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What will digital marketing look like in 2024?

We recently surveyed marketers to find out more about how much they're going to be investing in digital marketing throughout 2024 and which channels they're going to be focusing on.

We're revealing the details here or you can download our full whitepaper for more information.

We’re revealing the details here or you can download our full whitepaper for more information. Let’s have a look in more detail at what our whitepaper revealed…

How much are marketers going to be investing in digital marketing this year?

Almost one-quarter of the marketers we surveyed will have exactly the same budget as 2023 for their digital marketing in 2024. 

Another quarter told us that they will be increasing their budget by at least 20%. Most respondents said that they would keep their budget the same or increase it by 10-30%. 

So, over half of marketers have got more or the same to spend on digital marketing this year. 

More brands than ever are realising the importance of digital marketing for business growth. It allows you to connect with prospective and existing customers. Customers who are actively searching and buying online. 

Brands that fail to invest in digital marketing when their customers are buying online will struggle to grow in the coming years as their competitors reach their customers in the right places at the right time.

Read more in our blog: How much are marketers going to be investing in digital marketing in 2024?

What digital marketing channels are brands looking to invest in throughout 2024?

Marketers told us that they’re already investing heavily in social media, email, content, SEO and PPC. And, in 2024, they told us that they’re going to be investing even more budget into social media and content marketing. 

These activities are key to building brand awareness, building relationships with potential customers and nurturing relationships until they’re ready to make a purchase. 

Investing in a mix of channels is essential for digital marketing success. Having a range of activities will allow you to reach customers at all stages of the marketing funnel but social media advertising is becoming popular amongst marketers with more channels available than ever. 

When choosing which digital marketing channels you’re going to invest in for 2024, knowing more about the channels available to you and what you need to look out for to ensure your strategy is as effective as possible will help you to drive results for your business. 

Learn more about this in our blog: What digital marketing channels are brands looking to invest in throughout 2024?

What do brands want to achieve through digital marketing?

Over half of the marketers we surveyed said their key goal is to generate sales and revenue for their businesses. A further quarter told us that they will be using digital marketing to establish an online presence and build brand awareness.

There are more businesses than ever looking to drive results through digital marketing, but you need to make sure your campaigns are aligned with your overall business goals. Think about what your sales objectives are, and this will help to set your marketing objectives too.

  • Generating sales and revenue
  • Establishing an online presence and building brand awareness
  • Driving foot traffic to a physical location
  • Obtaining potential customer details

Whatever you want digital marketing to help you achieve, there is a strategy to help. Every channel will work together to help nurture relationships with potential and existing customers to drive growth for your business. 

You can find out more about this in our blog: What are brands looking to achieve through digital marketing in 2024?

The importance of measuring and tracking digital marketing results in 2024

With marketers spending the same budget or looking to spend more, it’s going to be more important than ever for them to ensure they’re driving the best results for their businesses. 

With increased budgets comes increased responsibility to keep driving improved returns. The only way you’re going to know how successful your digital marketing activities are is by tracking and measuring the results being delivered.

  • Increased ROI 
  • Improved decision making
  • Digital marketing budget is utilised more effectively
  • The most effective digital marketing channels for your business determined
  • Improved understanding of target customers

We can’t stress enough the importance of measuring and tracking EVERY part of your digital marketing campaigns. But, when you’re making changes, be careful not to make too many. If you go in and make a batch of changes and your campaigns start to perform much better, you won’t know exactly which changes had the biggest impact so it can be difficult to replicate the same success in future campaigns. We recommend making one or two changes, monitoring performance and then taking it from there. 

Read more about this in our blog: The importance of measuring and tracking digital marketing results in 2024.

Key actions to take today to prepare your digital marketing campaigns for 2024

Finally, we know how much marketers are looking to invest in digital marketing and the channels they’ve got their eyes on. But how do you make sure YOUR strategy is ready for the year ahead? 

There are a few simple steps you can take now to ensure your digital marketing activities are on track and to give you the greatest chances of success.  

Here's a sneak peek:

  • Choose the right channels for your business
  • Research your competitors
  • Set marketing and sales objectives
  • Get the most from your existing budget

We’ve expanded on each of these tips to give you actionable insights to take away today in our blog: Key actions to take today to prepare your digital marketing campaigns for 2024. 

Download our whitepaper

Want to know more about the points we've covered in this blog? Why not download our full whitepaper?

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