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Digital Marketing Trends
Online Marketing
Marketing Innovation
Digital Strategy
Marketing Tips
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
Digital Strategy
Marketing Tips
Written by:
5 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 quickly, and consumer behaviour doesn’t lag behind either. According to Smart Insights, global digital ad spending could climb to $875.7 billion by 2026, highlighting that a focused marketing strategy is more necessity than luxury. So, what’s next on the immediate horizon?
Below are ten trends that look set to reshape how brands connect with their audiences in 2024. From immersive tech like VR to ethically-driven data practices, each shift offers a chance to stand out. With a bit of care and a dash of creativity, these developments can help brands push boundaries, spark meaningful interactions and see measurable returns. Let’s explore what’s changing 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 quickly, and consumer behaviour doesn’t lag behind either. According to Smart Insights, global digital ad spending could climb to $875.7 billion by 2026, highlighting that a focused marketing strategy is more necessity than luxury. So, what’s next on the immediate horizon?
Below are ten trends that look set to reshape how brands connect with their audiences in 2024. From immersive tech like VR to ethically-driven data practices, each shift offers a chance to stand out. With a bit of care and a dash of creativity, these developments can help brands push boundaries, spark meaningful interactions and see measurable returns. Let’s explore what’s changing 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 practically like housemates in many homes, and nearly half of all searches may soon be voice-based. Instead of typing “best burgers Leeds,” people might simply ask, “Where can I find a brilliant cheeseburger in Leeds right now?” When content isn’t formatted for these informal, conversational queries, brands risk missing an important audience segment.
It’s notable that around 58% of consumers already rely on voice tools for local searches, so upgrading your Google Business profile is a wise move. By 2025, up to 75% of US households may have a smart speaker, which signals that voice commerce continues its climb. Refining product descriptions and paying attention to natural language in SEO can help your brand appear right at the top of these increasingly popular searches.
Voice assistants like Alexa and Google Assistant feel practically like housemates in many homes, and nearly half of all searches may soon be voice-based. Instead of typing “best burgers Leeds,” people might simply ask, “Where can I find a brilliant cheeseburger in Leeds right now?” When content isn’t formatted for these informal, conversational queries, brands risk missing an important audience segment.
It’s notable that around 58% of consumers already rely on voice tools for local searches, so upgrading your Google Business profile is a wise move. By 2025, up to 75% of US households may have a smart speaker, which signals that voice commerce continues its climb. Refining product descriptions and paying attention to natural language in SEO can help your brand appear right at the top of these increasingly popular searches.
3. AI-driven personalisation
A recent survey showed 72% of top marketers believe AI contributes to stronger customer relationships through deeper personalisation. It goes further than just popping someone’s first name into an email. AI tools can analyse browsing behaviour, time spent on specific pages, and previous purchases, then offer products or content with uncanny accuracy.
Netflix and Amazon excel at this, recommending shows or items based on your personal history, but many brands now tweak landing pages on the fly, increasing engagement by up to 32%. Some even use real-time data to adjust pricing as user behaviour shifts.
Gartner suggests that organisations incorporating AI into marketing might see a 25% rise in operational efficiency, and with 61% of consumers expecting more customised experiences, overlooking AI could mean losing a big chunk of potential ROI.
A recent survey showed 72% of top marketers believe AI contributes to stronger customer relationships through deeper personalisation. It goes further than just popping someone’s first name into an email. AI tools can analyse browsing behaviour, time spent on specific pages, and previous purchases, then offer products or content with uncanny accuracy.
Netflix and Amazon excel at this, recommending shows or items based on your personal history, but many brands now tweak landing pages on the fly, increasing engagement by up to 32%. Some even use real-time data to adjust pricing as user behaviour shifts.
Gartner suggests that organisations incorporating AI into marketing might see a 25% rise in operational efficiency, and with 61% of consumers expecting more customised experiences, overlooking AI could mean losing a big chunk of potential ROI.
4. Content Experience
Publishing an excellent blog post is just the start; if your site loads slowly or looks awkward on mobile devices, visitors may leave before reading a single line. Content experience covers aspects like page speed, mobile responsiveness, and a straightforward layout. Get these details right, and you could see a sizable improvement in conversions and user retention—some estimate around 42%. With over 63% of global traffic coming from mobile, designing for smaller screens isn’t optional.
Pages should ideally load in under two seconds to reduce bounce rates and search engines often reward slick-running sites with higher rankings. By offering a user-friendly interface along with intuitive navigation and well-placed visuals, you keep visitors genuinely intrigued and encourage them to return again soon.
Publishing an excellent blog post is just the start; if your site loads slowly or looks awkward on mobile devices, visitors may leave before reading a single line. Content experience covers aspects like page speed, mobile responsiveness, and a straightforward layout. Get these details right, and you could see a sizable improvement in conversions and user retention—some estimate around 42%. With over 63% of global traffic coming from mobile, designing for smaller screens isn’t optional.
Pages should ideally load in under two seconds to reduce bounce rates and search engines often reward slick-running sites with higher rankings. By offering a user-friendly interface along with intuitive navigation and well-placed visuals, you keep visitors genuinely intrigued and encourage them to return again soon.
