Have you ever stopped to think about how many ads you see on the internet every day? Whether on websites, social networks, apps or videos, the digital advertising is increasingly present in our online lives.
But what is digital advertising? What are its objectives and benefits for companies? And what are the trends that will mark this market in 2024? In this article, we'll answer these and other questions. Follow along!
What is digital advertising?
In principle, is the set of marketing strategies that use the internet and other digital media to promote products, services, brands or causes. Your goal is to attract, engage and convert the target audience into loyal customers, bringing several benefits to companies, such as:
- Greater reach and segmentation: you can reach people anywhere in the world, according to their interests, behaviors, demographics, etc.
- More flexibility and creativity: you can use different formats, channels and platforms to create personalized and dynamic campaigns.
- Measuring and optimizing results: you can also monitor the performance of your actions in real time, analyze the results and make adjustments to improve the return on investment (ROI).
Industry data
MASTER CIDADANIA - digital advertising is one of the fastest growing segments in the world. According to Digital Adspend 2023 reportAccording to a report by the Interactive Advertising Bureau (IAB), investments in the Brazilian sector amounted to more than R$ 16 billion in the first half of this year alone. This, in turn, represents an increase of 11% compared to the same period in 2022.
The expectation is that this number will continue to rise in the coming years. According to data from StatistaThe global amount is expected to reach US$ 910 billion by 2027. The main advertising formats are video ads, followed by social media ads and search ads.
7 digital advertising trends to keep an eye on in 2024
Given this context, what are the trends that will guide digital advertising in the coming years? We've listed 7 for you to keep an eye on:
1. Use of artificial intelligence in content creation
Artificial intelligence (AI) is a technology that allows machines to learn from data and perform complex tasks autonomously or semi-autonomously.
In digital advertising, AI can be used to create relevant, personalized and optimized content for each audience, channel and platform.
In this sense artificial intelligence can generate texts, images, videos and audios based on keywords, data or briefings. In addition, AI can analyze user behavior and recommend the best content for each stage of the buying journey.
Despite these advantages, you must maintain a balance between man and machine. Not least because AI should be used as a complementary tool to human work and not as a substitute. After all, machines cannot replace human emotion, intuition and sensitivity.
2. Diversity and inclusion
These two concepts refer to respecting and valuing differences between people, whether in terms of gender, race, ethnicity, sexual orientation, gender identity, age, religion, disability or social class.
But how can these two terms be applied in digital advertising? By creating campaigns that represent and meet the needs of all social groups, without discrimination, stereotypes or prejudice.
Another tip for applying diversity and inclusion in the sector is to promote an organizational culture that welcomes and encourages the participation of diverse professionals in the creation and management of campaigns.
There are many benefits to diversity and inclusion in advertising campaigns. Firstly, both concepts help to create an emotional connection with your audience, showing that you care about them and that you understand their pains and desires.
Secondly, you can strengthen your brand image by demonstrating that you are socially responsible and that you contribute to building a fairer and more equal world. And finally, you can expand your market, reaching new segments and niches.
3. Customer-oriented digital advertising
This is an approach that puts the customer at the center of marketing decisions and actions. This means deeply understanding who your customer is, what they want, how they behave, what their problems are and how you can solve them.
This type of advertising also involves creating campaigns that offer value to the customer at every stage of their buying journey, from discovery to retention. In addition, it means creating personalized, interactive and omnichannel for the customer, integrating the different points of contact between the brand and the consumer.
With customer-oriented digital advertising, you generate greater consumer satisfaction and trust, greater conversion and customer retention. It also generates greater advocacy and recommendation, as you can encourage the customer to become an advocate of your brand and refer it to others.
4. Influencer marketing
Influencer marketing is a strategy that consists of using people who influence the buying behavior of a certain audience to promote a brand, product or service. These people can be celebrities, experts, opinion leaders or digital content creators.
In digital advertising, the strategy involves creating partnerships with digital influencers who have an affinity with your brand and your target audience. These influencers can promote your brand on their social networks, blogs, podcasts, videos, among other channels and formats, generating awareness, engagement and conversion.
5. Sponsored campaigns
Also called paid media or paid trafficAds are paid advertisements that appear on the different digital channels accessed by users. They can have different formats, such as banners, videos, stories, carousels, among others, and can have different objectives, such as generating traffic, leads, sales, etc.
