With 2024 just around the corner, it’s time to start looking ahead at what trends will influence the small business marketing landscape into the new year. From voice search to privacy-first marketing, there is no doubt the digital marketing world is in for an exciting year ahead. The digital marketing landscape is constantly evolving, and it’s important for businesses to stay ahead of the curve in order to achieve their marketing goals.
In this article, we’ll explore the top five digital marketing trends to expect in 2024, along with practical tips for small businesses looking to thrive in this dynamic and competitive environment. Whether you’re a SMB owner or a marketing professional, understanding and adapting to these trends can make all the difference in achieving your marketing objectives.
Five trends coming to marketing, and how to harness them
- Optimising for voice search will be key to success
It’s no secret voice search is going to continue to rise in popularity into 2024. There are already 4.2 billion voice assistants in use, and that number is expected to double by the end of 2024. More and more people are using voice assistants, like Google, Alexa, and Siri, to find information, so businesses need to make sure that their websites are optimised for voice search.
In fact, one in every two people are now finding local businesses through voice search. So, if you’re not optimising for voice search, you’re missing out on a lot of potential customers.
Tips for SEO and voice search in 2024:
- Optimise for long-tail keywords. Voice search queries are typically longer and more conversational than text search queries. This means that you need to optimise for long-tail keywords, which are more specific and less competitive.
- Create natural language content. Your content should be written in a natural language that is similar to how people speak. This will help your content rank higher in voice search results.
- Make your website mobile-friendly. Voice search is often done on mobile devices, so it is important to make sure that your website is mobile-friendly.
- Claim and optimise your Google Business Profile listing.
2. Personalisation and AI will go hand-in-hand
Artificial intelligence (AI) is rapidly transforming the digital marketing landscape, and its impact is only expected to grow in the coming years. In 2024, we can expect to see AI playing an even more significant role in delivering personalised experiences to consumers, especially in the marketing landscape.
One of the ways AI is transforming digital marketing is through its ability to analyse vast amounts of data to create hyper-personalised content, product recommendations, and advertising. AI-driven algorithms can take into account a wide range of factors, such as a user’s demographics, interests, purchase history, and online behaviour, to create a truly personalised experience.
A study by McKinsey found that personalised marketing campaigns can reduce customer acquisition costs by up to 50%, making it an efficient way of attracting and retaining customers.
3. Marketing will be key for small business success
Local marketing is going to be especially important in 2024 because the world is becoming increasingly digital, with consumers spending more time researching prior to purchases. This means that it is more important than ever for small businesses to have a strong, local, and visible online presence.
By focusing on their local market, small businesses can build relationships with potential customers and establish themselves as experts in their field. This can also help small businesses to compete with national or even global competitors.
Local marketing tips for small businesses in 2024:
● Claim and optimise your Google Business Profile and Localsearch Business Profile.
● Use social media to tag your business location.
● Boost your reviews.
● Run digital marketing campaigns on paid platforms.
4. Social media advertising will grow in popularity
In 2024, we expect to see continued growth in social media marketing, especially on platforms like TikTok, Facebook, and Instagram. Social media advertising is a great way to reach a large and engaged audience because it allows businesses to target their ads to specific demographics, interests, and behaviours.
Additionally, social media platforms offer a variety of ad formats, including images, videos, and stories, which can be used to create engaging and visually appealing ads.
These platforms support the rising popularity of video content, another trend we expect to see into 2024. In recent years we’ve seen trends have shifted to short-form videos and storytelling to capture and keep people’s attention, rather than long-form video content.
5. Privacy and security will be front of mind
Privacy-first marketing is a tactic that keeps consumer’s data and other online information safe and secure. It involves collecting and using consumer data in a responsible and ethical way, and giving consumers control over their data.
According to the Australian Privacy Foundation, 82% of Australians are concerned about the way their personal information is handled by organisations, and the upcoming changes to the Privacy Act mean small businesses will be held accountable for the handling of personal customer data.
There are a number of benefits to privacy-first marketing. For businesses, it can help to build trust and loyalty with customers, which can lead to increased sales and customer satisfaction. For consumers, privacy-first marketing gives them more control over their data and helps to protect their privacy.
Tips for Australian businesses looking to implement a privacy-first marketing approach:
● Be transparent about how you collect and use consumer data. Explain to consumers why you need their data, how you will use it, and what their choices are.
● Give consumers control over their data. Allow consumers to opt out of having their data collected and used, and give them access to their data and the ability to correct or delete it.
● Use secure data storage and processing practices. Store and process consumer data in a secure manner using appropriate encryption and other security measures.
Daniel Stoten is executive chairman of leading digital marketing presence provider, Localsearch.