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Start your year strong
Did you know that nearly 80% of marketers believe that their industry has changed more in the past three years than it has in the last five decades?
Did you know that nearly 80% of marketers believe that their industry has changed more in the past three years than it has in the last five decades?
One global pandemic later, the "new normal" that many business leaders spent months striving for still looks much different than we anticipated.
Rather than trying to stay ahead of unpredictable shifts, revive your digital marketing channels with timeless strategies that reflect your values and reintroduce your brand.
Despite a less-than-positive economic outlook for the coming year, businesses can still capture consumer engagement — and continued consumer spending — if they remain authentic across their digital marketing channels and fine-tune their marketing messages to match consumer preferences.
Moreover, now that third-party cookie tracking has become a thing of the past, brands can leverage contextual targeting intent-based keywords to better serve customers than ever before. Take a look at how ongoing adjustments to the marketing landscape can enable your business to shine in 2024.
01 / 07
Strategize for success
Like a brand style guide is essential for a cohesive brand, a digital marketing strategy is essential for effective marketing performance. Think of your marketing strategy as the blueprint for how you will approach various marketing channels in the new year to stay on target and on budget.
55%
of businesses have a clearly defined digital marketing strategy
38%
of businesses integrate their strategy directly into operations
85%
of marketers intend to invest in digital asset management (DAM)
55%
of businesses have a clearly defined digital marketing strategy
38%
of businesses integrate their strategy directly into operations
85%
of marketers intend to invest in digital asset management (DAM)
A smart marketing strategy helps safeguard your business from unexpected hiccups, which can explain why the majority of marketers worldwide (69%) consider investments in content creation, management, and distribution strategies tactical decisions to safeguard finances in uncertain times.
Aside from protecting potential revenue, a marketing strategy also ensures every decision you make is timely, and it gives you a chance to curate your unique brand voice and narrative. Think of your marketing strategy as the roadmap to winning customers and crushing the competition in 2024.
02 / 07
Market smarter on social
Social media marketing plays a massive role in an overarching digital marketing strategy, especially for businesses with an e-commerce component. So, it goes without saying that social media marketing and shopping tools are no longer options for modern businesses — they are necessities.
The importance of social media marketing can explain why brands leverage an average of four social media platforms across marketing campaigns, including Facebook, Instagram, YouTube, and Twitter (X).
1 in 4
One in four marketers utilize social media shopping tools
42%
of marketers planned social media campaigns in 2023
1 in 4
One in four marketers utilize social media shopping tools
42%
of marketers planned social media campaigns in 2023
Social media marketing has
the highest ROI
of any channel
Social media marketing has the highest ROI of any channel
It's also vital to note that the number of social media users worldwide will
reach an astonishing
5.17 billion in 2024.
The latest figures place the
average daily social media usage
of internet users worldwide at 151 minutes—or two hours and 31 minutes per
day—six minutes longer than in 2022.
In other words, social media opens a 2.5-hour portal of unprecedented daily access to your customer base. So, this is the time for your business to branch out on social media with various content that speaks to your unique values, brand identity, and the benefits of your products.
For effective social media marketing, don't underestimate the power of a content calendar and social media manager.
Get it on the calendar
Nearly 75% of businesses utilize a content calendar or a document that outlines when specific content will be published on each platform. Aside from the date on which the content will go live, a calendar can include copy, relevant hashtags, and images or videos for your social media platforms.
Similarly, a content calendar defines dependencies for your various social media tasks. Use it to eliminate uncertainties regarding who will post a long-form blog post before the accompanying video is posted on social media or who is responsible for answering user messages.
Some of our top picks for social media content services include:
Hand your social over to a specialist
As of November 2023, 64% of marketers post on Facebook, 58% post on Instagram, 57% post on YouTube, 43% post on Twitter, 42% post on TikTok, and 33% post on LinkedIn. With efforts spread across multiple platforms, there’s never been a better time to recruit a reliable social media manager.
