Expert Digital Marketing Predictions for 2024

2024 EXPERT DIGITAL MARKETING PREDICTIONS FOR 2024

Contents 3 Introduction 4

2024 will revolutionise the way we search

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Changing consumer preferences will impact brand messaging

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Social media will become the new PR platform

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Paid Media channels will continue to expand

27 AI will redefine digital marketing 33

Social Commerce will be the new way to shop in 2024

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Video content will continue to dominate

41 Digital Marketing in 2024…

Introduction 2024 is predicted to be a monumental year for digital marketing. Reflecting on the changes that rocked the digital marketing landscape in 2023, can give us some insight on what we might expect to see in the upcoming digital year: • The four Google core updates, alongside the many other major changes, ranging from algorithmic tweaks to major overhauls, that we saw on Google’s platform this year is already transforming the search landscape.

• With platforms such as TikTok entering the search game in 2023, we can anticipate that we will see further levels on the way in which we conduct social media marketing in 2024.

• The introduction of AI emerged as a defining theme in 2023, and has already been transforming digital marketing practices.

And yet, our marketing experts predict that we have only just scratched the surface of what AI technology can achieve in the realm of digital marketing.

As 2024 beckons, we envisage a digital landscape defined by advancements in technology, shifting generational values, and an evolving social media presence.

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2024 will revolutionise the way we search

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In 2023 the long-reigning search engine, Google, found its “King of Search” title being challenged by the popular video-first social media platform, TikTok. The text-based browser, best known for providing a list of associated links to typed user queries, was being displaced by a growing preference for bite-sized, visual, snippets of information, rather than long-form text based content. It was this shift that drove TikTok to officially begin positioning itself as a search engine…but the social media platform was not the only change we saw in the evolving realm of search.

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“Search has expanded far beyond traditional search engines. More people are using YouTube, voice search, TikTok, image search, etc. as ways of finding information. They can even gather large amounts of data from other social media users with tools like the Instagram question box so you can get recommendations from people that have made similar purchases or experiences. These kinds of ‘real world’ recommendations may be seen as more useful as they come from other users and not a biased brand.

To combat this, brands might consider creating multiple content forms that cover the same topic to share across multiple channels. Share a blog post with bespoke images, and create a TikTok video that also runs on the same topic. This way, you’ll cover Google search, image search and social searches.

Many brands post an article and do nothing more with it but there’s so much more that can be done to increase the number of people that see your content.”

- Sarah Macklin, Senior User Focused Content Strategist, Click Consult

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Search Predictions for 2024 TikTok will continue to rise in popularity as a search engine

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“I think TikTok will continue to improve as a search engine and become a huge competitor to Google in 2024. We have already seen steady growth in users treating TikTok as a search engine more so than Google over the past year…”

- Lara Harding, Senior Content Marketing & Social Media Executive, Click Consult

In a move to solidify the transition from social media platform to search engine, TikTok has launched several features on the app, including: • A search widget on iOS, providing a shortcut for users to utilise their platform for search • Expanding caption character limit from 300 to 4000 • Allowing users to edit captions following the posting of a video • Displaying suggested keywords and phrases in its search bar

Voice search will continue to increase in popularity Many search engines are launching voice search features on their platforms in an attempt to appease the growing demand for this way of searching.

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“I find myself seamlessly incorporating voice search into my daily routine, particularly using Alexa for various tasks, especially at home when I have my hands full with my little one running around. Queries about simple things like asking for the daily weather predictions - or cooking tips in the kitchen such as how long I should put something in the oven for, or the spices I should use to flavour a certain dish are effortlessly resolved through a simple voice activated search.

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Voice search has just naturally blended into my daily life without me even realising or intending for this to be the case. I can only imagine this trend of using voice search will continue to increase in 2024, with the potential to redefine how users interact with digital platforms in the foreseeable future.”

- Sian Badich, Senior Marketing Executive, Click Consult

With the number of voice assistants predicted to rise to 8.4 billion in 2024, it is critical that digital marketers adapt their Organic Search (SEO) strategies to accommodate this new way of search. Strategies need to take into consideration the differences in the wording of spoken compared to typed queries - and will have to incorporate the speech differentiations associated with dialect, slang, and language.

