Are you on top of all the recent trends in digital marketing? There's so much to keep track of, from the growth of AI to new developments in SEO, social media marketing, and much more.
We've done the research to help you understand all the important 2023 digital marketing trends and to see how you can use them in your work. We'll be updating this page every Wednesday, so keep checking back to see what's new.
Check out the latest digital marketing trends for each week:
December 2023 Digital Marketing Trends
Want to know about the latest online digital marketing trends in December 2023? Here's a week-by-week summary to help you stay up-to-date.
December 20, 2023
Global ad spending is on the up, despite a continued increase in the use of ad blockers. Here's an overview of this week's marketing news. And we'll also take a look back at the key digital marketing trends we highlighted in 2023.
Global Ad Spending Forecast to Rise
Good news if you're worried about your marketing budget for next year: global ad spending is forecast to increase by 4.6% in 2024 to reach US$752.8 billion.
Digital advertising is set to account for almost 60% of global advertising spending and will be the main growth driver. Ad spending is also expected to get a boost from major events like the Olympic Games and the U.S. presidential election.
Almost a Billion People Now Use Ad Blockers
The use of ad blockers continues to grow, with over 900 million users around the world in Q2 2023, according to the latest estimate. That's up from 716 million in the same period in 2022.
However, the number of users allowing "Acceptable Ads" also increased sharply, reaching 307 million. These are ads that meet a certain standard for being clear and non-intrusive.
And a Look Back at 2023
This is the final update of 2023, so let's take a quick look at some of the digital marketing trends we've highlighted this year:
- the growth of AI in marketing for everything from shoppable ads to SEO and Google's new Search Generative Experience
- the contrasting fortunes of social media platforms like TikTok, X, and Threads
- how marketers have approached big events like the World Cup, Halloween, Black Friday, and holiday ads
- the expected digital marketing trends for 2024
December 13, 2023
The 2024 digital marketing trends continue to take shape, and a new survey highlights what not to do in social media marketing. Here's what's new this week.
Envato Predicts the Digital Marketing Trends for 2024
If you want to get a jump start on the key 2024 trends in digital marketing, head over to the Envato Elements blog and check out the predictions for 2024.
The marketing experts interviewed for the post predict a rise in the use of messaging apps by marketers, a merging of content across different social media platforms, the convergence of SEO and social media, and more.
Beware the Pitfalls of Social Media Marketing
Although social media marketing can be very effective when done right, it can have a negative impact on your brand when it's done wrong.
A new Hootsuite survey of over 4,000 consumers found that brands being too focused on self-promotion was the biggest turn-off. Close behind that came low-quality content, followed by poor engagement or slow responses.
Interestingly only 14% of respondents were bothered by a brand's absence from social platforms. That suggests that if you can't invest the time and resources into doing social media marketing well, it's better not to do it at all.
December 6, 2023
From the year's YouTube trends to marketers' ethical concerns about artificial intelligence, here are the digital marketing trends to be aware of this week.
Marketers Have Ethical Concerns About AI
Although marketers recognize the benefits of AI, they also have ethical concerns, according to a recent study of business-to-consumer (B2C) marketers.
Top of the list of concerns was "privacy invasion" at 47%, followed by "IP issues" (44%) and "absence of human oversight" (42%). Some of these issues are highlighted in current lawsuits such as Getty Images vs. Stability AI, which moved to trial in the UK this week.
YouTube Announces the Biggest Trends of 2023
From singing toilets, Barbie fandom and vomit-inducing milkshakes to more serious topics like artificial intelligence and the conflict in Israel/Palestine, here are the biggest YouTube trends of 2023.
YouTube also highlighted the top creators in the US (measured by growth in US-based subscribers), with MrBeast at the top of the list.
November 2023 Digital Marketing Trends
We're taking you through all the online digital marketing trends week by week. Here's what's happening in November 2023.
