Exploring the dynamic landscape of digital marketing in 2024, we’ve gathered insights from Directors to Chief Marketing Officers, delving into what’s thriving and what’s fading away. From incorporating personalization and follow-up into your strategy to curating an authentic social media presence, here are 23 expert perspectives on effectively marketing your business in the digital age.
Incorporate Personalization and Follow-Up
Digital marketing in 2024 does look different than it did even just a year ago, but that doesn’t mean we should panic! Instead, it means we need to look at the data and get creative.
In the past, businesses could slap together a generic ad campaign or social media post without really considering who their target audience was. Generalized marketing and a one-size-fits-all approach do not work anymore. Another thing of the past is looking at social media follower counts to determine how “successful” you are. In 2024, we know that how many or how few followers a business has doesn’t matter as much—what matters is engagement and relationships. Spammy emails and aggressive marketing are also outdated and can even hurt your business—consumers are done with that and have no patience for it.
If businesses want to market themselves better and implement a strategy that actually works, then they should incorporate personalization as much as possible into their business because it builds trust.
Customers appreciate personalization and often even expect it. Whether it’s something as small as using their name in your weekly newsletter or sending voice messages so they can hear the person behind the screen, these things will make a huge impact. One big thing businesses can also do to market themselves is to follow up with their leads or potential clients. It allows them to check in and see how they can help, which shows the consumer they care.
Consumers aren’t as quick to spend their money in 2024, so we must earn and build their trust. The more consumers come to see you as an authority figure, someone who empathizes with them, and most of all, someone who has a solution to their problem, the more they’re inclined to work with you.
2024 is all about relationship-based marketing!
Madelyn Furlong, Marketing Strategist, Madelyn Victoria Co
Refresh Traditional B2B Marketing Tactics
While some traditional digital B2B marketing tactics might hold a nostalgic charm, they often fall short in today’s data-driven environment. These approaches deserve a refresh:
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Generic content: There’s an infinite amount of freely available content thanks to ChatGPT and Gemini today, which means that people are much less likely to download your generic, boring ebook or whitepaper. They also won’t read your AI-generated blog post (that you probably wrote for SEO purposes anyway). Instead, make sure to provide a truly unique resource that can’t be found anywhere else to build trust. Think first-hand market research, your unique approach to solving a problem, or your organization’s point-of-view on the market. Make it personal and authoritative with a focus on the “E-E-A-T” rule.
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Spray and pray: Anything that’s too broad won’t work. Marketing campaigns that target an audience that’s not well-defined will flop. Mass emails and unpersonalized cold calls are intrusive and annoying. Targeted outreach and ABM campaigns (preferably coordinated to work together) based on buyer personas and deep audience insights foster genuine interest and connections that convert.
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Bland brand: Nobody gets excited about a company with a personality not worth talking about. Especially in B2B marketing, most brands are bland—and bland is boring. Boring means people won’t remember you, and being top-of-mind is everything in a competitive landscape. Ditch the stock photos and work on a brand with a unique flavor, including the personal brands of yourself and your colleagues.
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Quantity-over-quality partnerships: Strategic partnerships amplify your reach, but superficial collaborations dilute your message. Seek partners whose brand values and target demographics align perfectly with yours and actually solve problems for your target audience. Focus on building a community with users and like-minded industry leaders.
Annika Björkholm, CMO, SwipeGuide
Omni-Channel Marketing Strategies
What Exactly is Digital Marketing in 2024?
Exploring the dynamic landscape of digital marketing in 2024, we’ve gathered insights from Directors to Chief Marketing Officers, delving into what’s thriving and what’s fading away. From incorporating personalization and follow-up into your strategy to curating an authentic social media presence, here are 23 expert perspectives on effectively marketing your business in the digital age.
Incorporate Personalization and Follow-Up
Digital marketing in 2024 does look different than it did even just a year ago, but that doesn’t mean we should panic! Instead, it means we need to look at the data and get creative.
In the past, businesses could slap together a generic ad campaign or social media post without really considering who their target audience was. Generalized marketing and a one-size-fits-all approach do not work anymore. Another thing of the past is looking at social media follower counts to determine how “successful” you are. In 2024, we know that how many or how few followers a business has doesn’t matter as much—what matters is engagement and relationships. Spammy emails and aggressive marketing are also outdated and can even hurt your business—consumers are done with that and have no patience for it.
