Can you believe 2024 is halfway over? I’m supposed to be a halfway-reinvented version of myself right now. Kale salads, a new gym routine, those books I should have read…

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Look, digital marketing is evolving at a rapid pace. What worked a few years ago may not be the best strategy now. Changes in strategies often reflect the overwhelming wealth of information we have about how social media, search engines, and ad platforms change (did you hear about that massive Google Search Leak that is changing SEO best practices?). With all of this constant adjustment, businesses of all sizes are frequently considering how they engage with their audiences online. From TikTok communities to advanced AI applications, here are the key digital marketing trends that we’ve seen from the first half of 2024, and what to expect for the rest of this year.

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1. Organic TikTok Strategies

TikTok has emerged as a powerful platform for organic growth. With its algorithm favoring content discovery, brands can reach a vast audience without significant ad spend. In 2024, the focus will continue to be creating authentic, engaging content that resonates with the platform’s looser, more audience-driven tone. Short, visually appealing videos that tell a story or offer value will be key. Stitching is a popular form of content, and using your own commentary can help you garner more views and really lend your unique voice to your crowd. Helpful or insightful content is great here, but you could also try to make people laugh. Leveraging trends, challenges, and other influencers can help boost visibility and engagement.

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2. Social as Demand Generation

Social media platforms are no longer just about engagement; they are now critical tools for demand generation. Platforms like Instagram, Twitter, and LinkedIn help create demand by exposing potential customers to new products and services they didn't know they needed. Brands will need to invest in building strong social media presences, creating content that educates, entertains, and inspires, ultimately driving demand. Using social media ads are a great way to create quick demand, but you shouldn’t ignore your organic social media either. Organic social can be a great way to build a community, hear feedback from your customers, and spend less on advertising overall.

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3. Paid Pay-Per-Click (PPC) Ads

PPC advertising remains a staple of digital marketing, with platforms like Google, Microsoft, and other search engines offering robust ad solutions. However, the competition for top spots is fierce. In 2024, marketers will need to refine their strategies, focusing on high-quality ad copy, precise targeting, effective keyword and bidding strategies to compete with competitive ad bids, and effective keyword management.

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Over-Reliance on AI in Paid Ads

While AI can optimize PPC campaigns, over-reliance can be costly. AI tools may automate bidding and targeting, but without human oversight, they can also lead to overspending on ineffective keywords or audience segments. Marketers must balance AI use with human intuition and strategic oversight to ensure optimal ROI.

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4. Benefits of AI in Digital Marketing

Despite the risks, AI offers several benefits in digital marketing:

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•Template and Outline Making: AI can streamline content creation by generating templates and outlines, saving time and ensuring consistency.

•Idea Generation: AI tools can analyze trends and suggest new content ideas, helping marketers stay ahead of the curve.

•Personalization: AI can personalize user experiences by analyzing behavior and preferences, leading to more targeted and effective marketing.

•Scripts: Adding a few scripts into your advertising accounts can ensure your ads are running smoothly, and that you or your marketing team can focus on optimizing your overall strategy.

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5. User Experience (UX) Design Trends

User experience has become a critical ranking factor for Google, making it essential for websites to prioritize UX design. In 2024, we’ve seen a rise in trends such as:

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•Brutalism and Nu/Neobrutalism: These design styles, characterized by stark, minimalist aesthetics and raw, unpolished elements, are gaining traction. They offer a bold, memorable user experience that stands out in a crowded digital space.

•Mobile-First Design: With mobile usage continuing to rise, designing for mobile-first is crucial. This involves creating responsive, fast-loading sites that offer seamless navigation on smaller screens.

•Accessibility: Ensuring websites are accessible to all users, including those with disabilities, is not only a best practice but also a ranking factor for search engines. More websites are keeping this in mind, so it’s worth using a few audit tools to ensure your website is up to standard.

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6. Creating Demand in Interest-Specific Communities

Niche communities on platforms like YouTube, TikTok, and Reddit offer unique opportunities for demand generation. Brands can tap into these communities by creating content that speaks directly to their interests and needs. This involves:

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•YouTube: Developing in-depth, informative videos that address specific topics or problems relevant to the community.

•TikTok: Producing short, engaging videos that resonate with niche audiences, often leveraging trends and challenges.

•Reddit: Participating in discussions, sharing valuable insights, and providing solutions in relevant subreddits to build authority and trust.

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Conclusion

The digital marketing landscape in 2024 is marked by rapid innovation and changing consumer behaviors. Staying ahead requires a blend of traditional strategies and new, cutting-edge techniques. From leveraging organic growth on social platforms to navigating the complexities of PPC and embracing new design trends, marketers must adapt and innovate to thrive. By understanding and implementing these trends, businesses can effectively engage their audiences and drive sustainable growth in the ever-evolving digital marketplace.

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