{"id":150204,"date":"2022-05-27T10:05:37","date_gmt":"2022-05-27T09:05:37","guid":{"rendered":"https:\/\/startups.co.uk\/?p=150204"},"modified":"2023-02-17T12:13:16","modified_gmt":"2023-02-17T12:13:16","slug":"digital-marketing-trends","status":"publish","type":"post","link":"https:\/\/startups.co.uk\/marketing\/digital-marketing-trends\/","title":{"rendered":"Digital Marketing Trends To Watch"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]To outline briefly, the top 10 digital marketing trends for 2024 and beyond are:<\/p>\n<ol>\n<li><strong>Using short-form, vertical videos<\/strong><\/li>\n<li><strong>Cookie-less marketing and working with first party data<\/strong><\/li>\n<li><strong>AI content-writing tools<\/strong><\/li>\n<li><strong>Ethical marketing <\/strong><\/li>\n<li><strong>Marketing in the metaverse<\/strong><\/li>\n<li><strong>Micro and nano influencers <\/strong><\/li>\n<li><strong>Customer-centric, E-A-T focused marketing<\/strong><\/li>\n<li><strong>TikTok marketing <\/strong><\/li>\n<li><strong>DALL.E 2 &mdash; creating graphics using AI<\/strong><\/li>\n<li><strong>&nbsp;Making vs taking marketing<\/strong><\/li>\n<\/ol>\n<p>Let&rsquo;s cut to it: UK businesses today are braving it through tough economic times in 2024, and at Startups, it&rsquo;s our mission to offer them all the advice they need to not just survive but continue to grow. <strong>One of our top tips? Stay on top of digital marketing trends as a form of investment in your own marketing strategy.<\/strong><\/p>\n<p>It <em>is<\/em> viable to action each of these trends in-house, but do you know what is far easier if you&rsquo;re a small business owner with limited time? Receiving support from dedicated experts who will be aware of these trends as they arise and help put them into action. This kind of service isn&rsquo;t as expensive as you might think, however with over 7,000 agencies in the UK, choosing the right one for you <em>might<\/em> take you a while.<\/p>\n<p>To save you time you can use our <strong><a href=\"https:\/\/webforms.startups.co.uk\/digital-marketing\">digital marketing service comparison tool<\/a><\/strong> to compare quotes and prices for the top digital marketing agencies in the UK. Simply spend a minute filling out a few basic details, and we will put you in touch with providers that match what you&rsquo;re looking for.[\/vc_column_text]<\/p><div class=\"flexi-comp-radio-cta\" data-eventcategory=\"reusable-components\" data-component=\"radio-cta\">\n <p class=\"flexi-comp-radio-cta-title\" aria-label=\"What kind of digital marketing support do you need?\">\n What kind of digital marketing support do you need? <\/p>\n <div class=\"flexi-comp-radio-cta-box\" data-eventaction=\"radio-cta\">\n <button class=\"flexi-comp-radio-cta-item checked\" data-eventlabel=\"Marketing Strategy\" data-url=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\">\n <span class=\"flexi-comp-radio-cta-icon\"><\/span>\n Marketing Strategy <\/button>\n\n <button class=\"flexi-comp-radio-cta-item\" data-eventlabel=\"Social Media Marketing\" data-url=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\">\n <span class=\"flexi-comp-radio-cta-icon\"><\/span>\n Social Media Marketing <\/button>\n\n <button class=\"flexi-comp-radio-cta-item\" data-eventlabel=\"PPC Advertising\" data-url=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\">\n <span class=\"flexi-comp-radio-cta-icon\"><\/span>\n PPC Advertising <\/button>\n\n <button class=\"flexi-comp-radio-cta-item\" data-eventlabel=\"Brand Awareness\" data-url=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\">\n <span class=\"flexi-comp-radio-cta-icon\"><\/span>\n Brand Awareness <\/button>\n <\/div>\n\n <a href=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\" class=\"flexi-comp-radio-cta-button\" data-eventlabel=\"https:\/\/webforms.startups.co.uk\/digital-marketing?_gl=1*6ilern*_ga*NjMwMDg3NTIwLjE2NjM2ODA3OTY.*_ga_TV8NP29ZR1*MTY2NjI1Njc1OC40OS4xLjE2NjYyNTY3NjguMC4wLjA.\" data-ft-links-attr-enabled=\"1\" data-cta-type=\"cta-button\">\n Compare Costs <\/a>\n\n<\/div>[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplinks-content\">\n <h3 class=\"jumplinks-content-title\">\n The top 10 digital marketing trends for 2024 and beyond are: <\/h3>\n <ul class=\"jumplinks-content-list\">\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-1-using-short-form-vertical-videos\">1. Using short form, vertical videos<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-2-cookie-less-marketing-and-working-with-first-party-data\">2. Cookie-less marketing and working with first party data<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-3-using-ai-content-writing-tools\">3. Using AI content-writing tools<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-4-ethical-marketing\">4. Ethical marketing<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-5-marketing-in-the-metaverse\">5. Marketing in the metaverse<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-6-micro-and-nano-influencers\">6. Micro and nano influencers<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-7-customer-centric-e-a-t-focused-marketing\">7. Customer-centric, E-A-T-focused marketing<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-8-tiktok-marketing\">8. TikTok marketing<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-9-dall-e-2-creating-graphics-using-ai\">9. DALL.E 2 &mdash; creating graphics using AI<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-10-making-vs-taking-marketing\">10. Making vs taking marketing<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-digital-marketing-trends-in-2024\">Digital Marketing Trends in 2024<\/a>\n <\/li>\n <li class=\"jumplinks-content-item\">\n <a class=\"jumplinks-content-link jumplink-anchor\" href=\"#link-final-thoughts-the-top-10-digital-marketing-trends-of-2024\">Final thoughts: the top 10 digital marketing trends of 2024<\/a>\n <\/li>\n <\/ul>\n<\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-1-using-short-form-vertical-videos\"><\/div>\n<\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]\n<h2>1. Using short form, vertical videos<\/h2>\n<p><iframe loading=\"lazy\" title=\"How to Make TikTok Videos\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/vAho-cr5UxY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Meta announced during its <a href=\"https:\/\/investor.fb.com\/investor-news\/press-release-details\/2022\/Meta-Reports-Third-Quarter-2022-Results\/default.aspx\" target=\"_blank\" rel=\"noopener\">Q3 2022 earnings<\/a> call that Reels now make up over 20% of the time users spend on Instagram. And according to statistics from Thunderclap, the user engagement rate of Reels compared to regular video content is 22% higher.<\/p>\n<p>These figures demonstrate the continuing upward trend of video marketing and ask any credible marketer operating in the space today you&rsquo;ll be greeted with the same response. Video marketing is no longer a bonus, but an expectation.<\/p>\n<h3>But why short form?<\/h3>\n<p>As Tom Bourlet, marketing manager at <a href=\"https:\/\/www.fizzbox.com\/\">Fizzbox<\/a> notes, short form video marketing is a significant trend because it is incredibly easy and affordable to capitalise on. He says: &ldquo;You don&rsquo;t need a high quality production team if working on a tight budget. Most modern phones are capable of decent quality video and sound, while you may just need to spend a little on a stand and you&rsquo;re good to go. It is that simple!