November 29, 2023
Here's what's new in digital marketing this week, as a survey shows what people are focusing on in direct-to-consumer marketing and the 2024 digital marketing trends start to take shape.
2024 Digital Marketing Trends Take Shape
Yes, it's that time of year: we're starting to move on from 2023 and look ahead to 2024 digital marketing trends.
SmartCompany's roundup by marketing strategist Mia Fileman highlights 12 key trends that digital marketers should watch out for in the year to come.
One notable item is the shifting social media landscape, with Meta's platforms expected to lose ground to TikTok. Another is the importance of ethical marketing practices, highlighting a brand's purpose and sustainability in a genuine way. Fileman highlights Apple's recent Mother Nature ad as an example of this.
Fileman also expects a rise in product placement and "advertainment"âads that mingle with entertainment, often taking the form of short films that seek to entertain and engage audiences instead of just promoting a product.
DTC Brands to Expand Digital Advertising
Direct-to-consumer (DTC) brands are planning to expand and improve their digital advertising in 2024, according to a recent survey. Other top areas of focus include testing, shipping, website and UX improvement, and content creation.
On the other hand, market research came bottom of the list, with just 14% of respondents naming it as an opportunity for them to pursue in 2024.
November 22, 2023
From the heavy workload facing digital marketers to another controversy at X, here are the key trends in digital marketing that you need to be aware of this week.
Advertisers Pause Spending on X
Major advertisers such as Apple, Disney, and IBM have paused their advertising on X after owner Elon Musk endorsed an antisemitic conspiracy theory on the site. Adding to the concern for marketers was the fear of their ads being shown alongside Nazi content, something which IBM called "completely unacceptable".
X has since sued the media watchdog that raised concerns about Nazi content and maintained that it has strong brand safety controls in place.
Digital Marketers Are Getting Overwhelmed
A majority of marketers are now expected to manage more than 1,000 assets across five different channels, according to a new Storyblok survey reported in Marketing Tech News. As a result, 37% of marketers say they spend 5â10 hours each month simply managing their assets.Â
Not surprisingly, many are turning to AI tools to ease this heavy workload. In a separate survey by Kaltura, 88% of respondents said they had adopted or experimented with AI. 69% of respondents had at least one paid AI service, and 39% had multiple subscriptions. Â
November 15, 2023
Hybrid work is a growing trend in the marketing world, and Black Friday sales are starting early. Let's take a look at the biggest online marketing trends this week.
Black Friday Comes Early
Although Black Friday is still more than a week away, many brands have started their sales early this year. NBC found dozens of Black Friday items already on sale, so if you haven't started your Black Friday marketing yet, it's best to get your skates on.
In fact, people have been searching for 2023 Black Friday deals since September, according to keyword analysis by SimilarWeb. Here's what they're searching for:
Marketing Work Goes Hybrid
If you prefer to work from home at least part of the time, you're not alone. In a new Hays survey reported in MarketingWeek, almost three-quarters of marketers said they wouldn't consider accepting a job that didn't offer hybrid working.
Marketers are already more likely to work from home than those in other professionals. Almost two-thirds of marketers have a hybrid working environment, compared with 39% of all professionals. And only 10% of marketers work fully in an office, compared with 43% of all professionals.
Are you interested in learning more about hybrid work? You won't want to miss these articles:
How to Set Up a Hybrid Office (+ Whether You Should)
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15 Top Tips to Work Effectively From Home (Remotely in 2023)
Managing Remote Workers: How to Hire Remote Employees in 2023
November 8, 2023
See what's new in digital marketing this week, from the release of holiday ads to a new AI-powered advertising tool.
Holiday Ads
November's only just begun, but the big brands are already releasing their holiday ads on YouTube, and you can expect to see them on TV soon.
Amazon is jumping into the seasonal feel-good factor with a video showing three women reliving their childhood sledding adventuresâwith the help of padded seat cushions ordered from Amazon.
Coca-Cola's ad doesn't have much to do with its products at allâit just focuses on kindness, which it calls a core value of the company.