The use of image search will also continue to expand In 2023, Google Lens was used for 12 billion searches each month - and like with voice search, this is only expected to rise in 2024. To accommodate this change, content marketers will have to start incorporating a lot more visual imagery in their text-based pieces of content. For example, adding more images into blogs and articles related to what is being outlined in the text, and ensuring all images are optimised with Alt text.

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“I predict the influence of image search will reshape the landscape of digital marketing in 2024. Much like the evolution of voice search, this trend is set to escalate further in the coming year.

In anticipation of the rising demand for image-based searches, content marketers must integrate richer visual elements into traditionally text-centric content. This is where image SEO becomes paramount. Each image should be treated as a potential gateway to content, requiring careful attention to associated technical SEO elements. This not only aids accessibility but positions our digital assets for greater visibility in the expanding realm of image search.

In essence, the increase in image search demands a strategic recalibration of our content marketing approach. By embracing the visual narrative, we not only align ourselves with the evolving preferences of search users but also elevate the impact and reach of digital marketing in 2024 and beyond.”

- Alan Reeves, Director of Search, Click Consult

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Generative AI will start to incorporate real-time data, and will be used more frequently for search related purposes Google has been using a form of Generative AI for years, with their predictive autocomplete that appears when you type in a query…but 2023 saw a massive shift in the way we use this technology. With the rise of generative AI tools such as ChatGPT, Microsoft’s Bing AI, and Google’s Bard providing users with an innovative method of searching for and gathering information.

Experts are suggesting that we have only just touched the surface of where generative AI technology can take us, and 2024 is likely to see us reach new heights of what we can achieve with AI tools.

A shift we are likely to see in 2024 is more of these tools adapting to use real-time data available online; we are already starting to see this, with ChatGPT 4 and Google bard using real-time data to generate queries - when previous versions of these tools could only provide information based on the data it was trained on.

Furthermore these tools are continuously being refined and updated as issues are detected, and making use of machine learning technology means that generative AI is becoming smarter, and more user-friendly on a daily basis.

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What impact will this have on different industries in 2024?

Health & Wellness The Health & Wellness industry is likely to be one of the industries most impacted by these shifts in the way we search for information. E-E-A-T requires Health & Wellness brands to rely on long-form text-based content (such as reports, research papers, and informative articles), and while there is certainly still a place for this content - particularly in this industry - Health & Wellness brands are going to have to rethink their content marketing strategies where imagery and voice search is concerned.

Incorporating informative and engaging videos on platforms like TikTok could become essential for disseminating health advice and promoting well-being. Some health professionals have already started using these platforms as ‘influencers’, sharing knowledge on their specialisms to provide professional opinions on trending topics, debunk or confirm myths, and comment on current affairs in the industry.

The potential benefits for Health & Wellness brands to incorporate the integration of generative AI tools are endless.

Generative AI could enhance the personalisation of health recommendations, using real-time data to offer more accurate and tailored advice to users’ specific health needs.

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Professional Services With the growing importance of voice search, optimising online presence for voice queries becomes crucial for Professional Services looking to be easily discoverable by potential clients. Professional Services should focus on incorporating long-tail keywords and phrases that mimic the way people naturally speak when seeking their service. This involves tailoring website content, blogs, and other online materials to accommodate colloquial expressions and varied linguistic patterns associated with voice interactions. Additionally, investing in local SEO is essential, as voice searches often include location-based queries.

The integration of generative AI tools can be leveraged to automate routine tasks, improving efficiency and customer experience.

Adapting to these changes ensures that Professional Services remain accessible and relevant in an era where search extends beyond traditional text-based methods.

eCommerce In the eCommerce sector, the evolving landscape of search presents both challenges and opportunities.

TikTok’s emergence as a powerful search engine, and the rise in image based searches could reshape how consumers discover and engage with products. Whilst the shift towards video and visual based search is likely to be advantageous to eCommerce - the prominence of voice search might raise a few issues in the industry. eCommerce brands heavily rely on imagery of their products, helping users to get a sense of style, colour, and fit before making a purchase - but voice search takes away that element. eCommerce brands will need to optimise product listings for voice queries and become creative in the way product information can be distributed to users without the visual aid.