&rdquo;<\/p>\n<p>Along with it being an affordable and accessible way to market, it also has the highest <a href=\"https:\/\/blog.hubspot.com\/marketing\/short-form-video-trends\" target=\"_blank\" rel=\"noopener\">ROI of any social media marketing strategy by 30%<\/a>. It is also far more likely to yield a higher ROAS than other marketing channels, with an average CPC of &pound;0.64 compared to Facebook and <a href=\"https:\/\/startups.co.uk\/marketing\/instagram-ads-cost\/\">Instagram&rsquo;s CPC average of &pound;1<\/a>.<\/p>\n<p>Considering short form video social platforms like TikTok have over 1 billion monthly active users for you to market your product or service too, and it costs you next to nothing, vertical video is a must for digital marketing in 2024.<\/p>\n<p>Dom Hearn, a senior paid social executive at lead gen company <a href=\"https:\/\/www.mvfglobal.com\/\" target=\"_blank\" rel=\"noopener\">MVF<\/a>, agrees that vertical videos are the key to achieving success. He says:<\/p>\n<p>&ldquo;Short form [videos] are definitely better for marketing purposes due to the nature of media on social platforms nowadays. The average watch time for our MVF TikTok users is around 5-7 seconds. 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86.2696559,4.0213508 Z\"><\/path>\n <\/g>\n <\/svg>\n <\/div>\n <div class=\"highlight-box-headline\">\n \n <span class=\"highlight-box-title\">\n Jared Ruddy, head of marketing at Forward Partners, on digital marketing trends, says: <\/span>\n <\/div>\n \n <div class=\"highlight-box-content\">\n <p>&ldquo;Startups are under more pressure than ever before. Marketers are facing the so-called &lsquo;cookie-pocolypse&rsquo; and privacy concerns are hitting an all-time high.<\/p>\n<p>&ldquo;If the pandemic didn&rsquo;t force marketers to think differently, the startup funding squeeze certainly will. Many businesses have banked too much on paid advertising and now things need to change. Trends this year should focus on what your business can do to build affordable, sustainable growth channels that can be relied on in the long term.&rdquo;<\/p>\n <\/div>\n <\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-2-cookie-less-marketing-and-working-with-first-party-data\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>2. Cookie-less marketing and working with first party data<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-150206 size-large\" src=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/Webp.net-compress-image-2022-05-26T153905.408-640x415.jpg\" alt=\"gingerbread cookie with a sad face drawn in icing\" width=\"640\" height=\"415\" srcset=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/Webp.net-compress-image-2022-05-26T153905.408-640x415.jpg 640w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/Webp.net-compress-image-2022-05-26T153905.408-480x311.jpg 480w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/Webp.net-compress-image-2022-05-26T153905.408.jpg 709w\" sizes=\"(max-width: 640px) 100vw, 640px\"><\/p>\n<p>Perhaps the most significant and widely publicised trend on our list is how marketers are going to operate once Google removes third-party cookies.<\/p>\n<p>For decades, cookies have been at the forefront of advertising technology, yet as Dora Moldovan, managing director of <a href=\"https:\/\/braidr.ai\/\" target=\"_blank\" rel=\"noopener\">Braidr<\/a> notes, the &lsquo;cookie-pocolypse&rsquo; is a revolution in space that will bring about real marketing challenges, she says:<\/p>\n<p>&ldquo;We&rsquo;re facing sparser web analytics data, technology debt accumulated through the need of shifting to server-side tracking for advertising, and costs of reaching customers increasing, simply because ad platforms are finding it harder to target them and the nets need to be cast wider.&rdquo;<\/p>\n<p>Without third party cookies, advertisement becomes far less targeted and personalised. The onus falls on two things, great marketing that offers proper value to your audience, and first party data.<\/p>\n<h3>Why first party data?<\/h3>\n<p>First-party data is the information your company collects directly from its customers. It is owned by you, and is a treasure trove of data that, used correctly, can help you continue to deliver personalised and targeted marketing.<\/p>\n<p>What&rsquo;s more is there are zero costs involved in obtaining the data as you already own it, but the main challenge is working out how to collate, segment and activate it in a centralised way, as it will typically be held in different areas of your business.<\/p>\n<p>Moldovan believes that businesses taking this trend by the horns and creating a smart data activation strategy will not only survive, but thrive. She says:<\/p>\n<p>&ldquo;The best way to capitalise on working with first-party data is by utilising Customer Data Platform (CDP) software. CDP is a new type of software that combines data streams from multiple sources (analytics, product, customer, finance, etc.) to create a single centralised customer database.<\/p>\n<p>&ldquo;Doing this as a startup will accelerate your growth and enable you to stand out through relevance &mdash; not just noise.&rdquo;[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]\n <\/p><div class=\"highlight-box\">\n <div class=\"highlight-box-decor\">\n <svg class=\"brush-stroke-svg brush-stroke-big\" preserveaspectratio=\"none\" viewbox=\"0 0 116 6\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n <g stroke=\"none\" stroke-width=\"1\" fill=\"#5200bc\">\n <path d=\"M94.0845406,5.55784045 C93.4629887,5.58758734 92.7723755,5.58758734 92.2198849,5.64708111 C92.0127009,5.66195455 91.7824965,5.67682799 91.5062512,5.66195455 C89.5955547,5.58758734 87.6618377,5.5727139 85.7511411,5.67682799 C85.5669776,5.69170144 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C86.0888766,4.0213508 85.9080974,4.0213508 85.7273182,4.0213508 C85.546539,4.0213508 85.4260195,4.04074932 85.4862792,4.04074932 C85.6369286,4.04074932 85.8478377,4.06014784 86.0286169,4.06014784 C86.1792662,4.06014784 86.2696559,4.04074932 86.2696559,4.0213508 Z\"><\/path>\n <\/g>\n <\/svg>\n <\/div>\n <div class=\"highlight-box-headline\">\n \n <span class=\"highlight-box-title\">\n You&rsquo;re hearing from many digital marketing experts in this article, but how would you like support from them? <\/span>\n <\/div>\n \n <div class=\"highlight-box-content\">\n <p>By filling out our simple and <a href=\"https:\/\/webforms.startups.co.uk\/digital-marketing\">free cost comparison tool<\/a>, you can receive quotes from top digital marketing agencies across the UK that can help you ensure your marketing strategy is up to speed.<\/p>\n <\/div>\n <\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-3-using-ai-content-writing-tools\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>3. Using AI content-writing tools<\/h2>\n<div id=\"attachment_150217\" style=\"width: 644px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-150217\" class=\"wp-image-150217\" src=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/copy-ai-example-640x348.jpg\" alt=\"Examples of an AI tool writing a blog intro\" width=\"634\" height=\"345\" srcset=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/copy-ai-example-640x348.jpg 640w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/copy-ai-example-480x261.jpg 480w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/copy-ai-example-768x418.jpg 768w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/copy-ai-example.jpg 777w\" sizes=\"(max-width: 634px) 100vw, 634px\"><p id=\"caption-attachment-150217\" class=\"wp-caption-text\">Copy AI&rsquo;s content writing tool<\/p><\/div>\n<p>Other writers may call me a &lsquo;traitor&rsquo; for including this trend in our list, but it&rsquo;s here for good reason&hellip;<\/p>\n<p>Content marketing plays a huge part in the success of any business&rsquo; advertising strategy, and on <a href=\"https:\/\/www.contentgrip.com\/report-b2b-content-marketers\/#:~:text=Content%20marketers%20are%20very%20busy,on%20content%20creation%20each%20week.