MANILA — In the fast-evolving realm of digital marketing, staying ahead is crucial for enhanced customer engagement and maintaining a competitive edge.

Here are the key trends to watch out for in 2024:

1. Voice Search Optimization (VSO) Surges: As voice search gains prominence, especially among the younger demographic, marketers need to optimize for this trend. Simplifying text for voice searches can open new avenues in a market where English proficiency varies.

2. Nano Influencers Take Center Stage: Influencer fatigue is real, prompting the rise of nano influencers with authentic and organic content. Filipino marketers should leverage their appeal early in 2024 to tap into the changing dynamics of influencer marketing.

3. AI Integration Demands Upskilling: With AI projected to grow by 20.17% annually globally, Filipino marketers need to upskill for AI integration. This technology’s impact spans across industries, offering faster and smarter solutions in areas like mobile marketing and content creation.

4. AR and VR Revolutionize Marketing: Augmented Reality (AR) and Virtual Reality (VR) are gaining traction, with projections indicating substantial user growth. Businesses embracing these technologies can enhance customer experiences, as demonstrated by recent initiatives in Philippine retail.

5. Video Marketing Reigns Supreme: Videos continue to be a dominant force, influencing sales and customer acquisition. With platforms like TikTok making a significant impact in the Philippines, video marketing remains a powerhouse strategy.

6. Ethical Marketing Takes Center Stage: Sustainable and eco-friendly practices resonate with Filipino consumers. Failing to highlight a brand’s environmental contributions could impact consumer trust in 2024.

7. Social Media Shopping on the Rise: Social media platforms, especially Facebook and TikTok, are becoming key players in e-commerce. Adapting strategies to align with changing shopping behavior is essential for success.

8. Privacy-Centric Marketing is Paramount: Filipinos are increasingly concerned about data security. Respecting privacy while leveraging customer data is a critical consideration for marketers in 2024.

9. AI-Enabled Hyper-Personalization: Despite privacy concerns, Filipinos desire personalized online experiences. AI-driven personalization, as seen in Meta’s case study on Jollibee, can significantly enhance engagement and reach.

10. CTV and Streaming Gain Momentum: Connected TV (CTV) marketing and streaming platforms are growing in popularity, offering new avenues for reaching Filipino households. Understanding these platforms can be pivotal for marketers aiming to boost their brand in 2024. (Source: Spiralytics)

(Jr Amigo/IA/MNM)