In a recent webinar, Meltwater, an online media monitoring company alongside Simon Kemp, a data analysis specialist with Keipos and Data Reportal, analyzed the up-and-coming global state of digital marketing in 2024.
Upali Dasgupta, Meltwater marketing director, delves by asking Simon Kemp what he expects the next major trends to be in the upcoming year within the digital market.
“Everybody is obsessed with shiny new objects and how quickly things are changing. I think one of the things that’s come through most strongly for me, whenever I get that question, is that it’s the things that don’t change that are often the greatest value,” Kemp leads the webinar with, reminding viewers to not look past the tools that are working.
Kemp continues by informing the audience that something to keep in mind when analyzing data is to separate the data by country. Separating the data by country gives more accurate insight as the culture of the location will greatly influence the results. When looking into the country as a collective, Kemp explains to look at the age categories and overall age of the population in general.
“Offline culture is an important driver when it comes to looking at trends,” Kemp states. He concludes: “Chances are our data is not wrong, it’s just our assumptions that are misguided.”
Another topic touched on was the influence of AI and how it will be contributing to our digital world in the next few years. What can we expect to change? Kemp begins by reminding us that this is only the beginning. AI will become a technology that we use as a daily “online fabric” every day. He predicts that this will change the way people find information but won’t necessarily kill the search engine. Rather, it will become a valuable product of it, an addition to behaviors we already have.
In the next few years, Kemp expects to see a rise in “filling spare time” within media users. What we are doing on the internet has been relatively similar over the past decade, but “filling spare time” is growing as we look into younger generations.