\" target=\"_blank\" rel=\"noopener\">average content marketers spend around 33 hours<\/a> (82% of their working week) on content creation.<\/p>\n<p>Imagine freeing up their time to focus on other aspects of marketing that will increase ROI? Or saving on the cost of hiring a team of copywriters?<\/p>\n<p>Well, by using AI content-writing tools, you can. Not only does using machine-learning technology save you tons of time by creating marketing content in just thirty seconds. It will also greatly increase output, as it can churn out copy twice as fast as its human counterparts.<\/p>\n<p>You need someone to double-check the AI&rsquo;s work (even machines aren&rsquo;t perfect right?) but after that, your content is good to go.<\/p>\n<h3>What does an AI content writing tool &lsquo;think&rsquo; about AI content writing?<\/h3>\n<p>We asked <a href=\"https:\/\/www.copy.ai\/\" target=\"_blank\" rel=\"noopener\">CopyAI&rsquo;s<\/a> machine technology to write an intro about AI content writing tools and this is what the programme came up with&hellip;<\/p>\n<p>&ldquo;If you&rsquo;re a marketer, you&rsquo;re probably familiar with the maxim that content is king.<\/p>\n<p>&ldquo;With so much content out there, however, it can be hard to keep up&mdash;even if you have a team of writers working for you.<\/p>\n<p>&ldquo;If your goal is to produce content that attracts and retains customers, it may be time to consider AI-powered writing services.&rdquo;<\/p>\n<p>Impressive, right?<\/p>\n<h3>The rise of AI content writing<\/h3>\n<p>More and more marketing departments are using AI writing tools to save themselves time when it comes to content marketing, particularly when other areas, such as the challenge of processing first-party data, need more immediate attention.<\/p>\n<p>A firm believer in this trend is Naeem Alvi-Assinder, an award-winning brand strategist and founder of branding and ad agency <a href=\"https:\/\/notepadstudio.com\/\" target=\"_blank\" rel=\"noopener\">Notepad<\/a>, he says:<\/p>\n<p>&ldquo;In an era defined by the content brands write, AI technology is being leveraged to create, optimise and personalise content from scratch, in a matter of minutes.<\/p>\n<p>&ldquo;Content can now be written faster and at a larger scale than before, with AI being able to produce original content from a series of simple prompts and directions. Not only can content cover more search-related fields, but it can also be more relevant to those search queries, with AI content writing tools enabling that to happen.<\/p>\n<p>&ldquo;While content will always benefit from the human touch and our ability to weave emotion into writing should never be underestimated, the ability of AI content writing tools to produce content faster than we could ever dream of is of equal remark.&rdquo;[\/vc_column_text] <\/p><blockquote class=\"quote\">\n <svg class=\"quote-brush\" preserveaspectratio=\"none\" width=\"11px\" viewbox=\"0 0 11 171\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n <g class=\"brush-stroke-green\" stroke=\"none\" stroke-width=\"1\">\n <path d=\"M1.4,171c0.3-0.2,1.4-1.7,3-4.7c0.8-1.5,1.8-3.4,2.8-5.6c0.1-0.3,0.2-0.5,0.3-0.8c0.1-0.1,0.1-0.3,0.1-0.4c0-0.1,0.1-0.3,0.1-0.4c0.2-0.6,0.2-1.3,0.2-2c0-0.7-0.1-1.5-0.2-2.3c-0.1-0.8-0.3-1.6-0.6-2.3c-0.5-1.5-1.1-3-1.8-4.5c-0.7-1.5-1.5-2.9-2.3-4.4c-0.2-0.4-0.4-0.8-0.6-1.2c-0.2-0.4-0.4-0.8-0.5-1.4c-0.1-0.3-0.1-0.6,0-0.8c0-0.3,0.1-0.6,0.1-0.8c0.1-0.5,0.2-1,0.4-1.5c0.6-1.9,1.4-3.6,2.3-5.3c0.8-1.7,1.7-3.4,2.7-5.1c0.1-0.2,0.2-0.4,0.3-0.7l0.2-0.4c0.1-0.1,0.1-0.3,0.1-0.4c0.1-0.3,0.2-0.6,0.2-0.9c0-0.3,0.1-0.6,0.1-1c0.1-1.3-0.2-2.6-0.4-3.8c-0.6-2.3-1.4-4.4-2.3-6.4c-0.9-2-1.8-4-2.6-6.1c-0.2-0.5-0.4-1-0.6-1.6c-0.2-0.5-0.3-1.1-0.4-1.7c-0.2-1.2-0.2-2.3,0.1-3.3c0.3-1,0.8-1.8,1.4-2.6c0.5-0.8,1.1-1.6,1.7-2.4c0.6-0.8,1.1-1.7,1.7-2.6c0.5-0.9,1.1-1.8,1.5-3.2c0.4-1.3,0.6-3,0.5-4.6c-0.1-1.6-0.5-2.9-0.9-4.1c-0.8-2.4-1.7-4.4-2.6-6.5c-0.4-1-0.9-2.1-1.3-3.1c-0.4-1-0.8-2.1-1.1-3.1c-0.3-1-0.5-2.1-0.7-3.2c-0.1-1.1-0.1-2.1,0-3.1c0.3-1.9,1.1-3.5,2-4.7c0.5-0.6,1-1.1,1.5-1.5c0.3-0.2,0.5-0.4,0.8-0.6c0.1-0.1,0.3-0.2,0.4-0.3c0.1-0.1,0.2-0.2,0.3-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.1-0.1,0.2-0.3,0.3-0.4c0.1-0.2,0.2-0.3,0.3-0.5c0-0.1,0.1-0.2,0.1-0.3L9,53.7c0.1-0.2,0.1-0.4,0.2-0.6c0.1-0.4,0.2-0.9,0.2-1.3c0-0.4,0-0.8,0-1.2c0-1.5-0.2-2.8-0.4-3.9c-0.4-2.3-0.9-4.3-1.5-6.2c-0.5-1.9-1.1-3.6-1.6-5.3c-0.5-1.6-1-3.2-1.5-4.7c-0.4-1.4-0.9-3-0.9-3.4c0-0.3,0-0.3,0.1-0.5c0-0.2,0.2-0.4,0.3-0.7c0.3-0.6,0.8-1.2,1.3-1.7c0.8-0.9,1.6-1.7,2.4-2.6c0.4-0.4,0.8-0.9,1.2-1.3C9,20,9.1,19.9,9.2,19.8l0.2-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.3-0.5,0.6-1.1,0.9-1.7c0.5-1.3,0.6-2.9,0.5-4.3c-0.1-0.7-0.2-1.5-0.3-2.1l-0.1-0.5c0-0.1-0.1-0.2-0.1-0.4c-0.1-0.2-0.1-0.4-0.2-0.7C9.6,8,8.9,6.9,8.3,6C7.2,4.2,6.1,3,5.1,2.1C4.2,1.2,3.4,0.6,2.8,0.3C1.6-0.3,1.1,0,1.5,1.3c0.2,0.6,0.6,1.5,1.2,2.7c0.6,1.2,1.5,2.6,2.5,4.5c0.3,0.5,0.9,1.5,1.6,2.9C7,11.7,7.1,12,7.3,12.4c0.1,0.2,0.1,0.4,0.2,0.6c0,0.1,0.1,0.2,0.1,0.3l0,0.1c0,0,0,0.1,0,0.1c0,0.2,0,0.3,0,0.5c0,0.2-0.1,0.3-0.2,0.4c-0.3,0.4-0.7,0.8-1,1.2C6.1,16,5.7,16.5,5.2,17c-0.4,0.5-0.9,1-1.4,1.6c-0.5,0.6-1,1.2-1.6,2C2,21,1.7,21.5,1.5,22.1c-0.3,0.6-0.6,1.4-0.7,2.4c-0.2,1-0.3,2.1-0.2,3.2c0.1,1,0.2,1.9,0.4,2.6c0.4,1.4,0.7,2.4,1.1,3.5c0.4,1.1,0.7,2.1,1.1,3.2c0.7,2.2,1.5,4.4,2.1,6.7c0.3,1.1,0.6,2.3,0.9,3.5c0.3,1.1,0.5,2.3,0.5,3.2c0,0.2,0,0.3,0,0.4L6.3,51c-0.2,0.1-0.4,0.3-0.6,0.4c-0.4,0.3-0.8,0.7-1.2,1.1c-0.8,0.8-1.6,1.8-2.4,3.1c-0.7,1.3-1.4,3.1-1.8,5.3C0.1,62,0,63.1,0,64.2c0,1.1,0.1,2.2,0.2,3.2c0.3,2,0.8,3.8,1.3,5.3c1,2.9,2.2,5.4,3.2,7.9c0.5,1.2,1,2.4,1.4,3.5c0.2,0.6,0.4,1.1,0.5,1.6c0.1,0.5,0.2,0.9,0.2,1.3c0,0.3,0,0.6-0.1,0.9c-0.1,0.3-0.2,0.7-0.3,1.1c0,0.1-0.1,0.2-0.1,0.3l-0.2,0.3l0,0.1l-0.1,0.1L6,89.9l-0.2,0.4c-0.3,0.5-0.6,1-0.9,1.5c-0.6,1-1.3,1.9-2,2.9c-0.3,0.5-0.7,1-1.1,1.7c-0.1,0.1-0.2,0.3-0.3,0.5c-0.1,0.2-0.2,0.3-0.3,0.6c-0.2,0.4-0.4,0.8-0.6,1.4c-0.2,0.5-0.4,1.2-0.5,1.9c-0.1,0.4-0.1,0.7-0.1,1.1c0,0.4,0,0.7,0,1.1l0,0.5c0,0.2,0,0.3,0,0.5c0,0.3,0,0.6,0.1,1c0.1,0.6,0.2,1.1,0.3,1.7c0.2,1.2,0.5,2,0.8,2.8c0.3,0.8,0.6,1.5,0.8,2.1c1.1,2.6,2.2,4.8,3.1,7.1c0.5,1.1,0.9,2.2,1.2,3.3c0.1,0.5,0.3,1,0.3,1.4c0.1,0.4,0.1,0.7,0.1,0.8c0,0.1,0,0.2-0.1,0.4c0,0-0.2,0.4-0.3,0.6l-0.4,0.8c-0.5,1.1-1.1,2.1-1.6,3.2c-0.5,1.1-1,2.2-1.5,3.3c-0.5,1.1-1,2.3-1.4,3.7c-0.1,0.2-0.1,0.3-0.2,0.5l-0.1,0.3l0,0.2L1,137.1c-0.2,0.6-0.3,1.2-0.4,1.8c-0.1,0.6-0.1,1.2-0.1,1.8c0,0.3,0,0.6,0.1,0.9c0.1,0.3,0.1,0.6,0.2,0.8c0.1,0.5,0.3,1,0.5,1.5c0.1,0.2,0.2,0.5,0.3,0.7l0.2,0.4c0.3,0.5,0.5,0.9,0.8,1.4c1,1.7,1.9,3.3,2.6,4.9c0.7,1.6,1.3,3.2,1.6,4.5C7,156.4,7,157,7,157.5c0,0.5-0.1,0.9-0.2,1.4c0,0.1-0.1,0.2-0.1,0.3c-0.1,0.2-0.1,0.3-0.2,0.5c-0.1,0.3-0.3,0.7-0.4,1c-0.3,0.7-0.5,1.3-0.8,1.9c-0.5,1.2-1,2.2-1.4,3.2c-0.9,1.9-1.5,3.2-2,4.1c-0.2,0.4-0.3,0.7-0.4,0.9C1.3,171,1.4,171,1.4,171\"><\/path>\n <\/g>\n <\/svg>\n While content will always benefit from the human touch and our ability to weave emotion into writing should never be underestimated, the ability of AI content writing tools to produce content faster than we could ever dream of is of equal remark. <\/blockquote>\n\n\n\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-4-ethical-marketing\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>4. Ethical marketing<\/h2>\n<p>The technological advances in the marketing industry are staggering, from AI tools to ad tech, marketers are streamlining processes and increasing efficiency more and more each day.<\/p>\n<p>But at what cost?<\/p>\n<p>For brands to get their message heard, the burden is on ad tech to reach audiences quickly and easily. But this increased reliance on ad-tech algorithms and models to boost performance has begun to raise ethical concerns within the marketing community.