Category Digital Marketing
Digital marketing trends This comprehensive article discusses pivotal digital marketing trends for 2024, such as AI-driven personalization, influencer marketing, and privacy concerns, aiming to boost brand engagement and adapt to consumer expectations.

What makes digital marketing companies successful? Is it compliance or innovation? Well, a successful digital company is one that is innovative and complying with the needs of the audience. The trick is to keep up with the digital marketing trends and use them to benefit your brand.

However, this is not as easy as it sounds. It is complex because trends in digital marketing rely on various changing factors. These factors are time, place, age groups, social media platforms, etc. Thus, it is essential to understand these minute details and how they impact your marketing strategy.

A successful digital marketing strategy must consider variations and employ trends. The digital marketing industry is booming with constant growth. The global ad spend is speculated to reach $667 billion in 2024, and the industry is likely to reach $807 billion by 2026.

This article aims to explore some of the latest marketing trends that will help business growth in 2024. Read on to learn about some actionable strategies for businesses to stay competitive in the following year.

Navigating Leading Digital Marketing Trends in 2024

The only constant in the digital marketing industry trends is change. Having these changes on tips is the best way to stay ahead of the curve. Here are some digital marketing trends for 2024 that can help you ace your marketing game:

1. Influencer Marketing​

Involving influencers in the marketing of products and services gives a genuine and authentic response. Modern consumers prefer this authenticity over mere endorsements. This works best when you collaborate with influencers who are niche and target-specific.

Influencer marketing is witnessing a significant rise in various industries. App marketers are adopting influencer marketing for mobile apps, and businesses are collaborating with influencers for brand promotions and more.

2. Social Commerce

Understanding social media commerce is essential. This includes knowing which social media platforms are used by the target audience. A new digital marketing trend observed is spending time on less famous platforms.

This is because the most famous ones often do not provide the best return. The best Return-on-Ad-spend of popular social media platforms in 30 days is-

  • X- 6.8
  • Pinterest- 5.2
  • Snap- 4.9
  • TikTok- 4.1
  • YouTube- 3.9
  • Instagram- 3.3
  • Facebook- 3.2
  • LinkedIn- 2.6

3. AI-Driven Marketing

AI is an effective tool that has altered marketing. Amongst the digital marketing trends for 2024, AI is one such milestone that seems just out of a sci-fi movie. AI in marketing provides 24/7 customer service that caters to diverse preferences, acquiring customer reliability.

According to Verint's 2023 State of Digital Customer Experience report, 80% of customers anticipate AI-powered interactions to enhance their service experiences.

Apart from AI chatbot apps, businesses are turning to AI for services like:

  • Copy-writing
  • Personalized recommendations
  • Email marketing
  • Data Analysis

Additionally, considering the ethical measures, using AI for the right purposes can benefit your business in several ways. A recent McKinsey report estimates that AI could contribute up to $4.4 trillion in global productivity per year.

digital marketing trends

4. Personalized Email Marketing

The process of sending emails to your customers on a regular basis is known as automated email marketing. Emails have always been the most reliable. 

Promotional emails are an excellent approach to update your clients about your company's successes or future sales. The best e-mail marketing practices that use personalization offer an effective strategy to recover clients' attention and create a loyal customer base.

5. Transforming the Content Format

The increase in the consumption of short-form content has reduced the attention span of the audience. As the latest digital marketing agency trends suggests, today, an average human has an attention span of 8.25 seconds, which is 4.25 seconds less than that found in 2000.

trends in digital marketing

Earlier, 2300-word articles ranked at the top of Google. Now, this has switched to 1447-word articles. Another thing to consider from the digital marketing trends in businesses is how you use AI to write to retain the human touch.

6. Privacy and Data Protection

Today, 90% of people agree that they must be able to see and delete the data that various companies have about them. This depicts the increasing concern over the privacy of consumer data. This is why you need to be transparent with data collection and how it is being used. It can be done by having these things in check:

  • Opt-in forms
  • Clear privacy policies
  • Robust data security measures.

A good experience with data privacy helps your business have a good reputation as a trustworthy custodian of customer data. This requirement gets critical if you are in fields that handle sensitive data. For instance, app development, web development, etc. As a developer, you need a solid website or app privacy policy to build trust in target consumers’ minds.

7. User-Generated Content (UGC)

UGC offers social evidence and engagement, which makes it a tool for brand marketing. Organizing interesting challenges and contests with hashtags, themes, and formats helps brands promote the development of user-generated content. UGC allows the development of content that increases consumer loyalty and trust.

8. Focusing on Building the Brand

Brand value significantly impacts the return that you receive. In fact, the latest trend is that the consumer pays more attention to the brand rather than quality. This is evident from the sales of products like Jordans and Kylie Cosmetics. Digital platforms offer the same opportunities to all. It is your brand name that will distinguish you from the competition.

