Will digital marketing grow in 2024

November 3, 2025 Sark

Businesses are likely slipping behind if they are not utilizing digital marketing, which has become an essential component of corporate strategy. But as 2024 approaches, a significant query faces professionals, agencies, entrepreneurs, and marketers alike:

Will digital marketing grow in 2024?

And if so, how will it grow? Where will the growth happen? What should you do to ride that wave?

In this lengthy exploration we’ll answer those questions examining data, trends, emerging technologies, regional differences, and practical take-aways. By the time you finish reading, you’ll understand not just that digital marketing will grow in 2024, but why, how much, where, and what to do about it.

Part 1: The State of Digital Marketing Heading into 2024

1.1 What is “digital marketing” today?

Digital marketing broadly refers to the use of digital channels—websites, search, social media, mobile apps, email, online advertising, content marketing—to reach, engage and convert customers. Over the past decade, digital marketing has shifted from a “nice to have” to a core business function.

What matters now is that it is measurable, scalable, data-driven, and often more cost‐effective than many traditional channels. The connection between digital marketing and business growth is increasingly direct.

1.2 Historical growth and why 2024 matters

From the early 2010s to the early 2020s, digital marketing spend and impact have grown substantially. A few datapoints:

Global digital marketing/ad-spend continues to climb. According to one estimate: “digital marketing budget growth rates from 2023 to 2024 grew by approximately 10%,” with a projected long‐term CAGR around 11% through 2030. demandexperts.com+1
Mobile, social, video, e-commerce have become dominant drivers. For example: mobile devices accounted for 77% of retail website visits in one study, showing how digital channels dominate. demandexperts.com+1
Research firms state the digital marketing market size reached approximately USD 598.58 billion in 2024, with strong forecasts ahead. Research and Markets+1

Given that level of growth already achieved, 2024 is poised to be a critical year—where digital marketing not only continues to grow but accelerates, adapts, and repositions in response to new technologies, privacy shifts, and consumer behaviours.

Part 2: Evidence & Data That Point to Growth in 2024

2.1 Overall market size and spend

Let’s look at what current analyses show:

According to demandexperts.com, in 2024 the global digital marketing expenditure is expected to continue rising at a CAGR of around 11.1% through 2030. demandexperts.com
For 2024 channel-specific spending: social media advertising ~USD 234 billion, with ~15% growth over 2023. demandexperts.com
The global digital marketing market is projected to grow at a CAGR of ~13.1% between 2024 and 2032. AFFiNCO
Another data point: one research report shows the digital marketing market size reached approx. USD 598.58 billion in 2024, with projected growth to reach ~USD 1.44 trillion by 2034. Research and Markets+1

These numbers strongly suggest that 2024 will see growth both in absolute spend and in the proportion of marketing budgets allocated to digital channels.

2.2 Key channel & behavioural indicators

Growth is not uniformly spread; some channels and behaviours are powering the expansion.

Mobile usage and m-commerce: According to one dataset, mobile devices accounted for 69% of total digital ad spend in 2025, up from 63% in 2022. Scottmax.com Mobile internet users reached 5.5 billion in 2025. Scottmax.com
Social commerce: projected to hit USD 1.2–1.36 trillion in sales by 2025, reflecting the shift of social platforms into direct buying experiences. SQ Magazine
Video content: By 2025 video content is expected to account for ~82% of all internet traffic. Scottmax.com+1
AI/automation integration: One compendium notes that half of businesses are using AI in marketing, and programmatic advertising already accounts for ~80% of all display ad spend and is moving toward 90%. Blogarama

2.3 Market & regional dynamics

In India, a recent report predicted digital advertising market growth at ~15% annually from 2024 to 2029. The Economic Times
Globally, digital ad revenue is projected to surpass USD 1 trillion in 2024 for the first time. Wall Street Journal
However—some caveats: economic headwinds (inflation, interest rates) could constrain growth. For example, one article flagged that ad revenue growth in major platforms was below expectation in late 2023. AP News

Part 3: Why Digital Marketing Will Grow in 2024 Key Drivers

Let’s unpack why growth is expected.

3.1 Shift of budgets from traditional to digital

Traditional marketing channels (print, linear TV, radio) are declining relative to digital. Businesses see better measurability, targeting, agility in digital. For 2024, we can expect that trend to continue. Digital channels offer more flexible scaling, rapid testing, and superior ROI in many cases.