Target, on the other hand, is going much more direct, with a series of ads highlighting its affordable holiday offerings, like this on one lights:
AI-Powered 'Shoppable' Ads Launched on Streaming TV
NBCUniversal and Walmart announced this week that they're teaming up to provide shoppable ads on the Peacock streaming service. Viewers will be able to buy products featured in the show âBelow Deck Mediterraneanâ from Walmart, with ads popping up on screen as the products are mentioned.
The new feature is powered by AI technology that automatically identifies objects in each scene. Viewers can then buy them from Walmart by scanning an on-screen QR code.
November 1, 2023
From a robust online advertising market to the enduring importance of blogging, here are some updates from the world of digital marketing this week.
Tech Giants Post Huge Ad Revenues
Some of the biggest players in online advertising have just posted impressive quarterly sales figures. Alphabet and Meta both posted higher-than-expected revenue based on strong growth in their ad businesses. Amazon announced $12 billion in advertising revenue for the quarter, a 26% increase from a year earlier.
The strong figures showed that companies are still continuing to spend large amounts on digital advertising even in an uncertain global economy.
Blog Posts Come Top in Search Results
Achieving a high search-engine ranking is key to any content marketing strategy, and a new survey shows that blog posts are the most common page type found in the top 10 search results.
The analysis excludes home pages and just looks at other types of content. Blog posts tend to rank higher than product pages, reviews, videos, and other page types.
October 2023 Digital Marketing Trends
Do you know what's new in digital marketing? Here are our weekly updates of the latest digital marketing trends in October 2023.
October 25, 2023
From Google Bard's SEO advantages to the mistake many marketers are making with Gen X, here's some of the important digital marketing news this week.
Brands Miss Out by Neglecting Gen X
With advertisers focusing so much of their digital marketing efforts on younger Gen Z consumers, they may be missing out on the neglected Gen X market (45 to 60-year-olds). A new Wavemaker survey of 200,000 Gen Xers found that only 13% of this population feels seen in social advertising.
Other key findings from the survey:
- Gen X accounts for 27% of global spending and is very active on social mediaâthey make up 28% of TikTokâs users.
- But Gen X accounts for only 5% of brand spending on influencer campaigns.Â
- As a result, influencer campaigns saw 30% lower retention rates among Gen X users.
Google Bard Offers SEO Insights
So many of the latest digital marketing trends involve artificial intelligence (AI). But while ChatGPT has been getting a lot of attention, Google Bard has plenty to offerâparticularly when it comes to SEO.
A new article on Search Engine Land highlights some of the advantages that Google Bard offers in the following areas:
- schema markup generation
- on-page optimization
- competitive analysis
- technical SEO guidance
Unlike ChatGPT, which is trained on an older set of data, Google Bard has access to Google search data and the live web. As with all AI, Bard can make mistakes, so don't blindly apply its recommendations. But it's certainly worth experimenting with.
October 18, 2023
Boo! It's definitely time to organize your Halloween marketing, if you haven't already. And perhaps even scarier than Halloween is the prospect of a 30% traffic drop from Google's new AI-powered search experience. We'll look at how you can prepare.
Halloween Searches Skyrocketing
With Halloween around the corner, millions of people are searching for Halloween-related items. But to take advantage of the trend, you'll need to know exactly what they're searching for.
Fortunately, SimilarWeb has compiled a list of the top search trends for Halloween 2023. It reveals that many people leave it to the last minute to plan their Halloween activities. Also, with so many Halloween keywords being difficult to rank for, many brands are paying big bucks for paid search.
Meanwhile, US fast-food chain Jack in the Box has taken a different and very creative approach. The company released its own short horror film to entertain/scare potential customers and promote its Angry Monster Tacos.
Start Preparing for Google's Search Generative Experience
Google's AI-powered Search Generative Experience (SGE) is coming soon, and online marketing expert Philipp Götza says it's reasonable to expect a decrease in organic traffic of up to 30% as a result.
