The Future of Digital Promotion: Trends and Tactics to Look at in 2024 by Promocious

Digital promotion is the process of using online channels and platforms to create awareness, interest, and action for a brand, product, or service. Digital promotion encompasses various strategies and techniques, such as search engine optimization, social media campaigns, email campaigns, content marketing, video marketing, influencer marketing, and more. It is a vital and integral part of any business, as it helps to reach and engage potential and existing customers, and to generate leads, conversions, and sales.

However, it’s not a static or stagnant field, but rather a dynamic and evolving one, that requires constant adaptation and innovation to keep up with the changing needs and expectations of the customers and the market. As technology advances and consumer behavior shifts, digital promoters need to stay ahead of the curve and anticipate the future trends and tactics that will shape the industry and the customer journey.

Artificial intelligence (AI) and machine learning (ML) are not new concepts in digital promotion, but they are becoming more sophisticated and pervasive, as they power various aspects of digital promotion, such as data analysis, content creation, personalisation, automation, and optimisation. AI and ML enable digital promoters to collect, process, and interpret large amounts of data, and provide insights and recommendations that help them make better decisions and strategies. They also enable digital promoters to create and deliver relevant and personalized content and experiences to the customers, based on their preferences, behavior, and feedback.

According to a survey by Forbes Advisor, 64% of businesses believe that artificial intelligence (AI) and machine learning (ML) will help increase their overall productivity. AI and ML are also expected to have a significant impact on retail performance, as retailers using these technologies saw a two-digit growth of their sales and profit between 2022 and 2024. Furthermore, according to Grand View Research, the global generative AI market size is projected to reach $407 billion by 2027, growing at an annual rate of 37.3% from 2023 to 2030. Therefore, digital promoters need to adopt and implement AI and ML into their digital promotion strategies, and utilize their potential and advantages, to gain a competitive edge and enhance customer satisfaction.

Omnichannel promotion is a strategy that involves creating and delivering a consistent and seamless customer experience across multiple channels and touchpoints, such as websites, mobile apps, social media, email, chatbots, voice assistants, and physical stores. Omnichannel promotion aims to provide the customers with a holistic and integrated view of the brand, and to engage them at every stage of their journey, from awareness to loyalty. Omnichannel promotion also enables digital promoters to collect and analyze data from various sources, and to optimize and personalize their campaigns based on the customer’s behavior and feedback.

According to a report by Adobe, 74% of customers appreciate when brands personalize their messages and offers. Moreover, according to a report by Google, 90% of customers use multiple devices and channels to complete a task. Therefore, digital promoters need to adopt and implement omnichannel promotion strategies, and provide the customers with a relevant and convenient experience across all channels and devices, to increase their engagement and retention.

Video promotion is a form of content promotion that involves creating and distributing video content, such as short-form videos, live streams, webinars, and virtual events, to attract, inform, and entertain the customers. Video promotion is one of the most effective and popular forms of content, as it appeals to the visual and auditory senses of the customers, and conveys complex and emotional messages in a simple and engaging way. Video promotion also boosts the visibility and credibility of the brand, as it increases the organic reach and social shares of the content, and enhances the trust and loyalty of the customers.

According to a report by Statista, the amount spent on video marketing will reach $92.253 billion in 2024. Video marketing is the fastest-growing type of marketing in digital advertising, as video content will make up for 82% of the internet traffic in 2024. Viewers claim they retain 95% of the information given in the form of videos. Therefore, digital promoters need to invest and focus on video promotion, and create and distribute high-quality and relevant video content, to capture the attention and interest of the customers. Video promotion is not only a trend, but a necessity for the future of digital promotion.

With the introduction of AI based video tools like Sora, the video content, especially short-form videos, will grow dramatically. Sora is a tool that allows users to create and edit professional-looking videos in minutes, using AI and ML. Sora can generate video scripts, captions, transitions, and effects, based on the user’s inputs and preferences. Sora can also optimize the video content for different platforms and audiences, using data and analytics. Sora enables digital promoters to create and deliver engaging, high-quality video content that captures audience attention quickly, without the need for complex and expensive software or equipment. You can change the camera angles in AI generated videos through tools like LTXStudio. You can even animate top notch quality still images in Leonardo AI. Such kind of video creation for people without specialized knowledge in this area was not possible a year ago.

Video content will continue to dominate social media platforms, as more users consume and share video content on platforms like TikTok, Instagram, and YouTube. These platforms offer various features and formats, such as stories, reels, shorts, and live streams, that cater to the preferences and needs of the users. Video content on social media platforms can also generate viral and organic reach, as well as user-generated content and influencer marketing that can boost the awareness and reputation of the brand.

Voice search and conversational promotion are the new modes of interaction that involve using voice and natural language to communicate and engage with the customers. Voice search is the process of using voice commands to search for information or products online, using devices such as smartphones, smart speakers, and voice assistants. Conversational promotion is the process of using chatbots and live chats to provide real-time and personalized assistance and guidance to the customers, using platforms such as websites, social media, and messaging apps.

According to a report by Market Data Forecast, the global conversational AI market size is anticipated to be worth $11.1 billion by 2029, growing at a compound annual growth rate of 21.4% from 2024 to 2029. Therefore, digital promoters need to optimise and adapt their digital promotion strategies for voice search and conversational promotion, and use them to provide a more interactive and responsive experience to the customers.

User-generated content (UGC) and influencer promotion are the sources of trust and influence that involve using the content and endorsements of the customers and the influencers, respectively, to promote and market the brand and its products. UGC is any form of content, such as reviews, testimonials, photos, videos, and social media posts, that is created and shared by the customers, expressing their opinions and experiences with the brand and its products. Influencer promotion is a form of promotion that involves collaborating with influencers, who are individuals with a large and loyal following on social media or other platforms, and who can affect the purchase decisions and behavior of their followers, to create and share content that features or mentions the brand and its products.

According to a study by Nosto, consumers find UGC 9.8 times more impactful than influencer content when making a purchasing decision. However, influencer marketing is still a growing industry, with a global market value of $21.1 billion as of 2023. The average price per post of Instagram influencers worldwide in 2022 ranged from $100 to $1,000, depending on the number of followers. Therefore, digital promoters need to balance and integrate UGC and influencer promotion, and use them to create and distribute engaging and trustworthy content, to influence and persuade the customers.

Promocious, the brainchild of GameCloud Technologies Private Limited, offers innovative solutions for digital promotion, helping businesses reach their target audiences and achieve their marketing goals. They use cutting-edge technology and data-driven strategies to create personalized and engaging campaigns that deliver results. They believe that the future of digital promotion lies in harnessing the power of artificial intelligence, machine learning, and blockchain to optimize performance, enhance security, and increase transparency. Promocious is constantly exploring new ways to improve its services and provide value to its clients and partners. It is not just a digital promotion company, but a pioneer in the field.

Digital promotion is a fast-paced and competitive field that requires constant innovation and adaptation to the changing trends and tactics. As we approach 2024, digital promoters need to be aware and prepared for the future of digital promotion, and how it will affect their strategies and campaigns. By embracing and integrating the trends and tactics discussed in this article, such as artificial intelligence and machine learning, omnichannel promotion, video promotion, voice search and conversational promotion, and user-generated content and influencer promotion, digital promoters can create and deliver effective and engaging campaigns, that provide value and results to the customers and the brand.