If businesses want to market themselves better and implement a strategy that actually works, then they should incorporate personalization as much as possible into their business because it builds trust.
Customers appreciate personalization and often even expect it. Whether it’s something as small as using their name in your weekly newsletter or sending voice messages so they can hear the person behind the screen, these things will make a huge impact. One big thing businesses can also do to market themselves is to follow up with their leads or potential clients. It allows them to check in and see how they can help, which shows the consumer they care.
Consumers aren’t as quick to spend their money in 2024, so we must earn and build their trust. The more consumers come to see you as an authority figure, someone who empathizes with them, and most of all, someone who has a solution to their problem, the more they’re inclined to work with you.
2024 is all about relationship-based marketing!
Madelyn Furlong, Marketing Strategist, Madelyn Victoria Co
Refresh Traditional B2B Marketing Tactics
While some traditional digital B2B marketing tactics might hold a nostalgic charm, they often fall short in today’s data-driven environment. These approaches deserve a refresh:
-
Generic content: There’s an infinite amount of freely available content thanks to ChatGPT and Gemini today, which means that people are much less likely to download your generic, boring ebook or whitepaper. They also won’t read your AI-generated blog post (that you probably wrote for SEO purposes anyway). Instead, make sure to provide a truly unique resource that can’t be found anywhere else to build trust. Think first-hand market research, your unique approach to solving a problem, or your organization’s point-of-view on the market. Make it personal and authoritative with a focus on the “E-E-A-T” rule.
-
Spray and pray: Anything that’s too broad won’t work. Marketing campaigns that target an audience that’s not well-defined will flop. Mass emails and unpersonalized cold calls are intrusive and annoying. Targeted outreach and ABM campaigns (preferably coordinated to work together) based on buyer personas and deep audience insights foster genuine interest and connections that convert.
-
Bland brand: Nobody gets excited about a company with a personality not worth talking about. Especially in B2B marketing, most brands are bland—and bland is boring. Boring means people won’t remember you, and being top-of-mind is everything in a competitive landscape. Ditch the stock photos and work on a brand with a unique flavor, including the personal brands of yourself and your colleagues.
-
Quantity-over-quality partnerships: Strategic partnerships amplify your reach, but superficial collaborations dilute your message. Seek partners whose brand values and target demographics align perfectly with yours and actually solve problems for your target audience. Focus on building a community with users and like-minded industry leaders.
Annika Björkholm, CMO, SwipeGuide
Omni-Channel Marketing Strategies
The vital strategy for Digital Marketing in 2024 is the diversification of different marketing channels; gone are the days of relying upon a single source or channel to market your website. Let’s say, for example, there were a lot of online marketers years ago who only relied on SEO, but eventually, they found out that this strategy will not work long-term as search engines constantly update their algorithms. Every digital marketer in 2024 should diversify their marketing strategies. Apart from SEO, they can use other marketing channels, like social media and PPC advertising.
In terms of what’s working, Video Content and Social Commerce are key. For video content, brands can utilize platforms like TikTok and Instagram to create engaging video content that captures attention. At the same time, social commerce allows online businesses to sell products directly on their social media posts and stories, and this shopping experience can boost sales.
What’s not working? Based on my experience, traditional SEO tactics like keyword stuffing and low-quality backlinks no longer produce results. Modern SEO now requires high-quality content, great user experience, and, of course, technical SEO.
For Digital Marketing evolution, in the early days, it used to be straightforward, but nowadays, it gets sophisticated with different digital marketing methods one can implement, such as Omni-Channel Marketing, Interactive Content, Influencer Marketing, and last but not least, Data-Driven Marketing.
The one thing a business can do to market themselves online in our modern time is to implement Omni-Channel Marketing strategies because the omnichannel approach is crucial for delivering a seamless customer experience. Online brands should be consistent with their branding and messaging; they need to integrate a great customer experience, and they also need to implement cross-channel campaigns which use and leverage multiple channels to reach and engage their target audience.
Errol Fullido, SEO Manager, Freeduhm
Adapt to AI and E-E-A-T
Artificial Intelligence (AI) has changed how we do digital marketing in 2024. AI helps tremendously in article research and writing. However, it’s crucial to understand how Google’s E-E-A-T works. AI will give you an article that must be proofread to make sure it’s written for the human reader in natural language. Basically, it doesn’t sound like it’s from a computer. Then, you need to incorporate your Expertise, Experience, and Authority, which builds Trustworthiness (E-E-A-T).