A social media manager serves as the sole point of contact to rely upon for consistent social media engagement. This individual (or individuals if you operate a number of social media campaigns) is responsible for reacting and responding to customers and sharing brand-related content.
Some of our top picks for social media marketing services include:
03 / 07
Stop the scroll with social media ads
Social media marketing can be classified into two categories: organic social media, like regular image and text posts, and paid social media. Paid social media refers to social media advertising or dedicating ad dollars on social platforms to promote high-value content to your target audience.
Right now, marketers are leveraging social media advertising more than ever before:
$207B
Spending in the global social media advertising market reached $207 billion in 2023.
$247B
The global social media advertising market is projected to reach $247 billion by 2027.
26%
Social advertising spending is estimated to account for 26.5% of all advertising dollars in 2024.
Despite risks of inflation, social media has remained the most effective paid channel for the majority of global marketers, particularly on video-based platforms like Instagram. In 2024, 70% of marketers who don't currently use video as a marketing tool will expand into social media ads.
As mentioned in Step 3, global marketers have also integrated social commerce with messenger apps, such as Facebook Messenger. Advertising directly within these platforms significantly enhances the revenue potential of social commerce and provides more advanced targeting.
Social media advertising experts can help you strategize, launch, and manage powerful social media ad campaigns.
Some of our top picks for social media advertising services include:
04 / 07
Market to the top of search
Few websites are as impactful for a digital marketing strategy as search engines like Google. Search engine marketing (SEM) is a process of purchasing ad space on search engine results pages (SERPs) to enhance your brand's discoverability for specific keywords, like your business or product name.
The purpose of search engine marketing is to get your brand in front of customers with commercial or transactional intent. Commercial intent refers to users who want to make a purchase but need more research, whereas transactional intent refers to users who are prepared to purchase.
Paid advertisements on search engines will only reach consumers with the right intent if you select highly relevant keywords, such as product-specific phrases and branded terms like your business name. Including long-tail localized keywords, like "in Vegas," is essential for brick-and-mortar stores.
Brands can bid on relevant keywords on platforms like Google Ads to land in the paid results that display on the top of SERPs, which operate on a pay-per-click (PPC) basis. This means that a brand pays the amount they bid on the keyword each time a user clicks on the advertisement on SERPs.
Remember that SEM is not a "set it and forget it" type of marketing strategy. Always measure your performance metrics, such as click-through rates, cost-per-click (CPC), impressions share, and your return on ad spend (ROAS), and tweak your strategy, such as selected keywords, for optimal ROI.
Some of our top picks for search engine marketing services include:
05 / 07
Soar in search results with SEO
What organic social media is to social media advertising, search engine optimization (SEO) is to SEM. Whereas SEM uses paid ads to increase discoverability in search engines, SEO uses a series of organic strategies to boost a website's placement (ranking) on SERPs for relevant keywords.
It's proven that the first organic result on SERPs has an average click-through rate (CTR) of 39.8%, a significant leap from 28.5% the year prior. However, CTR dramatically declines with lower positions on SERPs, with an 18.7% CTR for the second position and a meager 1.9% CTR for the ninth position.
If you want your content to top SERPs, you'll need to conquer the five elements of SEO.
of marketers optimized their website to attract and convert leads in 2023.
While far from new, optimizing a website with a robust SEO strategy continues to be a powerful marketing strategy:
Keyword research
SEO success hinges on highly relevant keywords and phrases. Begin by conducting keyword research to locate the phrases your target market is searching for, as well as the intent behind common search terms. Then, assign a high-performing keyword to each page on your website so search engines can easily identify the subject of the page's content and direct users appropriately.
On-page optimization
On-page or on-site SEO is the process of individually optimizing web pages for specific keywords to boost search visibility and traffic. Once geared with popular search terms for your audience, begin on-page optimization by updating title tags, headings, and web copy with relevant keywords.