The use of generative AI in eCommerce could enhance user experiences through personalised product recommendations, leveraging real-time data to understand evolving consumer preferences and trends.

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Changing consumer preferences will impact brand messaging

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“Today’s audience, armed with a wealth of information about global cultures and perspectives, seeks brands that align with their ideals and actively contribute to positive change.”

- Julie Sowa, Managing Director, Click Consult

For years, the driving force behind consumer purchase decisions lay in weighing up the differences between quality and price; essentially, the product that could provide consumers with the highest quality, at the cheapest price would be the most likely to outperform competing products. While these factors are still important in consumer decision making today - they are no longer the sole driving force behind purchase behaviour.

Younger generations especially are taking into consideration additional factors to help with their purchase decisions. Factors such as brand values, company position on sustainability, and increased concerns about data privacy are all having an impact on consumer purchase behaviour, and this impact is only predicted to increase as we move into 2024.

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Consumer preference predictions for 2024 Consumers will want to purchase from brands whose values align with their own In the digital age we have more access to a wider array of information about cultures, communities, and beliefs worldwide than has ever been historically available before. The younger generations have had the advantage of being able to open their mind to the opinions of strangers who have had entirely different circumstances to shape their beliefs, rather than being confined to the opinions of those in their immediate community, or contacts. This has driven a desire for greater inclusivity, equality, and ethical thinking; the modern consumer wants to believe that they are making decisions that are changing the world for the better, and this therefore shapes the decision making process. They are not just choosing to purchase a product or service, they are choosing to invest in a brand that is actively working towards achieving a shared value or belief.

For this reason, marketing has gone beyond simply promoting products or services. It has evolved to have a greater focus on building a community around your brand’s values and beliefs. In 2024, brands will need to understand their audience in a sense that goes beyond basic demographics and delve deeper into what their consumers truly value.

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“It’s essential to recognise that the landscape of digital marketing is undergoing a profound transformation driven by shifting consumer preferences. In this digital age, where unprecedented access to diverse information shapes our worldview, the younger generations, in particular, are embracing a new paradigm of inclusivity, equality, and ethical considerations. Today’s audience, armed with a wealth of information about global cultures and perspectives, seeks brands that align with their ideals and actively contribute to positive change.

The decision-making process has transcended the transactional and become a meaningful investment in brands that stand for something greater. Our marketing strategies must adapt to this paradigm shift by delving deeper into understanding the authentic values that drive our target audience, ensuring that our messaging resonates on a level that transcends the superficial.”

- Julie Sowa, Managing Director, Click Consult

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Sustainability and ethical consumerism As an extension of the above, many of today’s consumers are concerned with the impact their actions are having on the environment, and are becoming increasingly aware of where their products have been sourced, or if they have been sourced ethically.

As we move forward into the New Year, we predict that we will see a surge of businesses promoting their sustainability initiatives and ethical practices in order to appeal to the sense of moral justice in the modern consumer.

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“As people, and businesses we do have a moral obligation to look after our environment, and the people and creatures who inhabit it. Consumers are becoming increasingly concerned about where the source of their products is located, or how they have been produced. Whilst the demand for fast fashion remains high - many more people are moving towards purchasing second-hand, or vintage clothing from thrift stores, or re-seller websites such as Vinted, and Depop - and I think this trend will continue in 2024. For those brands who do sell new clothing, there will be a greater emphasis on clothes being made with recycled materials, or the materials having been produced in an environmentally friendly manner.”

- Becky Gardiner, Senior Marketing Executive, Click Consult

Heightened desire for data privacy People are becoming increasingly concerned with their data privacy, and large corporations being privy to their personal and sensitive information. There is a heightened sense of awareness in the general public now-a-days, as the days of blindly accepting the Terms and Conditions of a website are coming back to haunt them, and large data-breaches becoming a weekly news item.

It is because of these heightened concerns about data and privacy, that search engines such as Google, Safari and Firefox made the decision to depreciate their third-party cookies, starting to gradually transition to more private or secure forms of data collection in 2024. As an extension of this, governing bodies are also making moves to introduce more privacy-centric regulations.