Of course, much of the impact is unclear at this stage, but when you look at the layout of the AI-powered search results, it's clear that content marketing websites will suffer. A new AI-powered answer to the user's search query takes up the majority of the space, with the websites whose content provided those answers pushed out to the side and down to the bottom of the page. With users getting such detailed answers directly from Google, there's less reason to click through to the underlying sources.
Götza's article on Search Engine Land, however, does propose some strategies you can use. For example:
- Pay extra attention to the images that will be displayed on those thumbnails on the rightâmake sure they will stand out and get clicks.
- With limited space for text, make sure your titles include key phrases early on.
- Google's SGE pages change constantly, so monitor the results for your important keywords and adapt accordingly.Â
October 11, 2023
Have you heard about Meta's plans to start charging for ad-free versions of Facebook and Instagram? Do you know all the implications of Google's recent "helpful content" update? Here are the trends in digital marketing that you need to pay attention to this week.
Google's "Helpful Content" Update Hurts Thousands of Publishers
The latest Google update, which focused on boosting sites that provide helpful content and penalizing those that don't, has left thousands of publishers facing traffic drops of between 10% and 70%.
Here are some tips for navigating the latest update, according to Search Engine Land:
- Avoid intrusive ads, e.g. popups, auto-playing video, or too many ads on one page.
- Cut out superfluous content, and focus on giving the user the information they need.
- Show clear expertise on what you're writing about and give credible sources for all claims, especially those related to health.
- Write for humans, not for search engines.
For more, see Google's recommendations for creating helpful content.
Streaming Catches Up With Live TV
The rise of streaming video on demand (SVOD) is continuing apace, with a new report showing that it's now more or less caught up with traditional live TV.
Meta Experiments With Facebook and Instagram Subscription Fees
Users in Europe who don't want their activities to be tracked online may soon have to pay $14 a month to use Facebook and Instagram, according to a recent article.
The move comes in response to the European Union's Digital Services Act, which we covered here a few weeks ago. The act prevents platforms from serving personalized ads without getting the user's explicit consent. Meta's planned response is to charge those in the EU who opt out of ad tracking.
October 4, 2023
From an X backlash to a new Heinz sauce inspired by a Taylor Swift meme, here are the hot trends in digital marketing this week.
Marketers Not Happy With X
If you're getting frustrated with X (formerly known as Twitter), then you're not alone. In a new survey, around half of all marketers said the platform was either "not performing" or "could be better." That dissatisfaction rating is three times higher than the average for other social media platforms.
The biggest problem is brand safety, but there are plenty more areas of discontent, as this chart shows.
Users are also moving away from the platform, with X expected to see declines in user numbers in the coming years.
Heinz Launches a New Sauce Inspired by a Taylor Swift Tweet
Heinz took just 24 hours to design a new sauce based on a tweet by a Taylor Swift fan that went viral.
đš| Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch! pic.twitter.com/rpAOP2HFtT
â The Eras Tour (@tswifterastour) September 24, 2023
Heinz didn't miss a beat in launching its own limited edition "Seemingly Ranch" sauce.
September 2023 Digital Marketing Trends
Things change fast in the world of digital marketing, so it pays to stay up to date. Here are the latest digital marketing trends in September 2023, updated weekly.
September 27, 2023
Do you know what conversational ads are? Or what consumers are saying they want from brands on social media? If not, read on to discover the most important news and trends from the digital marketing world this week.
Advertising Gets Conversational
Artificial intelligence is rapidly changing the face of digital marketing, and Microsoft's new announcements could be another game-changer.
Bing Chat will soon offer Conversational Ads in which users can ask questions about the pros and cons of a product and get answers generated by artificial intelligence, along with a series of relevant products. And Snapchat is using Microsoft's Ads for Chat API to offer a similar experience in its app:
Want to Engage Customers on Social Media? Answer Their Queries!
