By Francisco Vieira, Digital Project Manager at Shift

The future of digital marketing is in constant evolution, and the question many ask is "Where does this stop?". I think it doesn't stop. At least, I believe it will never stop. New tools, trends, machines, aids, habits, and opportunities continue to emerge, making this area increasingly relevant to businesses.

With so much information available, how do we know what to do and do it well? Strategy, tools, data… there are many elements to consider. Fortunately, there are software solutions that assist us in this task. However, the abundance of options can be overwhelming.

Amidst this avalanche of information and tools, there's something we must never forget: the focus is on the consumer. All these strategies and resources will only work if they are well executed to please and convert the end consumer.

In my opinion, and this is an opinion piece, there are 6 points to consider in digital marketing for 2024.

Artificial Intelligence (AI) Revolution: It came, and it's here to stay

The term "Artificial Intelligence" is no longer just a term that circulates in the background or inspires futuristic movies. If the marketer was Batman, artificial intelligence could perfectly be Robin. Increasingly, tools emerge that accelerate our work, from interpreting data to exploring and testing ideas for ads, films, websites, posts, and presentations. Moreover, AI can even play the role of a personal assistant in meetings. Chatbots seem like true virtual friends, while emails are composed with an eloquence worthy of poets. Marketing campaigns have also become so personalized that they make each client feel like the main star of the show. Artificial intelligence is the present and will continue to shape the future in innovative and surprising ways.

Phygital: It takes two to tango

The phygital experience is revolutionizing the shopping world. It's no longer just about clicking buttons; now, we enter virtual stores where we can try products as if we were physically there. Augmented and virtual reality is no longer exclusive to gamers; today, they are powerful tools in the hands of marketing professionals to create immersive shopping experiences. Who could imagine that we would go shopping with 3D glasses? The physical and digital are becoming increasingly intertwined, providing a new dimension to how we interact with the consumption world.

Content: Stories that connect

It's no surprise that content continues to be a key piece, but now with a more human touch. In my opinion, inspiring stories and content that touch the heart, engaging the audience in an authentic way, are the true protagonists. Short-form videos are trending – TikTok and YouTube Shorts are the new "soap operas" of the digital era. And let's not forget podcasts, the 21st-century radio, which connect brands and consumers on a more personal and intimate level. SEO and voice search: Speaking is the new typing SEO continues to be essential, but with an innovative twist: voice search. Preparing content to answer questions posed to Siri, Alexa, or Google Assistant is the new challenge. It needs to be more conversational, more direct. After all, nobody wants to hear a dissertation when asking "where is the nearest bar?".

Privacy and transparency: marketing's new best friends

The discussion around privacy and data protection is becoming increasingly present. In my opinion, this is one of the biggest challenges, if not the biggest, for 2024. Consumers are more demanding and concerned, and our data is worth gold. User privacy and transparency have become the crown jewels in the world of digital marketing. Brands that adopted an ethical stance, respecting users' privacy, gain extra points. After all, we're in an era where trust is worth more than a simple click.

Human touch and sustainability: Technology (still) can't replace emotion

Last but not least, is the human touch. As mentioned earlier, no matter how much technology advances, the content of stories must remain deeply human. The ability to create genuine emotional connections is irreplaceable. Brands that manage to balance technology and humanity will be the big winners in the hearts (and wallets) of consumers. Furthermore, sustainability is a growing concern. Brands that demonstrate concern for environmental issues and position themselves responsibly gain extra points.

This article was published in Marketeer.