The key trends in digital marketing in 2024

As we approach 2024, it's vital to stay informed and anticipate the major developments in digital marketing. This article presents an overview of the key trends for boosting online visibility and reaching an ever-wider audience.

Artificial intelligence and conversational tools

The growing use of chatbots and other artificial intelligence-based assistants makes it possible to provide answers, recommendations or even create personalised content based on user preferences. It will therefore be important for brands to invest in these solutions to facilitate their communication with customers.

Interactive and immersive content

One of the major innovations to come is interactive and immersive content, which will enable Internet users to enjoy engaging and original experiences. Brands will therefore need to turn to innovative formats to capture the attention of their targets and encourage interaction.

• Vertical videos : optimised for smartphones and, in particular, for Instagram, Facebook and other stories. TikTok they encourage sharing and virality.
• Live streaming : Combining e-commerce and entertainment, this mode promises to boost interaction between brands and their audiences through special events such as fashion shows, concerts or conferences with experts.

The rise of voice marketing

With the growing success of voice assistants such as Siri, Alexa and Google Home, it is vital for businesses to take this dimension into account in their communications strategy. The arrival of advanced language models such as ChatGPT and Google Bard is already encouraging a more intuitive connection with users, which requires content that is short, concise and adapted to voice requests.

TikTok, a key platform for advertising

The TikTok social network has established itself as a major lever for advertising campaigns thanks to its popularity with a young, committed audience. Learn the TikTok codes to boost your virality!

The emergence of generative research experience

The integration of platforms such as ChatGPT heralds the advent of search experience generation (EMS), the new frontier of digital marketing. Although it has not yet been fully deployed in France, it is expected to experience significant growth in 2024, forcing brands to adapt their strategies.

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Transmedia narratives and storytelling

The narrative and creative approach offered by storytelling makes it possible to create links between the digital and analogue worlds, reinforcing the impact of the message and encouraging users to engage with the brand. Entrepreneurs will have every interest in exploiting this technique to develop their brand image and create an authentic link with their customers.

Micro-influencers and partnerships

Micro-influencers, with a smaller but committed subscriber base, will become privileged partners for brands. Their credibility, authenticity and closeness to their community will be invaluable assets for promoting products or services to a targeted audience.

Big Data and optimising communication strategies

Collecting and analysing data will enable companies to better understand their customers' behaviour and refine their marketing actions accordingly. Exploiting Big Data will offer a significant competitive advantage in terms of customer knowledge, improving the relevance of content and identifying opportunities for growth.

Ethics and social responsibility

Respect for ethics and social responsibility will be more important than ever for brands. Consumers will be particularly attentive to these dimensions, and it will therefore be crucial to integrate these concerns into the messages conveyed, while highlighting the actions taken in favour of sustainable development, equal opportunities and other areas of social responsibility.

In conclusion, it is essential for businesses to keep abreast of new developments and trends in digital marketing so that they can continue to innovate and adapt their strategies to maintain their competitiveness in 2024.