5. Influencer Marketing
Influencer marketing keeps its momentum, yet many brands now pivot towards micro (10,000–100,000 followers) and nano (under 10,000) influencers. Smaller audiences might seem unimpressive, yet these voices often land roughly 60% higher engagement simply by appearing more genuine and relatable. And that resonates.
In 2024, expect longer-term partnerships rather than one-off promos, aiming for more cohesive storytelling that benefits both brand and influencer. Around 67% of marketers plan to grow their influencer budgets, potentially pushing the sector’s value to $24 billion by the end of next year. It’s less about flashy celebrity endorsements and more about building trust through consistent, realistic conversations with followers.
Influencer marketing keeps its momentum, yet many brands now pivot towards micro (10,000–100,000 followers) and nano (under 10,000) influencers. Smaller audiences might seem unimpressive, yet these voices often land roughly 60% higher engagement simply by appearing more genuine and relatable. And that resonates.
In 2024, expect longer-term partnerships rather than one-off promos, aiming for more cohesive storytelling that benefits both brand and influencer. Around 67% of marketers plan to grow their influencer budgets, potentially pushing the sector’s value to $24 billion by the end of next year. It’s less about flashy celebrity endorsements and more about building trust through consistent, realistic conversations with followers.
6. Data privacy and ethical marketing
Many users have felt like an ad was reading their mind, a side effect of third-party cookies following them around the internet. With Google phasing those cookies out, first-party data is stepping into the spotlight. About 89% of companies say data collected directly from customers helps form stronger bonds, yet people also demand complete honesty about how their information is used.
Regulations like GDPR and CCPA stop brands from brushing tracking methods under the carpet. Honesty about data use isn’t just a courtesy, it’s crucial for protecting trust. Zero-party data, which customers willingly provide, may also rise in prominence, offering them more say over what gets shared and reinforcing an overall sense of safety in the process.
Many users have felt like an ad was reading their mind, a side effect of third-party cookies following them around the internet. With Google phasing those cookies out, first-party data is stepping into the spotlight. About 89% of companies say data collected directly from customers helps form stronger bonds, yet people also demand complete honesty about how their information is used.
Regulations like GDPR and CCPA stop brands from brushing tracking methods under the carpet. Honesty about data use isn’t just a courtesy, it’s crucial for protecting trust. Zero-party data, which customers willingly provide, may also rise in prominence, offering them more say over what gets shared and reinforcing an overall sense of safety in the process.
7. Personalisation
Nobody wants to feel they’re just another name in a mailing list. Personalising communication whether through email, chatbots, or on-page content helps you stand out from the generic noise. Machine learning tools read browsing habits, past buys, or demographic signals, offering spot-on suggestions exactly when users need them, no guesswork required at all.
Some businesses use A/B testing to refine personalised touches, adjusting subject lines, key product suggestions, or call-to-action prompts. Others let customers customise product bundles, adding a sense of individual ownership. All of this can spark loyalty by making each person feel noticed rather than lost in the crowd.
Nobody wants to feel they’re just another name in a mailing list. Personalising communication whether through email, chatbots, or on-page content helps you stand out from the generic noise. Machine learning tools read browsing habits, past buys, or demographic signals, offering spot-on suggestions exactly when users need them, no guesswork required at all.
Some businesses use A/B testing to refine personalised touches, adjusting subject lines, key product suggestions, or call-to-action prompts. Others let customers customise product bundles, adding a sense of individual ownership. All of this can spark loyalty by making each person feel noticed rather than lost in the crowd.
8. Short-form and interactive video content
Longer videos have their appeal, but blink-and-you’ll-miss-it clips on TikTok, Instagram Reels, and YouTube Shorts are everywhere now. These rapid-fire snippets cater to shortened attention spans while still delivering meaningful takeaways, driving engagement and intrigue. Research points to video potentially accounting for 82% of online traffic, underscoring its widespread popularity.
Interactive elements like polls, shoppable feeds, and live streams keep viewers actively involved rather than passively watching. Meanwhile, social commerce may head toward $604 billion by 2027, with short videos fuelling product discovery and boosting sales. Brands that feature content from everyday users or employees often appear more authentic, turning quick clips into a compelling reason for people to stick around, share, and eventually become loyal followers.
Longer videos have their appeal, but blink-and-you’ll-miss-it clips on TikTok, Instagram Reels, and YouTube Shorts are everywhere now. These rapid-fire snippets cater to shortened attention spans while still delivering meaningful takeaways, driving engagement and intrigue. Research points to video potentially accounting for 82% of online traffic, underscoring its widespread popularity.
Interactive elements like polls, shoppable feeds, and live streams keep viewers actively involved rather than passively watching. Meanwhile, social commerce may head toward $604 billion by 2027, with short videos fuelling product discovery and boosting sales. Brands that feature content from everyday users or employees often appear more authentic, turning quick clips into a compelling reason for people to stick around, share, and eventually become loyal followers.
