Micro pivoting

If the 2020 pandemic taught us anything, it’s that what we consider to be ‘normal’ is constantly shifting, and can do so at an alarming rate. As the world continues to ebb and flow through a variety of economic, environmental and political catastrophes, being able to quickly switch gears has become an essential skill for digital marketers.

Businesses can no longer comfortably set their sights on a five-year plan, needing to instead focus on smaller, more achievable goals. That’s not to say that long-term planning is completely out of the picture, just that marketers need to create these strategies with as much flexibility as possible. As well as preparing for the worst-case scenario, this means giving key stakeholders realistic expectations of what can be achieved, and the very real possibility that you might need to resort to Plan B, C or even D.

Digital marketing trends for a more immersive 2024

Visual SEO

Google Search is now 25 years old, and it’s come a long way since its inception. However, many marketers still consider SEO to be a text-only practice. The modern internet user isn’t just typing a query into a search box anymore; they’re using voice search and image search to offer more natural and intuitive methods of finding answers online. Google Lens now sees 12 billion visual searches a month, and as AI tools continue to develop, visual searches are going to become even more accurate.

As well as Lens, Google’s multisearch approach allows users to combine images and text to create a search request with clear intent. For example, you can take a photo of a plant and add the text “care instructions” to search for tips on how to help it thrive, even if you don’t know the name of the plant. While these search methods are still quite new, the quicker marketers can tap into this approach by including rich, relevant imagery, the stronger their overall SEO will become.

EEAT content

While it’s not strictly classed as a ranking factor, Google’s EAT framework has been used for the last 10 years or so as part of its quality evaluation. It stands for Expertise, Authoritativeness and Trustworthiness, which are the key elements in determining whether a page is of high enough quality to serve for a relevant search result. More recently, Google added an extra E for Experience, and this is the one digital marketers are really going to need to focus on in 2024 and beyond.

As AI continues to worm its way into all things digital, it’s important for brands to dial up everything they can do that the robots can’t. Creating a real experience is one of these more human elements where AI (at the moment, anyway) just can’t keep up. As you focus on adding Expertise, Authoritativeness and Trustworthiness to your content, try to also craft a unique experience, human connection or unmissable moment into your digital presence.

EEAT content


In their 2023 Global Consumer Insights Pulse Survey, PwC found that 70% of consumers are willing to pay more for sustainably produced goods. Sustainability is therefore a key selling point for modern consumers, and brands that are able to make it the central focus of their digital marketing strategies in 2024 will likely see great success.

Of course, the ability to increase the sustainability of your products and services varies from business to business, and not all brands will be able to take full advantage of this consumer trend. However, with PwC reporting that 80% of respondents are happy to pay up to 5% more for sustainably produced goods, companies are able to invest more in their corporate responsibility without negatively affecting profits. Once you’ve made the changes, don’t forget to shout about it online and make sure your current and future customers know that you’re a brand that cares.


Talk to the digital marketing experts

Staying on top of all the latest trends and advances in digital marketing can be a full-time job in itself. As a business owner, there are plenty of other things you need to focus on, which is why you should leave your digital marketing in the hands of the experts. DWH’s digital marketing team is on hand to support you in your 2024 strategy and beyond, providing as much or as little guidance as you need.

Get in touch with us to find out more about how we can help you to plan, execute and monitor your digital marketing strategy.