The global business scenario is transforming with the adoption of AI, Machine Learning, AR/VR, big data analysis, etc. Personalised experience, consumer relationships and digital content consumption are reigning supreme right now. Keeping these in mind, online marketers are successfully implementing modern disruptive tech in their digital marketing efforts.
Let’s explore some different tech-driven strategies in 2024 that you can use to promote your brand.
Digital marketing is the process of promoting a business and its offerings across online channels. These online channels could be social media platforms, electronic media, search engines and others. Unlike conventional marketing, digital marketing is faster, more effective, cost-efficient and flexible.
Major online marketing strategies prevalent in 2024 include SEO, SMO, Email Marketing, Influencer Marketing, Video Marketing, and more. Other top strategies include Affiliate Marketing, Content Marketing, SMM and more.
Keeping up with the latest consumer trends and the adoption of technologies, marketers have tweaked their approach to promoting brands online. Let’s find out about the most prevalent digital marketing trends in 2024.
SEO or Search Engine Optimisation is the technique of creating your website content in a way to improve site ranking on search engines. SEO helps websites to secure top-most positions in SERPs organically.
Pros
Increases brand visibility and reach
Cost-effective compared to paid campaigns
Cons
SEO results take time to reflect
Results can change due to search engine algorithm updates or changes
SMO is the marketing technique that involves optimising your brand’s social media pages and handles. This helps to improve social media visibility and lets your users find your brand and connect with it.
Pros
Higher level of engagement
Cost-efficient technique
Cons
Needs creative posts and updates that need to be uploaded frequently
Usually requires a social media expert
This is a technique that improves the reach and visibility of a website on search engines with specific tools and strategies. It can be done through organic or paid methods. PPC or Pay-per-click is a paid marketing technique in which you pay for clicks on your ad.
Pros
Brings high-quality traffic
Simple ad campaign management
Cons
There can be a long-term cost impact
Ad blockers can hamper PPC campaigns
Social Media Marketing is the technique of promoting a brand and its offerings across all social media channels. The choice of social media platform will depend on the type of audience you want to target.
Pros
Higher conversion rates
Option to target specific customer segments based on age, location, demography, etc.
Cons
Requires consistent planning and strategy
Results can be impacted by social media algorithm changes
Content marketing involves creating valuable, useful, original and relevant pieces of information for your users. It can be blogs, articles, how-to-do videos, instructional manuals, etc. This content can help connect with your audience and bring in more leads.
Pros
Content is highly versatile
It complements and supplements all other types of digital marketing techniques
Cons
Results take time to reflect
Susceptible to Google algorithm changes
In this marketing technique a third-party publisher promotes products to earn a commission for sales initiated from their platform. Here, the commission is usually a fixed percentage of the sales value or a certain predetermined price.
Pros
Highly flexible and low investment cost
Easy to scale and available for multiple products and services
Cons
Highly competitive area
Long sale cycles
Brands collaborate with influencers having sizeable followers to leverage their follower base to promote themselves. Influencers can create compelling content to promote sales or increase brand visibility. In return, influencers get a kickback or compensation.
Pros
You get to leverage the fan following of the influencers
Brand visibility, followers count, and footfall on the website shoot up
Cons
You have to choose the right influencer
Distrust on influencers growing
When a user visits a brand website, the brand asks them to join email subscriber list. Then, with consent, the brand sends emails to users about the latest product launches, discounts, sales, promotions, etc.
Pros
Not affected by changing algorithms
Helps to strengthen customer relationship
Cons
Customers might unsubscribe or change emails
Most customers might not open emails
Mobile marketing involves getting the brand closer to consumers through smartphones. Major techniques include in-app advertising, texting, and social messaging. This technique is more promising in targeting the younger generation of consumers.
Pros
Brands can target specific segments of the audience
Users today spend more time on smartphones than any other device
Cons
Mobile messaging may not yield improved results
Users often ignore marketing messages on phones
In simple terms, video marketing involves the usage of videos to promote a brand, product or service. Video content, particularly, short video is right now the most popular form of content. It helps in educating your audience and keeps up customer engagement.
Pros
Your brand/product/service will stand out with a unique video
Videos boost engagement and get more shares on social channels
Cons
Creating video might be expensive with higher overhead costs
Production time will be higher
Audio marketing can be a hit sales strategy given the skyrocketing popularity of podcasts. Understand the behaviour of your target audience and use audio marketing to promote your brand.
Pros
Audio content is in demand for busy audiences
Producing audio content is cheaper and easier
Cons
Audio marketing might yield comparatively lower results
This marketing technique might be less effective and more time-consuming to show results
Many global brands are experimenting with the use of chatbots for interaction with consumers. They use these bots on social media pages, apps and websites to help consumers get information and guide them.
Pros
Highly cost-effective
24/7 availability and efficient
Cons
Hugely dependent on technology
Scripted interactions and lack of human touch
Online reputation management includes handling and managing the image of a brand. This includes online feedback management, replying to reviews, social media monitoring, etc.
Pros
Helps to mitigate any negative image or controversy
Helps to build trust of customers
Cons
Sometimes PR strategies can backfire
Usually expensive to hire a PR firm
Businesses use instant messaging apps like Facebook, WhatsApp, Instagram, Slack and others. Brands use these platforms to send promotional messages, personalised customer support, and more.
Pros
Direct and immediate communication
Option to personalise all interactions
Cons
Customers might not always respond
Lower chances of conversion and lead generation
Brands use augmented and virtual reality technology to create unique and immersive experience for their users to promote a service or product. This method of marketing helps make a lasting and memorable impression on the users’ mind.
Pros
Immersive experiences often positively affect customer experience
Chances of higher conversion rates
Cons
Might require substantial investment
Can be difficult to implement
Regardless of the type of marketing strategies, the ultimate goal is to promote a brand or its specific services and products. These online marketing strategies have proved to effective globally. More and more businesses are experimenting with various types of tech-driven strategies.
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Social Media Optimisation Affiliate Marketing Influencer Marketing Video Marketing Digital Marketing Strategies in 2024 What is Digital Marketing Search Engine Optimisation Search Engine Marketing/Pay-per-Click Social Media Marketing Content Marketing Email Marketing Mobile Marketing Audio Marketing Chatbot Marketing Online PR and Reputation Management Instant Message Marketing Virtual Reality Marketing