While you are a marketer and have already heard about AI or even started the process of integrating it into your everyday activities, The heated debate about progressive AI certainly includes the course of opinions from those who freely take on its opportunities to certain people and groups screaming it out because of replacing jobs. One thing is also evident despite the ongoing debate – while AI may still be considered a trend, like fashion, which disappears, it is not a temporary phenomenon. Instead, it appears to stand its ground as one of the permanent elements that come with advanced technology inevitable for our economy.
Whether you like it or not, as we move into the future, AI will change how the world does business. As someone interested in marketing, you may wonder how it will affect you. To efficiently navigate this landscape and make the most of ad inventory, businesses will increasingly look for ways to automate processes and use AI tools —including chat-based AI, AI-driven listening agents, and automated sales enablement platforms — to help capture this revenue boon and eliminate bottlenecks.
Digital advertising platforms like Google Ads, search engine and website optimization, mobile responsiveness, and the use of AI and AR will play critical roles in the future of digital advertising.
What will it be like to Digital Advertise in Future?
Marketers have always been captivated by the future, whether selling foldable phones and self-parking cars or trying to interpret and predict it to gain a strategic advantage. This has never been truer than over the last decade when our collective imaginations have been shaped by the technologies and technology companies remaking how we do business and live our daily lives.
Yet, for all the insight into the potential paths for technologies to evolve over the next decade and well into the 21st century, we were struck by the need for more clarity around how marketing and advertising might develop in conjunction with those changes. With so little certainty about what brand marketers should expect over the coming decade, we set out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Twelve Britechx’s Bold Predictions for the Digital Marketing World
The world of digital advertising is constantly evolving, with new technologies and strategies continually emerging. What can we expect from the future of digital advertising? Britechx, a leading digital advertising agency, has some bold predictions.
#1: Twitter Won’t Be the Same—It May Not Even Exist
Twitter underwent significant changes in 2023, but rather than vanishing, it transformed. The platform pivoted its business model, shifting toward subscription services and enhanced user verification methods. While it didn’t collapse, the Twitter of 2023 (or “X”) is markedly different from its predecessors, so we’ll take one point.
Only one, though, because we did go as far as saying that a replacement for Twitter would emerge, and that just hasn’t happened. Sure, Bluesky, Mastodon, and Threads all had moments in the sun, but Twitter/X is still the go-to platform to be “in on the conversation.”
#2: Web3 Set to Gain More Mainstream Business Opportunities
While it seems like Web3 all but disappeared over the last two years, it quietly cemented itself as a cornerstone for innovative business practices in 2023 and is poised for a comeback in 2024. We’ll only take one point for this prediction. Still, with decentralized finance (DeFi) and NFTs solidifying themselves as everyday terms and companies like Microsoft and Disney expanding into the realm, there’s just no way anybody can argue Web3 isn’t something that’s becoming more mainstream as we head into a New Year.
#3: UGC will Begin to Outperform Traditional Video Content
We said we were going to go bold. UGC (or “user-generated content”) has been primarily coined to represent short-form videos and content produced by content creators outside of your brand. These videos are commonly seen being made by micro-influencers and patrons of your brand and may include product reviews, unboxing videos, step-by-step guides, and more.
For our recent client, we compared a UGC “taste test” video vs. a standard animated product ad. The UGC content had a 5.7% link click-through rate on Facebook, nearly four percentage points higher than the traditional animation.
#4: Increased Outsourcing to Digital Agencies by Companies
Economic uncertainties prolonging themselves into 2023 prompted companies to lean on the expertise of digital agencies more than before. Agencies saw a surge in clientele seeking specialized marketing services to navigate the complex digital waters efficiently and to keep the inbound marketing tap turned on amid the tail end of the pandemic. It’s hard to find exact stats on this, so we’ll only give ourselves one point, but we’re in the business and feel like we know what’s what.
#5: Google Ad Campaigns will Become more Accessible to Launch But More Challenging to Drive Results From
Now, Google’s intelligent campaigns have become even more accessible to launch. However, we postulate that businesses that have traditionally seen a lot of success with campaigns like Smart Shopping may find it more challenging to find the same success with Performance Max.
It will be incumbent upon brands to hone in on their digital strategy, monitor results closely, and iterate quickly to keep their conversion rates high. Look for more marketing departments to bring Google Ads management in-house before realizing that the ease of launching a campaign can make it challenging to grow conversions.
#6: Short-form Video Content Remains Dominant
Short-form videos have taken the digital world by storm, captivating users with bite-sized and visually engaging content. 2024, this trend is set to continue, but with a twist. These short videos will undergo further transformation, incorporating innovative interactive elements to revolutionize how users engage with the content.
Platforms like TikTok, which have already gained immense popularity, will play a central role in this transformation. They will go beyond just entertaining users by continuing their integration of eCommerce features directly into their content. This integration will come about as the distinction between entertainment and shopping fades away, merging into one in terms of the user experience. Suppose you watch a great video; some product was used in the shooting and suddenly realize, “Why don’t I just buy this right now?” This advancement changes how individuals intersect with content and even make purchase decisions.