<\/p>\n<p>Rhys Cater, managing director at <a href=\"https:\/\/www.precisdigital.com\/\" target=\"_blank\" rel=\"noopener\">Precis Digital<\/a>, believes complying with current advertising regulatory standards is not enough. He says:<\/p>\n<p>&ldquo;As algorithms in ad platforms become more powerful, and our reliance on them increases, our ability to understand and control how ads are served is diminished.<\/p>\n<p>&ldquo;As advertisers, we must challenge the results that algorithms and platforms present to us with both consumer welfare and performance in mind.&rdquo;<\/p>\n<p>The main concern behind ad tech is the &lsquo;black box&rsquo; models that marketers use to advertise to consumers. The exact workings of these models aren&rsquo;t transparent and can create biased algorithms that can actually harm your paid advertising campaigns, rather than help.<\/p>\n<p>This bias can include a lack of diversity in advertising campaigns, and considering that <a href=\"https:\/\/www.leaguedigital.com\/blogs\/inclusive-marketing-statistics-you-won-t-be-able-to-ignore\/\" target=\"_blank\" rel=\"noopener\">70% of Gen Z consumers<\/a> trust brands with diversity in their ads, a lack of diversity in your ads is the last thing a business wants.<\/p>\n<p>Challenging these algorithms and advertising more ethically is a high priority for marketing departments, with more than two-thirds (67%) of respondents in a recent survey conducted by Precis Digital and Forrester Consulting stating that &ldquo;marketing ethics helps to achieve the dual objective of building customers&rsquo; trust and driving long-term performance.&rdquo;<\/p>\n<blockquote>\n<p style=\"text-align: center\"><strong>&ldquo;Marketing ethics helps to achieve the dual objective of building customers&rsquo; trust and driving long-term performance.&rdquo;<\/strong><\/p>\n<\/blockquote>\n<h3>How to market ethically?<\/h3>\n<p>There are a number of ways you can challenge the biased ad tech algorithm, including:<\/p>\n<ul>\n<li>Ensure black box models are inclusive and avoid discrimination<\/li>\n<li>Ensure model decisions are transparent and explainable<\/li>\n<li>Establish explainable AI (with controls and governance) for lookalike targeting processes (to avoid unwanted, unfair, or spooky connections)<\/li>\n<li>Put in place frequency capping for marketing communications to improve the consumer experience<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-5-marketing-in-the-metaverse\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>5. Marketing in the metaverse<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-150205 size-large\" src=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0-640x360.jpg\" alt=\"Building-sized Absolute Vodka bottle shown in metaverse landscape with a band waving in the foreground\" width=\"640\" height=\"360\" srcset=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0-640x360.jpg 640w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0-480x270.jpg 480w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0-768x432.jpg 768w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0-1536x864.jpg 1536w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/0x0.jpg 1669w\" sizes=\"(max-width: 640px) 100vw, 640px\"><\/p>\n<p>The world of the metaverse is still relatively new to all of us, marketers included. However many marketing specialists are beginning to recognise the benefits and potential returns of marketing in this virtual world.<\/p>\n<p>Jemima Myers, marketing consultant and founder of <a href=\"https:\/\/socialchameleon.co.uk\/\" target=\"_blank\" rel=\"noopener\">Social Chameleon<\/a>, likens it to getting on board with Instagram back in the early 2010s, she says:[\/vc_column_text] <\/p><blockquote class=\"quote\">\n <svg class=\"quote-brush\" preserveaspectratio=\"none\" width=\"11px\" viewbox=\"0 0 11 171\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n <g class=\"brush-stroke-green\" stroke=\"none\" stroke-width=\"1\">\n <path d=\"M1.4,171c0.3-0.2,1.4-1.7,3-4.7c0.8-1.5,1.8-3.4,2.8-5.6c0.1-0.3,0.2-0.5,0.3-0.8c0.1-0.1,0.1-0.3,0.1-0.4c0-0.1,0.1-0.3,0.1-0.4c0.2-0.6,0.2-1.3,0.2-2c0-0.7-0.1-1.5-0.2-2.3c-0.1-0.8-0.3-1.6-0.6-2.3c-0.5-1.5-1.1-3-1.8-4.5c-0.7-1.5-1.5-2.9-2.3-4.4c-0.2-0.4-0.4-0.8-0.6-1.2c-0.2-0.4-0.4-0.8-0.5-1.4c-0.1-0.3-0.1-0.6,0-0.8c0-0.3,0.1-0.6,0.1-0.8c0.1-0.5,0.2-1,0.4-1.5c0.6-1.9,1.4-3.6,2.3-5.3c0.8-1.7,1.7-3.4,2.7-5.1c0.1-0.2,0.2-0.4,0.3-0.7l0.2-0.4c0.1-0.1,0.1-0.3,0.1-0.4c0.1-0.3,0.2-0.6,0.2-0.9c0-0.3,0.1-0.6,0.1-1c0.1-1.3-0.2-2.6-0.4-3.8c-0.6-2.3-1.4-4.4-2.3-6.4c-0.9-2-1.8-4-2.6-6.1c-0.2-0.5-0.4-1-0.6-1.6c-0.2-0.5-0.3-1.1-0.4-1.7c-0.2-1.2-0.2-2.3,0.1-3.3c0.3-1,0.8-1.8,1.4-2.6c0.5-0.8,1.1-1.6,1.7-2.4c0.6-0.8,1.1-1.7,1.7-2.6c0.5-0.9,1.1-1.8,1.5-3.2c0.4-1.3,0.6-3,0.5-4.6c-0.1-1.6-0.5-2.9-0.9-4.1c-0.8-2.4-1.7-4.4-2.6-6.5c-0.4-1-0.9-2.1-1.3-3.1c-0.4-1-0.8-2.1-1.1-3.1c-0.3-1-0.5-2.1-0.7-3.2c-0.1-1.1-0.1-2.1,0-3.1c0.3-1.9,1.1-3.5,2-4.7c0.5-0.6,1-1.1,1.5-1.5c0.3-0.2,0.5-0.4,0.8-0.6c0.1-0.1,0.3-0.2,0.4-0.3c0.1-0.1,0.2-0.2,0.3-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.1-0.1,0.2-0.3,0.3-0.4c0.1-0.2,0.2-0.3,0.3-0.5c0-0.1,0.1-0.2,0.1-0.3L9,53.7c0.1-0.2,0.1-0.4,0.2-0.6c0.1-0.4,0.2-0.9,0.2-1.3c0-0.4,0-0.8,0-1.2c0-1.5-0.2-2.8-0.4-3.9c-0.4-2.3-0.9-4.3-1.5-6.2c-0.5-1.9-1.1-3.6-1.6-5.3c-0.5-1.6-1-3.2-1.5-4.7c-0.4-1.4-0.9-3-0.9-3.4c0-0.3,0-0.3,0.1-0.5c0-0.2,0.2-0.4,0.3-0.7c0.3-0.6,0.8-1.2,1.3-1.7c0.8-0.9,1.6-1.7,2.4-2.6c0.4-0.4,0.8-0.9,1.2-1.3C9,20,9.1,19.9,9.2,19.8l0.2-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.3-0.5,0.6-1.1,0.9-1.7c0.5-1.3,0.6-2.9,0.5-4.3c-0.1-0.7-0.2-1.5-0.3-2.1l-0.1-0.5c0-0.1-0.1-0.2-0.1-0.4c-0.1-0.2-0.1-0.4-0.2-0.7C9.6,8,8.9,6.9,8.3,6C7.2,4.2,6.1,3,5.1,2.1C4.2,1.2,3.4,0.6,2.8,0.3C1.6-0.3,1.1,0,1.5,1.3c0.2,0.6,0.6,1.5,1.2,2.7c0.6,1.2,1.5,2.6,2.5,4.5c0.3,0.5,0.9,1.5,1.6,2.9C7,11.7,7.1,12,7.3,12.4c0.1,0.2,0.1,0.4,0.2,0.6c0,0.1,0.1,0.2,0.1,0.3l0,0.1c0,0,0,0.1,0,0.1c0,0.2,0,0.3,0,0.5c0,0.2-0.1,0.3-0.2,0.4c-0.3,0.4-0.7,0.8-1,1.2C6.1,16,5.7,16.5,5.2,17c-0.4,0.5-0.9,1-1.4,1.6c-0.5,0.6-1,1.2-1.6,2C2,21,1.7,21.5,1.5,22.1c-0.3,0.6-0.6,1.4-0.7,2.4c-0.2,1-0.3,2.1-0.2,3.2c0.1,1,0.2,1.9,0.4,2.6c0.4,1.4,0.7,2.4,1.1,3.5c0.4,1.1,0.7,2.1,1.1,3.2c0.7,2.2,1.5,4.4,2.1,6.7c0.3,1.1,0.6,2.3,0.9,3.5c0.3,1.1,0.5,2.3,0.5,3.2c0,0.2,0,0.3,0,0.4L6.3,51c-0.2,0.1-0.4,0.3-0.6,0.4c-0.4,0.3-0.8,0.7-1.2,1.1c-0.8,0.8-1.6,1.8-2.4,3.1c-0.7,1.3-1.4,3.1-1.8,5.3C0.1,62,0,63.1,0,64.2c0,1.1,0.1,2.2,0.2,3.2c0.3,2,0.8,3.8,1.3,5.3c1,2.9,2.2,5.4,3.2,7.9c0.5,1.2,1,2.4,1.4,3.5c0.2,0.6,0.4,1.1,0.5,1.6c0.1,0.5,0.2,0.9,0.2,1.3c0,0.3,0,0.6-0.1,0.9c-0.1,0.3-0.2,0.7-0.3,1.1c0,0.1-0.1,0.2-0.1,0.3l-0.2,0.3l0,0.1l-0.1,0.1L6,89.9l-0.2,0.4c-0.3,0.5-0.6,1-0.9,1.5c-0.6,1-1.3,1.9-2,2.9c-0.3,0.5-0.7,1-1.1,1.7c-0.1,0.1-0.2,0.3-0.3,0.5c-0.1,0.2-0.2,0.3-0.3,0.6c-0.2,0.4-0.4,0.8-0.6,1.4c-0.2,0.5-0.4,1.2-0.5,1.9c-0.1,0.4-0.1,0.7-0.1,1.1c0,0.4,0,0.7,0,1.1l0,0.5c0,0.2,0,0.3,0,0.5c0,0.3,0,0.6,0.1,1c0.1,0.6,0.2,1.1,0.3,1.7c0.2,1.2,0.5,2,0.8,2.8c0.3,0.8,0.6,1.5,0.8,2.1c1.1,2.6,2.2,4.8,3.1,7.1c0.5,1.1,0.9,2.2,1.2,3.3c0.1,0.5,0.3,1,0.3,1.4c0.1,0.4,0.1,0.7,0.1,0.8c0,0.1,0,0.2-0.1,0.4c0,0-0.2,0.4-0.3,0.6l-0.4,0.8c-0.5,1.1-1.1,2.1-1.6,3.2c-0.5,1.1-1,2.2-1.5,3.3c-0.5,1.1-1,2.3-1.4,3.7c-0.1,0.2-0.1,0.3-0.2,0.5l-0.1,0.3l0,0.2L1,137.1c-0.2,0.6-0.3,1.2-0.4,1.8c-0.1,0.6-0.1,1.2-0.1,1.8c0,0.3,0,0.6,0.1,0.9c0.1,0.3,0.1,0.6,0.2,0.8c0.1,0.5,0.3,1,0.5,1.5c0.1,0.2,0.2,0.5,0.3,0.7l0.2,0.4c0.3,0.5,0.5,0.9,0.8,1.4c1,1.7,1.9,3.3,2.6,4.9c0.7,1.6,1.3,3.2,1.6,4.5C7,156.4,7,157,7,157.5c0,0.5-0.1,0.9-0.2,1.4c0,0.1-0.1,0.2-0.1,0.3c-0.1,0.2-0.1,0.3-0.2,0.5c-0.1,0.3-0.3,0.7-0.4,1c-0.3,0.7-0.5,1.3-0.8,1.9c-0.5,1.2-1,2.2-1.4,3.2c-0.9,1.9-1.5,3.2-2,4.1c-0.2,0.4-0.3,0.7-0.4,0.9C1.3,171,1.4,171,1.4,171\"><\/path>\n <\/g>\n <\/svg>\n Strike now whilst competition is low, interest is high and the opportunity to mark your brand as an innovative enterprise is still hot! <\/blockquote>\n\n\n\n[vc_column_text]And many marketers are doing just that, with figures from <a href=\"https:\/\/sproutsocial.com\/insights\/data\/uk-ireland-social-media-trends-2022\/\" target=\"_blank\" rel=\"noopener\">Sprout Social&rsquo;s UK & Ireland Index 2022 report<\/a> revealing that 85% of social media marketers anticipate incorporating new technologies like virtual reality and the metaverse into their social media strategy within the next year.