7 Advertising and Digital Marketing Trends to keep an eye on in 2024!

As we turn the page to a new year which trends are going to gain even more momentum and what new topics do we as marketers need to keep our eyes on? 👀 Here’s my take:

1. Integration of Advanced AI and Machine Learning: Artificial Intelligence (AI) and Machine Learning (ML) continue to revolutionize digital marketing strategies. In 2024, expect a significant surge in the application of these technologies for personalized marketing campaigns and customer journey mapping. AI’s predictive analysis will be instrumental in forecasting consumer behaviors, enabling marketers to tailor their strategies more effectively. AI and ML will also drive further growth in Programmatic Advertising allowing for more efficient and effective ad placements, maximizing ROI. More here.

2. The Rise of ‘Made For Advertising’ (MFA) Sites: A pivotal trend to monitor is the emergence of MFA sites. These platforms are specifically designed to deliver cheap, viewable, valid human traffic. The arbitrage sites, whose sole function is to manipulate search engines and programmatic tech to generate ad revenue… They offer a unique blend of content and advertising, seamlessly integrating promotional material into the user experience. In 2020, the term for “made for advertising” didn’t exist but by 2021, MFA sites was up to 15% of the ad-supported web. Then it was 20% in 2022 and by the middle of 2023 MFA sites were gobbling up 30% of all ad auctions… For marketers it is for sure something to keep and eye on in 2024. Especially based on this quote from Chris Kane, president and founder of ad research firm Jounce Media: “When marketers tell DSPs to optimize by sales, conversions and real-world outcomes, they run away from MFA, when DSPs are told to value cost per viewable impressions, they gobble up MFA”… More here.

3. Enhanced Focus on Privacy and Data Security: With increasing concerns over data privacy, 2024 will see stricter data protection regulations. Marketers will need to adapt to these changes by implementing transparent data practices and focusing on building trust with their audience. More here.

4. Retail Media Networks (RMN): RMNs are emerging as a significant force, providing advertisers with precise targeting and measurement capabilities within retail environments. In 2024, expect to see more retailers developing their RMNs, offering brands unique opportunities to connect with consumers at the point of purchase – online and offline. More here.

5. Omnichannel Marketing and Customer Experience: Omnichannel strategies will remain crucial. In 2024, the focus will be on creating a cohesive customer experience across all channels. This approach will be vital for customer retention and acquisition in an increasingly competitive digital landscape.

6. Leveraging Influencer Marketing: Influencer marketing will continue to evolve. Brands will increasingly seek out niche influencers with highly engaged audiences for more targeted and authentic collaborations.

7. Sustainable and Ethical Marketing: Consumers are increasingly conscious of environmental and social issues. Brands embracing sustainable practices and ethical marketing will gain a competitive edge. This trend is not just about corporate responsibility but also about connecting with the values of a socially-aware audience. More here.

The above list is by no means an exhaustive list, things like Voice Search and Conversational Marketing and the rise of voice assistants necessitating marketers to think about voice search optimization (more here) and the continued opportunity for advertisers to create Interactive and Immersive Experiences through AR/VR (more here) but simply my take on the BIGGESt trends/topics. So as we as marketers navigate through 2024, staying abreast of these trends will be crucial. The landscape will also this year rapidly evolve, driven by technological advancements and changing consumer expectations. Marketers must, as always, adapt, innovate, and strategically leverage these trends to stay ahead in the dynamic world of digital marketing and advertising. And as always make sure that marketing drives impact!

Copenhagen INK

Lars is the owner of Copenhagen INK and is an experienced and passionate marketer with a proven track record of driving business impact through innovative commercial marketing initiatives.

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