Off-page optimization
Once you've begun on-page optimizations, you can begin an off-page strategy to tackle changes applied outside of your actual website to improve your discoverability on SERPs. Off-page optimizations encompass third-party content opportunities, like publishing a guest blog on a reputable website, as well as link-building opportunities that involve placing links back to your website on other sites.
Technical optimization
Technical optimization for SEO goes hand-in-hand with accessibility best practices for content. First, ensure that all images utilize the appropriate alt text or captions for those who are visually impaired. Next, eliminate any broken links or 404 redirects on your website. Then, be sure to optimize your website for mobile users and check your site speed to ensure it loads quickly.
Localized optimization
Lastly, brands with physical locations can also deploy local SEO strategies. Local SEO is a tactic to become more visible in local search results on Google, like when users search for "burgers near me" or "record stores in Brooklyn, New York." Localized on-page optimization and the creation of local Google My Business pages for brick-and-mortar businesses can boost presence on SERPs.
06 / 07
Enhance your email marketing
As the final component of a digital marketing strategy, email marketing is a facet of customer relationship management (CRM). Email marketing enables brands to create and maintain relationships with existing customers, as well as build new relationships with potential leads.
What's unique about email marketing compared to search engine marketing or paid ads is that email opens a direct line of communication between your brand and its customers. Regular email alerts, like abandoned shopping cart notifications and weekly newsletters, drive consumer interest.
This can explain why global marketers leverage email marketing campaigns on a mass scale:
90%
75%
69%
of businesses say email marketing is important to overall success.
of global B2B businesses use email to enhance content marketing.
of marketers use email newsletters to distribute content.
As a matter of fact, email was considered one of the most effective marketing channels in 2023, with 79% of marketers placing it in their top three channels and customers ranking it as number one. Email is the ideal channel to offer interesting content or even discounts that drive website traffic.
Even better, email marketing helps support various content personalization efforts. Over half of marketers (54%) identified improving personalization efforts as a key objective for 2024, and AI-assisted segmentation can help tailor email content to specific, ready-to-buy audiences.
As you craft your 2024 email marketing assets, strive to construct materials with your brand style guide in mind. Maintain the same tone and voice as your other content, like social media posts, so your style becomes recognizable. Most importantly, always include a call-to-action (CTA) to encourage a sale.
Some of our top picks for email marketing experts include:
07 / 07
Where digital marketing is going in 2024
Before you reenvision your digital marketing strategy for 2024, consider how you can incorporate these rising trends:
Everything in one digital ecosystem
In 2023, maintaining consistency while distributing content was a challenge for most businesses, particularly the 66% of brands that regularly use more than 11 channels for marketing activities. Half of marketers will strive to create consistent content experiences on all platforms in 2024.
As such, recent survey results indicate that 85% of marketers worldwide intend to invest in a digital ecosystem powered by digital asset management (DAM) software. Such software will empower brands to allow individual users to pick up at the same point in their customer content journeys.
Content at its best with AI
Beyond the adoption of DAM software, marketers globally (98%) will prioritize faster time to market and/or delivery of content experiences across platforms in 2024. Many have turned to AI-powered automation solutions to not only deliver content quicker but also to re-optimize it.
Various AI-powered software, from SEO tools like Semrush and Ahrefs to social media programs like Sprout Social and Agorapulse, enable businesses to optimize current and even outdated content with relevant keywords, internal links, and more. Such software also speeds up the delivery process.
Getting real in marketing
The sheer volume of marketing content available to consumers at a moment's notice has pushed businesses to replace flashy advertisements with authentic marketing campaigns. As of 2023, 90% of Millennials say authenticity is an important factor when supporting brands.
However, it's not just Millennials that feel this way 80% of Baby Boomers and 85% of Gen Xers agree. Unfortunately, more than 50% of consumers feel that less than half of brands create authentic content, causing 30% to unfollow brands on social media when they feel the content is inauthentic.