\n<p>Furthermore, two in five brands are planning to invest up to half of their budget into a metaverse social strategy over the next two years.<\/p>\n<h3>A realm of endless possibilities<\/h3>\n<p>Companies both big and small are exploring the virtual world and the marketing opportunities are endless. From creating your own metaverse world for your customers to enjoy (like Absolut and their virtual Coachella world) to virtual ad placements and virtual event sponsorship opportunities.<\/p>\n<p>Anya McKenna, managing director at Marketing Agency <a href=\"https:\/\/www.hexedigital.co.uk\/\" target=\"_blank\" rel=\"noopener\">Hexe Digital<\/a>, believes the metaverse is a marketing trend that presents real opportunities for small brands and startups. She says:<\/p>\n<p>&ldquo;With this new world [metaverse] we play in, comes a plethora of digital marketing due diligence. There are so many unknowns in the metaverse and the opportunities to get noticed from a PR point of view are huge. It&rsquo;s certainly worth exploring how you can get your brand involved.&rdquo;<\/p>\n<p>&ldquo;If you&rsquo;re a small brand or startup, aligning with a bigger brand may be the way forward to gain that traction!&rdquo;<\/p>\n<p>Want to dip your toes into the virtual world ocean? Read our guide on <a href=\"https:\/\/startups.co.uk\/business-ideas\/the-metaverse-for-small-businesses\/\">how small businesses should prepare for the metaverse<\/a>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-6-micro-and-nano-influencers\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>6. Micro and nano influencers<\/h2>\n<p><iframe loading=\"lazy\" title=\"How To Launch An INFLUENCER MARKETING CAMPAIGN in 7 Simple Steps (Strategy, Outreach and Examples)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PvJibnR7TN0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Influencers are one of the hottest trends in the marketing world and their popularity isn&rsquo;t slowing down anytime soon.<\/p>\n<p>Any marketer will say that we are living in a world of influencer marketing. You only need to look at your social media feed to see that, or read our interview with <a href=\"https:\/\/startups.co.uk\/marketing\/nanoinfluencing-small-business-marketing\/\">UniTaskr<\/a>, the brand behind one of the biggest nano-influencer networks.<\/p>\n<p>But influencers aren&rsquo;t cheap, and for a <a href=\"https:\/\/influencermarketinghub.com\/influencer-rates\/\" target=\"_blank\" rel=\"noopener\">mid-tier influencer<\/a> (50,000&ndash;500,000 followers) you could be paying anywhere between &pound;100 to &pound;1,000 per <em><strong>post<\/strong> <\/em>on socials.<\/p>\n<p>The rising cost and fall in consumer popularity of mid and macro influencers over the past year has seen more businesses allocating bigger budgets towards nano and micro influencer marketing.<\/p>\n<p>And it is clearly working, with nearly two-thirds (68%) of businesses that budget for influencer marketing increasing spend over the next twelve months, according to Influencer Marketing Hub data.<\/p>\n<h3>Why nano and micro influencers?<\/h3>\n<p>There are a number of benefits to working with these types of influencers, which Lily Germain, senior campaign executive at <a href=\"https:\/\/www.wearebottle.com\/\" target=\"_blank\" rel=\"noopener\">Bottle PR<\/a> has summarised. She says:<\/p>\n<p>&ldquo;Consumers are becoming switched off to big influencers and are finding nano and micro influencers to be much more relatable.<\/p>\n<p>&ldquo;Nano influencers also make your budget stretch further, rather than always forking out on the big-money campaigns. Having a pot of nano influencers working with your business will ensure your brand is consistently being marketed to your relevant audience, creating a better consumer relationship over time.&rdquo;[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]\n <\/p><div class=\"highlight-box\">\n <div class=\"highlight-box-decor\">\n <svg class=\"brush-stroke-svg brush-stroke-big\" preserveaspectratio=\"none\" viewbox=\"0 0 116 6\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n <g stroke=\"none\" stroke-width=\"1\" fill=\"#5200bc\">\n <path d=\"M94.0845406,5.55784045 C93.4629887,5.58758734 92.7723755,5.58758734 92.2198849,5.64708111 C92.0127009,5.66195455 91.7824965,5.67682799 91.5062512,5.66195455 C89.5955547,5.58758734 87.6618377,5.5727139 85.7511411,5.67682799 C85.5669776,5.69170144 85.2446914,5.67682799 84.9914666,5.67682799 C82.8275451,5.66195455 80.6866442,5.63220767 78.4997023,5.67682799 C76.0825561,5.72144832 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112.754118,4.1746103 116,4.20435719 C110.659258,4.26385096 105.295495,4.23410407 99.9317325,4.2787244 C103.914269,4.33821817 107.988887,4.30847129 112.224648,4.33821817 C110.429053,4.44233227 109.853542,4.45720571 108.334193,4.45720571 C107.252233,4.45720571 106.193292,4.45720571 105.088311,4.47207915 C104.075412,4.4869526 103.039492,4.4869526 102.003572,4.47207915 C101.312959,4.45720571 100.599325,4.44233227 99.6554872,4.51669948 C101.220877,4.54644636 102.533042,4.54644636 103.822187,4.54644636 C104.673943,4.54644636 105.54872,4.51669948 106.239333,4.60594013 C106.60766,4.65056046 107.367335,4.63568702 107.827744,4.60594013 C108.449295,4.56131981 108.909704,4.56131981 109.485215,4.60594013 C109.669379,4.62081358 109.945624,4.62081358 110.198849,4.63568702 C111.741218,4.6654339 111.741218,4.6654339 111.165707,4.82904177 C112.086525,4.85878866 112.477873,4.73980112 113.37567,4.73980112 C114.250447,4.75467456 114.96408,4.769548 115.539591,4.84391521 C115.125223,4.8736621 114.641794,4.8736621 114.227426,4.8736621 C111.027585,4.8736621 107.850764,4.94802931 104.650923,4.91828243 C103.868228,4.90340898 102.510022,4.88853554 102.440961,4.96290275 C102.348879,5.05214341 103.661044,5.00752308 104.328637,5.02239652 C105.387577,5.05214341 106.492558,5.03726997 107.574519,5.03726997 C107.988887,5.03726997 108.495336,5.02239652 108.863663,5.06701685 C108.403255,5.11163718 107.873784,5.09676374 107.390355,5.09676374 C105.479659,5.11163718 103.568962,5.11163718 101.658266,5.14138406 C100.85255,5.15625751 100.392141,5.17113095 100.32308,5.2603716 C100.254019,5.3644857 99.6785076,5.37935914 98.8037309,5.3644857 C97.7908315,5.34961226 96.7779321,5.33473882 95.7650327,5.30499193 C94.6140107,5.29011849 93.53205,5.34961226 92.4731097,5.3644857 C91.5062512,5.37935914 90.5393927,5.30499193 89.2962889,5.30499193 C85.8432229,5.31986537 82.3901568,5.37935914 78.9370907,5.40910603 C78.6838658,5.40910603 78.3385592,5.42397947 78.1774162,5.40910603 C77.0033737,5.31986537 75.9674539,5.34961226 74.770391,5.43885291 C74.1258186,5.48347324 73.1589601,5.4685998 72.3302243,5.48347324 C73.7344711,5.51322013 75.138718,5.52809357 76.5659853,5.51322013 C77.7170073,5.49834668 78.8219885,5.52809357 79.9499901,5.54296701 C81.2391347,5.55784045 82.6203612,5.54296701 83.8864854,5.51322013 C84.8303235,5.49834668 85.6360389,5.49834668 86.4417543,5.52809357 C87.2014289,5.55784045 87.9150625,5.55784045 88.6977575,5.54296701 C90.4933519,5.49834668 92.3580075,5.45372636 94.0845406,5.55784045 L94.0845406,5.55784045 Z M91.8961039,4.96955873 