2024 marks a turning point for digital marketing, where AI advancements, shifting data policies, and tighter budgets challenge marketers to do more with less, faster than ever before.
As the industry adjusts to these challenges, we're witnessing a resurgence of digital marketing trends that harken back to timeless tactics and principles. What was "old" is new again. But with a twist.
From contextual targeting to word of mouth, here are the top 5 digital marketing trends that healthcare brands should embrace in 2024.
The Consolidation of AI Tools
In 2023, we saw a massive influx of AI tools that promised unparalleled levels of productivity for marketers.
All was fine and dandy until the marketplace morphed into a Cheesecake Factory menu of redundant and mediocre applications.
A study from Canva showed that 69% of marketers believe there are too many AI tools in the marketplace. It doesn’t help that upwards of 80% of said tools inevitably fail, sending marketers scrambling for alternatives.
Not very productive, is it?
By end of 2024, the centralization of AI marketing tools will be inevitable. Most of the biggest martech companies already rolled out their own AI and it won’t be long until the rest follow suit. That said, marketers should look to avoid the headache of tool bloat by consolidating and ditching shaky, small-time apps for more reputable brands with proven reliability consolidate where possible.
Read our guide, How to Strategically Use AI for Marketing, for more tips on integrating AI into your marketing operations.
Podcast Advertising
With Google Chrome finally phasing out third-party cookies by end of year 2024, more and more advertisers have begun to embrace contextual targeting.
Contextual targeting in advertising is the practice of serving ads to users based on the content they are currently consuming, rather than their online behavior or demographic profile. For example, an ad for a BetterHelp might appear in a podcast episode about managing stress and burnout in the workplace.
In recent years, podcast advertising revenue growth has outpaced the total internet ad market. In fact, the IAB projects that podcast ad spending will reach ~$4 billion by 2025.
So, why are podcast ads so popular? They’re effective!
According to a study from Acast, 72% of listeners say they’ve visited an advertiser’s website after hearing a host-read sponsorship, and 62% said they had made a purchase.
54% of marketers report they will increase their spend on podcast advertising in 2024. With healthcare podcast listenership up 44% since 2019, you can expect to see more brands allocating marketing dollars for ad sponsorships in 2024.
The Human Touch
Studies show that web users are becoming increasingly frustrated with search engines like Google and are instead turning to sites like Reddit, Quora, and YouTube for information.
Why? Because they’re looking for real human information from real human experiences. Not not some by-the-numbers content filled with pretty words and zero substance.
In 2024, marketers need to focus on offering their audiences unique perspectives and experiences that aren’t commonly recycled across the web. The best way to do this is by ensuring all your marketing efforts contain a human element using your brand’s very own thought-leaders.
To facilitate this, marketers should leverage storytelling, videos, podcasts, UGC, and interactive/personalized content.
The difference between information and noise is trust. If you want your audience to do business with you, they’ll first need to trust you. And you can’t build trust without authenticity.
Here are some ways to incorporate more human experiences in your 2024 digital marketing strategy.
Embrace video (more on this later): Video allows viewers to connect with real people, see their passion, and hear their stories. Patient testimonials, expert interviews, and explainer videos can be incredibly informative and useful.
Host webinars/livestreams: Interactive events create a real-time connection, allowing for direct engagement and personalized answers to audience questions.
Partner with micro-influencers: Collaborate with notable industry professionals with sizable audiences. Think of popular clinical figures like doctors, nurses, and researchers and/or your company's own thought leaders.
Share patient stories: Few marketing tactics pack more power than good ol' fashioned word of mouth. Showcasing patient stories will highlight the human impact of your services or solutions. Consider capturing and sharing patient experiences to demonstrate the impact your brand can deliver to its audience.
💡 Tip: The difference between information and noise is trust. If you want your audience to do business with you, they’ll first need to trust you. And you can’t build trust without authenticity!
Video Marketing
According to DemandSage, online video made up 82.5% of web traffic in 2023.
That number isn't that surprising knowing that 91% of web users want to see more online content from the brands they follow.
The healthcare journey should feel personal and relatable, yet it often gets tangled up in complexity. Video content is the most effective way to connect with people on a human level and explore complicated ideas.
It turns out that most marketers agree. According to a study from Warc, 90% of marketers intend to leverage video marketing in 2024. For years video has been the highest-performing content on the web and I don’t see that changing anytime soon. With zero-click content on the rise, there’s no better time than now to start cranking out videos.
To guide your video strategy, try exploring videos from those who are already doing it well. For example, let’s look at Abbott Laboratories YouTube channel. Not only do they share inspiring patient-led stories like this video highlighting the impact of their work, but they also have a whole host of behind-the-scenes content to give viewers a look under the hood at everything from Abbott's company culture to its go-to-market lifecycle.
💡 Tip: You don’t need to invest thousands of dollars on fancy video equipment. You can get started with something as simple as a phone camera or virtual video studios like Riverside.FM or Squadcast.
Agility and Versatility
Think of the healthcare landscape as a moving target. Regulations shift, patient needs evolve, and new technologies emerge at lightning speed. To stay ahead and connect with your audience, agility, and versatility become your marketing superpowers in 2024.
In fact, a study by CoSchedule and AgileSherpas found that organizations with an agile marketing approach are 53% more likely to report exceeding their marketing goals compared to traditional methods.
The Agile methodology empowers marketing teams to move fast, adapt quickly, and refine strategies based on data, not speculation. To make agile marketing work, teams will need to balance technology with smarter workflows, which is easier said than done.
As for versatility, marketing teams will need to find ways to cover more ground with their work. This can be done by developing cross-channel integration strategies that allow marketers to stretch their campaigns and content further.
But versatility isn’t limited to the work alone. Marketers themselves will need to be more versatile.
The I-shaped marketer who specializes in one discipline simply isn’t enough these days. The multi-skilled, M-shaped marketer continues to be in high-demand and it’s not hard to see why: They simply add more value.
Marketing teams will need to expand their capabilities either through the hiring process, upskilling programs, or partnering with vendors.
Adapting to 2024 Digital Marketing Trends
While my list of 2024 digital marketing trends may not be filled with flashy, "hot takes" or buzzword-laden fads, there's undeniable value in prioritizing longevity over trendiness. Recognizing that most trends are cyclical reinforces the importance of foundational marketing principles and authenticity in connecting with audiences.
These trends themselves are like widgets, readily available for adoption by your competitors and numerous other healthcare brands in 2024. What truly counts isn't simply adopting these trends, but rather, how effectively you apply them. It's not merely about staying current with the trends; it's about utilizing them in a manner that distinguishes your brand from the pack and improving how you connect with your audience.