Digital Marketing's Evolving Trends Shaping Industries in 2024

The digital landscape experienced significant breakthroughs last year. From the rise of ChatGPT and Twitter’s rebranding to the launch of Threads and a decrease in buzz around the metaverse, 2023 brought about major changes. As we move into 2024, more transformations are expected. Let’s explore some of the exciting digital marketing trends that will define the landscape! 

Social media trends

In 2024, the competition for consumers’ attention on social media platforms will intensify, prompting a reevaluation of success metrics. 

Emerging platforms like Threads (of Instagram) and Bluesky are becoming popular, potentially surpassing X (formerly Twitter). This shifting landscape shows that the big platforms face challenges, providing opportunities for other networks to attract organic traffic and potentially reshape their rank in the social media sphere.

Social media search optimization

According to a Google report, approximately 40% of Generation Z rely on TikTok and Instagram for search rather than Google. That’s why digital marketers should consider elements such as keywords and meta in their social media posts.

Tip: Businesses should note that creating captions, including keywords and descriptive data, can enhance a brand’s content visibility. While concise content has traditionally driven social engagement, incorporating keywords and relevant content will likely improve post ranking.

Threads in the spotlight

Meta launched Threads in July 2023, a text-based app developed by Instagram that allows users to access and follow public conversations.

Threads in the spotlight

As of November, Threads had a user base of 141 million and is expected to grow further following its recent release in Europe.

Although Threads is still relatively new in the digital space, as it becomes accessible to more users in different regions, it has the potential to surpass X’s usage and become the leading public text platform. 

How can you adapt to match this trend?

  • Establish a presence on Threads and explore the potential benefits of this platform for your brand.
  • Study successful brands like Canva, TedTalks, and Channel 4, learn from their strategies.

Growing acceptance of YouTube marketing

Growing acceptance of YouTube marketing

YouTube’s distinguishing feature is its popularity and the staggering time teens spend on the platform. According to Pew Research, 19% of teenagers use YouTube ‘almost constantly.’

One noteworthy trend is the rise of YouTube Shorts. Google reported earlier this year that YouTube Shorts garners over 50 billion daily views. While this is less than Meta’s Reels, which gets 200 billion daily views, the growth is still impressive.

Considering the growing concerns of TikTok’s data regulations with TikTok, many marketers will continue to turn to  YouTube Shorts and Meta Reels for their short-form video content.

How can you adapt to match this trend? 

  • Create concise and visually appealing content tailored to the platform’s short format. 
  • Leverage trending topics, maintaining a consistent posting schedule, and incorporating interactive elements such as polls and calls to action to capture audience attention. 
  • Use of hashtags, cross-promotion across platforms, and optimized video descriptions contribute to increased discoverability.

The integration of AI into social platforms

As social platforms continue to evolve, the integration of AI is poised to drive advancements in engagement, personalization, and content curation.

Social media platforms are incorporating AI into their frameworks. For instance:

  • TikTok allows users to personalize their feeds using AI.
  • Instagram is testing AI-generated stickers.
  • LinkedIn provides premium users with AI features like AI-powered profile writing assistance and signals for ‘Top Choice Jobs.’
  • YouTube is experimenting with Dream Track for Shorts and introducing Music AI tools.

How can you adapt to match this trend? 

  • Embrace integration of AI into social platforms.
  • Investing in AI-powered chatbots for real-time customer interactions can enhance user experiences. 
  • Utilize personalized content recommendations based on user behavior, preferences, and trends.

SEO trends

In 2024, we’re expecting big changes in SEO, especially with the introduction of AI and machine learning into search engine algorithms. This means search results will be more accurate, matching exactly what users are looking for.

Looking forward, the SEO trends for 2024 emphasize a focus on user experience, responsiveness, and relevance. This reflects the changing nature of search engine optimization in a tech-driven era.

The innovation of Google’s Search Generative Engine (SGE)

Generative AI search engines can understand a user’s search query more deeply and return results more likely to meet their needs. They can also generate summaries of the top results, related questions, and even new information not yet available online.

For example, ask, ‘What’s better for a family with kids under three and a dog, Bryce Canyon or Arches.’ Usually, you break down this question into more minor inquiries, sift through available information, and piece things together manually. 

The innovation of Google’s Search Generative Engine (SGE)

However, with generative AI, you experience a streamlined process. The AI provides key pieces of information for consideration, accompanied by links for deeper exploration. They suggest the next steps, offering the option to ask follow-up questions such as ‘How long to spend at Bryce Canyon with kids?’ Tapping on these suggestions initiates a new conversational mode, allowing you to delve deeper into the topic by asking Google further questions about your exploration.

How can you adapt to match this trend?  