C90.7044001,4.95016021 89.8724559,4.93076168 88.8831169,5.00835577 C89.9174259,5.08594986 90.74937,5.10534838 91.8961039,4.96955873 Z M93.3724675,4.03450419 C92.2877922,3.99570715 91.5044156,3.97630863 90.4197403,4.05390271 C91.5345455,4.09269976 92.3179221,4.09269976 93.3724675,4.03450419 Z M59.2202597,5.01655435 C60.0337662,5.05535139 60.5761039,5.05535139 61.2992208,4.99715582 C60.5761039,4.9777573 60.0638961,4.95835878 59.2202597,5.01655435 Z M97.3194805,4.04095243 C97.0181818,4.00215539 96.6566234,4.00215539 96.3553247,4.00215539 C96.0238961,4.00215539 95.5418182,3.98275687 95.5116883,4.06035096 C96.0841558,4.099148 96.6264935,4.07974948 97.3194805,4.04095243 Z M97.0040743,4.04074932 C96.9438145,4.00195228 96.7027756,4.00195228 96.4014769,4.00195228 C96.130308,4.00195228 95.8290093,4.0213508 95.8290093,4.04074932 C95.7988795,4.07954636 96.130308,4.07954636 96.4014769,4.07954636 C96.6726457,4.07954636 96.9438145,4.07954636 97.0040743,4.04074932 Z M97.843095,5.03977318 C98.1745236,5.03977318 98.5059521,5.02037466 98.4155625,5.00097614 C98.3854327,4.98157762 98.1142638,4.98157762 97.9334846,4.98157762 C97.6623158,4.98157762 97.3610171,4.98157762 97.4212768,5.02037466 C97.4815366,5.02037466 97.7527054,5.02037466 97.843095,5.03977318 Z M10.7864935,4.05859596 C11.7205195,4.05859596 12.3231169,4.07799448 13.3174026,4.01979892 C12.3231169,4.03919744 11.7205195,4.0004004 10.7864935,4.05859596 Z M93.4369469,5.03977318 C93.5273365,5.03977318 93.7081157,5.02037466 93.7081157,5.02037466 C93.7382456,5.00097614 93.5574663,4.98157762 93.3766871,4.98157762 C93.2862975,4.98157762 93.1055183,5.00097614 93.1055183,5.00097614 C93.0452585,5.03977318 93.2260378,5.03977318 93.4369469,5.03977318 Z M64.6758363,6 C64.7963558,6 64.977135,6 65.0072649,6 C65.1579143,5.98060148 64.977135,5.96120296 64.7963558,5.96120296 C64.7059662,5.96120296 64.5854467,5.96120296 64.4950571,5.98060148 C64.5553169,5.98060148 64.6155766,5.98060148 64.6758363,6 Z M90.6789362,4.03643854 C90.5885466,4.03643854 90.4680271,4.01704002 90.3776375,4.01704002 C90.1365986,4.01704002 90.0160791,4.03643854 90.1667284,4.05583706 C90.2269882,4.05583706 90.4077674,4.07523558 90.498157,4.05583706 C90.5885466,4.07523558 90.6186765,4.05583706 90.6789362,4.03643854 Z M86.2696559,4.0213508 C86.0888766,4.0213508 85.9080974,4.0213508 85.7273182,4.0213508 C85.546539,4.0213508 85.4260195,4.04074932 85.4862792,4.04074932 C85.6369286,4.04074932 85.8478377,4.06014784 86.0286169,4.06014784 C86.1792662,4.06014784 86.2696559,4.04074932 86.2696559,4.0213508 Z\"><\/path>\n <\/g>\n <\/svg>\n <\/div>\n <div class=\"highlight-box-headline\">\n \n <span class=\"highlight-box-title\">\n Did you know the majority of digital marketing agencies offer influencer marketing? <\/span>\n <\/div>\n \n <div class=\"highlight-box-content\">\n <p>To find out more about the other great services they offer, visit our dedicated review of the <a href=\"https:\/\/startups.co.uk\/marketing\/tools\/top-digital-marketing-agencies\/\">top digital marketing agencies in the UK<\/a>.<\/p>\n <\/div>\n <\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-7-customer-centric-e-a-t-focused-marketing\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>7. Customer-centric, E-A-T-focused marketing<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-150215\" src=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-640x422.jpeg\" alt=\"Letters spelling out SEO in Google's colors\" width=\"536\" height=\"353\" srcset=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-640x422.jpeg 640w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-480x317.jpeg 480w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-768x507.jpeg 768w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-1536x1014.jpeg 1536w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/AdobeStock_212857017-2048x1352.jpeg 2048w\" sizes=\"(max-width: 536px) 100vw, 536px\"><\/p>\n<p>To say Google is fundamental in reaching audiences organically is an understatement, considering it owns a 92% share in the search engine market.<\/p>\n<p>Back in 2021 the platform announced core updates that included a major overhaul in the way content ranks on its search engines. Since then one of its big ranking criteria has been E-A-T &mdash; a specific page&rsquo;s expertise, authority, and trust on a subject matter.<\/p>\n<p>This change has been significant to SEO marketers who&rsquo;ve spent time strategising and planning how to implement changes and ensure their brands are still competing at the top of search results.<\/p>\n<p>For Amanda Walls, director at <a href=\"https:\/\/cedarwood.digital\/\" target=\"_blank\" rel=\"noopener\">Cedarwood Digital<\/a>, it&rsquo;s crucial that marketers capitalise on the topic of trust and expertise. She says:<\/p>\n<p>&ldquo;Having good E-A-T is not only important for search engines, but also for users. By showcasing these key characteristics, you are helping to improve user conversion by giving them a more trusted, expertise-driven experience which could assist them to convert and will also reassure them of the expertise and trustworthiness of your brand.&rdquo;<\/p>\n<h3>How to improve E-A-T?<\/h3>\n<p>This is what marketing specialists have been deliberating since Google&rsquo;s major overhaul, and there are a number of suggestions that can help you improve your website&rsquo;s E-A-T, including:<\/p>\n<h4>Creating answer based content<\/h4>\n<p>According to Nat Sharp, founder of <a href=\"https:\/\/www.sharpthinkingmarketing.co.uk\/\" target=\"_blank\" rel=\"noopener\">Sharp Thinking Marketing<\/a>, this is a solid solution. She says:<\/p>\n<p>&ldquo;It is no longer sufficient to have some basic frequently asked questions (FAQs) on your website. It is now common to create FAQs for each different area of your business, which can be highly cost-effective. This content will not only help with your search rankings, but it will also aid the customer experience.&rdquo;<\/p>\n<h4>Author profiles<\/h4>\n<p>Ensure these are regularly updated, clearly visible and as informative as possible. Specify your expertise, especially if it&rsquo;s in a category you cover frequently.<\/p>\n<h4>Using experts to provide insight and guest post<\/h4>\n<p>Amanda Walls argues that a lot more companies will be pushing expertise through their website. She says:<\/p>\n<blockquote>\n<p style=\"text-align: center\"><strong>&ldquo;This is great for the overall landscape as it will help to improve the quality of content being put out, and will also help users to make more considered purchases when they are looking at both products and services &mdash; it&rsquo;s a win-win situation for everyone.&rdquo;<\/strong><\/p>\n<\/blockquote>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-8-tiktok-marketing\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>8. TikTok Marketing<\/h2>\n<p>No marketing trend 2024 list would be complete without including TikTok. And for good reason, considering recent data from <a href=\"https:\/\/www.iwoca.co.uk\/news\/iwoca-top-online-channels-for-small-businesses\/\" target=\"_blank\" rel=\"noopener\">iwoca<\/a> has revealed that one in ten business owners under the age of 44 use the platform to market their business.<\/p>\n<p>And why wouldn&rsquo;t they? Its growth over the last few years has been phenomenal, as is the estimated $4.6 billion dollars of revenue it generated in 2021, a 142% increase year-on-year according to the latest <a href=\"https:\/\/www.businessofapps.com\/data\/tik-tok-statistics\/\" target=\"_blank\" rel=\"noopener\">Business of Apps statistics<\/a>.<\/p>\n<p>Despite its growth, why else is it so popular amongst marketers? Well for starters, it&rsquo;s cheaper to advertise on TikTok than Facebook and Instagram, if only slightly.