Digital marketing strategy: keys for 2024

The world of digital marketing is constantly evolving. With each passing year, new trends emerge and old tactics become obsolete. Here are the keys to a successful digital marketing strategy for 2024.

SEO (Search Engine Optimization)

Search engine optimization remains an essential part of any digital marketing strategy. The key for 2024 will be adapting to changes in search engine algorithms and optimizing for voice search. Voice search is becoming increasingly popular, and businesses will need to adapt their SEO to be discovered through this method.

Google Algorithm Changes

Google has been constantly updating its search algorithms to adapt to ever-changing technology, shopping behavior and customer needs. In 2023 alone, there have been several algorithm updates, including review updates, top updates, spam updates, and useful content updates. These updates aim to provide users with the most relevant and best quality search results. Google makes an average of nine algorithm changes per day, totaling more than 3,200 changes in a year. It is important for marketers and business owners to stay informed about these updates to ensure their websites are optimized for search engine requirements and maintain visibility.

Voice SEO

Voice SEO is becoming increasingly important as more people use voice assistants like Google Assistant, Alexa and Siri to search the internet. Here are some examples of how businesses could use voice SEO:

• Create content that answers specific questions. For example, a DIY company could create a step-by-step guide on how to paint a room, which could be useful for someone asking, “Ok Google, how do I paint my room?”
• Use long-tail keywords that are more conversational and specific. For example, instead of optimizing for “restaurants in Madrid,” you could optimize for “what’s the best Italian food restaurant in Madrid?”
• Make sure business information (such as address, phone number and opening hours) is up to date in Google Business Profile, as many voice searches are for local information. beware! Google My Business is going to disappear to the detriment of Business Profile, and this could affect your visibility during 2024. If you don’t want this to happen to you, you have all the information here.

Email

Email marketing has proven to be one of the most effective digital marketing tactics in terms of ROI. By 2024, personalization will be key. Customers will expect to receive emails that are relevant to their interests and needs. Marketing automation tools will allow businesses to personalize their emails more effectively. Some tools that can make your life easier this 2024 would be….

• HubSpot Email Marketing: HubSpot is an all-in-one marketing tool that includes email marketing automation and personalization capabilities. It offers a number of features that allow marketers to create personalized and automated email campaigns, such as email templates, contact segmentation, email tracking and performance analytics. In 2024, HubSpot is expected to remain a popular tool due to its wide range of functionality and its focus on creating personalized user experiences.
• Mailchimp: Mailchimp is another popular email marketing tool that offers automation and personalization features. Marketers can use Mailchimp to create personalized emails based on user behavior, preferences and demographics. In addition, Mailchimp offers automation features that allow marketers to schedule emails, set up automated follow-up emails and create automated email workflows.
• Moosend: Moosend is an email marketing platform that offers automation and personalization features. With Moosend, marketers can create personalized email campaigns using a variety of templates and design tools. In addition, Moosend offers automation features that allow marketers to set up automatic emails based on user behavior. Moosend also offers segmentation capabilities that allow marketers to personalize their emails based on a variety of factors, such as user location, buying behavior and product preferences.

These tools are trending in 2024 because they offer marketers an effective way to personalize and automate their email marketing campaigns. By using these tools, marketers can create personalized user experiences, improve the efficiency of their email campaigns and improve their conversion rates.

Social Media

Social media will continue to play a vital role in digital marketing. The key for 2024 will be to take advantage of new features on social media platforms, such as live video and ephemeral stories. But what are the social media trends for this year?

TikTok: the evolution of the short video social network

TikTok has gone from being simply an entertainment platform to become one of the most relevant social networks, rivaling Instagram and Twitter, now X. Its success is attributed to sound strategic decisions, new features and its appeal to brands and creators. Generation Z has found TikTok to be more than just an entertainment platform, making it the place where they seek answers on a variety of topics.

The rise of video

The video format has dominated the digital landscape, from Facebook and Instagram Reels to TikToks and Shorts. This trend is expected to persist in 2024, including longer-form videos. While YouTube continues to lead, TikTok is looking to compete by expanding the length of its content. Live streams have also gained traction, attracting content creators to the platform.

Adapting to the algorithm

In an environment where social algorithms are constantly evolving, adapting becomes crucial for brands and creators. Social media SEO becomes an essential tool to optimize content and ensure visibility, as ignoring SEO techniques weakens online presence.

Authenticity

In a year marked by artificial intelligence, authenticity and closeness on social networks are more valued than ever. Interactions are higher in smaller accounts, highlighting the connection between brands and users. The trend toward authenticity extends through options such as private Instagram channels and interaction stickers.

Threads, the booming social network.

