What should brands pay attention to and how to develop an effective promotion strategy in 2024? What was and remains relevant in digital marketing? In this article, we talk about key and effective tools that will help strengthen audience engagement.

Digital marketing trends in 2024 for the development of your brand

1. AI technologies and process automation.

In a short time, artificial intelligence has evolved from an interesting service to a useful marketing tool. Today, AI is actively enhancing its capabilities: it helps optimize digital advertising, create unique texts for content marketing, and develop graphics. For example, we recommend using ChatGPT for generating textual content, and neural networks like Midjourney and Kandinsky for design development.

The use of neural networks reduces design development time threefold, helps save the client’s budget on graphics, analyze the target audience, create unique product offers for each segment, and more. That’s why content created based on AI will play a key role in digital marketing campaigns.

2. Omnichannel approach.

Communicating with the audience through various channels remains one of the main trends in digital marketing. But it is not enough to understand how individual channels work. The main task for the company is to integrate all communication channels and create a unified network that retains all information about the client, their purchases, and their stage in the sales funnel. Omnichannel helps improve customer experience and create more interaction points between the client and the brand.

3. Personalization.

Enhancing personalization has been and remains one of the effective ways to promote a brand. But since almost all companies today are trying to create personalized content in one way or another, it is necessary to stand out against competitors. Here it is important to strengthen marketers’ skills, master the basics of psychology and sociology, and use micromarketing—segmenting the target audience into micro-groups and meeting the needs of each. In this case, it will be difficult for clients to ignore the ad, as it directly addresses their pains and triggers.

4. Video marketing.

Short videos on social media and hosting platforms are gaining popularity, making brand promotion through videos increasingly effective. Videos have a particular virality because they evoke an emotional response from users and help them learn more about the company or brand.

In 2024, for creating video content, meaningfulness will be more important than just beautiful visuals. To enhance engagement with the target audience, consider their characteristics, needs, and use various strategies — you can tell about the product creation process, create a series of educational videos, conduct an interview with an expert in your field, launch a contest, or explain in detail how your digital player for digital screens works.

5. Gamification.

Gamification is an approach based on using game elements to attract and retain users’ attention: this includes various quizzes, contests, online marathons, points systems, “titles” and achievements, etc. This approach is most popular among Generation Z, who are an active and solvent audience.

Various loyalty programs, bonus systems, and educational platforms will help enhance interaction with the target audience and improve the brand’s image, especially when using digital signage players to display information.

6. Influencer integrations.

Despite the complexities of advertising labeling laws, bloggers will still be in demand among advertisers. They easily integrate a product into their lifestyle, and their audience is noted for its loyalty to recommendations.

However, while it used to be profitable to buy ads from large bloggers with extensive reach, in 2024 advertisers will more often collaborate with micro-influencers — their audience is much smaller, but engagement and trust are much higher. Today, users are tired of the large amount of advertising in big blogs, so brand mentions in smaller accounts are still perceived as sincere recommendations, which can be used together with digital signage software to enhance the effect.

7. Advertising on Telegram

According to Mediascope, by the end of 2023, the monthly audience of Telegram reached 82.3 million users. As the functionality of the messenger constantly expands, advertisers have more and more opportunities to promote their products and services.

In 2023, many useful updates for businesses were made in the messenger. For example, it is now possible to set up targeting not only by channels and topics but also by interests, geolocation, language, and other parameters. Another important update is the ability to use UTM tags in Telegram Ads. This tool helps determine which channel the lead came from and optimize the advertising budget based on this data. Therefore, using Telegram in a marketing strategy will definitely improve customer interaction and increase the effectiveness of an advertising campaign, especially when combined with the Digital Signage system.

8. Digital marketing on marketplaces

For advertisers, marketplaces are one of the most convenient ways to promote, as they allow sales not only on the platforms themselves but also offer a media format called click out, which directs users from the service to external resources. The trend of using marketplaces will continue to develop in 2024 and will become more widespread, especially among companies operating in the consumer segment, using screens for advertising.

9. Voice search and SEO for voice queries

With the development of voice assistants and smart speakers, optimizing voice search is becoming increasingly popular. For example, digital assistants like Google Assistant, Siri, Cortana, and Alexa will soon be able to optimize their characteristics for voice search.

The voice search function is most often used by the audience to ask a question, so the brand’s website should have clear and concise answers to the most popular queries in the relevant topic. Voice queries are also often related to finding contacts and the company’s address, so it is important to optimize the site for local SEO, using digital signage solutions.

10. New Horizons in Interactive Advertising

Interactive advertising is gaining momentum, opening new horizons for brands that seek to create a deep connection with their audience. Using interactive elements allows consumers to interact with the brand on a new level, making the advertising not only informative but also engaging.

One of the most popular tools is interactive videos. They allow viewers to make decisions while watching, choose the storyline, or even interact with products directly within the video. This not only increases engagement but also helps gather valuable data about audience preferences.

Interactive websites and applications also play a significant role. They enable the creation of personalized virtual journeys for each user. For example, visitors can create their own avatars, participate in virtual games, or even “try on” products using augmented reality technologies. This greatly enhances the user experience and helps brands better understand the needs of their customers.

11. Ethical marketing and sustainable consumption

In today’s world, consumers are becoming increasingly aware of the ethical and environmental aspects of business. Therefore, ethical marketing and promoting sustainable consumption are becoming an integral part of successful brands’ strategies.

Companies that openly demonstrate their responsibility towards society and the environment gain more trust from consumers. This can include the use of eco-friendly materials, transparent supply chains, fair labor practices, and participation in social projects. Advertising campaigns that emphasize these aspects help create a positive image and strengthen customer loyalty.

What else to pay attention to in 2024?

Do not forget about the effectiveness of User Generated Content (UGC) — content created by regular customers inspired by the products and services of a particular brand. Any materials created by users — reviews or comments under posts — attract attention and increase the loyalty of potential customers.

UGC is beneficial for all parties: people express their opinions and sometimes thereby connect with the brand, and the brand uses user-generated content for its promotion. This is especially effective in combination with Digital Signage management and screen software.

Advision — Content Management System for remote management and media planning of video and audio content broadcasting. We help offline businesses and advertising companies automate their workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!