The options of where and how to build internet visibility are numerous, yet marketing budgets are limited. Brands cannot market on every platform available, which means they have to choose from the top marketing channels.
Careful selection of top marketing channels and staying updated with the latest trends in 2024 can help organizations remain competitive in the ever-evolving digital landscape.
Top Marketing Channels to Leverage in 2024
Social Media
There are 5.04 billion social media users worldwide, putting social media networks on top of the most effective top marketing channels in 2024. The most popular social media websites marketers can use are as follows:
Facebook is the leading social media network, having over 3 billion active users. Its popularity can be credited to its tools utilized by 80 million small businesses. Some of its features include
- Facebook Ads
- Sponsored Stories
- Facebook Exchange (FBX)
- Royalty-free Music
- Groups
- Livestreaming
- Carousel
- Reels
With a large user base and access to an array of features, companies can leverage Facebook to reach and engage their target audience more effectively.
Ranked with the highest ROI (Return on Investment), marketers can use Instagram to elevate their marketing efforts. Instagram is also deemed the most effective channel for engagement. With 52% of marketers increasing their investment in the platform in 2023, further growth can be anticipated in 2024.
YouTube
YouTube dominates the online video-sharing market, with over 2 billion active monthly users and one billion hours of daily content viewed.
The platform also receives massive appeal across demographics. The majority of YouTube users are aged 18-24, wherein 8.5% are male and 6% are female. The 25 to 34 age group follows, with 11.6% male users and 8.6% female users.
These figures show a slightly higher male user proportion in both age groups, reflecting potential demographic variations in content preferences or usage patterns. Given these statistics, organizations looking to engage their consumers through video content should consider utilizing YouTube.
Content Marketing
Content marketing is still an excellent channel for establishing brand loyalty and authority in the online domain. A well-crafted content marketing technique enables business owners to:
- share valuable insights with an audience
- provide solutions, answers, or entertainment
- attract quality prospects
- nurture lasting relationships
Brands can explore various content types like blogs, podcasts, infographics, case studies, and whitepapers. At present, video is the most common content format in this top marketing channel, surpassing traditional written blogs in popularity. Short-form videos, in particular, are gaining traction, with 85% of marketers considering them the most effective video format.
When creating video content, businesses should consider soundless optimization, as 75% of people often watch videos on mute.
SEO
Sixty-nine percent (69%) of companies actively invest their time in search engine optimization (SEO). Organic searches generate 46.5% of digital traffic, while local searches account for 22.6%.
SEO encompasses more than just website optimization; it includes optimizing all web content. Following search engine guidelines enhances rankings, attracts qualified leads, and promotes lasting growth for firms. These aspects make SEO the best marketing channel for driving more traffic and shaping online customer experience.
Organizations that want to maximize their use of SEO in 2024 should consider the impact of artificial intelligence (AI) in their strategies. For instance, Google’s Search Generative Experience (SGE) demonstrates AI integration in search results, providing users with quick and intelligent summaries of search topics. This new search feature will affect organic traffic, and marketers should be prepared for it.
Affiliate Marketing
Affiliate marketing entails partnering with individuals or entities (affiliates) who promote a brand’s products or services in exchange for a share of sales generated through referral links. It is a performance-based approach where affiliates only earn a commission when their referrals convert. This makes it a cost-effective way to increase brand visibility and boost revenue.
A survey involving 100 brands reveals that 17% allocate 80 to 100% of their marketing budgets to affiliate marketing. Meanwhile, 34% of the majority of brands give 21 to 40% of their budgets to affiliate marketing.
Influencer Marketing
According to a survey, 67% of respondents want to increase their budget for influencer marketing in 2024. Fifteen percent (15%) of respondents planned to maintain their previous budget, 11% were undecided, and 7% planned to reduce spending on influencer marketing.
The increasing number of brands participating in influencer marketing shows a growing recognition of this channel’s value.
This image is taken from the Influencer Marketing Hub.
Paid Advertising
Paid advertising is an excellent strategy for marketers seeking rapid results. Paid ads provide quick exposure to the target demographic, unlike organic content and social media methods, which prioritize long-term relationship building.
Mobile advertising is expected to reach $495 billion in ad spending in 2024. As more individuals engage with mobile apps, the market for in-app advertising is anticipated to expand further.
Email Marketing
Email marketing’s sustained success can be attributed to its high engagement rate. Over 99% of users check their email daily, making it a considerably familiar communication medium. Additionally, checking emails is often people’s first online activity, with 58% of individuals opening their emails before browsing social media or the news.
One of the best ways companies can maximize email marketing in 2024 is by incorporating hyper-personalized content. Business owners can use email segmentation to group subscribers based on criteria such as location and purchase history. This allows them to generate more personalized content instead of generic messages.
Remarketing
Remarketing, also called retargeting, is an online advertising strategy where businesses display ads to individuals who have already visited their website or connected with their brand. This method utilizes cookies or other tracking technologies to track and target users who have shown interest in the business’s offerings.
Firms looking for effective retargeting platforms can consider Facebook Custom Audiences. The Meta-owned platform, used by 40% of the top one million websites, allows companies to display ads to existing visitors. This includes all Meta-owned platforms, like Facebook and Instagram.
Other leading retargeting platforms are Google Remarketing (31%), Bing Universal Event Tracking (11%), Criteo (8%), and Twitter Ads (5%).
Amplify Your Reach with Multi-Channel Marketing Campaigns
Leveraging a wide range of top marketing channels is fundamental for obtaining business growth in the digital realm. Each strategy is pivotal in reaching the target audience and making conversions. Marketers can distinguish themselves as leaders in the industry by experimenting with trending top marketing channels, wisely allocating budgets, and investing in conversion-driven tactics.
If you are ready to enhance your marketing campaigns, work with Digital Marketing Philippines (DMP). We offer multi-channel and multi-platform marketing services for clients worldwide.
Digital Marketing Philippines is a reputable Philippine-based agency committed to helping you achieve your full marketing reach and potential. Contact us to start your digital marketing journey today!
Read More: Cross-Channel Marketing Strategies to Boost Your Online Presence
References:
https://blog.hubspot.com/marketing/marketing-channels
https://www.callbox.com.sg/lead-generation/the-best-marketing-channels-to-get-b2b-leads-in-2024/
https://www.webfx.com/digital-marketing/b2b/best-marketing-channels/
https://inkbotdesign.com/best-digital-marketing-channels/
https://referralrock.com/blog/affiliate-marketing-vs-influencer-marketing/
https://www.pageonepower.com/linkarati/6-seo-trends-to-watch-out-for-in-2024
https://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing
https://www.wordstream.com/blog/content-marketing-trends-2024
https://influencermarketinghub.com/short-form-video/
https://www.studioid.com/springboard/trends/5-short-form-video-content-trends-for-2023/
https://influencermarketinghub.com/email-marketing-predictions/#toc-5
https://www.designrush.com/agency/digital-marketing/trends/what-is-remarketing
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.