9. Live Streaming

The live streaming sector has been marking its significant place in the new trends in digital marketing’s 2024 list. According to Research and Markets Live Streaming Global Market Report 2023, the global live-streaming market is expected to expand from $1.49 billion to $3.21 billion between 2023 and 2027. Brands are using live streaming to connect authentically with their audience.

top digital marketing trends

10. Mobile-Friendly Marketing

A cell phone is the most popular device for accessing the internet among Indians. This is why having a mobile-friendly website and marketing campaigns is important. In case you have an app, it must be modified to cater to an app store search and promote it through other channels.

11. Video Marketing

The USA and Canada both are witnessing a significant rise in video content. A Statista report suggests the video advertising market in Canada is projected to value at $3.9 billion in 2024. On the other hand, a SocialPilot report suggests the video market in the USA is worth $135 billion.

Platforms like TikTok and Instagram can be credited with significantly boosting the adoption of video content in social media marketing strategies.

To draw in and hold on to customers' attention, several marketing experts in these markets, including app marketing agencies, social media experts, and affiliate marketers, are investing more in interactive and visually appealing content.

This format has a visual appeal and is well-suited to the decreasing attention spans of audiences. 

For example, 

  • Nike uses short videos on Instagram to show new products and inspire viewers with athlete stories.
  • Duolingo's TikTok account uses humorous videos to engage language learners.

Top Digital Marketing Trends in the USA in 2024

The type of new digital marketing trends that make it to the top of the chart depends on the country where these are used. Some upcoming trends in the USA in 2024 are:

1. Cookieless

The third-party cookies have been phased, and this has increased the marketer's need to track and target audiences. This trend increases the traction towards first-party data collection and cookieless measurement solutions. Adopting CRM software and building strong customer relationships are the keys to success in this cookieless era.

2. Human Perspective

Despite all advancements in the trends of digital marketing, one thing that remains the same is the human touch. Consumers crave genuine connections and authenticity. Brands that combine technology with creativity remain the most successful.

Top Digital Marketing Trends in Canada in 2024

The Canadian digital marketing industry continues to evolve at a rapid pace. You must keep an open eye while going through the internet to stay updated with the digital marketing industry trends. Here are some of the most common trends to watch out for the following:

1. Personalized Experience

Digital marketing techniques emphasize personalization. In Canada, target audiences are receiving hyper-personalized experiences from Canadian businesses. This is owing to the use of data analytics and AI-driven technologies.

trends of digital marketing

One of the most effective ways to engage and retain customers is to observe their behaviors and form marketing campaigns. As Statista suggests, Canadian companies are increasing their ad spending significantly. By 2028, the number is expected to rise to $4.53 billion.

2. Sustainability

Canadians place greater emphasis on sustainability and social responsibility. Brands increasingly adopt eco-friendly practices and support social causes that resonate with the Canadian audience. Marketers promote these activities in their advertisements that are consistent with the beliefs of socially conscious consumers.

3. Augmented Reality (AR) Experiences

In Canada, the use of augmented reality in marketing campaigns has become popular. Businesses are using AR to give customers interactive experiences and to allow them to interact with things before buying them. Boosting businesses using AR technology is turning out to be impactful for industries like retail, e-commerce, real estate, and more.

Statista says the AR&VR market will expectedly generate a revenue of $839.8 million in the Canadian market. The market is also expected to rise at a CAGR of 10.45% between 2024-28.

Top Digital Marketing Trends in India in 2024

Just like the diverse nature of a country like India; the type of content consumed by the audience is diverse. The latest digital marketing trends in the country evolve rapidly. Here is a list of some of the latest patterns trending in India.

1. Purpose-Driven Content

The new generation you are going to cater to in 2024 is more aware of their surroundings and issues than any other generation. They would not let any stereotypes and political incorrectness slip under the carpet.

This is why you need to show the audience the passion with which you care. It could be concerning the environment, peace, society, etc. Some instances of purpose-driven content are:

  • IKEA is committed to producing rapid and inexpensive furniture that can be readily purchased and sold. 
  • Mama Earth promises to plant one tree for every order received and a million trees by 2025.

2. Voice Search Optimization

For a populace like India, voice search options help people who cannot read and write while surfing the internet. This leads to the demand for the following in India:

  • Voice assistants - People are using voice assistants like Google Assistant and Alexa to search for information and make purchases. Brands must form their content, keeping in mind voice search by using relevant keywords and phrases.
  • Regional Voice Search - Vernacular languages are essential for reaching a broader audience in countries like India. This includes enabling voice search in regional languages.

3. Pillar Content

Pillar content is a depth of authoritative analyzed content for your readers. It is about the central topic content that must be backed up by facts. This content should be well-researched and enriched with visuals for an enhanced user experience.

