Over 82% of brand marketers plan to dedicate a budget to influencer marketing in 2024. 67% of marketers intend to increase their influencer marketing expenditures. The influencer marketing industry is expected to be worth $21.1 billion in 2024 – a 29% growth.

Top 10 Digital Marketing Strategies in 2024

1. Look for Opportunities to Diversify

Most marketing budgets today don’t allow businesses to pursue every distribution channel at once. You must carefully select channels most likely to bring strong returns from your investment. Look for opportunities to diversify your strategy by first researching your audience. Identify niche sub-channels where you can cut through the marketing noise, such as on YouTube or social media groups. Then diversify your strategy, knowing the payoff will be worth the investment.

2. Embrace Paid Social

86% of businesses already use Facebook ads, and the platform’s advertising revenue continues to grow. Meanwhile, paid advertising options have emerged on Instagram, Pinterest, Twitter, and elsewhere. Social media platforms are tweaking their algorithms, making paid promotion essential for visibility.

3. Focus On Your Existing Content

Most marketers understand they need to produce content to build a traffic base. However, many overlook the value of their existing assets. To maximize your existing content:

• Identify popular content and use insights to inform future strategies.
• Update old content with new data or visuals, then republish for extended reach.
• Repurpose old content into infographics, videos, or ebooks.

4. Nurture Brand Advocates

Your customers are a powerful resource to reach new audiences. Create campaigns that incentivize brand advocacy, like online communities or referral rewards. For instance, Audi leveraged the hashtag #WantanR8 to engage fans and promote their vehicles.

5. Constantly Optimize User Experience

Even great content won’t drive conversions without excellent website user experience (UX). Regularly test and optimize your UX to align with marketing goals. Focus on site speed, navigation, and mobile responsiveness.

6. Connect Online and Offline Strategies

Create a consistent customer experience across virtual and in-person events. Identify what steps you want your audience to take post-event, and craft experiences that guide them on this journey. Learn more about omnichannel marketing strategy.

7. Prioritize Authenticity

Consumers are aware of agenda-driven content. Focus on authenticity by creating live content like podcasts or live streams. Embrace spontaneity — audiences appreciate genuine connections.

8. Create a Memorable Message

Use storytelling to make your brand memorable. For example, Huggies used research on the importance of hugs for babies to launch their “No Baby Unhugged” campaign, educating parents and providing hospital volunteers for babies in need.

9. Build Partnerships

Collaborate with industry players or micro-influencers to broaden your reach and gain social proof. Partnerships can enhance credibility and introduce your brand to new audiences.

10. Make Performance Analysis an Ongoing Strategy

Don’t wait until the end of campaigns to analyze performance. Use real-time data to adjust strategies dynamically. Leverage tools like email tracking software to gain actionable insights.