Threads, which arrived on the scene in the middle of last year, is emerging as a prominent alternative, backed by Meta and Instagram. Its consolidation as a benchmark social network will depend on factors such as user support and dissatisfaction with other platforms.

Trends by platform: Facebook, Twitter X, LinkedIn, Pinterest, Twitch, Instagram and TikTok.

Each platform presents unique challenges and opportunities. Facebook faces a shift in dynamics with brands moving away, while Twitter X remains an opportunity for brand recognition. LinkedIn stands out with enterprise content, Pinterest projects itself as a direct shopping platform, and Twitch looks to prioritize quality over quantity. Instagram maintains its relevance with stories and reels, while TikTok faces the challenge of maintaining content quality to retain its ever-growing audience.

Linkbuilding

Linkbuilding will remain an essential SEO tactic by 2024. However, search engines are increasingly focused on link quality, rather than quantity. Businesses will need to focus on building high-quality links from relevant and trusted websites. And on the new algorithm that prioritizes verified reviews and consumer testimonials, rather than getting links.

Paid Media: paid ads

Paid media, specifically through Microsoft, is an increasingly important digital marketing tactic. Microsoft Advertising offers an alternative to Google Ads and can provide businesses with access to a different audience. By 2024, companies should consider including Microsoft Advertising in their paid media mix.

Differences between Google Ads and Microsoft Ads

1. Primary Search Engine:
   • Google Ads: Shows ads on the Google search engine, which is the most widely used search engine worldwide.
   • Microsoft Ads: Displays ads on Bing, Microsoft’s search engine, which also powers Yahoo and other partner sites.
2. Search Network Reach:
   • Google Ads: Has massive reach due to Google’s popularity as a search engine.
   • Microsoft Ads: Although Bing does not have the same market share as Google, it still reaches a large number of users and can be effective in reaching certain audience segments.
3. Market Share:
   • Google Ads: Dominates the online advertising market and is often the first choice for many advertisers due to its large reach and search volume.
   • Microsoft Ads: Although it has a smaller market share than Google, it is still a significant option, especially for those looking to diversify their search engine advertising.
4. User Demographics:
   • Google Ads: Attracts a wide range of users of various ages and demographics.
   • Microsoft Ads: Has a stronger presence among certain demographics, such as older users or those who prefer Microsoft services.
5. Ad Formats:
   • Google Ads: Offers a wide variety of ad formats, including search, display, video, and app ads.
   • Microsoft Ads: Also provides different formats, although some options may vary compared to Google.
6. Cost Per Click (CPC) and Competition:
   • Google Ads: Due to their high popularity, some keywords may have a higher CPC and higher competition.
   • Microsoft Ads: May offer lower CPCs and less intense competition compared to Google, which may be beneficial to some advertisers.
7. Integration with Other Services:
   • Google Ads: It is integrated with other Google services, such as Google Analytics and Google Data Studio.
   • Microsoft Ads: Has integration with Microsoft services, such as LinkedIn Ads and Microsoft Analytics.

Automation of paid advertising

This 2024, benefit from innovations, AI and algorithms to automate as many processes as you can, including your ad campaigns.

Generally speaking, automation in advertising platforms such as Microsoft Ads by Clever involves the use of algorithms and predefined rules to perform repetitive tasks and optimizations in ad campaigns. Some common features of automation in this context include:

• Bid Optimization: the platform automatically adjusts keyword bids based on predefined objectives, such as maximizing conversions or achieving a target cost per acquisition.
• Ad Scheduling: allows you to set specific times for ads to run, maximizing visibility during strategic times of the day.
• Automatic Targeting: uses data and patterns to automatically segment specific audiences and target relevant ads to specific user groups.
• Automatic Reporting: provides automatic reports that summarize campaign performance, making it easy to make informed decisions.
• Automated A/B Testing: performs A/B testing of ads and automatically adjusts budget allocation based on the performance of each variant.
• Keyword Management: automatically identifies and adjusts keywords that generate better results and those that should be eliminated or adjusted.

Analytics

Analytics is an essential part of any digital marketing strategy. With the recent introduction of Google Analytics 4 (GA4), many companies are struggling to adapt, as the interface has changed so much and, why not confess, it’s driving us all a little crazy. By 2024, you should either use GA4 or look for an alternative, such as Ads Manager, that you can use effectively.

Why is Google Analytics 4 so difficult?