3.2 Consumer behaviour firmly online

Consumers are online more than ever—mobile, social, video, apps, voice assistants. As attention moves online, marketers follow. With more digital consumption, especially in emerging markets, the opportunity for digital marketing grows. For example: mobile internet users hitting billions globally.
When consumers spend more time online, brands must respond.

3.3 E-commerce & social commerce growth

E-commerce continues to explode, and digital marketing is the key engine for it. With marketplaces, social shopping, direct-to-consumer brands rising, digital marketing becomes almost inevitable. Social commerce is making the leap from “branding” to “transaction”.
Hence marketing spend must increase to support growth in online shopping.

3.4 Advanced technologies: AI, automation, data

We are entering an era of advanced digital marketing technologies—AI for creative, personalization, predictive analytics; automation of workflows; programmatic ad buying; real-time decisioning. These technologies reduce cost, increase scale, and improve performance—making digital marketing more attractive.
Marketers who leverage these tools see stronger returns.

3.5 Data, measurability & accountability

Unlike many offline channels, digital marketing allows fine-grained tracking: impressions, clicks, conversions, value, ROI. In uncertain economic times, marketers prefer channels where performance is measurable. That fact strengthens digital marketing’s positioning.

3.6 Emerging markets & mobile penetration

Growth opportunities remain strong in geographies where internet/mobile penetration is still increasing. Emerging markets will fuel incremental digital marketing demand as brands reach previously underserved audiences.
For example: India with high growth projections.

3.7 Agile marketing & reaction speed

Digital marketing enables much faster adaptation to trends, consumer behaviour, and data insights than traditional media. In 2024, this agility will matter more than ever. With markets shifting quickly, digital is the go-to.

Part 4: Challenges & What Could Slow Growth in 2024

Even though growth is likely, it won’t be without friction. Let’s look at what could slow or alter growth.

4.1 Economic headwinds & budget cuts

Economic uncertainty (recession risk, inflation, rising rates) can lead brands to cut or hold marketing budgets. If consumer spending softens, advertisers may reduce spend. As one article noted: While digital ad spending is strong, some major platforms reported slower-than-expected growth in Q4 2023. AP News

4.2 Privacy & regulatory changes

With declining reliance on third-party cookies, increasing data privacy laws (GDPR, CCPA, etc.), and consumer concerns about tracking, digital marketers will face headwinds. These changes may increase cost of acquisition or reduce targeting precision.

4.3 Saturation & rising cost

As more brands invest in digital marketing, competition intensifies. CPCs, CPMs may rise. Organic reach may be harder to achieve. Growth will increasingly depend on smarter strategies rather than just more spend.

4.4 Platform risk & algorithm changes

Major platforms (Google, Meta, etc.) control significant advertising inventory. Changes in algorithm, ad policies, or platform dominance can risk disruption. E.g., if a platform reduces ad load or adjusts targeting options, advertisers may take the hit.

4.5 Skills gap & execution risk

Growth demands more skilled people, data literacy, tech adoption. Brands/marketers who lack resources or talent may miss out, reducing overall growth potential regionally or locally.

4.6 Measurement attribution issues

While digital offers measurability, the complexity of omni-channel attribution (online + offline) continues to challenge many marketers. If they cannot link spend to outcomes, they may hesitate.

Part 5: Key Digital Marketing Trends to Watch in 2024

To understand how digital marketing will grow in 2024, let’s highlight the most critical trends shaping that growth.

5.1 AI, automation & programmatic

AI is no longer optional—it’s becoming central. According to one source: “Marketing AI is currently estimated at USD 47.3 billion in 2025… half of all businesses are already using AI in marketing.” Blogarama
Programmatic advertising is nearly 80% of all display ad spend and forecast to approach 90%.
We will see:

Automated bidding and real-time optimisation
AI-generated creative (images, video, copy)
Predictive analytics to anticipate behaviour
Chatbots and conversational marketing at scale

5.2 Short-form video, social media, creator economy

Video continues to dominate: by 2025 video content expected to account for ~82% of internet traffic. Scottmax.com+1
Short-form formats (TikTok, Reels, Shorts) capture younger audiences.
Brands will allocate more budget to social platforms and creator partnerships rather than solely traditional ad formats.
Engagement, authenticity, and creator-led content will drive growth.

