As 2024 comes to a close, the digital marketing landscape continues to evolve at an unprecedented pace. This year saw significant shifts across search engine optimisation (SEO), website development, paid search, social media, and data visualisation.
This year more than ever, artificial intelligence (AI) has continued to profoundly influence customer behaviours and productivity methods. AI-powered tools and platforms have enabled more personalised customer experiences while enhancing efficiency in campaign creation and data analysis. Here’s a look at the key trends that defined 2024 and what they mean for the future.
1. Search Engine Optimisation (SEO): AI and E-E-A-T Take Centre Stage
Google’s algorithm updates in 2024 heavily emphasised Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T). Websites with clear, authoritative content and a strong backlink profile thrived.
Key Trend
AI-driven tools like ChatGPT, Gemini and Jasper became indispensable for keyword research, topic ideation, and content optimisation. However, Google maintained its stance that human oversight is critical, rewarding content that genuinely answers user intent over keyword-stuffed, AI-generated fluff.
Takeaway
Brands must focus on creating high-quality, user-first content that aligns with E-E-A-T principles while leveraging AI for efficiency.
2. Website Development: Speed and Accessibility Rule
Page experience factors such as Core Web Vitals remained a top priority, but accessibility gained equal importance. Sites optimised for screen readers and keyboard navigation saw improved engagement and rankings. Additionally, the rise of Web 3.0 technologies encouraged more immersive and decentralised experiences.
Key Trend
Minimalist design became a go-to strategy, with many brands decluttering their websites to improve load times and user experience. Page bloat – caused by excessive plugins, heavy media files, and redundant code – was a common pain point addressed by developers.
Takeaway
Simplify your site structure, prioritise accessibility, and regularly audit for page bloat to stay competitive.
3. Paid Search: Automation and First-Party Data Dominate
In a privacy-first world, platforms like Google Ads doubled down on automation and machine learning to optimise campaigns. First-party data became essential, as cookie deprecation challenged traditional retargeting strategies.
Key Trend
Performance Max campaigns surged in popularity, offering an all-in-one solution for advertisers to reach audiences across multiple Google properties. Google reports that brands using Performance Max saw an average 18% increase in conversion rates compared to traditional campaign formats. Additionally, ad copywriting tools powered by generative AI streamlined campaign creation.
Takeaway
Invest in building your first-party data and consider automated solutions, but keep testing and refining to ensure optimal ROI.
Use AI with Caution
Automations and AI tools like Campaign Max are powerful for boosting efficiency, but use them carefully. While they save time, they can’t fully grasp your brand, messaging, or product intricacies. AI can assist with setup, but fully automating campaigns requires caution.
4. Social Media: Short-Form Video and Personalisation Lead the Way
TikTok continued to grow its influence in the social media space, with its global user base surpassing 2 billion users in 2024, expanding its number of users worldwide by 6.7% this year. Meanwhile, platforms like Instagram and YouTube also adapted to the popularity of short-form video, ensuring they remained competitive.
Facebook, however, still leads the way with over 3 billion daily active users, maintaining its position as the most widely used social media platform. Personalised experiences and authentic content resonated more than ever with audiences across these platforms.
X or Twitter as it was formerly named, lost and is projected to continue losing users, according to Mashable, it saw an 8.4% drop in monthly users between October and December 2024. In contrast, Bluesky, a platform conceived by Twitter co-founder Jack Dorsey, experienced dramatic growth late in the year as users grew increasingly frustrated with changes to X.
Key Trend
Social commerce has gained significant traction, with brands integrating seamless shopping experiences directly into platforms. The rise of generative AI has also transformed marketing, making personalised ad creatives and chatbot-driven interactions more accessible than ever.
Moreover, as users become savvier and increasingly oversaturated with traditional content types, brands are shifting their focus from influencers and user-generated content (UGC) to employee-generated content (EGC). This shift reflects a desire to create more authentic and relatable messaging.
Takeaway
Focus on creating authentic, short-form video content and leverage social media platforms’ shopping features to drive engagement and sales.
5. Data Visualisation: Storytelling Through Simplicity
As businesses sought to extract actionable insights from their data, data visualisation tools like Looker Studio and Tableau grew more user-friendly. However, the emphasis was less on flashy dashboards and more on clear, concise storytelling.
Key Trend
Interactive and dynamic dashboards became a must-have for decision-makers. Embedding visualisations into websites and social media posts also helped brands share insights with a broader audience.
Takeaway
Simplify your visualisations and focus on delivering clear, actionable insights to improve decision-making and engagement.
