2024 is just around the corner and, to start the year ahead of the curve, we’re going to predict which trends we’re likely to see, including:
- The importance of search intent
- Completing the feedback loop with integrated CRMs and first party data
- Incorporating sustainability in a digital world
- Short form video content
- Conversational marketing
- How to tackle AI
- Looking at the big picture and thinking outside of the box
The importance of search intent
Search intent has always been an important factor when it comes to SEO, however this year we have seen a lot of updates from Google that are giving us major hints that this is more crucial now than ever, including;
- Helpful Content Updates
- Introduction of Search Generative Experience (SGE)
- Introduction of Experience in to Google’s E-E-A-T principles
- Removal of FAQ Schema
So how do we optimise for search intent? The easiest way is to actually take yourself out of the tools and just look at the content that a user expects to see when searching for specific terms. It’s important to not just appease Google, but also focus the content around the user, ensuring what they see is valuable to them.
Today, people expect tailor-made experiences, whether that’s a LinkedIn advert that talks directly to someone’s job title and company industry, or showing them content based on their behaviour across your website. Thankfully, with the introduction of GA4 this year, there are plenty of tools at your disposal that you can utilise to personalise each aspect of the user journey and, ultimately, increase the rate at which you convert.
Completing the feedback loop with integrated CRMs and first party data
Google is expected to fully remove third party cookies by the end of 2024 to enhance user privacy, which is great for everyday consumers but not so good for us marketers. Therefore, a focus on first party data is critical for success, meaning that we need to be integrating CRM with all advertising platforms and setting up offline conversion tracking to fully understand which campaigns are not just driving leads to your business, but which activity is driving marketing qualified leads and, most importantly, revenue.
Incorporating sustainability in a digital world
Consumers are no longer solely focused on acquiring a product or service. Instead, they actively seek to understand what a brands’ values are and what they represent in terms of environmental and social responsibility. This shift in consumer behaviour has resulted in a notable increase in brands highlighting their sustainability efforts and ethical principles, which will likely continue to increase in 2024.
Being sustainable in a digital world can have its challenges, although there are several things we are currently recommending to be more environmentally conscious, including;
- Deleting old, unneeded emails
- Deleting old social media posts
- Using a sustainable server
- Low carbon websites
Short form video content
Video content is certainly not new, and nor is short form ephemeral content since the days of Snapchat and Vine. However, since the emergence of Instagram reels, TikTok and YouTube Shorts, the way video content is being consumed and discovered has changed considerably. Next year brands will look to leverage storytelling within this format and will also be able to utilise new tools as we see an advancement in AI-generated image and video content.
Conversational marketing is a strategy that involves engaging with customers in real-time, personalized, and two-way conversations, often facilitated by chatbots, messaging apps, or live chat.
The primary goal is to create a more interactive and immediate connection with potential or existing customers, enabling businesses to provide instant support, answer inquiries, and guide users through the buyer’s journey. Conversational marketing leverages the principles of dialogue and responsiveness to enhance customer experience, gather valuable insights, and ultimately drive engagement and conversions.
How to tackle AI
AI has unveiled unprecedented and vast possibilities for digital marketers. While this technology accelerates processes and drives efficiency, it also demands a heightened level of consideration from us humans.
In the year 2024, AI will be incorporated by all business in some way, shape, or form. In digital marketing it can continue to be used to introduce efficiencies, especially when it comes to data analysis and content ideation. However, it’s unlikely that AI will be able to create content that is driven by user intent and also follows Google’s E-E-A-T principles so there will still be a need for someone to humanise the content and ensure the value is there and that it is able to rank at the top of the search results.
Looking at the big picture and thinking outside of the box
With AI and automated bidding doing more of the heavy lifting when it comes to monotonous tasks it provides us marketers with more time. This time should be used to add value rather than taking on more work. Set aside time to focus on strategies that align with your clients business goals. Think of outside of the box ideas that can give your clients or business the edge in an ever increasing competitive landscape.
We’re excited to see what 2024 will bring! If you would like to talk to us about upcoming trends or how you can generate more impact in the new year then feel free to get in touch with us through our contact form or reach out through LinkedIn.