Add your phrases like, “for example,” “one of my clients,” “in my opinion,” etc.
What’s not working as it used to is how organic (non-paid) content shows up on Google’s Search Results Page (SERP). Its AI Overview now pushes both paid ads and organic listings down. At this time, Google’s AI Overview comes up in response to a question entered in the search box.
Nevertheless, as AI is used more and more, you need to adapt your marketing to take advantage of it. As always, keep track of your website analytics on a monthly basis to see how you’re ranking compared to your competition. Set monthly marketing goals and adjust your strategic plan based on your analytics and insights.
Giselle Aguiar, Marketing Consultant, AZ Social Media Wiz
Navigate Cookie Consent Challenges
Digital marketing in 2024 is facing a major challenge: cookie consent laws. As of March 2024, our EU clients needed to comply with strict cookie regulations or risk having their advertising accounts suspended. In the short term, this creates a maze of inconsistent signals and unreliable data, although it does enhance consumer privacy in the long term. We’ve worked with 30 different technology vendors to find tracking solutions that range from low to high four-figure investments, ensuring more accurate data integration into analytics.
The reality for most businesses is that they are losing nearly half of their website visitors because these visitors are choosing to “reject all” cookies. This isn’t just a minor inconvenience—it’s a significant disruption, causing marketing costs to rise while apparent results diminish. This isn’t due to a drop in performance but because the metrics are underreporting due to stricter privacy measures. And with privacy becoming a stronger selling point over time, this trend is likely to continue, potentially obscuring 100% of website visitor data.
The good news? Businesses can address this issue today if they recognize the problem. Being proactive about adapting to these changes is essential for maintaining effective digital marketing strategies in 2024.
Mike Zima, Chief Marketing Officer, Zima Media
Create Free Tools for Lead Generation
Google’s AI-generated answers have had a major impact on SEO. Don’t waste time creating content that might answer “what is…” this year. The number of clicks such content gets is quickly heading to zero.
While this door is closing, other opportunities are being created. For example, creating free-to-use tools has never been easier thanks to AI. Here’s how you might release a free tool to generate leads for your business: running a construction firm, release a cost-of-service calculator. For example, a “swimming pool cost calculator.” If you’ve launched a writing software company, release a “free sentence generator.” There are opportunities here to get customers.
Alongside free tools, you should focus on longer-form content that requires you to click through to a web page to get the results. These are strategies that will work well this year.
Nico Prins, Founder, Crunch Marketing
Encourage User-Generated Content
Personalized, AI-driven experiences and the immersive world of AR and VR will increasingly define digital marketing in 2024. These technologies are not just enhancing interactions—they are becoming fundamental in capturing the attention of our clients’ audiences. The persistent appeal of short-form video across platforms like TikTok and Instagram Reels underscores the necessity for dynamic and concise content that engages viewers instantly.
On the flip side, traditional strategies such as generic email campaigns and static banner ads are facing significant challenges. These methods struggle to resonate in a world where consumers are overwhelmed with content. They are craving experiences that feel tailored and interactive. Consequently, a shift towards more innovative and engaging strategies is crucial.
One powerful approach is encouraging user-generated content (UGC). This not only amplifies brand authenticity but also builds a vibrant community around the brand. UGC leverages the voice of the customer, fostering a sense of trust and connection. Coupled with AI personalization, it ensures that content resonates on a deeper level, making it a pivotal strategy in the evolving landscape of digital marketing.
Robert Dixon, Digital Marketing Specialist, Nomadic Spin
Prioritize Authenticity and Value
A successful digital marketing strategy is built on authentic content and transparency. In today’s world, where audiences can easily spot insincerity, authentic content fosters trust and credibility, strengthening customer relationships. Using a mix of various channels ensures a comprehensive and consistent brand presence. You can build a lasting connection with your audience by focusing on long-term relationships over short-term gains. One-size-fits-all campaigns don’t work anymore; therefore, tailoring your marketing efforts to meet your target audience’s unique needs and preferences will yield the best results.
While traditional tactics like aggressive sales pitches and overtly promotional content may not be as effective, you can stand out by providing valuable, informative, and relatable content. Positioning yourself as an expert in your field can help you stay ahead of the curve. The evolving landscape of digital marketing offers a world of possibilities for businesses willing to adapt, innovate, and prioritize their audience’s needs.