Most brands now routinely use social media for digital marketing, but a new survey suggests that many companies are doing it wrong. Instead of producing clever content and broadcasting to customers, it might be more productive to listen to customers and respond promptly.
About three-quarters of consumers value how quickly a brand can respond to their concerns, and a growing number expect faster responsesâsometimes within minutes.
Many marketers are turning to AI to help them provide quicker responses, but proceed with caution: a separate survey found that consumers would have less trust for brands making wider use of AI.
September 20, 2023
A new survey shows social media marketers are in danger of burnout. Will TikTok's major new product launch make their jobs easier? Read on to find out what's new in digital marketing this week.
TikTok Launches an Online Shop
If you're using TikTok for online digital marketing, you now have a powerful new option. TikTok has launched an online shop, so users in the US can now buy your products directly from the TikTok app.
We all know that simplifying the sales process can improve conversion, so the TikTok Shop could be a useful product for digital marketers to play with. Instead of sending users to a separate site, you can now sell to them directly within TikTok.
You can add shopping links to your videos, set up special TikTok Shop Ads, use affiliate programs, integrate with other eCommerce providers, and even have TikTok handle order fulfilment. So you have lots of new options to explore.
Social Media Marketers Grapple With Burnout
Hootsuite's new Social Media Career Report comes to mixed conclusions. The good news is that 77% of social marketers are happy in their jobs. But the bad news is that many also feel overwhelmed:
- 66% say they have too many different responsibilities.
- 51% donât have enough time to do their job well.
- 47% donât think theyâre paid fairly.
- 56% say their bosses donât understand social.
The result is that 41% of respondents say their work has a negative impact on their mental health, and a quarter plan to quit working in social media in the next year.
September 13, 2023
Several surveys announced this week revealed some surprising new trends in digital marketing. Here are the details of the new data and how you can use it.
TikTok Overtakes Google Among Gen Z Women
TikTok isn't just about bite-size entertainmentâa growing number of young people are now using it as their search engine of choice.
In a new survey by Her Campus Media, 51% of Gen Z women chose TikTok over Google as their search engine. The reasons?
- results in video format (69%)
- more relatable answers (65%)
- personalized answers (47%)Â
A separate survey also released last week showed that brands are increasing their spending on influencer marketing faster than their spending on traditional advertising. And TikTok is showing the fastest growth in both categories:
Creativity and Humor Are Key
Meanwhile, another new survey shows that after years of decline, the use of humor in advertising has stayed steady this year, being used in about one-third of all ads. But it varies by medium, with humor used much more in radio and TV ads than in digital and print.
With surveys showing that consumers want humor in their ads, perhaps this is a missed opportunity for digital marketers.
Finally, if you're wondering what contributes the most to a sales lift from advertising, the answer is the creative work that goes into designing the ads themselves. That's the conclusion of new research from NCSolutions, highlighted on MarketingCharts.com. As you can see, creative wins by a wide margin, a result that's consistent in both 2017 and 2023.
September 6, 2023
With new features announced by both Google and YouTube, it was a busy week in digital marketing. Here's what you need to know.
A New Linking Feature for YouTube Shorts
YouTube Shorts are a great way to reach new viewers with quick videos of under a minute. But have you struggled to get those viewers to take the next step and click through to see more of your content? If so, YouTube just announced a new feature to help with that.
It's called "Related Links", and it's designed to help you convert viewers of Shorts into more engaged subscribers by providing a very visible link to a related long-form video:
You'll be able to add the link in YouTube Studio on your desktop, using a new menu in the Details tab on the right sidebar. You can link to any other YouTube content: a long-form video, a live video, or another Short.
Related links are coming to all YouTubers in September, so watch out for this new feature and give it a try.
Google Adds Links to Webpages in AI-Generated Search Results
Google has been experimenting with using AI in its search results for a while now, but has come under fire in the past for failing to link to its sources. This could be disastrous for digital marketers: you put all the effort into producing great content and get zero reward.
