The digital marketing landscape is in a state of constant flux, with new technologies and trends emerging at a breakneck pace. While artificial intelligence (AI) has undoubtedly been the talk of the town in recent years, savvy marketers are already looking beyond the AI revolution to identify the next big things in their field.

In this in-depth feature, we'll explore five key digital marketing trends that go beyond the realm of AI, delving into the data, insights and expert analysis to uncover the innovations that will shape the industry in 2024 and beyond.
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1. The Surge of Streaming, Podcasts and Short-Form Video

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Although content format preferences tend to vary by age group, some trends—like the popularity of video, for example—cut across age brackets. 

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The rise of streaming services, podcasts and short-form video content has been a game-changer for digital marketers. According to Semrush's Digital Trends 2024 report, this shift in content consumption habits is a trend that shows no signs of slowing down.

Streaming, Podcasts, and Short-form Video are on the Rise

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Marketers who can effectively leverage these formats to reach and engage their target audiences will be well-positioned to thrive in the years ahead. Whether it's crafting captivating video ads for YouTube, sponsoring popular podcasts or creating TikTok-optimized content, understanding and adapting to this shift in consumer behavior will be crucial.

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2. The Expansion of the Internet of Things (IoT)

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The Internet of Things (IoT) is another key trend that extends far beyond the realm of AI. As more and more devices become connected, digital marketers have an unprecedented opportunity to deliver personalized, contextual experiences to consumers.

The connectivity spread across the IoT and the speeds with which data can now be processed allows for Location-based marketing (LBM) and immersive AR/VR experiences that are revolutionizing customer experiences. 

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From location-based marketing campaigns to the integration of augmented reality (AR) and virtual reality (VR) into the customer journey, the IoT is opening up a whole new world of possibilities for innovative digital marketers.
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3. The Rise of Social Commerce

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Experts predict that in 2024, 110 million people will purchase on social media platforms in the US alone, a figure that represents 42% of all US internet users and nearly half of all users on social media.

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The integration of e-commerce functionality into social media platforms has been a game-changer for digital marketers. Social commerce allows brands to reach consumers where they're already spending time and engage them directly within the platforms they love.

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Consider the increasing popularity of social media for product discovery and purchasing: 50% of consumers worldwide reported using social media to find products.

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As social commerce continues to evolve and platforms like Instagram, TikTok and Facebook further streamline the path to purchase, savvy digital marketers will need to master the art of social selling to stay ahead of the curve.

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4. The Power of Sustainability and Responsible Marketing

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Sustainability and responsible marketing are no longer niche concerns, but rather, crucial considerations for digital marketers. Consumers are increasingly demanding that brands take a stand on social and environmental issues, and those who can effectively communicate their sustainability efforts will reap the rewards.

Google is a founding supporter of Ad Net Zero and the five actions are a great starting point for marketers looking to take action and make a difference.

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From implementing eco-friendly practices behind the scenes to crafting meaningful, purpose-driven campaigns, digital marketers who embrace the sustainability movement will be well-positioned to connect with conscious consumers in the years ahead.

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5. Thinking Outside the Search Box

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While search engine optimization (SEO) and paid search will continue to play a central role in digital marketing strategies, the most innovative marketers will be those who look beyond the traditional search box to reach and engage their target audiences.

This may involve exploring emerging platforms and technologies, such as voice search, visual search, and the aforementioned streaming, podcasts and social commerce. It may also mean rethinking the customer journey and finding new ways to meet consumers where they are, whether that's on their connected devices, in their social media feeds, or through immersive AR/VR experiences.

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By keeping a pulse on the ever-evolving digital landscape and staying nimble in their approach, digital marketers can ensure that they stay ahead of the curve and capitalize on the next wave of industry-transforming trends.

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