The trick is to conduct keyword research to identify the best keywords for your pillar content. These must then be skillfully integrated into the article to improve ranking.

4. Mobile-Friendly Marketing

A cell phone is the most popular device for accessing the internet among Indians. This is why having a mobile-friendly website and marketing campaigns is important. In case you have an app, it must be modified to cater to an app store search and promote it through other channels.

Top Digital Marketing Trends in the UK in 2024

UK businesses in contemporary times are struggling through bumpy economic times in 2024. In such a crisis, staying on top of your digital marketing game is a must. This can be done by staying informed and adapting quickly. Here are a few things to consider while making a strategy:

1. Short-form Vertical Videos

Short-form content is trending across the globe. Short-form vertical videos, particularly, are trending in the UK. These include YouTube Shorts, Reels, and Tiktok.

Meta announced in its Q3 2022 earnings that Reels take over 20% of the time users spend on Instagram. In fact, the user engagement rate of Reels is 22% higher as compared to regular video content.

2. Audio Marketing

Podcasts and audiobooks are experiencing a boom among the b2b digital marketing trends in the UK. Marketers are using these tools to reach audiences through targeted audio ads, branded content, and influenced partnerships.

The reason for this rise is engaged audiences, as it creates an emotional connection with the target audience. Analysts project that digital audio ad spending will reach $274 million in 2024 in the UK, with an expected annual growth rate of 4.33% until 2028.

3. TikTok Marketing

It would be unfair to talk of digital marketing in the UK without giving due credit to TikTok. According to Profile Tree, the UK has 23 million active users, and the number is expected to grow further.

It is dominant in younger demographics, and 40% of users are aged 18-24. The main reason TikTok ads give incredible margins is that conversion rates are higher than on platforms like Facebook.

4. Ethical marketing

The trends of digital marketing strategies are governed by AI tools. However, this increases reliance on AI algorithms to boost performance, which raises ethical concerns within the community. Challenging algorithms and advertising ethically is a priority for marketing departments.

According to a survey by Precis Digital and Forrester Consulting, 67% of participants agree that marketing ethics helps to fulfill the dual goals of developing client trust and boosting long-term success.

Top Digital Marketing Trends in Australia in 2024

From the rise of AI to content-form updates to new social media features, such as Instagram Threads and YouTube shorts, digital marketing is always changing. It is important to keep up with recent trends in marketing if you want to stand out. Here are a few digital marketing trends to look out for when looking to grow in Australia.

1. Social Media as an E-commerce Platform

Australia is also leveraging social media to establish personalized relationships with potential customers. Social media can be the key to making your brand stand out from your competitors. As for the popularity of e-commerce on social media, every 1 in 5 Australians (20%) shopped through social media platforms in 2023.

2. Hyper-Personalization

Target audiences feel special when they receive personalized experiences. This involves understanding the following to alter messaging and recommendations:

  • Individual customer preferences
  • Purchase history
  • Online behavior

According to a recent stat, 83% of Australian consumers expect a personalized experience across digital platforms, and impersonal shopping experiences frustrate 71% of consumers.

3. Optimizing Voice Search

While the demand for this trend may be global, in 2023, 57% of Australians used voice search, and‌ 55% of these searches were for local businesses. With the increased use of virtual assistants like Siri and Alexa, voice search is one of the most used online browsing methods.

When optimizing these, you should consider the following factors:

  • Using natural language keywords
  • Creating long-tail content
  • Focusing on answering user questions clearly and concisely.

4. Digital Transparency

Among the emerging digital marketing trends is the shift from the dominance of big shots like Meta and Google to an open approach that counters over-reliance on a few platforms. 

This step allows for broader data reach, targeting new audiences, and more control over app marketing strategies. The revolution saves your business from the following concerns:

  • About transparency and privacy raised by consumers
  • Risks of policy changes
  • Increased ad costs
  • User behavior changes.


The crux of this article is that companies that adapt to trends in digital marketing find it easier to meet the expectations of their audience. Doing so can help you position yourself for sustained success in the ever-changing marketing world.

The marketing niche has always been fast-paced. The digital aspect has only added to its volatility. This makes it important to formulate a strategic approach to marketing through digital tools. This allows making the most of the opportunities that it has to offer.

With the emergence of AI, 2024 can come about as a challenging year for digital marketers. In such a milieu, you need to be armored with the right knowledge of the latest digital marketing trends. The above-discussed trends can significantly help in asking yourself the right questions to hiring a mobile app marketing agency, an affiliate marketing expert, or an independent marketer.

Sakshi Kaushik

By Sakshi Kaushik LinkedIn Icon

A passionate writer and tech lover, she strives to share her expertise with mobile app developers and fellow tech enthusiasts. During her moments away from the keyboard, she relishes delving into thriller narratives, immersing herself in diverse realms.

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