Trends in Internet Marketing in 2024 – interim results
Artificial intelligence and marketing automation
Artificial Intelligence (AI) has been actively used in Internet Marketing for several years, but in 2024 its role will only increase. With AI, companies can analyze large amounts of data, predict user behavior, and create personalized marketing strategies.
Chatbots and virtual assistants. More and more companies are using chatbots to provide instant customer support. Thanks to AI, chatbots can conduct complex dialogues and quickly solve user questions. This increases service efficiency and provides a better experience for customers.
Automated campaigns. AI also helps automate marketing campaigns. For example, email platforms can automatically segment their audience, send personalized emails at optimal times, and even adjust content based on user reactions.
AI marketing analyst Stephen Carr says: “the future of internet marketing lies with artificial intelligence, which can analyze consumer behavior faster and more efficiently than humans.”
Personalize content and user experience
Consumers expect a personalized approach to themselves, and companies that can provide personalized content have a significant advantage. In 2024, hyper-personalization becomes the basis for many marketing campaigns.
Personalization of content. Personalized content is not only about the user’s name in an email, but also about creating a unique experience for each audience segment. In particular, marketers use data about user behavior to create content that meets their interests and needs.
Personalization of ads. With the development of programmatic advertising technologies, companies can automatically buy places for advertising based on user data. This allows you to serve ads to specific audiences at the optimal time.
Marketer Laura Simmons says: “today, consumers want content to meet their needs here and now, and this forces marketers to change their approach to creating advertising campaigns.”
Video Marketing and short video formats
Video content has long been one of the most effective marketing tools, but in 2024 its importance will only increase. Especially popular are short videos that attract an audience in a matter of seconds.
Fast content format. Platforms like TikTok and Instagram Reels dictate a new format for information consumption – short, dynamic videos that attract attention in the first 3-5 seconds. Such videos are easily perceived, and users are willing to interact with them.
Live broadcasts. In 2024, companies will use live streams more actively to interact directly with their audience. Live streams allow you to create more authenticity, which builds trust in the brand.
Video ads. According to research, video ads have one of the highest conversion rates among other formats. Brands invest in creating short videos aimed at various social networks.
Voice Search and optimization of content for it
In 2024, the number of requests made through voice search is growing. Voice assistants like Siri, Alexa, and Google Assistant are becoming a part of everyday life, so companies need to adapt their content to this format.
SEO for voice search. Since voice queries differ from text queries, content needs to be optimized for longer, colloquial phrases. For example, users are more likely to ask questions in the format: “how to make a healthy breakfast?”instead of a simple ‘healthy breakfast recipe’. This changes the approach to search engine optimization (SEO).
SEO expert Brian Dean says: “to successfully move forward in the era of voice search, marketers need to adapt content to conversational queries and use more natural keywords.”
User-Generated Content (UGC)
User Generated Content (UGC) is becoming a key element in the marketing strategies of many brands. Consumers trust other users ‘ reviews more than traditional advertising, and UGC helps increase brand authenticity.
Campaigns with UGC. Brands encourage their customers to share reviews, photos, and videos with their products. Such content is used in social networks and on company websites to create a more lively connection with the audience.
Influence of microinfluensers. In 2024, the popularity of microinfluensers – people with a smaller but more loyal audience-is increasing. They can create content that is more trustworthy because of its authenticity and proximity to real consumers.
Web 3.0, meta-universes and virtual reality
With the advent of Web 3.0 and new technologies such as blockchain, meta-universes, and virtual reality (VR), the business and marketing environment is changing.
Metavsesvites. Meta-worlds are virtual worlds where users can interact with each other and with brands. Companies create virtual stores and hold events in the meta-universe, attracting new segments of the audience.
NFT and digital assets. Brands use NFT (non-flexible tokens) to create unique digital assets. This can be anything from digital collections to limited-edition products that customers can purchase in the virtual world.
Web 3.0 researcher Jonathan Smith says: “meta-universes and NFT open up new opportunities for brands, enabling them to create more innovative and engaging campaigns than ever before.”
Ethics and transparency in marketing
In 2024, consumers are increasingly paying attention to the ethics of brands and their transparency. Marketing based on trust and honesty becomes a prerequisite for successful campaigns.
Data transparency. After the adoption of various data protection laws, such as the GDPR in Europe, companies must clearly explain how they use their customers ‘ data. Consumers expect openness in matters of privacy and consent to the use of information.
Social responsibility. More and more brands are integrating social and environmental issues into their marketing campaigns. This not only helps build a positive image, but also attracts customers who share such values.
Dijust Development founder Andrii Zhurylo says: “in today’s World, transparency and social responsibility have become key factors for attracting new generations of consumers.”
Omni-channel marketing strategies
Omnichannel marketing involves synchronizing all communication channels of the company with customers. Consumers expect brand interaction to be convenient and consistent across all platforms.
Integration of online and offline experience. In 2024, it is important to ensure a smooth transition between online and offline channels. For example, a consumer can order a product through a mobile app and pick it up in an offline store.
Interaction management. Using specialized CRM Systems (Customer Relationship Management) helps you track all points of contact with customers in order to create a more personalized and convenient interaction.
The impact of social media on marketing
Social networks remain a key channel of communication with the audience. In 2024, the popularity of platforms for short videos, as well as platforms for discussing niche interests, continues to grow.
Micro-communities. Instead of focusing only on large platforms, marketers are turning their attention to micro-communities, where users interact based on common interests.
Social commerce. Social networks are increasingly becoming sales platforms. Instagram Facebook or Instagram, which makes the purchase process faster and more convenient.
Thus, 2024 will be the year when marketers will focus on AI technologies, content personalization, and new formats for interacting with the audience through video, voice search, and meta-universes. Companies that are willing to adapt their strategies to these changes will gain competitive advantages and be able to attract a more loyal audience.