Sponsored campaigns are an effective way of increasing your brand's reach and visibility on the world's most popular social networks, such as Facebook, Instagram, Twitter, TikTok, Youtube and LinkedIn, for example. In addition, they are a way of segmenting your target audience based on various criteria, such as demographics, interests, behaviors and other factors.
6. Social marketing
Social marketing, on the other hand, aims to generate a positive impact on society or the environment, as well as promoting the brand.
In this case, companies can use digital advertising to publicize their social causes, ethical values and sustainable actions. In this way, they can win the trust and admiration of consumers.
7. Sustainable digital advertising
In theory, it is a type of advertising that seeks to reduce the negative impacts of its activity on the planet. According to HYPR and Moss, advertising activities release 100 times more CO2 into the atmosphere than the New York Stock Exchange, the NYSE.
Therefore, adopting ESG practices in the production and broadcasting of campaigns to reduce the carbon footprint and promote sustainable development is urgent. But how can this be done?
In this case, the best way forward is to adopt practices such as using renewable energy sources, avoiding wasting resources, recycling materials, etc. Another tip is to offset CO2 emissions through specific initiatives.
This way, it will have impactful campaigns based on sustainability and social responsibility.
How can you apply digital advertising trends to your business?
Now that you know the main trends that will guide the sector in 2024, you may be wondering: how can I apply them to my business? The answer is simple: by following the tips below. Check them out!
Make a strategic plan
A strategic plan is a document that defines the objectives and goals of your business, the resources available, the strategies to be adopted and the means to achieve them. It also involves defining performance indicators and continuous improvement actions.
Define the SMART objectives and goals of your digital advertising
For those who don't know, SMART is an acronym that stands for specific, measurable, attainable, relevant and time-bound.
In other words, this means that your objectives and goals must be clear, quantifiable, realistic, aligned with your purpose and with a defined deadline. But what is the difference between objectives and goals?
Objectives are the results you want to achieve, such as increasing sales, traffic or conversion, for example. Goals are the indicators that measure your progress in relation to the objectives, such as the number of clicks, leads, customers, etc.
Choose the right digital advertising channels for your business
In addition to planning and SMART goals, you must choose the best channels for your digital advertising.
So take into account the profile of your target audience, the type of product or service you offer, the budget available and the objectives and goals you have set. And try combining two or more channels to boost the results of your campaigns, such as your website, blog, social networks, email marketing, among others.
Keep an eye on digital advertising trends
The trends are the novelties and innovations that emerge on the market and that can influence the behavior of consumers and brands. You need to keep an eye on what's new in the market in order to be inspired, up-to-date and differentiate yourself from the competition.
You can do this through research, courses, events, blogs, podcasts, newsletters and other sources of information. You should use trends as inspiration and references for your campaigns, but without losing your identity and originality.
Measure the results of your advertising campaigns
Don't forget to monitor and analyze the data and metrics of your campaigns, such as number of visits, conversion rate, cost per acquisition, return on investment, among others.
To do this, you can use tools such as Google Analytics, Facebook Insights, Instagram Insights and YouTube Analytics, among others, to collect and analyze the data from your campaigns. Compare the results obtained with the objectives and goals set and identify the strengths and weaknesses of your campaigns.
Apply the necessary improvements
Finally, use the results of your analysis to make adjustments and optimizations to your campaigns. Try to test different approaches, formats, contents, segmentations, offers and other elements of your campaigns. Remember: you must always seek to increase the efficiency and effectiveness of your digital marketing actions.
As we've seen in this article, keeping up with and putting into practice digital advertising trends can be a major challenge for any business. But the good news is that you don't have to do it alone! CMLO&CO, marketing and advertising agency with over 12 years' experience in the market, can help you through this process.
CMLO&CO is a marketing company that specializes in creating creative and efficient campaigns for brands on the Internet, using the best tools and techniques on the market. It also has a team of qualified and experienced professionals who are always up to date on the latest developments in the market. digital trends and who can guide and support you at every stage of your strategic planning.
Want to know more about CMLO&CO and how it can help you achieve your digital advertising goals in 2024? Visit our website and talk to our experts!
