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Seeing Ahead: Spotlighting the Top 7 Marketing Trends of 2024

New marketing trends 2023

New marketing trends 

As we approach the end of 2023, it's time for businesses to start thinking about their upcoming marketing strategies for the coming year. In this blog post, we'll discuss some of the key trends that are likely to shape the market in 2024. From the increasing focus on AI and automation to the rise of video advertising and the growing importance of retargeting, these trends will be crucial for businesses looking to get the most out of their marketing campaigns. 

By staying on top of these trends and adapting their strategies accordingly, businesses can maximize the return on their advertising expenses and drive more traffic and conversions through their paid marketing efforts. So, let's dive in and explore these trends in more detail.

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Automation and AI: Streamlining and Improving Campaigns

Automation and AI

Automation and AI

Automation technologies can help businesses save time and money by increasing efficiency. In paid search, these technologies should be used to supplement marketing efforts, rather than replacing them. Automation can improve results and free up more time and resources to focus on opportunities for growth. Some examples of how automation can be used in paid search include:

Anomaly detection and warnings: These capabilities allow businesses to spend less time monitoring and more time optimizing performance.

Bid automation: Bid automation can identify and act on opportunities to improve performance.

Ad creation: Automation technologies can be used to reduce the time spent writing and testing ad copy.

Overall, the right automation technologies can help businesses get more out of their paid marketing efforts, whether it's for complex or routine operations.

AI can also help you make more informed decisions based on data and your business goals. By using machine learning to analyze your data, you may discover new opportunities for targeting and performance.

Automated forecasting can also be helpful when it comes to making decisions. Many advertisers use a test-and-learn approach to see how their bids will perform. However, real-time forecasting based on data can help you predict how different tactics will perform in the future. This can be used to make better decisions to improve the effectiveness of your campaign.

2. The unparalleled dominance of voice search

voice search

voice search

Voice search optimization is the process of improving and simplifying the content on your website so that it can be easily read by voice search devices like Alexa, Siri, or OkGoogle when someone speaks a search query. The goal of voice search optimization is to make your website more accessible and user-friendly for those using voice search, and to increase the chances that your website will be read aloud in response to a spoken search query. By optimizing your website for voice search, you can improve its visibility and reach a wider audience through this increasingly popular search method.

Changes in search behavior: 

With the proliferation of voice assistants, more and more people are using voice search to access information and make searches. This shift in search behavior has led to a rise in long-tail keywords and natural language queries, as people tend to speak more conversationally when using voice search.

Increased importance of local SEO: 

Voice search is often used to find local businesses and services, so it's important for businesses to optimize their local SEO to improve their chances of being found through voice search. This includes ensuring that your business is listed on local directories, such as Google My Business, and that your website includes relevant local keywords.

The need for mobile-friendly websites: 

Many voice searches are performed on mobile devices, so it's important for businesses to ensure that their websites are mobile-friendly and easy to navigate via voice commands. This includes making sure that the website loads quickly, has a clear and easy-to-use design, and is optimized for mobile devices.

3. Video Content Upsurge: Harnessing the Power of Visuals 

As more and more people consume content on social media platforms like YouTube and Instagram, businesses will need to incorporate video advertising into their paid search strategies. This could involve creating short, engaging video ads that capture attention and drive conversions.

Video advertising is becoming increasingly popular for businesses to reach their target audience and drive conversions. With more and more people consuming content on social media platforms, companies need to have a presence on these platforms and create video ads that capture attention and drive conversions.

To create effective video ads, it's essential to focus on creating short, engaging content that conveys a clear message and encourages viewers to take action. This could involve compelling visuals, catchy music, and persuasive copy to grab attention and drive conversions. By investing in video advertising, businesses can reach a wider audience and drive more traffic and conversions through their paid search campaigns.

4. Maximize Your Marketing Efforts with the Power of Retargeting



Retargeting, also known as remarketing, involves showing ads to people who have already visited your website. As more businesses become aware of the effectiveness of retargeting, we can expect to see more companies using this technique to drive conversions and sales.

Retargeting is an effective way for businesses to remind potential customers about their products or services and encourage them to make a purchase. When someone visits your website but doesn't make a purchase, retargeting allows you to show them ads as they browse other websites or use social media. This can bring those potential customers back to your website and increase the chances of a sale.

Retargeting can be particularly effective for businesses with a longer sales cycle, as it allows them to stay top-of-mind with potential customers over a longer period. By using retargeting in their paid search campaigns, businesses can drive more conversions and increase their return on investment.

5. Programmatic Advertising: The Present and Future of Targeted and Efficient Marketing: 

programmatic advertising

programmatic advertising

Programmatic advertising involves automatically using software to buy and sell ad space in real-time. As this technology becomes more prevalent, businesses will need to understand how to use it to their advantage to stay competitive.

Programmatic advertising allows businesses to bid on ad space in real time, using algorithms to determine the best placement and pricing for their ads. This can help companies to reach their target audience more effectively and get better results from their paid search campaigns. 

One of the benefits of programmatic advertising is that it allows businesses to be more precise in their targeting, as they can use data to reach specific audiences based on demographics, interests, behaviors, and more. This can increase the chances of a conversion and drive more sales for the business. 

6. Personalized Experiences: Connecting With Your Audience

Personalization is becoming increasingly important in the world of marketing and advertising as businesses look for ways to create tailored, relevant marketing messages that resonate with individual customers. 

In the coming year, we can expect to see more businesses using customer data to create highly targeted ads that speak directly to the interests and needs of their target audience. Additionally, the use of machine learning to optimize ad copy and targeting in real-time is likely to become more prevalent as businesses look for ways to streamline their operations and get better results from their campaigns.

One of the key benefits of personalization is that it allows businesses to create a more personalized, effective marketing strategy that drives more traffic and conversions. By using customer data to create targeted ads and machine learning to optimize ad copy and targeting, businesses can create a marketing campaign that speaks directly to the interests and needs of their target audience. This can help to increase the chances of a conversion and drive more sales for the business. As the use of personalization continues to grow, it will be important for businesses to stay on top of this trend and incorporate it into their marketing strategies to remain competitive.

7. Omnichannel Approach: Meeting Customers Where They Are 

In order to create a cohesive, effective marketing strategy, businesses must integrate their paid campaigns with other channels like email marketing, content marketing, and social media. This can involve using cross-channel marketing tools and techniques to reach customers across multiple platforms, creating a consistent and cohesive brand message that resonates with audiences.

One of the benefits of integrating paid advertising with other marketing channels is that it allows businesses to reach customers where they are spending their time and attention. For example, by using email marketing to nurture leads and drive conversions, companies can complement their paid ad efforts and increase their chances of success. Similarly, by using content marketing to provide valuable information and engage with customers, companies can build trust and establish themselves as thought leaders in their industry.

The key to successful marketing is creating a cohesive, integrated strategy that reaches customers across multiple touchpoints. By using a variety of channels and techniques, businesses can create a well-rounded marketing campaign that drives traffic, conversions, and sales.

Bottom line

As we move into 2024, the marketing world will surely see some exciting and innovative developments. From the increasing use of AI and automation to the rise of video advertising and the growth of social media, there are plenty of trends to keep an eye on in the coming year. By staying ahead of the curve and adapting their paid strategies accordingly, businesses can position themselves for success and drive more traffic, conversions, and sales through their campaigns. Whether you're just getting started with paid search or are a seasoned pro, these trends offer exciting opportunities for businesses of all sizes and industries.

About Bruno Gavino

Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.  

He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.

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About Codedesign

Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.

Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

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