Key Digital Marketing Trends to Watch in 2024 – Part 2

Welcome to the second instalment of our guide to the top digital marketing trends of 2024. In Part 1 we highlighted the role of social media and artificial intelligence (AI). In this post, we look at two more trends set to shape digital marketing strategies: innovations in search engine optimisation (SEO) and a heightened focus on business sustainability.

User experience (UX) is highlighted in SEO

In order to better meet user needs in 2024, SEO strategies are going to be heavily influenced by updates to Google's Search Generative Experience (SGE). Success here depends on offering content that is high in E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness), meaning any content shared should be both valuable and relevant to a business' target audience. What's more, there will be a strong focus on website user experience (UX), so strategies to increase page speed, for example, should be a top priority for boosting conversions.

Sustainability becomes a priority

Today's consumers care deeply about environmental impact. So much so that research shows ethical operations now directly influence consumer buying decisions. This means that in order to attract a wider client base, companies should be examining their current sustainability practices and identifying areas for improvement. Some eco-friendly strategies could include switching to completely paperless operations and tackling the use of single-use plastics, as well as finding ways to reduce carbon emissions in supply chains. Ultimately, this year it's sustainable innovations that will increasingly set businesses apart.

As technology grows more advanced and consumer preferences evolve in 2024, the key to success is embracing these changes and moving with the times. Don't forget to look out for more of our digital marketing insights to elevate your company to the next level this year and beyond!

Written by Stephanie Clark