Digital marketing never ceases to adapt, adjust, deflect, or innovate, which means new changes are constantly upon us. From emerging technologies like artificial intelligence (AI) to shifting consumer values, it can be challenging to stay on top of the best ways to connect with your audience at any given moment.

We’re almost halfway through 2024, and our question for you is: Are your current advertising methods bringing in the results you want? If not, it’s time to get up to date on this year’s largest trends.

Top Digital Advertising Trends of 2024

When it comes to new technology trends, there are two things marketers need to understand:

1. How new technology is shaping the way we work, shop, and play
2. How technology can be used strategically to better engage and connect with audiences

Three of this year’s biggest advertising trends involve technological advances: AI-driven content, programmatic advertising, and mobile advertising. Here are a few reasons you should consider tapping into these advertising methods and practical ways you can do so.

AI-Driven Advertising

As the name implies, AI-driven advertising is any advertising that harnesses artificial intelligence to deliver more personalized campaigns. This technology is primarily being used to analyze consumer data and create variations of ads that are tailored toward each individual user. 

For example, you can use AI to:

• Segment customers based on data such as their browsing history, online interactions, and purchasing behavior
• Create real-time models to predict a user’s behavior so personalized campaign messages are delivered at optimal times
• Automatically generate multiple variations of the same ad, which may include changing the creative or resizing it to fit certain platforms

Leading advertising platforms like Google Ads and Meta Ads are using AI to target and place ads. This means that AI is most likely already dictating how many people see your ads and how much you spend to reach them. 

Aside from helping with delivery, AI tools can also be used to help with other advertising campaign aspects like:

• Generating a near unlimited amount of new assets
• Scaling up campaigns
• Optimizing ad spend
• Conducting A/B testing
• Running campaigns autonomously 

Programmatic Advertising

A digital advertising trend in 2024, programmatic advertising uses technology like AI to buy and sell ads. This includes purchasing digital ad inventory across a variety of channels including the web, videos, mobile apps, social media, and more.

Programmatic advertising uses parameters set by the advertiser along with machine learning algorithms to deliver the most effective ads to the most relevant audiences based on their behaviors. This saves advertisers the hassle of having to develop requests for proposals (RFPs) and negotiate rates. 

It also provides more transparency into where the ads are appearing than traditional marketing. Real-time measurements make it easy to continue optimizing your campaign as it runs.

Mobile Advertising

More than half of all website traffic is generated from mobile phones, which makes mobile advertising a no-brainer. Mobile advertising is a form of digital marketing that delivers ads to smartphones or other mobile devices. This includes SMS ads sent via text message, in-app ads, and banners embedded on a mobile website.

One recent trend within mobile advertising is using optimization strategies for voice search. More than 60% of Americans use a voice assistant on some device, whether that’s Amazon’s Alexa, Apple’s Siri, or Google Assistant. Voice search devices can be used at home, in the car, while watching TV, and more.

Since voice searches often pull from search engine results page (SERP) features like featured snippets and directory listings, it’s important for your business to first improve its search engine optimization (SEO). This includes using conversational keywords, writing in a way that aligns with how people speak, and keeping your Google Business Profile up to date.

Podcasts are also becoming increasingly popular, which makes placing ads in podcasts an excellent opportunity as well. Nearly 70 million Americans listened to a podcast in 2023.

Non-Tech Advertising Trends in 2024

While technology is at the forefront of most marketing industry changes, it’s not all you should consider when planning strategic campaigns. Other trends to keep in mind this year include the following:

• Retention, not engagement: Because organic social media activity has declined, many marketers are opting to shift their focus to keeping audiences rather than driving engagement trackers. 
• Content quality over quantity: With a rise in AI-generated copy and a flood of new content daily, the quality of your content matters more than ever. Create content that’s worth talking about. This focus is becoming increasingly important for SEO rankings as well, as Google is prioritizing content it deems helpful.
• Meeting customer expectations: Just as digital marketing trends change, so do consumers’ expectations of the companies they engage with. Increased sustainability is one of those expectations. More than 70% of consumers said they’re willing to pay more for sustainably-produced goods. But this trend goes beyond physical products to the ways companies are run and how their services impact their carbon footprint. Highlighting genuine and authentic sustainability efforts in your campaigns could be a good way to resonate with your audience, no matter your industry.

Alan and Company: Specialized Digital Marketing for SMBs and Drug Rehab SEO

Alan and Co. Marketing is a digital marketing agency in the U.S. that specializes in marketing for drug rehabs and marketing SMBs. We excel in the latest SEO and advertising trends, agency social media marketing, and general search engine marketing tactics that deliver.

Schedule a free consultation to start getting the advertising results your business needs to thrive.