Hottest Digital Marketing Trends in 2024: Stability, AI, and More

The digital marketing industry has grown and evolved throughout 2023, and this will continue into next year. Here are the top digital marketing trends in 2024.

“57% of marketing leaders prioritize analytics experience when hiring new talent.”²

Reuters

Marketers Looking for Stability

Internet and social media advertising is growing significantly each year and has quickly become the primary marketing vehicle for most companies. That bodes well for digital marketing strategists, SEO, and PPC specialists, and social media professionals with estimated job growth at 10% in the next 10 years.¹

Despite a positive long-term outlook, companies are currently taking a cautious approach to planning media budgets amid recession fears, and that has digital marketers holding tight onto current positions in a ‘watch and see’ mode. Strong candidates, especially those in high-demand roles like data analysis, will likely have multiple offers on the table. Some may source job offers with the intention of asking their current employer for a raise rather than moving to a new company. Beyond salary, company stability, growth opportunities, and a commitment to work/life balance will play a role in helping companies entice candidates to make a move.

 

 

Workers Want Remote, Employers Don’t

In 2022, marketing jobs ranked second highest for remote work.³ Employees were in a position to easily negotiate for flexible work hours. While flexibility is still a top priority of digital marketers today, a growing number of employers are holding firm on bringing workers back into the office full-time. At most, they are willing to negotiate one to two days a week of hybrid. That means marketers who are working hours away from their current position may have to rethink either their location or their job.

Employers looking to have a leg up on securing and retaining top talent can differentiate themselves by offering different types of flexibility such as compressed work weeks. They should partner with employees to create a work/life balance that demonstrates they are invested in their wellbeing.

“82.6% of marketers say hybrid work is important to them, but 1 in 10 had requests to employers for greater flexibility denied.”⁴

Marketing Week

AI Will Transform Roles But Not Replace Humans

It’s all the talk right now. AI (Artificial Intelligence) is expected to impact Digital Marketing significantly within the next three to five years, leaving many wondering if they will have a job. AI is already able to write content, create images and logos, edit videos, make translations, and edit strings of code. While AI will automate monotonous marketing tasks, there will still be the need for human emotional intelligence, decision-making, and creativity in the field.⁵

Digital marketers need to learn skills to supervise and direct AI using human judgment for it to be truly effective. Employers can win marketing candidates over by staying current with the latest AI training.

This article features digital marketing trends in 2024 from Addison Group’s 2024 Workforce Planning Guide.

For industry-specific trends and salaries for various roles across 20 metro area locations, download your free guide today!

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¹ BUREAU OF LABOR STATISTICS 
² REUTERS STATE OF MARKETING 2023 
³ FORBES ADVISOR, REMOTE WORK AND STATICS AND TRENDS IN 2023, 2023 
⁴ MARKETING WEEK, 2022 
⁵ FORBES, WILL ARTIFICIAL INTELLIGENCE CHANGE THE WORLD OF DIGITAL MARKETING FOREVER?, 2023