The good news is that Google is now including prominent links to relevant webpages within its AI-powered answers, according to Search Engine Land.
Next to a fact in an AI-powered overview, there will be an arrow that users can click to see one of the webpages that provided the underlying information.
Google's AI-powered results are currently available to users of its experimental Search Labs, but they're likely to come to the regular Google search soon, so digital marketers need to be aware of what's on the horizon.
August 2023 Digital Marketing Trends
What's new this month? Stay in touch with the latest digital marketing trends each week in August 2023.
August 30, 2023
Here are the latest digital marketing trends this week, including new EU rules for online platforms and a new advertising feature on TikTok.
TikTok Launches Ads in Search Results
It just became even easier for advertisers to reach potential customers on TikTok. The company has now launched TikTok Search Ads, a new feature that allows you to buy a spot in TikTok search results.
If you already have an ad campaign running on TikTok, the process will be seamless. All you have to do is toggle on "Include search results" in your settings:
TikTok will then automatically start showing your existing ad content to users who enter relevant search queries.
A new study shows that Gen Z consumers overwhelmingly use TikTok to discover new products. So, this new feature is a great way for companies to reach those consumers easily. Over time, TikTok could start to challenge the dominance of Google Ads in search advertising.
EU's Digital Services Act Goes Into Effect
The European Union's Digital Services Act (DSA) went into effect on August 25. Like GDPR, the new rules apply to Europe but are expected to have a wide impact on digital marketing trends around the world in the coming years.
Unlike GDPR, which applies to all websites, the DSA specifically targets large online platforms (those with over 45 million monthly users in the EU). Think Facebook, YouTube, TikTok, etc. But with so many advertisers using those platforms, it's important for all of us to pay attention to the new rules and to see how they will change the way the platforms operate. Here are the key points from the EU announcement:
- Advertisements must be clearly identified.
- Users will be able to know why they are seeing an ad and who is promoting it.
- Platforms must give users the ability to opt out of targeted ads.
- Targeted advertising towards children is banned.
- Advertising based on sensitive data, such as racial/ethnic origin or political opinions, is also banned.
- The platforms must do more to limit disinformation and illegal content.
August 23, 2023
From the success of the Women's World Cup to waning interest in Threads, here are some trends in digital marketing to be aware of this week.
Marketers Benefit From Women's World Cup
This year's FIFA Women's World Cup wrapped up with the final on Sunday, and marketers are looking back on a very successful tournament. Viewership broke new records, and a bevy of creative ad campaigns proved popular with fans both on TV and online.
Adidas, for example, hit the right note with its "Play Until They Can't Look Away" video:
But perhaps the most creative approach was this video by French company Orange. It seemed to be showing amazing skills by stars of the men's game, only to reveal halfway through that the video had been digitally manipulated. The impressive footage was really from women's football.
It's a clever way to challenge stereotypes, and the video achieved millions of views and was shared widely on social media.
Threads Struggles to Gain Traction
Planning to use Threads for your digital marketing? It's always a good idea to try a new platform, but proceed with caution: a recent Ipsos poll shows that US consumers have little to no interest in it.
Threads enjoyed an impressive start last month, signing up 100 million users in its first week. But this poll suggests that although many people tried it out, they may not all stick around. Indeed, separate data from SimilarWeb shows a dramatic drop in daily active users since the early peak in July.
Instead, keep your marketing efforts spread across the more established social media platforms. But monitor the latest digital marketing trends for Threads to see if it's worth investing more. Read our social media marketing tutorials for more ideas.
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Use the Newest Digital Marketing Trends and Top Digital AssetsÂ
The world of online digital marketing changes fast. Be sure to stay up-to-date by coming back to this page and checking for all the very latest news and trends in digital marketing. We'll keep it updated week by week.
And if you want to boost your marketing skills in the meantime, check out these free marketing tutorials from Envato Tuts+.
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