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.
What is Digital Marketing?
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.
What Are the Different Types of Digital Marketing Strategies in 2024?
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.
1. Search Engine Optimisation
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
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Increases brand visibility and reach
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Cost-effective compared to paid campaigns
Cons
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SEO results take time to reflect
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Results can change due to search engine algorithm updates or changes
2. Social Media Optimisation
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
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Higher level of engagement
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Cost-efficient technique
Cons
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Needs creative posts and updates that need to be uploaded frequently
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Usually requires a social media expert
3. Search Engine Marketing/Pay-per-Click
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
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Brings high-quality traffic
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Simple ad campaign management
Cons
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There can be a long-term cost impact
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Ad blockers can hamper PPC campaigns
4. Social Media Marketing
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
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Higher conversion rates
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Option to target specific customer segments based on age, location, demography, etc.
Cons
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Requires consistent planning and strategy
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Results can be impacted by social media algorithm changes
5. Content Marketing
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
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Content is highly versatile
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It complements and supplements all other types of digital marketing techniques
Cons
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Results take time to reflect
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Susceptible to Google algorithm changes
6. Affiliate Marketing
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
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Highly flexible and low investment cost
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Easy to scale and available for multiple products and services
Cons
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Highly competitive area
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Long sale cycles
7. Influencer Marketing
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
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You get to leverage the fan following of the influencers
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Brand visibility, followers count, and footfall on the website shoot up
Cons
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You have to choose the right influencer
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Distrust on influencers growing
8. Email Marketing
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
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Not affected by changing algorithms
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Helps to strengthen customer relationship
Cons
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Customers might unsubscribe or change emails
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Most customers might not open emails
9. Mobile Marketing
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
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Brands can target specific segments of the audience
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Users today spend more time on smartphones than any other device
Cons
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Mobile messaging may not yield improved results
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Users often ignore marketing messages on phones
10. Video Marketing
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
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Your brand/product/service will stand out with a unique video
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Videos boost engagement and get more shares on social channels
Cons
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Creating video might be expensive with higher overhead costs
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Production time will be higher
11. Audio Marketing
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
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Audio content is in demand for busy audiences
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Producing audio content is cheaper and easier
Cons
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Audio marketing might yield comparatively lower results
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This marketing technique might be less effective and more time-consuming to show results
12. Chatbot Marketing
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
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Highly cost-effective
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24/7 availability and efficient
Cons
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Hugely dependent on technology
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Scripted interactions and lack of human touch
13. Online PR and Reputation Management
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
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Helps to mitigate any negative image or controversy
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Helps to build trust of customers
Cons
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Sometimes PR strategies can backfire
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Usually expensive to hire a PR firm
14. Instant Message Marketing
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
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Direct and immediate communication
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Option to personalise all interactions
Cons
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Customers might not always respond
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Lower chances of conversion and lead generation
15. Virtual Reality Marketing
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
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Immersive experiences often positively affect customer experience
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Chances of higher conversion rates
Cons
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Might require substantial investment
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Can be difficult to implement
To Conclude
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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