A new report released this month by Intero Digital (disclosure: I previously worked with Intero), “Revolutionizing Reach: The 2024 Digital Marketing Landscape You Can’t Ignore,” checks the annual pulse of its client’s marketing and digital spending activities SMB. list
The report covers a broad digital landscape and includes the results of its customer survey, as well as insights and strategies to address the issues and goals facing marketers this year. Some of the key coverage areas include:
Spending trends in digital marketing. Main digital marketing objectives for 2024. Content marketing trends. Emerging trends and data in Amazon marketing. Emerging trends in paid advertising. Transformation in the SEO space. Influencer marketing. Video Marketing Tactics and Strategy.
Let’s look at some highlights and key insights from the report.
Key digital marketing priorities for SMEs in 2024
The first finding should come as no surprise to those actively engaged in digital marketing across multiple industries, verticals, niches, and three-letter acronyms like “B2C” and “B2B.” Biggest thing on the minds of digital marketers in 2024 is revenue growthprioritized as the main objective by 79% of respondents.
While “growth” is a given for most marketers, it’s worth mentioning, if only to get it out of the way and focus on the digital marketing strategies and activities that really make it. they drive But for the digital marketers in this survey, what really matters is the bottom line—the bottom line.
Marketers aren’t backing down this year in their quest for growth, with 46.2% planning to increase spending, a zero percent decrease, and 53.8% planning to stay the same.
The top digital marketing issues for 2024
The road to revenue growth and lead generation is fraught with obstacles, and respondents also described many of their common and shared challenges.
Aside from revenue, the main issues were lead generation, budget constraints, competition and changing algorithms, and SEO best practices. Although these points are cited individually, they are often interconnected.
Competition is fierce everywhere, marketers are chasing the bottom line across many different digital channels, and it doesn’t look like things are going to settle down anytime soon.
When competition is fierce, it often takes more investment to be competitive, whether it’s paid or paid media. This leads to the problem of effectively measuring digital marketing ROI.
Budget constraints often stem from ineffective measurement and monitoring systems. Ultimately, what is crucial is a comprehensive and well-executed digital marketing strategy and tactical plan, whether it focuses on a single channel or multiple channels.
Up to 7.7% of respondents had the brand as a pain point. Building a brand in crowded and competitive digital spaces can be challenging this year as it requires a lot of work, budget and time. Combined with many other issues, marketers have a lot of work ahead of them this year.
The main digital marketing goals for 2024
In the “Largest Goals” section of the survey, “Revenue Growth” topped the list at 79.5%, then dropped slightly for each of the supporting goals. In second place were “More web traffic” and “Higher positioning in the SERPs” (each at 38.5%).
Interestingly, while lead generation was the second biggest pain point (33.3%), it ranked fifth for the biggest goal (30.8%). Are lead generators giving up? No. With the percentages close, they seem to be consistent with their priorities.
It’s also interesting to see brand awareness and thought leadership figure prominently in this list of goals (33.3%), especially when it’s often difficult to attribute these to revenue and it wasn’t that difficult.
The biggest barrier to entry for thought leadership is having the best ideas and knowledge. For those who do, this may be one of the easiest goals to achieve in 2024.
Again, when done right, it can complement and drive goals of more traffic, more positioning, more growth, more qualified leads, etc.
Content marketing statistics
Another interesting part of this study was a review of over 100,000 pieces of content. In its analysis, Intero found that the “most shared” content had an average word count of 552 words, a considerable decrease from the previous year’s analysis of 792 words.
The implication is that the message was more important than the word, at least in the social context. For marketers competing in the higher word count SEO space, a balance should be struck in the content strategy to emphasize both channels through content.
Marketing publishers are also looking to diversify their content in 2024 beyond the written word. Some of the top types of assets used by digital marketers this year include video (41% of marketers use), podcasts (41%) and the most important diversified activity, newsletters (47%).
About the report
This article only touches on a few points from the report, providing strategic insights into digital marketing tactics and approaches for the year.
Will next year’s survey bring significant changes, or will things stay the same? It’s uncertain, but one thing is clear: the digital landscape is rapidly evolving, providing opportunities for early adopters to thrive across multiple channels despite the competition.
All images in this report have been provided by Intero Digital. You can download the full report here.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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