For 2023, DataReportal worked with We Are Social, Meltwater and data partners such as Semrush and Similarweb to create the Digital 2024: Global Overview Report.
The 561-page report looks at almost everything about how people around the world use the Internet. It contains key insights that should provide marketers with insight into the effective use of their marketing and advertising budgets in 2024.
Here are the top takeaways for SEO, PPC and social media marketing with global digital insights.
1. Spending on digital advertising increases by almost 11% year-on-year
Digital ad spending, which accounts for 70% of total ad spending of $1.03 billion in 2023, shows a year-over-year increase of 10.6%.
With generative AI changing the landscape of SERPs and advertising opportunities, brands should adapt and explore new ways to reach consumers. Brands seem to be doing just that, with the biggest increase in spend year-on-year for online influencers and digital audio.
However, online search and video ad spending contributes more than half of total digital advertising spending.
This positions Google Ads, with Gemini-based tools, essential for brands to reach consumers on Google’s SERPs, on YouTube and across the Display Network.
2. Search ad spend increases by 11%, along with CPC
Search advertising, 38.8% of total digital advertising spending, grew 11% year-on-year.
Search ad impressions have increased, while click-through rates have remained flat at nearly 2%.
Unfortunately, CPC search ad costs continue to rise, with a slight increase of 2.3% year over year.
3. Half of consumers opt for brand research
Is SEO Dead? No, the process will always adapt to current trends, algorithm changes and new technologies.
Marketers should continue to invest in search as consumers choose search engines for brand research, which leads to purchase decisions.
The search also shows how nearly a third of consumers discover new brands, products and services.
It’s worth noting that while Google dominates the search market share, Bing is on the rise, up 11.2% year-over-year.
It could be thanks to Bing’s advances in integrating generative AI chat with search and Bing as a browser feature for ChatGPT users.
4. The importance of social media content is increasing
Marketers should keep in mind that after search engines, social media is the second most used channel for brand research.
Combined with the fact that social media posts are rising in Google’s SERPs, social media marketing is another crucial area in which brand advertisers are investing.
Screenshot from Semrush, February 2024
Screenshot from Semrush, February 2024
In addition to increased search visibility, consumers are engaging with brands more through social media by watching videos, following, using a social share button on a brand’s website, clicking on promoted content, and asking brands questions on social channels.
5. Social hashtags that drive engagement
Google hasn’t just seemingly increased the number of social media posts in search results. SERPs also include engagement metrics such as views, comments, and likes.
Google screenshot, February 2024
Fortunately, you can increase engagement with content on some platforms like TikTok by using a popular or trending hashtag.
While some hashtags overlap, the most used hashtags on Instagram offer unique options for reels and images.
Conversely, B2B marketers may find that some of the most followed hashtags on LinkedIn work more effectively to increase visibility and engagement.
If you use the search box on most social platforms, you can learn more about hashtags in your industry. Facebook, shown below, includes the number of posts and the number of people following hashtags for popular terms.
Screenshot from LinkedIn, February 2024
6. Main video content and YouTube search terms
With video from YouTube, TikTok and other social networks all over the Google SERPs, it will be crucial for brands to invest in video content to capture the attention of their target customer.
Google screenshot, February 2024
The following types of videos are the most popular.
For example, with its new electric car model, Nissan created a four-hour music video to reach lo-fi lovers.
It combines the top types of videos watched with the list of the most searched keywords on YouTube and trends for more content inspiration.
7. Keywords that drive purchases
Consumer electronics and fashion are the top shopping terms most searched for on Google.
Additionally, specific keywords that help consumers find the best possible deals will also drive purchases.
To make sure your e-commerce site appears in search results for people who want to buy, look for ways to use your content with keywords that can increase conversions.
For example, if your store offers coupon codes, you should consider creating a page dedicated to current offers on your website.
Google screenshot, February 2024
In addition to increasing sales, it could help you gain more visibility in search, as promo codes and related terms have high search volume.
Screenshot from Semrush, February 2024
8. Digital experiences must be compatible with mobiles
As the number of people accessing the Internet from mobile phones grows each year, the number accessing it from a laptop or computer is decreasing.
It doesn’t matter if people are at work or at home – they now prefer mobile devices. Design all digital experiences with mobile performance in mind, from website redesigns to email marketing campaigns.
Most smartphone users will be using an Android device, making your user experience somewhere between your website and your app in the Google Play Store.
More than half of all online visitors from any device will likely use Google Chrome. To ensure that your ads continue to reach the right audience, advertisers should keep up to date with the latest ad targeting options after Chrome deprecates third-party cookies.
Conclusion
As the marketing landscape evolves, marketers are being asked to invest in mobile-friendly digital experiences, social media content, and safe generative AI tools for advertisers and brand businesses. We hope these ideas come from DataReportal Digital 2024: Global Vision Report help you set up a profitable marketing strategy for 2024.
DataReportal post images unless otherwise noted.
Featured Image: 1st Image/Shutterstock
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