In order to navigate the evolving digital landscape as third-party cookies become less available, digital marketers should integrate strategies like first-party data acquisition, hashed emails, and a heightened emphasis on customer retention into their marketing approaches.

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“We have talked about measurement evolution for years, but 2024 will bring first party data to the forefront even more so than it is now. Completing that feedback loop will become more important than ever [as the depreciation of the third party cookie begins] to keep ahead of both your competitors and the cookie changes.”

- Will Dixon, Head of Paid Media, Click Consult

Community involvement As another extension of customers wanting brand values to align with their own, they are keen to see brands becoming involved in their communities particularly if the brands are local to the community themselves. This practice not only enhances brand visibility and builds a sense of familiarity amongst your audience, but also aligns your brand with positive societal impact.

Brands can actively engage with their community by: • Encouraging employees to participate in charity events, raising funds on behalf of the company through activities like sponsored bike rides, marathons, community bake sales, and more.

• Collaborating with local wellness and environmental groups, engaging in initiatives such as beach clean-ups and volunteering at animal shelters.

• Reaching out to local schools to contribute to career days, imparting knowledge about your business to inspire and educate the next generation of professionals in your industry.

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“The hard sale is gone from organic social, users do not want to be sold to, they want to see brands creating an experience and getting involved with the community more. Videos of brands doing just this have gone viral on social media platforms such as TikTok - which is not only benefits brand awareness, but skyrockets sales” - Lara Harding, Senior Content Marketing & Social Media Executive, Click Consult

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What impact will this have on different industries in 2024?

Health & Wellness In the Health & Wellness industry, businesses can align with changing consumer preferences by incorporating sustainability into their products and practices.

Wellness brands can differentiate themselves by transparently communicating their commitment to environmental responsibility, such as using eco-friendly packaging or sourcing organic and ethically produced ingredients - for instance, supplement manufacturers can transition to ecofriendly packaging and highlight the use of responsibly sourced ingredients.

Community involvement will play a vital role for Health & Wellness brands in 2024. Collaborations with local health organisations for educational workshops and participation in community health initiatives will enhance brand credibility and resonate with the values of health-conscious consumers, strengthening audience relationships.

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Professional Services Beyond showcasing expertise, firms can demonstrate their commitment to inclusivity and ethical practices through concrete actions. Law firms, for instance, can offer pro bono services for underprivileged communities, demonstrating a commitment to equality.

Data privacy concerns can be addressed by implementing robust cybersecurity measures and transparently communicating privacy policies. Community involvement can take the form of knowledge-sharing initiatives, such as free workshops or webinars, showcasing the firm’s expertise while contributing to local professional development.

eCommerce eCommerce platforms can embrace the value alignment trend by transparently communicating their ethical and sustainable practices. For example, as mentioned above, fashion retailers can highlight clothing lines made from recycled materials or produced through environmentally friendly processes.

To address data privacy concerns, eCommerce businesses can prioritise secure payment gateways and transparent data usage policies, emphasising the responsible handling of customer information.

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Social media will become the new PR platform

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“As we approach 2024, social media is not just a channel for brand visibility, it’s emerging as the new digital PR platform.”

- Lara Harding, Senior Content Marketing & Social Media Executive, Click Consult

User generated content on social media can make or break a brand. Positive videos that go viral can lead to a surge in sales or conversions, but negative or critical videos about your brand can have just as big an impact. In 2024, brands need to develop a digital PR strategy that responds to these videos in a way that boosts, retains, and sometimes even reclaims their reputation.

Some brands have already begun implementing this, and others should follow their example to reap the benefits of this emerging strategy in the New Year.

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How are brands implementing this?

Stanley Earlier in 2023, TikTok user @danimarielettering shared a viral video showcasing the aftermath of a disastrous fire in her car that destroyed almost everything inside. The only surviving object seemed to be her Stanley cup - which made it out of the fire relatively unscathed. Stanley stitched the video sharing their sentiments for her wellbeing, but also using the video to promote how resilient their products are. As a gesture of goodwill, Stanley not only sent her a replacement cup, but also bought her a brand new car - an act that went viral.

