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5 marketing trends that will be influencing your content in 2024

Digital marketing is a constantly evolving sector, which is one of the things that make it so exciting. As 2023 draws to a close, we look at the trends we think will be shaping your content in 2024 and beyond.

At Axonn, we’re huge fans of planning as it’s the most effective way to ensure success. That means looking at areas that have started to develop this year but are set to go mainstream over the next 12 months.

From AI to a cookieless future and SGE going from testing to real-life application, 2024 looks set to be full of marketing innovation. It may feel like a rollercoaster, but it’s certainly not going to be boring.

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1. AI

Everybody’s talking about AI, so it’s not surprising the technology is set to be a big trend for 2024. The truth is many marketing agencies have started to use AI and automation already, it’s just going to become more widespread and more refined.

AI can really help to enhance your marketing efforts with big data and predictive analytics, but human creativity will remain as important as ever. Combining the efficiency of AI with human empathy will improve personalisation and customer satisfaction.

Nico Eller, social media content creator at Axonn, said: “With the new year around the corner, make sure you stay ahead by riding the waves of emerging technologies driven by human-centric strategies.”

2. Loss of social media traffic

Social media is a vital part of any digital marketing strategy, but you might have already noticed the amount of traffic to your website from it dipping. This trend is only likely to continue into 2024, so you’ll need to adapt your approach in order to make the most of social platforms.

Research from the Marketing Insider Group has found that website traffic from social media has dropped from seven per cent in 2019 to less than two per cent in 2023. Yikes! Socials will remain important tools throughout 2024, but your strategy should shift to ensure you’re not relying on them to drive traffic.

Emma Dodd, content editor at Axonn, said: “Social media is marketing gold dust when it comes to brand awareness and engagement, but in 2024 it won’t provide the traffic you’ve seen previously. Since your strategy should always be aligned with your goals, organic search may be a good place to focus if boosting traffic is your aim.”

3. First-party data

If cookies aren’t quite dead, they’re entering their final phase. Stepping away from a reliance on third-party data may seem daunting, but like all things in marketing this shift represents an opportunity. So, in 2024, we need to embrace a cookieless world.

This means collecting first-party data directly from customers and the benefits outweigh the extra effort that will be required. This information will be more relevant, accurate and actionable than cookies ever were.

What marketers will need to do in order to receive such insights is up their game. Each website interaction, email signup and purchase will need to be optimised to encourage users to hand over their data willingly.

4. SGE

Search is a huge facilitator when it comes to how everyone uses the internet, which is why it’s fundamental to marketing strategies. The way we interact with search engines is set to change, with Google’s Generative Search Experience (SGE) offering a more dynamic experience moving forward.

While SGE is still in its testing stages, it won’t be long before it hits the mainstream and represents the biggest shakeup we’ve seen in search since the Hummingbird update. All good marketers should be anticipating the change and putting measures in place to ensure they still rank when SGE finally hits.

Ross Kane, editorial team lead at Axonn, said: “The proposed global rollout of SGE underlines Google’s commitment to making generative AI a driving force within search. While there’s still a lot we don’t know about SGE and how it will shape the future of SEO, there’s no doubt that continuing to supply your audience with relevant, helpful and engaging content should remain a top priority for online marketers.”

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5. Inclusion

Inclusive marketing is no longer a nice-to-have. Brands need to communicate their values effectively and ensure their content is accessible for all. Failing to represent a diverse community and simply promoting products will have a negative impact in the long-term.

As well as connecting with a larger audience, inclusive practices help to promote customer loyalty and advocacy, which is just as valuable. Clients who see themselves represented in a brand have more purchase intent, so inclusivity needs to be the default setting for 2024 and beyond.

It also needs to come from a place of authenticity, with leadership encouraging diverse opinions within the organisation. Potential customers care more than ever about what brands stand for and this is reflected in their purchasing power.