Google Analytics 4 (GA4) has been perceived as more complex compared to its predecessor, Universal Analytics, for several reasons. Here are some key explanations:

• New Data Model: GA4 introduces a new data model that focuses on events rather than sessions and page views. This requires a change in the way data is collected, organized and analyzed. The transition from one model to another can be challenging for those accustomed to the previous structure.
• More Detailed Configuration: GA4 requires a more detailed configuration compared to Universal Analytics. This is due to the need to define custom events and adjust the configuration to accommodate the new event-based approach.
• Greater Emphasis on Customization: GA4 encourages users to customize and define events more specifically to better reflect meaningful actions on their websites or applications. This can be more challenging for those who prefer a simpler, more standard configuration.
• Fewer Predefined Templates: GA4 offers fewer predefined templates compared to Universal Analytics. This means that users may need to configure events and parameters manually, which may be more challenging for those looking for a simpler and faster setup.
• New Features: GA4 introduces new features such as measuring scroll events, video, and more. While these features are powerful, they may require a deeper understanding to take full advantage of them.
• Transition in Progress: Since GA4 is a newer version, many organizations are still in the process of transitioning. Familiarity with Universal Analytics may make adapting to new GA4 features and concepts more challenging initially.
• Additional Technical Requirements: GA4 may require technical updates to the tracking code and website or application configuration. Those unfamiliar with these technical aspects may find the transition more difficult.

A simple alternative to Google Analytics 4

Clever Ads Manager from Clever Ads presents itself as a simple and accessible alternative to Google Analytics 4, especially for users looking for an intuitive and easy-to-use solution to manage and optimize their ad campaigns. Unlike the complexity associated with the transition to GA4 and the need for more detailed configurations, Clever Ads Manager stands out for its user-friendly approach geared towards less technical users.

The platform simplifies the management of Google Ads and Microsoft Ads ad campaigns, allowing users to create, modify and monitor their ads quickly and efficiently. Its intuitive interface removes barriers for those unfamiliar with the complexity of Google Analytics 4, offering a more accessible experience for optimizing online advertising performance. It also allows you to view all your social ads information (TikTok, Instagram, Facebook and Twitter) from a single device.

In addition, Clever Ads Manager provides clear and understandable reporting on campaign performance, giving users an easy-to-understand view of how their ads are impacting the audience. The simplicity in setup and data visualization makes Clever Ads Manager an attractive alternative for those looking for effective results without diving into the technical complexity of Google Analytics 4.

Design (IA)

Design is an important aspect of digital marketing that is often overlooked. With advances in artificial intelligence (AI), automated design is becoming a reality. By 2024, businesses will need to consider how they can use AI to improve their design and provide a better user experience. Some tools that can make your life easier this 2024 would be…..

• Canva: is an online graphic design tool that uses AI to suggest designs, images and graphic elements based on your preferences and needs. Its recommendation engine uses machine learning to understand your tastes and offer you design options that fit your style.
• Adobe Spark: This Adobe tool uses artificial intelligence to help you create graphics for social networks, short videos and web pages quickly and easily. Its automated design feature allows you to select a template and then customize it with your own text, images and branding.
• Looka: A logo design tool that uses AI to generate logo ideas based on your color, style and industry preferences. Just answer a few questions and Looka will generate a variety of logo designs for you to choose from and customize.

These tools use AI to automate part of the design process, which can save time and effort, especially for companies that don’t have a graphic designer on staff. However, it’s always important to remember that while these tools can provide a good starting point, you’ll still need a human eye to make final adjustments and ensure the final design meets your expectations and branding goals.

Att. to the customer (chatbots)

Customer service is a crucial aspect of any business. Chatbots are becoming increasingly sophisticated and are a great way to provide 24/7 customer support. By 2024, chatbots will be an essential part of customer service and businesses will need to consider how they can use them to improve their service. In summary, the keys to a successful digital marketing strategy for 2024 include adapting to changes in SEO and social media, the personalization of email marketing, the focus on the quality of link building, the consideration of Microsoft Advertising as a paid medium, the adaptation to GA4 or the search for alternatives, the use of AI for the design and implementation of chatbots for customer service.

Content generation (AI)

Content creation is a fundamental component of any digital marketing strategy. However, it can be a time-consuming task and requires a lot of creativity. This is where artificial intelligence (AI) can play a crucial role. AI has the potential to revolutionize content generation. There are already tools that can automatically generate blogs, social media posts, and even video scripts. These tools use machine learning algorithms to produce content that is consistent, relevant and engaging. By 2024, AI-powered content generation will be an integral part of many companies’ digital marketing strategy. But this does not mean that human content creators are obsolete. Instead, content creators can use AI to help them produce high-quality content more efficiently. For example, they could use AI to generate topic ideas, create drafts of content, or even edit and optimize existing content. This will allow them to focus on the more creative part of content creation, while leaving the more monotonous and time-consuming part to the AI. In short, AI has the potential to make content generation more efficient and effective. However, companies will need to ensure that they use AI in a way that complements, rather than replaces, human creativity. And, furthermore, Google is already taking this into account in its EEAT update (Experience, Expertise, Authoritativeness, Trust), not everything goes!