Highlights IT Industry -
Feb 2024.

Changes in digital marketing have been noticeable since the first month of 2024. Exciting times lie ahead, thanks to the key forces of change that have been identified. These include algorithms driven by artificial intelligence, the integration of augmented and virtual reality, privacy-centric marketing, and the arrival of shoppable social media postings. This report takes a deep dive into the ever-changing landscape of digital marketing analytics, social media, email, content, and search engine optimization (SEO). We also highlight important changes to Google Ads, revealing a patchwork of improvements for marketers.

Social Media Trends:

• AR and VR: Companies are getting ready to change the way customers connect with them through immersive AR and VR experiences.
• Blending in with Audio: Brands are honing their auditory storytelling as audio material becomes increasingly dominant on social media.
• Social Customer Care Driven by AI: Social customer care is being transformed by the emergence of AI-powered chatbots, which offer efficient answers to client questions.

Search Engine Optimization Trends:

• Evolution of semantic search: When it comes to semantic search, the focus has shifted from simple keyword matching to user intent.
• E-A-T principle: The three cornerstones of content creation; expertise, authoritativeness, and trustworthiness, remain unwavering.
• AI-Powered Search Engine Optimization Tools: As tools powered by AI grow more important, they can discern SEO trends and recommend methods that respond to them.

Email Marketing Trends:

• Hyper-personalization at the center stage: Artificial intelligence techniques come into play here, making real-time predictions about user preferences to ensure an exceptionally tailored email experience.
• Interaction amplified: Interactive components like polls, surveys, and carousels boost email engagement.
• Video Integration is now the standard: Sending emails with embedded videos has become the de facto norm for delivering engaging marketing messaging.

Content Marketing Trends:

• AI and ML's creative side: Content production is revolutionized by deeper insights into user behavior, workflow automation, and predictive analytics.
• The ascendant of visual storytelling: As brands tap into the potential of visual storytelling, multimedia aspects become the spotlight.

Marketing Analytics Trends:

• Privacy-driven modeling in GA4: The unique data modeling in GA4 highlights the significance of tracking tactics that prioritize privacy.
• AI enhances data analysis: By incorporating AI, data analysis is revolutionized, which in turn boosts consumer engagement and maximizes return on investment.
• Wisdom from first-party data: Companies use first-party data to identify client problems, which helps them optimize campaigns with more informed decisions.

Google Ads Updates:

• The evolution of search ads 360 has opened up new avenues of expression with its improved compatibility with a variety of media types.
• Microsoft Ads Improvements: Streamlined migration of previous data, better reporting, and attribution settings.
• Partners using AdSense, Ad Manager, or AdMob are now required to utilize a Google-certified CMP as of January 16, 2024, according to a change in Google Ads policy.
• Google Ads has introduced conversational interactions and automatically generated assets, claiming to improve campaign success with little to no human intervention.