<\/p>\n<p>But the real win on TikTok is with its impressive margins. Becky Bottle, head of emerging paid media at MVF, believes this is why so many brands are starting to advertise on the platform. She says:<\/p>\n<p>&ldquo;The real reason TikTok ads give us incredible margins is because conversion rates and action rates are so much higher than on platforms like Facebook (up to 2x higher in some cases).<\/p>\n<p>&ldquo;This is because the ads appear so much more native to the TikTok platform compared to other socials. People tend to shut down when they feel like they are being sold to but on TikTok, successful ads blend in with native content.&rdquo;<\/p>\n<h3>Top tips for maximising TikTok for your business<\/h3>\n<p>Based on <a href=\"https:\/\/www.tiktok.com\/business\/en-GB\" target=\"_blank\" rel=\"noopener\">TikTok&rsquo;s dedicated guide for small businesses<\/a>, these are five tips to get you started:<\/p>\n<ul>\n<li><strong>Showcase your bestsellers <\/strong><\/li>\n<li><strong>Talk to happy customers and use their testimonials <\/strong><\/li>\n<li><strong>Create &lsquo;behind the scenes&rsquo; videos<\/strong><\/li>\n<li><strong>Create a &lsquo;day in the life&rsquo; videos <\/strong><\/li>\n<li><strong>Create lists &mdash; Tiktokkers love lists!<\/strong><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-9-dall-e-2-creating-graphics-using-ai\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>9. DALL.E 2 &mdash; creating graphics using AI<\/h2>\n<p><iframe loading=\"lazy\" title=\"DALL&middot;E 2 Explained\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/qTgPSKKjfVg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Much like how AI can create written content in just 30 seconds, so can it create incredibly detailed graphics from just a few words of text.<\/p>\n<p>DALL.E, created by OpenAI, is a machine-learning programme that creates images from textual descriptions, and it is nothing short of revolutionary.<\/p>\n<p>The ability for brands and marketers to request any image, no matter how incredibly niche, opens up huge opportunities in the digital marketing, advertising and content creation space.<\/p>\n<p>You&rsquo;ll have to get in line for access to the programme however, joining the likes of Luke Watkin on the waiting list. MVF&rsquo;s Head of Native is a huge fan of DALL.E, and can&rsquo;t wait to get his hands on the product and utilise its full potential. He says:<\/p>\n<p>&ldquo;DALL.E 2 is the type of generational product that has the potential to fundamentally change how marketers approach content creation. If early signs are true and the technology can not only mimic, but actually supersede, a marketer&rsquo;s creative potential, it could be the single biggest shift ever seen in digital creative production.<\/p>\n<p>&ldquo;It is perfectly plausible to imagine a future where the majority of the imagery, advertising and even art we see will have been AI-generated. And that future could be a lot closer than we realise.&rdquo;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-150216\" src=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/screenshot-armchair-avocado-640x202.png\" alt=\"Different examples of an avocado chair designed by Dall.E \" width=\"697\" height=\"220\" srcset=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/screenshot-armchair-avocado-640x202.png 640w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/screenshot-armchair-avocado-480x151.png 480w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/screenshot-armchair-avocado-768x242.png 768w, https:\/\/images.startups.co.uk\/wp-content\/uploads\/2022\/05\/screenshot-armchair-avocado.png 952w\" sizes=\"(max-width: 697px) 100vw, 697px\">[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-10-making-vs-taking-marketing\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>10. Making vs taking marketing<\/h2>\n<p>The trend of making vs taking marketing is significant to startups more than any other type of business, which is why we&rsquo;ve included it on our list.<\/p>\n<p>It centres round your target audience, and the consideration of whether your startup is a unique, new brand or is challenging in an already competitive space.<\/p>\n<p>The answer will determine how you market to your audience, which will be crucial to your success.<\/p>\n<p>Charlie Terry, founder of digital marketing consultancy <a href=\"https:\/\/ceek.co.uk\/\" target=\"_blank\" rel=\"noopener\">CEEK<\/a>, has a brilliant perspective on this trend. He says:<\/p>\n<p>&ldquo;Before you even start thinking about your marketing strategy, you need to ask whether you will be a market maker or a market taker, and plan accordingly.<\/p>\n<p>&ldquo;A market taker will be going up against any number of competitors in their sector and hoping to steal share of search, getting in on existing conversations to rise up the consideration rankings.<\/p>\n<p>&ldquo;A market maker, however, will be a completely new product that&rsquo;s unlike anything else on the market. Their focus should be on stimulating conversation, creating interest around a brand and tapping into the power of word-of-mouth and viral marketing.<\/p>\n<p>&ldquo;Establishing precisely where in the startup environment you fit will be crucial to success in 2024&rsquo;s highly competitive space.&rdquo;[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column] <\/p><blockquote class=\"quote\">\n <svg class=\"quote-brush\" preserveaspectratio=\"none\" width=\"11px\" viewbox=\"0 0 11 171\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n <g class=\"brush-stroke-green\" stroke=\"none\" stroke-width=\"1\">\n <path d=\"M1.4,171c0.3-0.2,1.4-1.7,3-4.7c0.8-1.5,1.8-3.4,2.8-5.6c0.1-0.3,0.2-0.5,0.3-0.8c0.1-0.1,0.1-0.3,0.1-0.4c0-0.1,0.1-0.3,0.1-0.4c0.2-0.6,0.2-1.3,0.2-2c0-0.7-0.1-1.5-0.2-2.3c-0.1-0.8-0.3-1.6-0.6-2.3c-0.5-1.5-1.1-3-1.8-4.5c-0.7-1.5-1.5-2.9-2.3-4.4c-0.2-0.4-0.4-0.8-0.6-1.2c-0.2-0.4-0.4-0.8-0.5-1.4c-0.1-0.3-0.1-0.6,0-0.8c0-0.3,0.1-0.6,0.1-0.8c0.1-0.5,0.2-1,0.4-1.5c0.6-1.9,1.4-3.6,2.3-5.3c0.8-1.7,1.7-3.4,2.7-5.1c0.1-0.2,0.2-0.4,0.3-0.7l0.2-0.4c0.1-0.1,0.1-0.3,0.1-0.4c0.1-0.3,0.2-0.6,0.2-0.9c0-0.3,0.1-0.6,0.1-1c0.1-1.3-0.2-2.6-0.4-3.8c-0.6-2.3-1.4-4.4-2.3-6.4c-0.9-2-1.8-4-2.6-6.1c-0.2-0.5-0.4-1-0.6-1.6c-0.2-0.5-0.3-1.1-0.4-1.7c-0.2-1.2-0.2-2.3,0.1-3.3c0.3-1,0.8-1.8,1.4-2.6c0.5-0.8,1.1-1.6,1.7-2.4c0.6-0.8,1.1-1.7,1.7-2.6c0.5-0.9,1.1-1.8,1.5-3.2c0.4-1.3,0.6-3,0.5-4.6c-0.1-1.6-0.5-2.9-0.9-4.1c-0.8-2.4-1.7-4.4-2.6-6.5c-0.4-1-0.9-2.1-1.3-3.1c-0.4-1-0.8-2.1-1.1-3.1c-0.3-1-0.5-2.1-0.7-3.2c-0.1-1.1-0.1-2.1,0-3.1c0.3-1.9,1.1-3.5,2-4.7c0.5-0.6,1-1.1,1.5-1.5c0.3-0.2,0.5-0.4,0.8-0.6c0.1-0.1,0.3-0.2,0.4-0.3c0.1-0.1,0.2-0.2,0.3-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.1-0.1,0.2-0.3,0.3-0.4c0.1-0.2,0.2-0.3,0.3-0.5c0-0.1,0.1-0.2,0.1-0.3L9,53.7c0.1-0.2,0.1-0.4,0.2-0.6c0.1-0.4,0.2-0.9,0.2-1.3c0-0.4,0-0.8,0-1.2c0-1.5-0.2-2.8-0.4-3.9c-0.4-2.3-0.9-4.3-1.5-6.2c-0.5-1.9-1.1-3.6-1.6-5.3c-0.5-1.6-1-3.2-1.5-4.7c-0.4-1.4-0.9-3-0.9-3.4c0-0.3,0-0.3,0.1-0.5c0-0.2,0.2-0.4,0.3-0.7c0.3-0.6,0.8-1.2,1.3-1.7c0.8-0.9,1.6-1.7,2.4-2.6c0.4-0.4,0.8-0.9,1.2-1.3C9,20,9.1,19.9,9.2,19.8l0.2-0.2c0.1-0.1,0.2-0.2,0.3-0.3c0.3-0.5,0.6-1.1,0.9-1.7c0.5-1.3,0.6-2.9,0.5-4.3c-0.1-0.7-0.2-1.5-0.3-2.1l-0.1-0.5c0-0.1-0.1-0.2-0.1-0.4c-0.1-0.2-0.1-0.4-0.2-0.7C9.6,8,8.9,6.9,8.3,6C7.2,4.2,6.1,3,5.1,2.1C4.2,1.2,3.4,0.6,2.8,0.3C1.6-0.3,1.1,0,1.5,1.3c0.2,0.6,0.6,1.5,1.2,2.7c0.6,1.2,1.5,2.6,2.5,4.5c0.3,0.5,0.9,1.5,1.6,2.9C7,11.7,7.1,12,7.3,12.4c0.1,0.2,0.1,0.4,0.2,0.6c0,0.1,0.1,0.2,0.1,0.3l0,0.1c0,0,0,0.1,0,0.1c0,0.2,0,0.3,0,0.5c0,0.2-0.1,0.3-0.2,0.4c-0.3,0.4-0.7,0.8-1,1.2C6.1,16,5.7,16.5,5.2,17c-0.4,0.5-0.9,1-1.4,1.6c-0.5,0.6-1,1.2-1.6,2C2,21,1.7,21.5,1.5,22.1c-0.3,0.6-0.6,1.4-0.7,2.4c-0.2,1-0.3,2.1-0.2,3.2c