Northface TikTok user Jenn Jensen (@fannypack310) shared her displeasure with a Northface supposedly rainproof jacket she had bought recently, when wearing it on a rainy hike left her completely soaked through. She requested (jokingly) that instead of a refund, she wanted Northface to redesign the jacket, and deliver it to her on her hike…and that’s exactly what they did!!

Northface responded with a social media video of their own, featuring one of their workers taking the jacket and delivering it to Jensen via helicopter. Northface took the negative video and spun it to their advantage - saving their reputation, retaining Jensen as a loyal customer, and probably making a few additional rain jacket sales in the process!

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“As we approach 2024, social media is not just a channel for brand visibility, it’s emerging as the new digital PR platform. The power of user-generated content on these platforms cannot be underestimated, as it possesses the capacity to either elevate or jeopardise a brand’s reputation.

This strategic approach to use and respond to user-generated content as part of a PR strategy has already been embraced by forward-thinking brands, and I predict that we will see a lot more brands creating content like this going forward.”

- Lara Harding, Senior Content Marketing & Social Media Executive, Click Consult

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What impact will this have on different industries in 2024?

Health & Wellness In the Health & Wellness industry in 2024, the evolving landscape of social media as a primary PR platform will significantly impact how health and wellness brands manage their online presence.

Positive user-generated content showcasing transformative health journeys or successful product experiences may become powerful marketing tools. Conversely, negative content addressing issues or concerns with health products could spread rapidly.

Brands must develop digital PR strategies to promptly address such content, emphasising transparency, product or service resilience, and customer care to maintain trust and uphold reputation.

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Professional Services In the Professional Services industry, the increasing importance of social media as a PR platform demands a strategic shift in how service-oriented businesses manage their online image.

Reputation management becomes crucial, and companies should focus on responding effectively to user-generated content. This may involve showcasing success stories, client testimonials, and addressing any negative feedback transparently.

Professional service providers that embrace this trend can use social media as a tool for client engagement, brand building, and maintaining a positive online reputation, ultimately impacting their ability to attract and retain clients in 2024.

eCommerce For the eCommerce sector, the shift towards social media as a pivotal PR platform in 2024 implies a fundamental change in how brands handle customer feedback and incidents. eCommerce businesses need to be proactive in responding to viral content, whether positive or negative, to leverage the potential for increased sales or to mitigate reputational damage.

Brands that adapt quickly, like Northface turning a negative video into a successful PR stunt, can not only salvage their reputation but also create engaging content that resonates with their audience, potentially leading to enhanced customer loyalty and increased sales.

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Paid Media channels will continue to expand £

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Following Netflix’s successful move to introduce a more affordable ad-supported tier to their platform in 2022 - other streaming services such as Amazon Prime and Disney+ plan to follow suit in 2024. This continues the rise and expansion of new Paid Media channels such as Digital-out-ofHome (DOOH) and Connected TV (CTV).

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“I predict that we will see a continued rise of ‘new’ paid media channels. TikTok will continue to grow in popularity and available volume - but we are also expecting (hoping) the advertising interface to take on a step or two allowing for even more tactical targeting on the platform.”

- Will Dixon, Head of Paid Media, Click Consult

As it currently stands however, many of these CTV platforms have huge minimum budget requirements, which means that smaller businesses or startups often are not able to take advantage of these new channels. We predict that 2024 will see a change to this, as many of the huge CTV channels make moves to compete with the likes of Google and Meta, introducing ad placements that are more budget friendly, self-service, anyone-can-advertise methods for SMEs and start-ups.

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What impact will this have on different industries in 2024?

Health & Wellness Health & Wellness brands can use ad-supported tiers on streaming platforms, or CTV ads to deliver personalised Health & Wellness campaigns - displaying ads during programs where their target audience matches that of the programs viewership. Health & Wellness brands could also use CTV to create targeted fitness programming or sponsored content on fitness-related channels. Offer workout routines, nutrition tips, or wellness advice, ensuring that the content aligns with the interests of the CTV audience, thereby enhancing brand visibility within the health and wellness community.

They can also leverage TikTok’s growing popularity by collaborating with influencers to create engaging and shareable content. Influencer marketing can showcase the benefits of health and wellness products or services in a format that resonates with TikTok’s audience, fostering brand awareness and attracting a diverse demographic.

