As we move forward into 2024, the digital world is changing a lot. Advertisers are experimenting with new technologies and transforming the ways in which we build things, communicate, and use them. Artificial Intelligence and Machine Learning are being used to personalize content and anticipate our preferences. Additionally, they are creating innovative VR and AR experiences. The advertising industry is evolving right now. Are you ready for it?

Trend #1: Adapting for SGE and AI Platforms

AI is changing how we find and use information online. Imagine a future where we have personal AI helpers instead of just relying on Google. Google is already experimenting with AI in search results, with a feature called SGE (Search Generative Experience). SGE uses AI to give quick answers to search queries, including images and videos.

Key Points:

  • Websites might be less visible in SGE, but optimizing images is crucial.
  • SEO strategies are changing in 2024:
    • Focusing on getting featured in AI responses.
    • Creating diverse content like videos, forum discussions, and images.
  • Visuals are important in SGE. If you're not using platforms like YouTube yet, it's time to start.
  • The future of SEO might focus more on quality content and user intent rather than just keywords.
  • Chatbot optimization (CBO) could become important as people use AI platforms more for information.

Trend #2: Expanding Beyond Traditional Publishing

The way we've traditionally published content online, relying on ads and sponsorships, is facing challenges. AI is changing the game, leading to fewer visits to original sites as people get summarized answers directly from AI.

AI's Impact on Display Ads:

  • With AI providing quick answers, fewer people visit original sites, affecting ad revenue.
  • Generic content is losing value as AI generates similar information.

Standing Out from AI:

  • Offer unique perspectives and exclusive data that AI can't replicate.
  • Add personal touches like stories, videos, and images to your content.
  • Build a strong presence on social media to show authenticity and expertise.
  • Move from just sharing info to providing original insights and solutions.

Building a Brand Beyond Content:

  • Focus on creating a brand that offers value beyond what AI can provide.
  • Ask if your content is share-worthy and if you're proud to represent your brand.
  • Provide unique solutions that AI can't

Adapting to Cookie Changes:

  • Third-party cookies are phasing out, impacting targeted advertising.
  • Brands can still use first-party cookies for targeted ads.
  • Ad networks are developing tools to handle the change.

Diversifying Traffic Sources:

  • Explore new traffic sources like YouTube and Pinterest.
  • Use social media platforms to build trust and authority.

Changing Blogger Landscape:

  • Some bloggers might leave due to reduced traffic and earnings.
  • Evergreen content and expertise still hold value.

Refining SEO Strategies:

  • Focus on long-tail queries that align with your audience's needs.
  • Build a recognizable brand to encourage discussions and shares.
  • Keep only high-quality content for better user experience.
  • Encourage repeat visits to improve search visibility.

Trend #3: Social Media SEO Emergence

We've been thinking about a new idea: social media SEO might become a big thing. Platforms like TikTok, Instagram, and YouTube are showing up more in Google search results. This presents a huge opportunity to get social media content to rank in search engines, which hasn't been explored much yet.

Untapped Potential of Social Media SEO:

  • Unlike traditional blogging SEO, social media SEO is new and hasn't been fully explored.
  • Current SEO tools don't track short-form content appearing in search results.

Power of Short-Form Content in SEO:

  • Short videos can now have a lasting impact, making them valuable for brands.
  • However, it's tricky to know if short videos appear for specific searches, depending on the topic and keywords.

Strategies for Social Media SEO:

  • Research if short videos show up for your target keywords before creating content.
  • Analyze successful social media videos to understand what makes them rank.
  • Analyze successful social media videos to understand what makes them rank.

Future of Social Media SEO:

  • As more creators realize the potential of reaching audiences through Google, this field will grow.
  • Better analytics tools from social media platforms will help creators understand what's working and focus their efforts.

Social media SEO is a new and exciting market in digital marketing. It's about using SEO techniques to boost the reach and impact of social media content, which could be a game-changer for brands and creators.

Trend #4: Revival of Email Marketing

In the fast-changing digital landscape, some trends come and go, but email marketing remains a reliable strategy. It's been the backbone of many successful brands, driving significant sales. Yet, some online audience builders haven't fully tapped into its potential, which could be a missed opportunity.

Strengths of Email Marketing:

  • Directness and personalization set email marketing apart. Emails go straight to subscribers' inboxes, tailored to their actions and interests.
  • Unlike other platforms, email marketing offers a direct line of communication with your audience, unaffected by algorithm changes.