Chris Coleman, Marketing Director, Chris Coleman International
Balance Personalization with Authenticity
Digital marketing strategies for 2024 look very different than even a year ago. As the industry evolves, it’s essential to stay ahead of the curve.
What’s Working: Personalization is key! Gone are the days of one-size-fits-all marketing strategies. Tailoring content to individual preferences and behaviors is crucial. Leveraging data and AI to create highly personalized campaigns can significantly enhance engagement and conversion rates.
Social proof remains a powerful tool. Reviews, testimonials, and user-generated content are more critical than ever. Potential customers want to see real experiences from real people before making decisions. Authentic social proof can build trust and credibility.
What’s Not: Over-automation can be a pitfall. While automation streamlines processes, too much can lead to a loss of personal touch. Finding the right balance is essential. Generic, overly promotional content is losing its effectiveness. Audiences crave authenticity and value. They can easily spot insincere or irrelevant content, so focusing on meaningful, valuable information is crucial.
What’s One Thing a Business Can Do Today: Implement a robust personalization strategy. Utilize data to understand your audience deeply and create content that resonates with their specific needs and preferences. Balancing automation with authentic engagement can make your marketing efforts more impactful in 2024 and beyond.
Sheyda Shams, Digital Marketing Manager, Mews
Adapt to Omnichannel and Agile Marketing
Digital marketing strategies in 2024 will lean heavily towards omnichannel and agile marketing. Integrating various channels, including social media, email, and SEO, will create a cohesive and personalized customer journey. Agile marketing allows businesses to quickly adapt to trends, feedback, and market changes, ensuring relevancy and effectiveness.
One vital strategy is incorporating data-driven decision-making. Analytics and AI can provide insights into customer behavior, helping to tailor campaigns that resonate with the target audience. Automation tools will streamline processes, allowing for more efficient and effective marketing efforts.
What’s working? Interactive content, such as quizzes, polls, and augmented reality experiences, is gaining traction. These engage users and provide valuable data on preferences and behaviors. Additionally, influencer partnerships and user-generated content continue to build trust and authenticity.
What’s not? Outdated SEO tactics, like keyword stuffing, and generic email blasts, are losing effectiveness. Consumers are savvy and seek genuine, valuable interactions rather than being bombarded with irrelevant messages.
To market their business today, a company should focus on creating valuable content that addresses their audience’s needs and interests. Building a community through social media engagement and leveraging data for personalized marketing will establish trust and loyalty, driving long-term success.
Cecilia Napoli, Director of Marketing, Codebuilders
Stay Authentic in a Crowded Market
Digital marketing in 2024 is still in its early stages, with multiple opportunities to market oneself, especially in real estate. AI helps with ad creation and showing a picture of a home as it could look with a few renovations.
To effectively market your business, use AI to show a person what they can expect from your service. For example, this approach works well when showing a picture of a home that needs work with an overlay of what it will look like when finished.
What’s not working? Any type of generic marketing will fall short and will not have the desired impact. Creating a picture that allows a person to dream about the possibilities of what their purchase will look like, will make a significant impact.
Tony David, Founder, House Docs
Engage Audiences with AI and Interactive Content
In 2024, digital marketing is characterized by two main trends: AI-driven strategies and interactive content.
Firstly, AI has become indispensable. It is used to analyze data, predict consumer behavior, and personalize marketing messages. This allows for more precise targeting and increases the effectiveness of campaigns. Chatbots and virtual assistants are also being utilized to enhance customer service and engagement.
Secondly, interactive content is on the rise. Quizzes, polls, and interactive videos are engaging tools that keep audiences interested and involved. They also provide valuable insights into consumer preferences.
What’s working is a focus on customer experience. Providing a seamless, personalized experience across all touchpoints is crucial. Social media marketing continues to be effective, especially with the integration of shoppable posts and influencer collaborations.
What’s not working? Traditional, one-size-fits-all advertising methods are losing their impact. Consumers are becoming more discerning and expect brands to understand and cater to their specific needs.
One strategy businesses should implement is leveraging user-generated content (UGC). Encouraging customers to share their experiences and using that content in marketing campaigns can build trust and authenticity. UGC not only engages existing customers but also attracts new ones by showcasing real-life endorsements.