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Professional Services Professional Services can explore CTV as a platform for sponsored thought leadership series. By creating insightful content related to professional services, targeting specific CTV channels aligned with business-related content, Professional Services can reach a more engaged audience and position themselves as authoritative figures in their respective fields.

eCommerce eCommerce brands should continue to leverage TikTok’s short-form video format for engaging product demonstrations, in creative and entertaining ways to encourage user interaction and sharing.

CTV can be used by eCommerce brands to create immersive and interactive shopping experiences.

Developing shoppable content or advertisements on CTV channels that align with your audience interests can create a seamless transition from viewing to purchasing, and provide a unique and convenient shopping experience.

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AI will redefine digital marketing

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AI’s impact in digital marketing is poised for an even greater surge in 2024. With advancing algorithms and more sophisticated tools, marketers are increasingly turning to AI to enhance engagement, fine-tune campaigns, and pioneer immersive consumer experiences.

This trend sets the stage for an AI-dominated era in digital marketing come 2024.

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AI predictions for 2024 2024 will have a heightened focus on E-E-A-T in AI content

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“Having a site structure that shows that you know what you’re talking about will be bigger than ever” - Dave Gossage, SEO Manager, Click Consult

The 2022/2023 Google Core Updates have spotlighted a shift in the landscape of AI-driven content creation and ranking strategies. Over the last few years, these updates have consistently emphasised Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness), underlining the search engines commitment to improving the reliability and quality of online information. With AI assuming a more substantial role in generating content, the need for clear markers of credibility and trustworthiness is set to grow stronger, ensuring users are directed to the most valuable and expert information.

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“Personally I think E-E-A-T will become even more important. The rise of the AI site makes it easy for anyone to dump a load of content on a site and potentially rank. Having a site structure that shows that you know what you’re talking about will be bigger than ever. Take Ultrachloroseptic for example, when we analysed that site, there was little to tell Google that it was the official site for the company, anyone could have set it up to target the brand traffic. Sorting those E-E-A-T signals would help the site a long way” - Dave Gossage, SEO Manager, Click Consult

The key to sustaining visibility and search engine rankings lies in AI-generated content adhering to E-E-A-T principles: source credibility, demonstrated expertise, and overall trustworthiness. While generative AI is valuable for marketers, it does have limitations such as, lack of originality, factuality and understanding.

To meet E-E-A-T requirements when working with AI content, incorporating credible sources with citations and clearly attributing content to authors through bios and social media tags (like Linkedin profiles) will prove the expertise behind

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your content. Google’s Edna Bauer advocates for this synergy, stating, “It’s the blend of human input and technology driving this new era of creativity.”

Uses of AI in paid media will continue to increase AI is nothing new in the world of PPC. Over the years, It has been relied on for automating tasks, personalising ads, and optimising campaigns, with an average 14.5% boost in sales through marketing automation alone. Yet, the real intrigue lies in where AI is heading next within this sector. As Will Dixon, Head of Paid Media at Click Consult, points out, “while AI has long been used for bidding, there will be further decisions on where to incorporate AI over 2024”.

To keep up, PPC teams will need to adapt their strategies and invest in AI tools early on to remain competitive in a world where AI’s role in paid media continues to expand. Being prepared and embracing AI’s potential will be vital for ongoing success in the field.

Augmented reality will play a huge role in content marketing

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“AI-driven Augmented Reality will transform how brands engage with audiences… with its ability to merge digital and real-life experiences we will see an unprecedented level of customer engagement.”

- Sarah Boyd, Content Marketing Manager, Click Consult

Increasingly, marketers across various industries are adopting Augmented Reality (AR) and Virtual Reality (VR) technologies. From fashion try-ons to home design simulations, these tools effectively boost customer engagement, drive conversions, and enhance consumer experiences, presenting exciting opportunities for innovative marketers to explore.

For example, Amazon uses augmented reality (AR) to offer customers a sneak peek of how furniture items would look in their homes, eliminating the need for measuring and guesswork.

Another example of AR already in use on products is the wine brand “19 Crimes”.