Dangers of Relying on External Platforms:

  • Depending solely on external platforms leaves you vulnerable to sudden changes that can reduce your reach. An email list provides a safety net for direct communication.

Anticipated Trends:

  • As privacy regulations tighten and competition for attention increases, the importance of a direct line to your audience through email will grow.
  • Social media is evolving from personal sharing to business-oriented platforms, mirroring the trajectory of blogging.

Strategies for Email List Growth:

  • Social media platforms like Instagram can be leveraged to grow your email list, focusing on tangible returns rather than just follower counts.
  • Cross-promoting email lists and direct email list advertising are emerging trends, opening up new revenue opportunities.

Upcoming Changes and Challenges:

  • Gmail's new requirements for domain verification will affect email marketers, emphasizing the importance of updating DNS records to avoid spam folders.
  • Transitioning to sending emails from your domain requires building sender reputation from scratch, starting with engaging your most active subscribers.

Guidance and Support:

  • For those looking to master email marketing, resources like my EXPAND membership offer comprehensive support, from strategy development to overcoming new challenges.

Email marketing isn't just surviving; it's thriving. It's a crucial tool for building a resilient online presence. In the future of digital marketing, email will continue to be at the core, offering a direct and personal way to serve and sell to your audience.

Trend #5: Emphasizing Personalization and User Experience

Digital marketing is shifting towards personalized experiences and improved user interactions, becoming even more critical in 2024.

Google's Personalization Efforts:

  • Google is leading in personalization, introducing features like Google Discover and personalized search results based on user preferences and browsing history.

Email Marketing's Role in Personalization:

  • Email marketing is a powerful tool for personalization. By using data from surveys and user behaviors, marketers can tailor messages to specific audience segments, enhancing engagement and results.

Segmentation and Customization in Email Marketing:

  • Segmenting email lists based on subscriber characteristics, such as business stage, ensures relevant content delivery to each segment.

Website User Experience Priority:

  • Google prioritizes user experience, focusing on site speed, mobile-friendliness, and minimal ad interference. Ensuring a positive user experience is crucial for website success.

Building Brand-Centric Websites:

  • Websites should convey value and align with brand values to create a helpful space for the target audience.

Learning Website Engagement:

  • Courses like "SEO Made Simple" guide in creating engaging homepages and content categories aligned with audience interests.

Utilizing Website Personalization Tools:

  • Tools like RightMessage personalize website messaging based on visitor data, enhancing user experience and engagement.

Future Plans for Enhanced Personalization:

  • Exploring tools like RightMessage to offer highly personalized website experiences is a priority for 2024.

The future of digital marketing hinges on personalization and user experience. Whether through email marketing or website interactions, catering to specific audience needs will drive connection and conversion in the digital realm, opening new avenues for engagement.

Trend #6: Rise in Paid Access to Trusted Information

In a sea of average online content, people are increasingly valuing trusted and high-quality information. This shift means more individuals are willing to pay for access to content they trust, presenting a promising opportunity for creators offering unique insights.

Paid Subscriptions for Exclusive Content:

  • Many are subscribing to paid memberships for access to expertise, like joining Marie Haynes' membership for insights on AI and SEO. Exclusive discussions behind paywalls offer value worth paying for.

Gated Content Model:

  • Offering a free newsletter while gating some content for paying subscribers is gaining popularity. Positioning yourself as a thought leader attracts an audience willing to pay for deeper insights.

Simplified Paid Content Delivery:

  • Tools like ConvertKit make setting up paid subscription models easy, allowing creators to accept payments directly for newsletters.

Advantage of Specialized Content:

  • In the age of AI, specialized knowledge is in demand. AI may provide general information but lacks the depth and personalization of a specialist. Establishing yourself as a trusted expert in a niche creates a thriving space even in the AI era.

Embracing Paid Information Era:

  • This trend underscores the value of quality over quantity. Creators must understand and adapt to this shift, recognizing the worth of their unique insights and presenting them in ways that resonate with those seeking deeper understanding and guidance.

Final Word

In 2024, it's going to be a big year for marketers. AI is making big changes, like how people buy things and how businesses work. We talked to experts, and they say that marketers have to use AI to do their jobs well. Even if AI doesn't affect your job yet, it will soon. So, it's important to learn about AI and start using some of the tools. If you don't, you might fall behind! Think about which new trends are important for you and focus on using them in 2024.