Trends in Digital Marketing for 2024: What to Expect and How to Prepare?

In this article, our agency WGG will tell you about the trends in marketing for 2024. The world of digital advertising is constantly changing, and 2024 will be no exception.

Against the backdrop of rapid technological development and ubiquitous Internet use, trends in targeted advertising will continue to evolve next year. However, if you’re prepared for these shifts, you can stay a step ahead of your competitors. Here are some of the most important targeted advertising trends to watch for in 2024:

1) Increased Importance of Contextual Advertising

Contextual advertising is an advertisement that appears on pages related to the subject of the product or service you offer. In 2024, contextual advertising is expected to become even more valuable for marketers. This is because users perceive contextual ads more positively than other forms of advertising, and they are more likely to click on ads displayed in the context of their interests.

View of the 1st screen when searching for iPhone shop in Google

View of the 1st screen when searching for iPhone shop in Google

2) Use of Machine Learning and Artificial Intelligence

Machine learning and artificial intelligence technologies are playing an increasingly significant role in targeted advertising. In 2024, many companies will utilize machine learning algorithms to analyze their customer behavior and determine the most effective targeting strategies. Additionally, artificial intelligence will be used to create more accurate consumer demand forecasts and optimize ad campaigns. 

Our agency already actively uses artificial intelligence for content creation and client work. Midjourney is a neural network that generates images based on a brief text prompt. Recently, it has become popular, and many professionals utilize this tool in their workflow. For a seafood store, we created specific content in Midjourney, which diversified the content, increased user engagement, and boosted conversion rates through the account.

The results of our queries in Midjourney

Social media will continue to be a crucial channel for targeted advertising in 2024. However, to achieve success, marketers must adapt to the constantly changing algorithms of social platforms. In 2024, advertising on social media will become more interactive and personalized. Moreover, there will be increased opportunities for product and service promotions on social media, including in-platform shops and online consultations.

The world’s most used social platform by datareportal.com

4) Rising Role of Video Advertising

Video advertising will continue to grow in 2024 and will become a more crucial tool in targeted advertising. This is because video ads have a more significant impact than other forms of advertising, such as banners or text ads. Furthermore, social platforms like Facebook, Instagram, and TikTok will increasingly promote the use of videos in advertising. 70% of customers use Instagram to plan their next purchase, so it’s important not to forget about high-quality content in the account itself, which will set you apart from competitors. Creating Trending Reels will help attract new customers for free. Instagram marketing has changed due to short videos. According to statistics, TikTok has been downloaded more than 3 billion times in less than 4 years. Experts believe that the audience of TikTok should increase to 1.8 billion people by the end of 2023. Therefore, it is worth paying attention to this platform, which is gaining momentum with such rapidity.

Statista shows the dynamics of spending by companies in the United States on video marketing by quarter.

5) Focus on Increasing Conversions

Conversions will continue to be the primary indicator of the effectiveness of targeted advertising in 2024. However, to achieve high conversions, marketers will need to pay more attention to enhancing user experiences on their websites and social media pages. In 2024, many companies will exert more effort in creating more intuitive and user-friendly sites that are more appealing to users.

Example of the impact of website conversion on sales.

6) Automation and Optimization of Ad Campaigns

Automation and optimization of ad campaigns will become increasingly important in 2024. This is because automation allows marketers to reduce the costs of managing advertising campaigns and focus on the strategic aspects of advertising. Campaign optimization also helps improve conversions and reduce the cost per click. In 2024, marketers will use increasingly sophisticated tools for campaign automation and optimization, such as artificial intelligence and machine learning.

The results of a survey of marketers “What processes do they automate?”. WGG’s survey.

7) Attention to Data Privacy

With the growing attention to data privacy and legislative norms, marketers will need to focus more on data usage in targeted advertising. It will become increasingly important in 2024 to use anonymous data and ensure user privacy protection.

A couple of years ago, Apple released a new version of iOS – 14.5. In it, the company banned all applications from the App Store from direct access to IDFA (advertising identifier). Users began to decide for themselves whether they wanted to provide their data for advertising systems or not.

Thus, Apple has broken the current advertising traffic system. With this radical change, Apple has turned the advertising system upside down. Many users refuse to use this identifier, and this leads to an increase in the cost of attracting customers.

Android probably expects a similar trend, but this is a new reality that we have to put up with and look for new marketing ways.

8) Emergence of New Advertising Channels

In 2024, new advertising channels will emerge, such as voice assistants, virtual and augmented reality, as well as new social platforms. Marketers need to keep an eye on the development of these channels and adapt to the changing environment to stay competitive.

TikTok takes the place of the main search engine for users under the age of 21. Google cannot forget about the younger generation and is planning a partnership with this social media.

Business Insider reports in its report that TikTok and Google are planning a global new partnership based on the integration of Google and TikTok search queries.

Perhaps the connection between TikTok and Google will be able to give marketers a new effective promotion tool. Everything will depend on the type of interaction and whether it will be possible to integrate organically or for a fee into these search queries.

Conclusion

In 2024, targeted advertising will continue to evolve and change, and marketers will need to adapt to new trends. The increased use of artificial intelligence and machine learning, the growing role of video and interactive advertising, as well as the utilization of new advertising channels will all determine the success of advertising campaigns in the future.

Furthermore, marketers must consider shifts in consumer behavior, as consumers will become more discerning and demanding regarding the quality of advertising. Increasing conversions and enhancing user experience will become increasingly important factors for successful advertising. It’s also crucial to utilize automation and optimization of advertising campaigns to reduce management costs and focus on more strategic aspects of advertising. Thus, marketers who keep an eye on new trends in targeted advertising and adapt to them will have more opportunities for successful campaigns and enhancing their competitiveness. 

For further consultation with WGG, you can leave a request on our website.