  • Create high-quality, relevant content that aligns with user intent, given SGE’s emphasis on accurate and comprehensive information delivery. 
  • Implement structured data markup for improved content interpretation, optimize mobile and voice search websites, and incorporate multimedia content to enhance the overall user experience. 
  • Focus on E-A-T principles (expertise, authority, trustworthiness) and be prepared to adapt paid advertising strategies in response to SGE’s influence.

Generate content aligned with EEAT criteria

Google’s EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness) is not a direct factor in determining ranking but is a crucial part of its guidelines for evaluating search quality. Although this framework has existed for ten years, Google recently introduced an additional ‘E’ for ‘Experience.’ 

This is noteworthy because artificial intelligence lacks the ability to replicate real-world experiences as humans can. Consequently, human content marketers gain an advantage, highlighting the importance of having experts in creating or informing content.

How can you adapt to match this trend?  

  • Create expert and accurate contents.
  • Prioritize positive user-experience through valuable, visually appealing content.
  • Update and maintain content, engage with the audience, incorporate multimedia elements, and uphold ethical practices.

Voice Search and SEO

Voice Search and SEO
Voice Search

Another significant trend in 2024 will be the rise of voice search, changing how people interact with search engines. Instead of manually entering queries into a search bar, users can ask their voice assistant a question and receive the most relevant answer.

As voice assistants such as Siri, Google Home, Amazon Echo, and Alexa continue to gain popularity, businesses must adjust their search engine optimization (SEO) strategies to accommodate voice-based queries.

How can you adapt to match this trend?   

  • Prioritize long-tail keywords and natural language processing to make your voice-content  search-friendly. 
  • Use conversational language and provide answers to common questions, boost the  chances of appearing in voice search results and capturing the attention of voice assistant users.

Digital marketing strategy trends

As the new year begins, it’s the perfect time to review your digital marketing plan, assessing what worked well and, more importantly, what didn’t. A solid strategy is essential for achieving business goals, whether it’s growth or building brand awareness. It guides your business on where to focus its efforts and provides clear objectives. 

In 2024, having a well-thought-out AI strategy is crucial, since only 15% of organizations have one, according to Mesh-AI research. Now, the question is, what other priorities should businesses consider?

Heightened focus on data privacy 

Data privacy is increasingly concerning for consumers. Many people consider data collection a violation of their privacy and a potentially abused practice, breeds mistrust and suspicion of businesses. 

It’s not just collecting data that scares consumers, but the potential compromise or sale of their data to other parties. As concerns over data collection mount, people are becoming more hesitant to share private information.

Heightened focus on data privacy 

How can you adapt to match this trend?   

  • Offer customers more control over their information by implementing a clear communication strategy. This helps to rebuild trust and mitigate apprehension related to data breaches.
  • Evaluate and enhance the value proposition provided to customers in exchange for their data.
  • Stay informed and compliant with evolving data privacy regulations.

Customer expectations on sustainability

According to a PWC’s Global Consumer Insights Pulse survey, over 70% of customers are willing to pay extra for sustainably produced goods. This trend allows customers to align their purchase power with social concerns while giving companies pricing power for products or services that address them.

Customer expectations on sustainability

How can you adapt to match this trend?   

  • Audit  product or service lifecycle, assessing sustainability and areas for improvement. 
  • Engage with customers for feedback on potential enhancements and reassessing corporate social responsibility strategies are crucial steps. 
  • Incorporate sustainable practices like green advertising and ensuring fair campaign representation is a wise strategic decision for businesses.

Hyper-personalized through big data and analytics

Today’s consumers seek tailored experiences that match their preferences. To meet this demand, brands are leveraging the potential of big data and advanced analytics to craft hyper-personalized marketing strategies. This involves precisely customizing contents, product recommendations, and ads to fit each consumer’s unique tastes. 

A prime example is platforms like Netflix and Amazon, which employ sophisticated algorithms to analyze viewing history and offer personalized suggestions for shows and movies, creating a tailored viewing experience.

How can you adapt to match this trend?  

  • Responsibly leverage customers data, ensuring compliance with privacy regulations. 
  • Invest in robust analytical tools to gain valuable insights and understand individual customer journeys.
  • Segment the audience for targeted personalization.
  • Create dynamic content, and striving for real-time personalization are subsequent crucial steps in this process.


In 2024, businesses must be agile and open to change. Success in this dynamic landscape depends on the ability to adapt swiftly, foresee shifts, and commit to delivering authentic, personalized experiences. As the digital wave relentlessly advances, businesses must prepare to ride its currents and unlock its full potential. This involves positioning themselves at the forefront of innovation, engagement, and growth. 

The digital journey of 2024 is approaching, and businesses must chart their course with informed precision and strategic flair.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.