Using their app, you can scan the criminal’s face on the front of the bottle, and the individual will come to life before your eyes - the face moving, and speaking a poetic quote.

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What impact will this have on different industries in 2024?

Health & Wellness Health & Wellness brands often fall under the YMYL (Your Money, Your Life) category online because the information they share can have a real-world impact on a person’s life. For this reason, Health & Wellness brands will be held to a higher standard than most when being evaluated for E-E-A-T guidelines. This tightening of the guidelines is likely to have an impact on content produced by Health & Wellness brands in 2024, so it is vital that when putting together your content marketing strategy for the New Year, this is considered - particularly if using AI generated content.

The integration of AR in Health & Wellness digital marketing in 2024 opens up exciting possibilities for creating immersive, interactive, and personalised experiences that can significantly enhance customer engagement and satisfaction.

Brands can develop AR content to educate consumers about various health topics. For example, an AR app could overlay information about the benefits of different yoga poses when users scan a yoga mat, making learning about wellness more interactive.

Health & Wellness brands could also leverage AR to provide users with immersive and interactive fitness experiences. Users can engage in virtual workouts with trainers, creating a more engaging and personalised fitness routine or simulate outdoor running environments, allowing users to run virtually through scenic landscapes while exercising on a treadmill.

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Professional Services To stay competitive in 2024, professional service firms should look to incorporate AI, such as Augmented Reality (AR), in their presentations. For instance, using AR, a consulting firm could offer interactive visualisations for clients, showcasing tailored solutions and simulated scenarios. This could include presenting data visuals and illustrating proposed strategies in a real-world context. AR can also enable virtual walk-throughs of projects, providing clients with a tangible preview of architectural designs or process improvements. These immersive experiences engage clients, making services more compelling and increases the potential to secure their business.

eCommerce As mentioned earlier, AI is revolutionising the eCommerce industry specifically within its search capabilities. However, its future role in paid media is set to expand significantly, focusing on dynamic pricing and personalised offers. Online businesses must explore AI algorithms that can analyse market trends, competitor rates, and customer actions. This analysis will enable real-time price adjustments and custom offers, allowing eCommerce brands to meet customer needs more effectively through personalised strategies.

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Social Commerce will be the new way to shop in 2024

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In 2023, the landscape of social commerce experienced significant expansion with the launch of TikTok Shop, marking a pivotal shift in how consumers interact with brands on social platforms. However, 2024 could herald a new frontier as shoppable TV emerges into the mainstream, potentially integrating into platforms like Roku, Peacock, and various streaming services.

But this prediction isn’t just about transactions on television screens; it’s about transforming passive viewership into active engagement. Streaming services could evolve beyond mere content delivery, seamlessly integrating shopping experiences within programs.

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“Social commerce is stepping up big time. We’re not just talking platforms anymore; it’s about turning everything into a shopping opportunity. It’s this whole blend of content and commerce, making it feel like you’re not even shopping—just living an experience. It’s not just clicks; it’s a whole new way businesses are getting us to buy without even feeling like we’re buying”.

- Andrew Smith, Marketing Director, Click Consult

For businesses, this represents an unprecedented opportunity to tap into a captive audience, transforming the living room into a virtual marketplace. As social commerce enters the realm of television, it not only redefines advertising strategies but also augments consumer convenience, blurring the boundaries between entertainment and retail in an entirely new way.

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What impact will this have on different industries in 2024?

Health & Wellness Shoppable TV opens a new channel for health-related services and products. From interactive fitness sessions to educational segments on wellness, these industries could use this platform to offer guidance or showcase products in action.

Professional Services These sectors might incorporate shoppable TV as an avenue to engage potential clients. Interactive content within programs could offer simulations or examples of service outcomes, providing a tangible preview.

eCommerce Online businesses could look to crafting engaging narratives around products, creating immersive experiences that align with consumers’ desires, capitalising on this medium to make shopping more experiential.

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Video content will continue to dominate

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From the enduring popularity of shortform videos to the pivotal role video plays in advertising strategies, video content stands to maintain its reign as a dominant force in 2024. In the New Year, we also anticipate a surge in brands using live streaming for outreach, and predict that businesses will take advantage of the budget-friendly AI ‘text-to-video’ platforms to enhance marketing campaigns.

