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Discovering Digital Marketing Trends this 2024

In the dynamic realm of digital marketing, the landscape is ever-evolving, shaped by technological advancements, shifting consumer behaviors, and the pursuit of innovation. Stepping into the year 2024, we are seeing a combination of trends that are set to redefine the way businesses connect with their audiences.

As businesses gear up to navigate the intricate web of digital opportunities, the journey promises to be nothing short of transformative, defining a new era where the fusion of technology and culture becomes the hallmark of successful digital marketing endeavors in the Philippines.

Take a look at some digital marketing trends that you can integrate into your business:

Rise of Key Opinion Consumers (KOCs)

KOC stands for Key Opinion Consumer or simply everyday consumers in the market who try products and services available and then make their comments and evaluations objectively. They are real people in real life giving their genuine opinion about the goods and services they avail. 

Leveraging the influence of everyday consumers with genuine and relatable perspectives is a powerful strategy for brands looking to connect authentically with their target audience. Relatability is a huge persuasion tactic and KOC provides content that levels with your target audience, and eventually entices them in.

Compared to influencers, the information KOC brings is more authentic and useful, creating more trust for consumers and motivating them to decide to buy a product quickly. Products that are well-reviewed by KOC will help the public have a good view of the brand. As a result, businesses can grasp consumer needs and take better care of customers with customers’ trust in products.

Social Media as Search Engines

In a transformative shift, social media platforms have evolved into more than just hubs for connections – they’ve become the new search engines. Users now turn to platforms like Facebook, TikTok, and Instagram not just to connect, but to actively search for information, products, and services, redefining the landscape of digital marketing. 

Businesses and people have learned how to capitalize on social media. In fact, 67% of TikTok users use the app for brand discovery and new places to shop, and 63% of consumers use social media to find new restaurants or explore new menu items.

This trend emphasizes the impact of social media in shaping the digital marketing landscape, offering businesses new avenues to engage and capture the attention of their target audience through strategic search-oriented approaches.

Leverage Both Mega and Micro Influencers 

Tapping both mega and micro influencers for a campaign offers a comprehensive and dynamic approach to audience engagement. Mega influencers, with their vast reach and celebrity status, can create widespread brand awareness. Meanwhile, micro influencers, being more niche and relatable, foster deeper connections within specific communities, resulting in higher levels of trust and authenticity. 

The combination of mega and micro influencers allows a campaign to achieve a broad spectrum of visibility, while also tapping into the nuances of niche markets, maximizing impact and resonance with diverse audience segments. 

Passionation, Innity Philippines’ influencer marketing arm, worked on Baygon’s campaign and has tapped mega and micro influencers whose content centers around lifestyle, entertainment, and parenting. The campaign has over 2.3 million video views on social media and over 2.5 million in Reach.

Evidently, influencer marketing is going nowhere soon. However, advertisers must learn to evaluate which influencers offer the most value.

Funny, Trendy and Relatable Content Will Prevail

Perfectly curated feed with matching color palette? Gone are the days when social media prioritized aesthetics.

According to a survey, 68% of consumers prioritize authentic and relatable social media content over polished, high-quality content Funny content is ranked highest for memorability by 50% of consumers, followed by relatable content at 36%.

In addition, funny content was projected to be the second-highest investment among content types in 2023 – so much so that half of those already using it on social media are planning to increase their investment.

Exploring Augmented Reality (AR) and Virtual Reality (VR)

Mobile Pull AR Filter – VISA Campaign 2023 (Click to Try on Mobile)

As Augmented Reality (AR) and Virtual Reality (VR) technologies advance, marketers may explore new ways to incorporate these immersive experiences into their campaigns. This could include virtual try-ons for products, virtual showrooms, or interactive AR advertising by integrated AR within ads.

High-impact ads integrated with AR tools can improve its gamification features by using different filters to help them visualize an idea that can be showcased in an interactive way. Finding out which one works best for the brand will definitely help make a difference in the results.

Shoppable Video Ads Set To Sustain Popularity in 2024

Shoppable Stories – Glade Campaign 2023 (Click to Try)

Shoppable ads are a type of digital advertising format designed to create a seamless and convenient shopping experience for consumers by integrating e-commerce functionality directly into the advertising content.

This format allows advertisers to showcase their products with real-time inventory information, pricing details, and other relevant data.

To reach a wider audience and catch their attention, creative and interactive ad executions can help gain brand awareness and drive customers to the brand’s online store. For instance, digital solutions providers such as Innity Philippines, creates high-impact ads, such as shoppable ads, in which its performance can be tracked through analytics tools, measuring metrics such as clicks, conversions, and return on investment. This data helps advertisers optimize their campaigns for better results.

Shoppable media is the future, with 57% of ad agency professionals worldwide believing that this type of advertising will be the next frontier. Samsung Ads’ survey revealed that over half (55%) of smart TV viewers recall seeing a shoppable ad, with 50% having interacted with one.

Given the dynamic nature of digital marketing, it’s essential for marketers to stay updated on the latest trends and continually experiment with new content formats to engage their audience effectively.

It’s important to note that trends can evolve rapidly in the marketing landscape. To get the most up-to-date information, consider checking recent industry reports, marketing publications, and social media discussions.

Elevate your brand’s digital marketing strategy this 2024 by availing a FREE consultation via email at, or check out our social media pages on Facebook & Instagram.