Is it time to revamp your online marketing strategy? With trends like AI and social commerce on the rise, adapting is crucial.

AI bots are gaining popularity, with 42% of users preferring them over search engines, and social commerce is projected to hit $2 trillion by 2025. Marketers must also prepare for a cookieless future and address privacy concerns.

In this piece, I explore top 2024 marketing trends and offer tips to stay ahead.

Key Takeaways:

• Changing user habits are reshaping 2024 marketing.
• AI bots are rising, but accuracy is a concern.
• SEO remains vital, especially with Google’s recent changes.
• Email marketing still delivers strong ROI.
• Exploring new channels like connected TV can help reach fresh audiences.

Marketing Trend #1: Google Leaks Reinforce SEO Best Practices

In May, Rand Fishkin shared leaked Google Search Division API documents, later confirmed as legitimate. These leaks confirmed many SEO assumptions:

• Link building remains vital.
• Site authority is key.
• User engagement, tracked through Navboost, influences rankings.
• Chrome data impacts the search experience.
• Quality content and user experience are critical.

Despite the leak, Google advises sticking to SEO best practices, like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Fishkin suggests that building a brand outside of Google is crucial for boosting organic rankings.

Marketing Trend #2: AI Overviews Will Disrupt User Habits

Google’s experimental AI Overviews (AIO) feature offers searchers quick snapshots of topics with links for further exploration. It’s already live in the U.S. and being tested in the UK.

While AIO can reduce organic traffic, especially for informational and long-tail transactional keywords, it’s less prominent for head terms. Local maps and triple packs also don’t appear in AIO results.

To adapt, focus on producing high-quality content and following E-E-A-T guidelines. Use tools like seoClarity to track AIO impact and keyword rankings.

Marketing Trend #3: Expand Your Paid Media Strategy Now

Paid media isn't just about PPC ads anymore; new opportunities are emerging, such as Brave, Connected TV, and Digital Out of Home Ads.

The Brave browser targets audiences effectively with features like new tab takeovers and ad blocking, delivering personalized ads through push notifications and news feeds.

Connected TV (CTV) advertising is also gaining traction, projected to hit $42.4 billion by 2027, with ads appearing on platforms like Roku and Amazon Fire.

Lastly, Digital Out of Home advertising captures attention in public spaces, such as billboards and digital screens. Embrace these avenues to diversify your media strategy.

Marketing Trend #4: Email Marketing Remains a Powerhouse

In the ever-changing landscape of marketing, email continues to shine as a reliable tool. Despite varying ROI across niches, those who master email reap significant rewards, such as enhanced brand recognition and stronger customer relationships.

Imagine a cost-effective strategy that allows for automation and segmentation, tailoring messages to specific audiences. With 60% of consumers preferring email as their marketing channel, its enduring appeal is undeniable.

Email marketing also provides valuable insights through measurable metrics, helping brands refine their approaches and collect first-party data. When combined with a blog, email becomes even more powerful, allowing marketers to share valuable content, address subscriber pain points, and showcase products as ideal solutions.

In a digital world full of trends, email marketing stands strong, ready to foster connections and drive engagement. If you’re not leveraging this tool yet, now is the time to embrace it!