Frédérique Santer, Marketing Strategist, F & Co.
Embrace AI and Personalization
Digital marketing strategies in 2024 are defined by the integration of advanced AI and the emphasis on personalization. AI-driven tools allow marketers to analyze vast amounts of data, predict consumer behavior, and create highly personalized experiences. This shift is moving away from generic content and towards hyper-personalized campaigns that resonate with individual users.
What’s Working:
- Personalization: Tailoring content, offers, and recommendations based on user behavior and preferences significantly enhances engagement and conversion rates.
- AI-Powered Analytics: Using AI to interpret data helps in understanding consumer behavior, optimizing campaigns, and making data-driven decisions.
- Video Content: Engaging video content, especially short-form videos, continues to capture attention and drive engagement on platforms like TikTok and Instagram.
What’s Not:
- Over-Reliance on Third-Party Cookies: With increasing privacy regulations and the phasing out of third-party cookies, traditional tracking methods are becoming less effective. Marketers need to adapt to new privacy-compliant strategies.
- Generic Email Campaigns: Sending out mass, generic emails is no longer effective. Personalized and segmented email marketing is key to achieving higher open and conversion rates.
One thing businesses can do today to improve their digital marketing strategy is to focus on creating personalized experiences. Utilize AI to analyze customer data and deliver tailored content, offers, and recommendations. Investing in AI-driven tools and technologies will enable businesses to stay competitive and meet the evolving expectations of consumers in 2024.
Zain Meghji, Founder and Digital Marketing Expert, Modern Marketing Pros
Focus on Video Content and Authentic Engagement
In 2024, digital marketing strategies are evolving rapidly. One key change is the increasing importance of video content. Short-form videos, live streams, and interactive videos are capturing more attention than traditional text-based content. Additionally, the use of artificial intelligence and machine learning to personalize marketing efforts is becoming more prevalent. These technologies enable businesses to tailor their messages to individual customers, increasing engagement and conversion rates.
What’s working in digital marketing includes:
- Video Content: Engaging and dynamic, video content is highly effective in capturing audience attention and driving engagement.
- Personalization: Leveraging AI to create personalized experiences for customers is enhancing the relevance and impact of marketing efforts.
- Social Commerce: Integrating shopping features directly into social media platforms is streamlining the purchasing process and boosting sales.
What’s not working includes:
- Generic Content: One-size-fits-all content is becoming less effective as consumers demand more personalized and relevant information.
- Intrusive Advertising: Ads that disrupt the user experience are increasingly being blocked or ignored by consumers.
To market their business online effectively, companies should focus on creating high-quality video content that resonates with their target audience. Additionally, leveraging AI to personalize marketing messages and utilizing social commerce features can significantly improve engagement and conversion rates.
Rakesh Jain, Founder and CEO, Digital Xpertz
Integrate Emerging Tech and Authenticity
In 2024, digital marketing strategies are embracing the fusion of emerging technologies and authenticity. One key strategy is the integration of AI-driven personalization. By leveraging AI, businesses can create tailored experiences for their customers, enhancing engagement and satisfaction. Personalization is no longer a luxury but a necessity in the digital marketing landscape. Another effective strategy is the use of immersive technologies like augmented reality (AR) and virtual reality (VR). These technologies provide unique and engaging experiences that captivate audiences and differentiate brands from their competitors.
What’s working: Personalization and immersive experiences are the cornerstones of successful digital marketing in 2024. Consumers expect brands to understand their preferences and deliver relevant content. AI-driven personalization and AR/VR experiences fulfill this expectation, resulting in higher engagement and conversion rates.
What’s not working: Generic and one-size-fits-all marketing approaches are becoming obsolete. Consumers are looking for brands that offer personalized and authentic experiences. Traditional advertising methods that lack personalization and fail to engage the audience are losing effectiveness.
To market their business, companies should focus on creating personalized experiences through AI-driven insights. Investing in immersive technologies like AR and VR can also provide a competitive edge. Additionally, authenticity is crucial. Brands should strive to build genuine connections with their audience by being transparent, relatable, and responsive.
Brian Roemmele, Founder, Intelligent Arts
Digital Marketing Trends 2024: AI, personalization, authenticity, video content, user-generated content, data-driven strategies, immersive technologies, social commerce, interactive content.
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