making it onto that precious first page of search results.
SEO is still the backbone of many digital marketing efforts. Google often updates its algorithms, pushing marketers to focus on quality content and genuine relevance rather than overstuffing keywords. Voice search adds another angle, rewarding more conversational, long-tail phrasing.
A top-notch SEO strategy relies on quick-loading sites, easy navigation, and helpful content. Combining AI with SEO can highlight what your audience craves, so you can produce content they actually want.
If you keep user experience front and centre, your site stands a better chance of making it onto that precious first page of search results.
10. Integrate omnichannel marketing
Shoppers regularly hop between social media, email, websites, and physical stores without a second thought, yet they expect the same brand vibe in each space. If they don’t get it, 73% might head to a competitor.
Ensuring your branding, messaging, and service levels remain steady—whether people scroll Instagram or step into your shop—can pay big dividends. Omnichannel shoppers have a 30% higher lifetime value, showing just how valuable a unified approach can be.
Most brands juggle at least 4 channels: in-store, website, social, and email. Connecting these channels into one cohesive presence builds trust and keeps people coming back—no matter where they discover you.
Shoppers regularly hop between social media, email, websites, and physical stores without a second thought, yet they expect the same brand vibe in each space. If they don’t get it, 73% might head to a competitor.
Ensuring your branding, messaging, and service levels remain steady—whether people scroll Instagram or step into your shop—can pay big dividends. Omnichannel shoppers have a 30% higher lifetime value, showing just how valuable a unified approach can be.
Most brands juggle at least 4 channels: in-store, website, social, and email. Connecting these channels into one cohesive presence builds trust and keeps people coming back—no matter where they discover you.
Frequently Asked Questions
How is digital marketing changing the marketing field?
It allows you to reach audiences instantly—often globally—and track real-time performance. That means you can see what’s working and switch gears faster than with traditional tactics.
What is the next marketing trend?
AI, chatbots, personal touches, influencer partnerships, VR, voice search, social commerce, and short-form video are all on the rise. Staying up to date with these emerging areas could give your brand a serious leg up.
What are digital solutions?
They’re tech-driven tools—ranging from straightforward apps to comprehensive data analytics platforms—that make tasks more efficient than old-school manual methods.
Conclusion
Standing out online means taking these trends to heart. AR and VR deliver immersive experiences, micro-influencers add a genuine spark to outreach, and AI-powered personalisation makes every interaction feel like a custom fit.
If you’d rather not tackle these evolving tools yourself, a digital marketing agency could help. Or you can experiment and find out which approach suits your brand best. Either way, staying informed and adaptable can help you build stronger connections with your audience in 2024 and see the results you’ve been aiming for.
Frequently Asked Questions
How is digital marketing changing the marketing field?
It allows you to reach audiences instantly—often globally—and track real-time performance. That means you can see what’s working and switch gears faster than with traditional tactics.
What is the next marketing trend?
AI, chatbots, personal touches, influencer partnerships, VR, voice search, social commerce, and short-form video are all on the rise. Staying up to date with these emerging areas could give your brand a serious leg up.
What are digital solutions?
They’re tech-driven tools—ranging from straightforward apps to comprehensive data analytics platforms—that make tasks more efficient than old-school manual methods.
Conclusion
Standing out online means taking these trends to heart. AR and VR deliver immersive experiences, micro-influencers add a genuine spark to outreach, and AI-powered personalisation makes every interaction feel like a custom fit.
If you’d rather not tackle these evolving tools yourself, a digital marketing agency could help. Or you can experiment and find out which approach suits your brand best. Either way, staying informed and adaptable can help you build stronger connections with your audience in 2024 and see the results you’ve been aiming for.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®