2024 Digital Marketing Trends: Bots, AI, and the New Era of Consumer Engagement
Welcome to the world of 2024, where digital marketing isn't just about selling – it's about creating experiences, building communities, and embracing the virtual over the real. As we dive into this new era, let's explore some of the most exciting and game-changing trends that are set to redefine the digital marketing landscape. From the rise of bots as companions and assistants to the shift in how we perceive and engage with influencers, these predictions offer a glimpse into a future where digital and physical realities intertwine more closely than ever before.
There’s a Bot for That
Think back to when apps were all the rage, and 'There's an app for that' was the catchphrase of the day. Well, times have changed, and now it's all about bots. With loneliness becoming a serious issue, people are looking for companionship more than ever. And guess what? That companionship is going digital. Bots are stepping up to the plate, big time. From cool virtual pals like Billie (shoutout to Smarter Child for leading the charge!) to SnapChat’s MyAI, these digital buddies are changing the game. Loneliness? It's on its way out, thanks to our new bot friends.
Experience Marketing
Thinking back to the days of browsing in brick-and-mortar stores, it's clear how much our expectations have shifted. Now, as we delve deeper into the digital age, it’s all about experience marketing. It's no longer enough to just offer a product or service; it's about crafting an immersive, personalized journey for each individual. We’re not just consumers anymore; we're participants in a narrative that brands weave around us, tailored to our unique likes and preferences.
This personalization isn’t just about being seen or acknowledged – it's about feeling a connection. Each interaction, be it online or offline, needs to resonate on a personal level. Brands that get this right create experiences that are not just memorable, but also deeply impactful. They tap into our individual stories, preferences, and even our day-to-day moods. As we move forward, the businesses that will thrive are the ones that understand the power of personalization in experience marketing. They’ll be the ones crafting not just a product or a service, but a chapter in our individual life stories.
AI is Your New BFF
I’m gonna be honest, I ask ChatGPT basically everything. I rarely start a search with Google any more. Why? Google blows! You can read about the future of search here. But notice how I said I start my search with ChatGPT? I still use Google but I find the friendliness and ease of AI so much better. I can find the things I want faster, ask it super personal questions, and it never gets mad at me if I share tense words.
Bots and AI kind of go hand in hand which is how Meta came up with AI Experiences, their Family of apps and devices that include things like stickers, photo and video editing tools, but most importantly BFFs. BFFs like Kendall Jenner, now known as Billie or Paris Hilton known as Amber, a detective who can solves whodunnits.
Beyond AI BFFs you can also create a virtual avatar of yourself that uses your exact image and likeness and uses AI to help yyour digital twin converse with your clients, family, and friends. Render Media was just in Cincinnati October 25th-26th during Start Up Cincy Week, helping entrepreneurs and founders create digital avatars. Cause if you’re not online, where else would you be?
The Rise of the Curator
In this digital era, where information bombards us from every angle, the role of the content curator has become crucial. Think about it – with the sheer volume of content out there, it's like trying to drink from a fire hose. This is where curators step in, becoming our personal guides through the chaos. They're not just creating content; they're meticulously sifting through the digital noise to bring us what's truly relevant. It's an art form, really – content creators taking on the mantle of curators, specializing in specific niches to provide us with the essential rundown.
Content curators like Annie Mai-Hodge create weekly shortlists of what is happening in the world of digital and social. I find her content highly relevant, easy to digest, and great jumping off points for my own personal research.
Let's face it, the world's getting pretty complex, and sifting through all the info out there can feel like trying to find your way in a thick fog. That's where these amazing curators come in. They're not just giving us another service; they're like lighthouses in this crazy sea of information. They light the way, showing us what's really worth our attention in the stuff we care about. Every day, we're bombarded with so much content, and these curators? They're the ones who help us make sense of it all, picking out the gems that really matter.
Influencer Shift: Community Managers
In the ever-evolving digital landscape, the label "influencer" has started to lose its charm, feeling somewhat outmoded and impersonal. Interestingly, it's the micro-influencers who are now leading the charge with impressive returns on investment. Despite this shift, there's a tendency to dismiss them as "wannabe influencers." However, I believe the reality is quite different.
Looking ahead to 2024 and beyond, it's time to redefine what we call influencers of all scales. My prediction? We'll start referring to them as Community Managers. This term more accurately reflects their role: they're not just individuals with a following; they're leaders and shapers of digital communities, irrespective of their size. They play a crucial role in influencing and guiding the opinions and decisions of their community members – essentially managing an online community.
This proposed shift in terminology is more than just semantics. The current term "influencer" subtly undermines the autonomy of followers and consumers, implying a one-directional flow of influence. In contrast, the title "Community Manager" recognizes the mutual and interactive nature of these relationships. It acknowledges the role of influencers in fostering and nurturing online communities, thereby empowering both the leaders and their members. This new terminology encourages a healthier, more symbiotic dynamic, moving away from a hierarchical approach to a more inclusive and participatory community model
Content Creators as Search Engines
So, I already wrote about it here but I think it’s really important to mention again. Have you ever noticed how bad Google search has been? I can’t stand it. SEO kind of ruined the search engine. Now you can either pay to have your site listed at the top or you can use a carefully crafted article to get your stuff seen. But the worst part is that people are doing the latter and often times it’s so elementary or not even all that relevant to your personal search.
Content Creators have built a really unique and close relationship with their followers and audience. Their audience often feels like they know them personally and is usually privy to intimate details of their life. This builds a unique sense of trust, making content creators and their opinions and thoughts highly valued by their followers.
To sum it all up, content creators are reshaping the landscape of search, moving beyond traditional search engines like Google and Bing to platforms like TikTok, which is now the top search engine for Gen-Z. These creators, trusted by their audiences for authenticity and relatability, effectively serve as personalized search engines, offering lived-in experiences and influencing purchasing behaviors. Brands can harness this by collaborating with content creators, ensuring their products or services are part of organic, genuine conversations that resonate with younger audiences.
Caring More About Our Virtual-Persona and Caring Less About Our IRL-Persona
Ok people say that lycra and spandex were the downfall of American fashion but if we’re really getting serious, it was denim. Anyway, have you noticed how athletic wear is basically the new staple? Or oversized clothing is the new norm compared to the tight fitting clothing of the early 2000s? Gen-Z has ditched heels, opting for dirty AirForces calling them their “bar shoes.” Which I guess is practical. I can’t tell you how many beautiful suede heels were ruined in the sticky, dark frat party basements. But remember when people used to dress up?!
This shift isn’t just about fashion; it's about embracing a new identity in the virtual world. Our digital selves are becoming bolder, more expressive, even outshining our day-to-day personas.
As the lines blur between our real and virtual selves, we're entering a fascinating era where our digital image might just eclipse our real-world appearance. It's a new kind of self-expression, where style transcends physical boundaries, and our online presence becomes a canvas for creativity. So, as we approach 2024, the question isn't just about how we look in the mirror, but how our avatars represent us in this ever-evolving digital landscape. Are we ready to invest as much in our virtual selves as we do in our real-life personas?"
Let’s Take the Future On Together
As we enter into 2024, it's clear that the landscape of digital is evolving in fascinating ways. We're moving towards a world where personalization, community, and virtual experiences take center stage. The rise of content curators, the rebranding of influencers as community managers, and the increasing significance of virtual personas are all signs of a deeper, more meaningful interaction between brands and consumers. In this dynamic era, the key to success lies in understanding and embracing these changes, ensuring that we're not just keeping up with the times, but actively shaping the future of digital engagement. So, as we step into this new age, let's ask ourselves: how will we adapt and thrive in this brave new digital world?