9. Search Engine Optimisation
SEO remains at the heart of most digital marketing strategies. Google frequently updates its algorithms, nudging content creators to produce real value instead of stuffing pages with keywords. Voice search is making bigger waves daily, focusing on everyday language and longer phrases that reflect natural speech. A well-rounded SEO plan depends on fast-loading pages, clear site structures, and AI insights that reveal exactly what audiences crave.
Consistent social signals, relevant topic clusters, and solid backlinks can push rankings and strengthen organic traffic. With SEO’s constantly shifting environment, it’s wise to track industry developments, refresh content often, and champion real user needs. Without these, visibility might slip away. This method helps your site stay on search engines’ good side, building visibility among potential customers.
SEO remains at the heart of most digital marketing strategies. Google frequently updates its algorithms, nudging content creators to produce real value instead of stuffing pages with keywords. Voice search is making bigger waves daily, focusing on everyday language and longer phrases that reflect natural speech. A well-rounded SEO plan depends on fast-loading pages, clear site structures, and AI insights that reveal exactly what audiences crave.
Consistent social signals, relevant topic clusters, and solid backlinks can push rankings and strengthen organic traffic. With SEO’s constantly shifting environment, it’s wise to track industry developments, refresh content often, and champion real user needs. Without these, visibility might slip away. This method helps your site stay on search engines’ good side, building visibility among potential customers.
10. Integrate omnichannel marketing
Shoppers jump across social media, email, websites, and physical stores, expecting your brand vibe to stay consistent each time. If they spot mismatched details, 73% admit they could bail for a competitor. A unified plan keeps messaging, visuals, and service levels fully aligned from channel to channel, maintaining trust and strengthening brand identity.
Omnichannel shoppers typically display a 30% higher lifetime value, emphasising the obvious payoff of a cohesive approach. Many brands manage multiple channels like web stores, social pages, email, and sometimes a physical location so it’s vital to keep data synced across all platforms. When the entire team compares notes, each channel can carry the same offers and brand tone, which helps reassure customers they’re working with capable pros no matter how they connect. This consistency fuels loyalty.
Shoppers jump across social media, email, websites, and physical stores, expecting your brand vibe to stay consistent each time. If they spot mismatched details, 73% admit they could bail for a competitor. A unified plan keeps messaging, visuals, and service levels fully aligned from channel to channel, maintaining trust and strengthening brand identity.
Omnichannel shoppers typically display a 30% higher lifetime value, emphasising the obvious payoff of a cohesive approach. Many brands manage multiple channels like web stores, social pages, email, and sometimes a physical location so it’s vital to keep data synced across all platforms. When the entire team compares notes, each channel can carry the same offers and brand tone, which helps reassure customers they’re working with capable pros no matter how they connect. This consistency fuels loyalty.
Frequently Asked Questions
How is digital marketing changing the field of marketing?
AI features, chatbots, influencer collaborations, VR, voice search, social selling, and short-form video are all expanding rapidly. Regulations around data privacy are also shaping how brands gather and handle user info, making trust an increasingly vital asset.
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-based tools from simple apps to advanced analytics platforms that make certain tasks more efficient than manual methods. For instance, marketing automation can track leads and run campaigns, while analytics dashboards offer insights on performance metrics, letting you refine your strategy over time.
Conclusion
Standing out online calls for genuine focus on these emerging trends. AR and VR tap into interactive experiences that build lasting impressions, micro-influencers lend an authentic voice to your outreach, and AI-powered personalisation turns every interaction into a one-of-a-kind moment. Balancing all these can keep your brand relevant and appealing.
Not keen on shouldering the entire workload alone? A digital marketing agency may be the right partner, or perhaps you’d prefer to experiment in-house and see what clicks. In any case, being nimble in your strategy sets the stage for stronger audience connections in 2024. Each trend offers a fresh way to grab attention, earn trust, and convert curious browsers into loyal customers. The digital environment may evolve quickly, but a well-prepared brand can thrive. Boldly seize these opportunities today.
Frequently Asked Questions
How is digital marketing changing the field of marketing?
AI features, chatbots, influencer collaborations, VR, voice search, social selling, and short-form video are all expanding rapidly. Regulations around data privacy are also shaping how brands gather and handle user info, making trust an increasingly vital asset.
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-based tools from simple apps to advanced analytics platforms that make certain tasks more efficient than manual methods. For instance, marketing automation can track leads and run campaigns, while analytics dashboards offer insights on performance metrics, letting you refine your strategy over time.
Conclusion
Standing out online calls for genuine focus on these emerging trends. AR and VR tap into interactive experiences that build lasting impressions, micro-influencers lend an authentic voice to your outreach, and AI-powered personalisation turns every interaction into a one-of-a-kind moment. Balancing all these can keep your brand relevant and appealing.
Not keen on shouldering the entire workload alone? A digital marketing agency may be the right partner, or perhaps you’d prefer to experiment in-house and see what clicks. In any case, being nimble in your strategy sets the stage for stronger audience connections in 2024. Each trend offers a fresh way to grab attention, earn trust, and convert curious browsers into loyal customers. The digital environment may evolve quickly, but a well-prepared brand can thrive. Boldly seize these opportunities today.
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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®