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Video content predictions for 2024 Short form videos stay on top Video content will remain a dominant force in 2024, especially short-form videos that resonate with the fast-paced preferences of modern consumers. This format’s popularity shows no signs of waning, with a whopping 73% of consumers favouring short-form videos for product or service information, making it a focal point in this year’s strategies.

Videos will be crucial for advertising

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“There’s likely to be more of a shift towards video content by advertisers. User behaviour has been moving towards video for a while, and now with Google launching Demand Gen to compete with the more visual social channels, there’s more opportunity to target users through video. Despite this, video creation is still something a lot of businesses struggle with, making it a big opportunity for those that do create high-quality video ads.”

- Tom Reynolds, Senior Paid Media Executive, Click Consult

Integrating video into advertising strategies is pivotal for businesses aiming for optimal ROI, with consumers seeking relatable, trendy, authentic, and interactive marketing videos. Looking ahead to 2024, the surge in user-generated content for advertising remains a key prediction. Bazaar Voice highlights that 86% of consumers advocate for increased authentic UGC in both paid and owned media.

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Live streaming will become essential for brand outreach The live streaming market, projected to surpass $3 billion by 2027, is drawing attention from brands looking to integrate ‘live media’ into their marketing strategies. This approach allows for interactive product launches, behind-thescenes glimpses, and immersive events, fostering more genuine connections with consumers.

Kiehl’s, a beauty brand, ran a series of Instagram Live shopping events, featuring guidance from its beauty advisers. The brand incentivized participation in the live show by providing limited-edition travel sets and skin consultations. The strategic promotional efforts proved successful, gaining an impressive 8X return on ad spend for the brand.

AI ‘text-to-video’ platforms will revolutionise video content for small budget marketing campaigns With the rise of AI in content creation, the spotlight has shifted to video content, where AI technologies are revolutionising the way videos are generated, edited, and shared.

AI-powered video generation platforms like Pika are changing the game, allowing even budget-strapped companies to participate in this trend by creating video content without extensive filming or production resources.

As consumer preferences evolve toward more interactive and visually immersive content, businesses will increasingly rely on video to engage and captivate their audiences.

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What impact will this have on different industries in 2024?

Health & Wellness The health and wellness industry can use short-form videos to offer quick workout tutorials, wellness tips, and product demonstrations.

Live streaming could be utilised for interactive sessions with experts, live Q&A sessions, or virtual wellness retreats, allowing for deeper connections with health-conscious consumers.

Professional Services Live streaming can offer behind-the-scenes glimpses of consultancy work, interactive webinars, or real-time problem-solving sessions.

This approach humanises the brand and establishes authority in their field, attracting potential clients seeking expertise.

eCommerce eCommerce enterprises ought to prioritise integrating usergenerated content (UGC) into their advertising endeavours. Live streaming presents opportunities for exclusive product launches, interactive sales events, and glimpses behind the scenes of the manufacturing process. Moreover, looking to utilise AI-powered video generation platforms will empower smaller businesses to create captivating video content, improving product visibility and brand recognition.

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Digital Marketing in 2024…

The marketing landscape of 2024 is set to undergo a transformation, driven by several key trends in technological advancements and shifting consumer behaviours.

From the rising influence of artificial intelligence to the increasing prevalence of immersive technologies like augmented reality - in the New Year, brands will find themselves in a landscape where staying static is not an option. Brands must remain agile, adapting their marketing approaches to leverage the power of new search dynamics, consumer preferences, social media, paid media channels, artificial intelligence, social commerce, and video content.

Harnessing the potential of these trends is not just a matter of survival, it is an opportunity for brands to thrive and differentiate themselves in a competitive market.

LET’S GROW TOGETHER We’d love to help you get started with your next digital marketing project!

Click Consult is a multi award-winning digital and search marketing agency with a focus on organic (SEO) and paid search (PPC). Part of global consumer brand business Ceuta Group, we have a team of specialists and a portfolio of more than 60 clients worldwide.

Our complementary services include content marketing, social media and analytics. We can also offer training and consultation to support your teams or existing strategy.

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