Digital Marketing Roundup: Our 2023 Learns & How We’re Staying Ahead in 2024
As we wave goodbye to the whirlwind that was 2023, it’s time to shift our gaze to 2024. It’s been a year of remarkable growth, unexpected challenges, and invaluable lessons in the digital marketing landscape.
Now, as we gear up for 2024, let’s take a moment to reflect on our key learnings from the past year and our focused strategies for the year ahead.
2023 was the year of AI, Automation and Algorithm updates, but the biggest learn for us is that none of that matters without the right people leading the way.
Bamboo Nine’s heart lies in its people who not only adopt new technology and keep up with industry updates, but also lead and innovate, passionately navigating the ever-changing digital landscape.
We’ve launched two new departments, grown our headcount, and delivered exceptional results for our clients, all because we have people who care and are willing to move with times.
Big plans are in motion for 2024 and we look forward to sharing our wins and learns as we go.
Chris Rivera
Looking back and planning for the future
SEO
The need for agile SEO and diversification
In 2023, the SEO landscape was marked by constant shifts, with Google releasing frequent updates impacting everything from content to local search rankings. This dynamic environment underscored the peril of relying on shortcuts or a single organic strategy. As the ground keeps shifting in 2024, SEO campaigns must diversify and adapt. We’ll be focusing on engaging multiple tactics to navigate these continuous changes successfully.
User experience
SEO in 2024 will pivot towards enhancing user experience, prioritising voice search and mobile adaptability. Content will need to cater to spoken queries and mobile users, with a focus on concise, conversational language and mobile-friendly formats. Brands will need to refine their strategies to dominate in SERPs, aiming for succinct content that captures featured snippets and knowledge panels. Ignoring this shift towards voice and mobile optimisation could lead to obscurity, making a unified SEO and UX approach essential for staying competitive and visible.
A honed approach to AI content generation
Nowhere has AI had a greater impact than on content writing for SEO. Large language models (LLMs) like OpenAI’s ChatGPT-3 have enabled the automatic generation of entire articles from a few prompt words at unprecedented speed and scale. This influx of AI-generated content has reshaped the SEO landscape. In 2023, many who leaned heavily into AI for content creation experienced rapid initial success but faced significant setbacks as Google intensified its scrutiny. The year was a wake-up call, highlighting the risks of over-reliance on AI without considering quality or future updates.
While alluring in its efficiency, sole reliance on automatic content risks dilution of quality and uniqueness. In 2024, mastering target audience understanding will be crucial as the industry seeks a balance between AI’s capabilities and human creativity. Writers who can infuse AI-generated text with depth, authenticity, and a keen understanding of audience nuances will be in high demand, ensuring content is not only high quality but also deeply engaging and tailored.
Trust and authority
In 2024, trust and authority will dominate SERP ranking factors, driving brands to establish credibility through transparent, ethical practices and authoritative content. As brands strive to distinguish themselves in a crowded digital space, the focus will be on creating content that not only understands audiences but also embodies authenticity and expertise. Every aspect of content, from tone to choice of words, will need to reinforce a brand’s trustworthiness and authority, ensuring deep, meaningful engagement with users.
Paid Media
AI and automation
PPC platforms may increasingly leverage automation and artificial intelligence (AI) in the coming year. Google’s latest unveiling of a generative AI experience holds the potential to enhance creativity by autonomously crafting text and image assets. This integrated system, similar to ChatGPT, utilises insights from past performance data to guide asset generation, ensuring a more personalised and impactful outcome.
Audience targeting sophistication
Enhanced audience targeting options, driven by machine learning and data analysis, may allow advertisers to reach more specific and relevant audiences as well as to predict user behaviour and preferences. With increasing privacy concerns and regulations, we anticipate PPC platforms may introduce or enhance features that prioritise privacy-compliant audience targeting. This could involve more emphasis on first-party data, consent-driven targeting, and transparency in data usage.
Privacy and data protection
There are potential data protection concerns arising from the use of AI; in July 2023, Google was required to delay the introduction of a new AI chatbot, Bard, following an intervention by Ireland’s Data Protection Commission (DPC). Google was required to explain if Bard complies with the EU’s data protection rules.
Video advertising growth
Video content has continued to gain popularity and we could see an increase in video ads on platforms such as YouTube and other video-centric platforms in 2024. With video’s ability to tell a story, demonstrate products, and evoke emotions, it has become an essential component of PPC strategies, enhancing brand awareness, engagement, and ultimately, conversion.
