{"id":22045,"date":"2024-02-29T04:15:18","date_gmt":"2024-02-29T04:15:18","guid":{"rendered":"https:\/\/afreeurl.com\/?p=22045"},"modified":"2024-02-29T04:15:22","modified_gmt":"2024-02-29T04:15:22","slug":"8-key-findings-from-the-digital-2024-global-vision-report","status":"publish","type":"post","link":"https:\/\/afreeurl.com\/?p=22045","title":{"rendered":"8 key findings from the Digital 2024: global vision report"},"content":{"rendered":"

<\/p>\n

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.<\/p>\n

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.<\/p>\n

Here are the top takeaways for SEO, PPC and social media marketing with global digital insights.<\/p>\n

1. Spending on digital advertising increases by almost 11% year-on-year<\/h2>\n

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%.<\/p>\n<\/p>\n

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.<\/p>\n

However, online search and video ad spending contributes more than half of total digital advertising spending.<\/p>\n

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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.<\/p>\n

2. Search ad spend increases by 11%, along with CPC<\/h2>\n

Search advertising, 38.8% of total digital advertising spending, grew 11% year-on-year.<\/p>\n

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Search ad impressions have increased, while click-through rates have remained flat at nearly 2%.<\/p>\n

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Unfortunately, CPC search ad costs continue to rise, with a slight increase of 2.3% year over year.<\/p>\n

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3. Half of consumers opt for brand research<\/h2>\n

Is SEO Dead? No, the process will always adapt to current trends, algorithm changes and new technologies.<\/p>\n

Marketers should continue to invest in search as consumers choose search engines for brand research, which leads to purchase decisions.<\/p>\n

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The search also shows how nearly a third of consumers discover new brands, products and services.<\/p>\n

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It’s worth noting that while Google dominates the search market share, Bing is on the rise, up 11.2% year-over-year.<\/p>\n

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It could be thanks to Bing’s advances in integrating generative AI chat with search and Bing as a browser feature for ChatGPT users.<\/p>\n

4. The importance of social media content is increasing<\/h2>\n

Marketers should keep in mind that after search engines, social media is the second most used channel for brand research.<\/p>\n

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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.<\/p>\n

\"8Screenshot from Semrush, February 2024<\/span>
\n\"8Screenshot from Semrush, February 2024<\/span><\/p>\n

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.<\/p>\n

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5. Social hashtags that drive engagement<\/h2>\n

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.<\/p>\n

\"8Google screenshot, February 2024<\/span><\/p>\n

Fortunately, you can increase engagement with content on some platforms like TikTok by using a popular or trending hashtag.<\/p>\n

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While some hashtags overlap, the most used hashtags on Instagram offer unique options for reels and images.<\/p>\n

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Conversely, B2B marketers may find that some of the most followed hashtags on LinkedIn work more effectively to increase visibility and engagement.<\/p>\n

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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.<\/p>\n

\"8Screenshot from LinkedIn, February 2024<\/span><\/p>\n

6. Main video content and YouTube search terms<\/h2>\n

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.<\/p>\n

\"8Google screenshot, February 2024<\/span><\/p>\n

The following types of videos are the most popular.<\/p>\n

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For example, with its new electric car model, Nissan created a four-hour music video to reach lo-fi lovers.<\/p>\n