We are already halfway through the year, and it is a good time to reflect on what is happening in the world of digital marketing.
At Smartbrand, we always keep up to date with these trends to offer our clients a clear and up-to-date view of the sector.
This year, the emergence of generative Artificial Intelligence has changed the rules of the game, altering user behavior and the ways in which information is searched for on the Internet.
In addition, the constant updates to social media and Google algorithms force us to be alert and adapt our strategies on the fly.
In this post, we will analyze the main trends that are defining digital marketing in 2024 so that you can adapt your strategy and stand out in this dynamic digital marketing environment.
1- The strategy: The lighthouse in a changing sea
In an environment where technology is changing so quickly, having a clear and defined strategy has become a vital necessity.
Keeping up to date with the latest technology is necessary, but not sufficient to achieve digital marketing goals.
The real key is in the strategy: in knowing how to combine these technological tools with a clear vision of the business objectives and a solid plan to achieve them.
A well-defined strategy not only helps us take advantage of emerging opportunities, but also stay on track toward our goals amid constant technological innovations and changes in consumer and market behavior.
At Smartbrand, we believe that a solid strategy is the foundation of all digital marketing success. That’s why, before diving into specific tactics or trendy tools, we always start by defining a clear strategy aligned with our clients’ business objectives.
2- Generative AI: We are already in the future.
Generative Artificial Intelligence (AI) is no longer a science fiction concept but a reality in the world of digital marketing.
This technology is transforming the way we interact with customers and optimize our strategies.
From custom chatbots that improve conversion rates to predictive analytics that enable campaign optimization with precision.
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In the field of content marketing, writing assistants based on generative AI are gaining ground. These tools help scale the writing and creation of quality content and are already revolutionizing the way we produce and distribute information.
However, it is important to understand that AI, however advanced it may be, has its limitations: It cannot see the whole picture of the company, it cannot empathize with people, it is not as creative as a human being…
The key is to use generative AI as a tool, a support, but always maintaining human control.
Your strategic vision, your understanding of the business context and your creativity are irreplaceable. AI needs you to be at the wheel to operate effectively and in line with your business objectives.
Generative AI is an ally. At Smartbrand, we intelligently integrate this technology into our strategies and take advantage of the best of both worlds: the efficiency and scale of AI, and human vision and creativity.
3- SEO: Constant evolution
SEO is far from dead, which is why it is digital marketing trends 2024: a mid-year look very important to have professionals who have the ability to adapt to Google’s constant changes.
Integrate link building with public relations.
Consider SEO from a more specific geographic perspective.
Go beyond Google’s public statements and embrace experimentation and testing.
4- Linkbuilding: Beyond links
Link building has also evolved. It is no longer gambling data just about getting links, but about building a solid online reputation.
It is important to complement traditional link building with public relations strategies to increase brand searches:
Focusing on content quality.
Looking for authoritative sources: Journalists, bloggers…
The true value of link building lies in improving your brand’s online reputation and increasing visibility in an organic and sustainable way.
5 Paid advertising: Precision and personalization.
Paid advertising is also undergoing a significant transformation in 2024.
The integration of Artificial Intelligence (AI) into advertising platforms is transforming the way we reach and connect with our audiences.
This year, the key to success in paid advertising is hyper-personalization and data-driven optimization. We are witnessing an evolution beyond simple automation, towards an intelligent, adaptive and personalized approach.
Advanced segmentation: Machine learning algorithms can now analyze data in real time, allowing for more precise segmentation.
Bid Optimization: Advertising platforms adjust bids instantly based on the likelihood of each individual impression converting.
Dynamic creatives: Technology makes it possible to create ads that automatically adapt to the viewer, increasing relevance and engagement.
Cookie-free strategies: With the disappearance of third-party cookies, strategies based on first-party data become crucial. This implies better integration between advertising platforms and CRM, allowing for more personalized and effective campaigns, while respecting user privacy.
New advertising formats: Short videos are gaining ground, especially on platforms like TikTok and Instagram Reels. These formats offer a more immersive and engaging way to connect with your audience, especially younger generations.
6. AI-powered video creation
Thanks to AI, video creation is also undergoing a revolution, but the essence remains human creativity.
AI tools like Synthesia, Runway or InVideo AI allow us to generate realistic and creative videos and scenes from prompts or text instructions.
However, AI cannot replace human creativity and innovation in storytelling, so the future lies in the intelligent combination of AI efficiency with the creative vision of a human team.
At Smartbrand, we are constantly exploring how to integrate these new technologies into our creative processes. Our team of experts is always looking to leverage the best of both worlds to create creative video content that connects with audiences.
7. Influencer Marketing: Beyond the numbers
Influencer marketing remains a very powerful and effective strategy, but it is also evolving.
Identifying brand-relevant influencers remains the biggest challenge, despite the abundance of discovery tools.
Today the focus is changing: from searching for influencers to a deep understanding of audiences.
That’s why discovery tools are changing the way we identify influencers for specific audiences.
Our approach to Influencer Marketing campaigns goes beyond follower numbers. We focus on:
Analyze our clients’ target audiences.
Identify sources of influence for these audiences.
Collaborate with influencers who truly connect with your target audience, regardless of their size.
This approach allows us to create more personal, authentic and effective Influencer Marketing campaigns that generate a real impact on our clients’ results.
8. Social Media: Adapt or disappear
The integration of artificial intelligence is transforming the creation, management and consumption of content on social networks.