Local PPC strategies
Localised targeting (location-based keywords) and ads may become increasingly critical, especially for businesses aiming to attract customers in specific geographic areas. The focus on local audiences can be extended via local inventory ads (showcasing product availability in nearby stores), which means optimising Google My Business (GMB) profiles will remain essential for local PPC.
Cross-channel integration
PPC campaigns may become more integrated with other channels to create cohesive and effective marketing strategies and consequently provide a seamless experience for users across various touchpoints. We’re going to have a strong focus on Omnichannel marketing that allows for personalised targeting, contextual messaging, and synchronised interactions. Ultimately, this will increase engagement and conversions, and enhance customer satisfaction.
Social Media
AI is still developing
We remain in the embryonic days of using AI for social media. While AI demonstrates promise for research and in tightening copy, limitations exist regarding creative language generation and fully replacing human judgement. Utilising AI to optimise ideas rather than wholly create content proves most effective currently. Integration with human creativity is key until advanced capabilities develop further.
Paid social necessitates human finesse
Despite platforms introducing AI offerings, their broad applications fail to account for nuances vital to resonate across diverse audiences. Achieving campaign objectives still requires human discernment around optimal ad formats, copy personalisation and prioritising engagement over purely low costs.
Threads and community potential
Instagram Threads’ conversational functionality enables more accessible content creation and community building. Its launch coincided with X (formerly Twitter)’s period of instability, temporarily attracting users seeking a friendlier alternative. While initial uptake slowed, X’s ongoing issues may continue driving users to explore Threads’ possibilities for intimate networking.
The battle continues.
From reels back to carousels
After prioritising Reels to rival TikTok, Instagram is now reverting to user-led content preferences for wider engagement. Carousels regained dominance given their proven ability to interact with broad audiences amidst mixed content formats. Capitalising on Instagram’s algorithm now means matching display types to followers’ demonstrated interests.
Nano-influencers drive grassroots success
Collaborating with nano-influencers is picking up steam, as smaller accounts build trust and achieve targeted grassroots amplification. When effectively aligned, brands can utilise micro-influencer engagement for authentic, cost-efficient promotion.
Giveaways maximise outreach
Giveaways are proving increasingly popular for their wide, organic reach potential during financial uncertainty. Strategic collaborations and competitions currently present wide-ranging brand awareness opportunities amidst constraints.
Design and Development
AI-generated designs
2024 is set to witness a major leap in AI’s role in web design, as generative art becomes mainstream. AI tools like OpenAI’s GPT-3 are redefining personalization in web experiences, offering dynamic, user-specific graphics. However, there’s a growing call for a balance between AI efficiency and human creativity, with an eye towards ethical AI use. As AI reshapes design processes, it’s also enhancing creativity, allowing designers to focus on innovation while AI handles the groundwork.
Mobile optimisation
In 2024, mobile-first design will continue to be vital, and we’ll be ensuring every project excels in mobile responsiveness and advanced features like Progressive Web Apps (PWAs). As mobile becomes increasingly central to user experience, we’ll lead with strategies that guarantee seamless navigation and interaction across all devices.
AI and Development
The rise of artificial intelligence (AI) in the realm of web development has been a transformative force, particularly in streamlining coding processes, adapting to evolving cookie consent regulations, and venturing into new domains of Content Management Systems (CMS). We’ll be using AI-driven tools to assist in automating routine coding tasks, predicting code outcomes, and providing intelligent code completion, thereby significantly enhancing efficiency and reducing human error.
CMS
Expanding into diverse CMS like Shopify and Webflow marks a strategic move to broaden our web solutions. These platforms allow us to cater to various client needs and niches, enhancing our market reach and adaptability. We aim to provide versatile, professional, and flexible web solutions across an evolving digital landscape.
Steering your 2024 strategy the right way
As AI and new platforms reshape digital marketing, success requires agility and insight. 2024 favours data-driven, human-centric strategies that are hyper-focused on audience needs across emerging channels from voice to video.
At Bamboo Nine, our passionate specialists build future-proofed roadmaps tailored to your brand objectives. Our partnership drives targeted innovation to convert audiences when it matters most.
With omnichannel expertise covering everything from SEO to influencers, we’ll fuse high-tech capabilities with human creativity to thrive, whatever 2024 throws at us. Contact us today to lead where your competitors follow, with a strategy honed for what’s next.