#7: AI Becomes Your Go-To Tool
The increasing prevalence of AI-generated information will likely drive a significant change in how consumers seek information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.
With AI tools such as ChatGPT, BingAI, and Perplexity, users can ask questions or seek clarification regarding their queries. They receive precise responses based on the latest relevant information in answering those specific posed issues. These tools use susceptible algorithms combined with machine learning techniques for handling big data to present correct outcomes in real time within the “search” window. This level of accuracy, efficiency, and convenience is something that traditional search engines may need help to match.
#8: The Way We Search is Changing (Voice & SGE)
In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice website search engine optimization. As technology advances, SEO services strategies adapt to the increasing number of conversational queries through voice commands. In response, content creators focus on crafting valuable and relevant information directly addressing spoken questions, ensuring that users receive the most accurate and helpful responses.
But the evolution of search continues beyond there. Another game changer on the horizon is the Search Generative Experience (SGE) concept. With SGE, users will no longer be limited to static search results displayed on a screen. Instead, they will experience a more dynamic, fluid, and conversational interaction with search engines for website optimizations. This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.
#9: Tracking Offline Conversions Will Become More of a Necessity
Whether you’re doing social media advertising, paid search, or programmatic buys, your clients will likely put added pressure on attribution. What leads can be attributed back to the ads? Who watched the video and then came to your showroom? Which platforms played a part in helping your new customer convert?
While larger organizations may have the luxury of robust CRM software that can help them in this area, the marketing departments of smaller organizations will be fighting to prove their value – and searching for the conversion data that can help them show it.
Offline conversion tracking helps agencies and internal marketing departments better understand who became a customer as a result of an ad. It also allows marketers to make more strategic decisions related to managing campaigns. As online tracking becomes more complex, offline conversions are the way of the future.
#10:Physical Meets Digital: The Convergence Shift
AR and VR will redefine the awaited gap between online and offline. Brands will make virtual showrooms so that customers can access a simulated room in which they can touch and check the products even if it is not within their reach of contact. This trend highlights the immersive experiences for virtual product launchings and interactive storytelling, allowing a more engaging customer journey.
Brands can highlight the mesmerizing experience that allows consumers to immerse themselves fully in their world of products. Picture yourself trying on clothes virtually, taking them for a test run, and checking out home decor items in a virtual living room before figuring they might suit your taste or wondering what it would feel like to take such a vacation – implying yes. These immersive interfaces entertain and solve real-world problems by allowing the client to interact with demoed products in a more lifestyles-fitting manner.
The integration of AR and VR provides entertainment and addresses real-world challenges, allowing consumers to experience products before making informed decisions. As we enter 2024, the use of AR and VR in marketing strategies is set to become even more prevalent, revolutionizing the online and offline experience gap and transforming the way we shop.
#11: AI and ChatGPT Will Shape the Future of SEO, Bringing Both Enhancements and Challenges
How AI Enhances SEO:
- Speed up SEO processes that were manual before.
- Help marketers better understand their customer avatar.
- Open marketers up to new ideas they didn’t have back.
- New tools to make the research & optimization process better.
How AI Hurts SEO:
- Marketers rely solely on ChatGPT and AI writing tools.
- Massive influx of poor quality AI-generated blog content.
- Race to the bottom with/AI-generated content.
- Make marketers think they can do SEO w/out all the other steps involved.
- It ultimately comes down to HOW you USE AI for your SEO.
If you try to abuse it, it will most likely come back to bite you.
#12: Top 'System SEOs' to Outlast the AI Rush in the Future.
All content is NOT created equal. The System SEOs go above and beyond to produce the highest quality content online. SEOs & marketers who are experts on the end-to-end SEO process and build systems and processes to support high quality at quantity.
The end-to-end SEO process:
- Competition research.
- Keyword research & clustering.
- Content planning & clustering.
- Matching intent.
- Drafting outlines from 1st page SERPs.
- High-quality human-written content.
- Content editing & optimization.
- Quarterly upgrades.
- Backlink building.
- AI tools can help SEOs & marketers in the entire pipeline.
The craze right now is ONLY focused on one of the stages: Writing content.
As AI tools progress and get stronger, they’ll bleed into all areas of the SEO pipeline.
Wrapping Up
In summary, Britechx’s predictions for the future of digital advertising highlight the lasting impact of AI, changes in Twitter’s model, and the resurgence of Web3. User-generated content is expected to beat traditional videos, and more businesses may turn to digital agencies for help.
Google Ads will be more accessible to launch but more challenging to succeed with, and short videos, especially on platforms like TikTok, will stay dominant. AI-generated info might affect how people seek information, potentially impacting traditional search engines.
Voice search and a new concept called Search Generative Experience will reshape online searches. Tracking offline conversions becomes crucial, and augmented reality (AR) and virtual reality (VR) will bridge the gap between physical and digital experiences.
AI will both help and hurt SEO, depending on how it’s used. The focus should be on high-quality SEO processes, with the prediction that the best practitioners will outlast the AI trend. The future demands adaptability and a good understanding of evolving tech and consumer behavior.