0.1,1,0.2,1.9,0.4,2.6c0.4,1.4,0.7,2.4,1.1,3.5c0.4,1.1,0.7,2.1,1.1,3.2c0.7,2.2,1.5,4.4,2.1,6.7c0.3,1.1,0.6,2.3,0.9,3.5c0.3,1.1,0.5,2.3,0.5,3.2c0,0.2,0,0.3,0,0.4L6.3,51c-0.2,0.1-0.4,0.3-0.6,0.4c-0.4,0.3-0.8,0.7-1.2,1.1c-0.8,0.8-1.6,1.8-2.4,3.1c-0.7,1.3-1.4,3.1-1.8,5.3C0.1,62,0,63.1,0,64.2c0,1.1,0.1,2.2,0.2,3.2c0.3,2,0.8,3.8,1.3,5.3c1,2.9,2.2,5.4,3.2,7.9c0.5,1.2,1,2.4,1.4,3.5c0.2,0.6,0.4,1.1,0.5,1.6c0.1,0.5,0.2,0.9,0.2,1.3c0,0.3,0,0.6-0.1,0.9c-0.1,0.3-0.2,0.7-0.3,1.1c0,0.1-0.1,0.2-0.1,0.3l-0.2,0.3l0,0.1l-0.1,0.1L6,89.9l-0.2,0.4c-0.3,0.5-0.6,1-0.9,1.5c-0.6,1-1.3,1.9-2,2.9c-0.3,0.5-0.7,1-1.1,1.7c-0.1,0.1-0.2,0.3-0.3,0.5c-0.1,0.2-0.2,0.3-0.3,0.6c-0.2,0.4-0.4,0.8-0.6,1.4c-0.2,0.5-0.4,1.2-0.5,1.9c-0.1,0.4-0.1,0.7-0.1,1.1c0,0.4,0,0.7,0,1.1l0,0.5c0,0.2,0,0.3,0,0.5c0,0.3,0,0.6,0.1,1c0.1,0.6,0.2,1.1,0.3,1.7c0.2,1.2,0.5,2,0.8,2.8c0.3,0.8,0.6,1.5,0.8,2.1c1.1,2.6,2.2,4.8,3.1,7.1c0.5,1.1,0.9,2.2,1.2,3.3c0.1,0.5,0.3,1,0.3,1.4c0.1,0.4,0.1,0.7,0.1,0.8c0,0.1,0,0.2-0.1,0.4c0,0-0.2,0.4-0.3,0.6l-0.4,0.8c-0.5,1.1-1.1,2.1-1.6,3.2c-0.5,1.1-1,2.2-1.5,3.3c-0.5,1.1-1,2.3-1.4,3.7c-0.1,0.2-0.1,0.3-0.2,0.5l-0.1,0.3l0,0.2L1,137.1c-0.2,0.6-0.3,1.2-0.4,1.8c-0.1,0.6-0.1,1.2-0.1,1.8c0,0.3,0,0.6,0.1,0.9c0.1,0.3,0.1,0.6,0.2,0.8c0.1,0.5,0.3,1,0.5,1.5c0.1,0.2,0.2,0.5,0.3,0.7l0.2,0.4c0.3,0.5,0.5,0.9,0.8,1.4c1,1.7,1.9,3.3,2.6,4.9c0.7,1.6,1.3,3.2,1.6,4.5C7,156.4,7,157,7,157.5c0,0.5-0.1,0.9-0.2,1.4c0,0.1-0.1,0.2-0.1,0.3c-0.1,0.2-0.1,0.3-0.2,0.5c-0.1,0.3-0.3,0.7-0.4,1c-0.3,0.7-0.5,1.3-0.8,1.9c-0.5,1.2-1,2.2-1.4,3.2c-0.9,1.9-1.5,3.2-2,4.1c-0.2,0.4-0.3,0.7-0.4,0.9C1.3,171,1.4,171,1.4,171\"><\/path>\n <\/g>\n <\/svg>\n Establishing precisely where in the startup environment you fit will be crucial to success in 2024&rsquo;s highly competitive space. <\/blockquote>\n\n\n\n[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-digital-marketing-trends-in-2024\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>Digital marketing trends to look out for in 2024 and beyond<\/h2>\n<p>2024 will bring about a lot of changes in the marketing sector, including the complete removal of third-party cookies by Google. We&rsquo;ve summarised (very briefly) the top ten trends that will come to define digital marketing in 2024 according to marketing experts around the UK.<\/p>\n<ol>\n<li><strong>The rise of text-to-image and text-to-video AI tools &ndash;&nbsp;<\/strong>according to MVF Global&rsquo;s Creative Specialist Tom Rees, more AI tools similar to DALL-E 2 will become readily available, including <a href=\"https:\/\/ai.facebook.com\/blog\/generative-ai-text-to-video\/\" target=\"_blank\" rel=\"noopener\">Meta&rsquo;s Make-a-video<\/a><\/li>\n<li><strong>Social selling&nbsp;<\/strong>&ndash; selling on socials will become even more prevalent in 2024 according to Heena Vera, Growth Manager at BigCommerce<\/li>\n<li><strong>Content as the backbone of any SEO strategy <\/strong>&ndash; nothing new or surprising here: long gone are the days of overloading articles with keywords to move up the SERPs. But it&rsquo;s worth reiterating that publishing genuinely insightful, accurate, and reliable content is more important than ever following the Product Review and Helpful Content core Google algorithm updates in 2022, the ripples of which will continue into 2024 and beyond.<\/li>\n<li><strong>Faster, more efficient AI marketing <\/strong>&ndash; with the release of software like <a href=\"https:\/\/movableink.com\/platform\/davinci-ai\" target=\"_blank\" rel=\"noopener\">Moveable Ink&rsquo;s Da Vinci AI<\/a>, more businesses will rely on artificial intelligence and automation to make more purposeful marketing decisions<\/li>\n<li><strong>More reliance on sales enablement &ndash;&nbsp;<\/strong>according to Nikki Dawson, Head of EMEA Marketing at <a href=\"https:\/\/www.highspot.com\/en-gb\/\" target=\"_blank\" rel=\"noopener\">Highspot<\/a>, more marketers will want to work with sales enablement, as these tools will save marketing teams lots of time and drive better results<\/li>\n<li><strong>Employee brand advocacy &ndash;&nbsp;<\/strong>you can expect in 2024 to see more employees marketing the brands they work for on socials, particularly LinkedIn, according to Petra Smith MD of SquirrelsandBears marketing agency<\/li>\n<li><strong>AI content writing tools continue to grow in popularity &ndash; <\/strong>particularly when it comes to PR client crisis communications, these tools will be imperative to quickly writing up copy<\/li>\n<li><strong>AR marketing and the metaverse &ndash;&nbsp;<\/strong>brands will continue to experiment in these areas, and marketing campaigns will get bolder and become more successful as more customers access AR<\/li>\n<\/ol>\n<p>[\/vc_column_text]<\/p><div class=\"jumplink-anchor-section\">\n <div class=\"jumplink-anchor-pointer\" id=\"link-final-thoughts-the-top-10-digital-marketing-trends-of-2024\"><\/div>\n<\/div>\n[vc_column_text]\n<hr>\n<h2>Final thoughts: the top 10 digital marketing trends of 2024<\/h2>\n<p>Through the guidance of our conversations with countless marketers and advertising specialists, we&rsquo;ve come up with a conclusive list of the top digital marketing trends for small businesses. To summarise, they are:<\/p>\n<ol>\n<li><strong>Using short-form, vertical videos<\/strong><\/li>\n<li><strong>Cookie-less marketing and working with first party data<\/strong><\/li>\n<li><strong>AI content-writing tools<\/strong><\/li>\n<li><strong>Ethical marketing <\/strong><\/li>\n<li><strong>Marketing in the metaverse<\/strong><\/li>\n<li><strong>Micro and nano influencers <\/strong><\/li>\n<li><strong>Customer-centric, E-A-T-focused marketing<\/strong><\/li>\n<li><strong>TikTok marketing <\/strong><\/li>\n<li><strong>DALL.E &mdash; creating graphics using AI<\/strong><\/li>\n<li><strong>Making vs taking marketing<\/strong><\/li>\n<\/ol>\n<p>Implementing these trends into your marketing strategy is guaranteed to yield results. And it&rsquo;s clear you understand this as you&rsquo;re putting in the time to research and inform yourself about the ever-changing digital marketing landscape.<\/p>\n<p>Without keeping up-to-date on the latest trends it would be impossible to compete.<\/p>\n<p>But for help applying the advice contained in this article, it can be useful to talk to marketing specialists who are up-to-date on the latest trends. This can give your business the edge compared to your competitors, whilst helping you scale and grow your brand more quickly and effectively.<\/p>\n<p>By using our easy-to-use, <a href=\"https:\/\/webforms.startups.co.uk\/digital-marketing\">free cost comparison tool<\/a> we can help you receive support from some of the best digital marketing agencies in the UK without hassle.<\/p>\n<p>Spend a minute or two filling out a few basic details, and we will put you in touch with providers. It really is that simple![\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]To outline briefly, the top 10 digital marketing trends for 2024 and beyond are: Using short-form, vertical videos Cookie-less marketing and working with first party data AI content-writing tools Ethical marketing Marketing in the metaverse Micro and nano influencers Customer-centric, E-A-T focused marketing TikTok marketing DALL.E 2 &mdash; creating graphics using AI &nbsp;Making vs taking [&hellip;]<\/p>\n","protected":false},"author":91482,"featured_media":150218,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3024,4333],"tags":[4520,4518,4514,4369],"acf":[],"yoast_head":"\n<title>Digital Marketing Trends To Watch Right Now | Startups.co.uk<\/title>\n<meta name=\"description\" content=\"Being aware of the latest digital marketing trends is fundamental to the success of your marketing strategy. 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