5.3 Mobile & social commerce

Mobile commerce is a huge driver. In 2024 and beyond the shift to buying via mobile devices will become more entrenched. Social platforms enabling direct purchases will fuel growth in digital marketing spend targeted at social commerce.
Data: Social commerce sales projected to reach USD 1.2–1.4 trillion by 2025. demandexperts.com+1

5.4 Search evolution & voice/visual search

Search remains massive—for example: one projection: Google processes ~16.4 billion searches each day and holds ~89.6% market share. DesignRush
But search is evolving:

Voice search (smart speakers, assistants)
Visual search (images, camera-based search)
Zero-click searches (answers appear without click)
Search generative experience (SGE) and AI in search

Marketers must adapt SEO and search advertising strategies accordingly.

5.5 First-party data & privacy-driven marketing

With third-party cookies being phased out and increased regulation around data, the shift toward first-party data is accelerating. Brands will invest more in building direct relationships, CRM, data platforms, and owned media channels.
This means digital marketing growth will be driven by more sophisticated, privacy-aware strategies rather than simply blasting ads.

5.6 Omni-channel & customer experience focus

Consumers expect seamless experiences across touchpoints (web, mobile, physical store, social, etc.). Digital marketing will grow as part of omni-channel ecosystems. Brands that integrate digital and offline will succeed in 2024 and beyond.
Also, user experience, speed, personalization matter more than ever.

5.7 Emerging markets & localised digital expansion

Growth in digital marketing will come from emerging markets (Africa, Southeast Asia, Latin America) where internet/mobile penetration is climbing. Brands entering or expanding in those regions will see digital marketing spend rising accordingly.
Localized languages, culture, mobile-first behaviours create opportunity.

5.8 Sustainability, authenticity & purpose-driven marketing

Consumers increasingly expect brands to align with values. Digital marketing in 2024 will grow in channels and content that highlight purpose, authenticity, and brand ethos. Social impact campaigns, influencer authenticity, user-generated content are key.

Part 6: What Growth in 2024 Means for Marketers & Businesses

6.1 For marketers & agencies

Budget increases: Expect digital budgets to rise in many organisations.
Skills upgrade: Demand for analytics, AI/automation, content, video, social commerce skills will increase.
Greater competition: As more brands invest in digital, competition for attention, ad inventory, talent will increase—so differentiation matters.
ROI and measurement focus: Digital marketing will grow via performance, so marketers must show ROI, tie spend to outcomes, avoid fluff.
Hybrid roles: Marketers will be expected to combine creative, tech, and data skills.

6.2 For businesses and brands

Prioritise digital-first strategy: Digital marketing will no longer be side-lined—it should be embedded in overall business strategy.
Invest in technology: Tools for automation, data analytics, CRM, measurement will be increasingly important.
Focus on customer experience: With more channels and devices, seamless, personalised experiences will create competitive advantage.
Test new channels: Emerging regions, social commerce, live-video, short-form formats present growth opportunities.
Monitor regulation & privacy: Stay ahead of data regulation and change advertising practices accordingly.

6.3 For professionals considering career implications

Digital marketing remains a strong career path: With growth ahead, demand for skills remains high.
Acquire holistic skills: SEO, social media, content marketing, analytics, AI familiarity—versatile skills will pay.
Embrace lifelong learning: Because technology changes fast, staying updated will matter.
Opportunity for freelancing & remote work: With more businesses investing in digital globally, there will be more remote and freelance opportunities.

Part 7: Forecasting Growth in 2024 – How Much and Where

7.1 Global growth expectations

Based on multiple sources: digital marketing spend is expected to grow roughly 8-15% in many markets during 2024. For example, one estimate highlighted ~10% budget growth from 2023 to 2024 globally. demandexperts.com
Another source: marketing budgets allocate around 72% toward digital marketing initiatives. AFFiNCO

7.2 Channel-by-channel insights

Social media advertising: growth ~15% over 2023. demandexperts.com
Search marketing: remains largest segment (e.g., spending projected at USD 202.4 billion in 2024 for search ads) AFFiNCO
Programmatic/display: expected to near 90% share of display ad spend. Blogarama
Mobile marketing: major portion of ad spend; mobile first will dominate.

7.3 Regional highlights

India: ~15% annual growth projected from 2024 onward. The Economic Times
China: digital ad spending very high (82% of media ad revenue in China is online) The Australian
Mature markets (US, EU): growth will continue though maybe at slightly slower rates due to saturation and higher cost.

7.4 Saturation vs. innovation

While spending grows, growth rates may moderate in mature markets due to rising costs and saturation. But growth will still happen—driven by new formats (short-form video, social commerce), new platforms, new tech.
In emerging markets, growth may be stronger due to increasing internet/mobile adoption.

Part 8: What You Should Do to Leverage Growth in 2024

Now let’s move to actionable strategy—how you as a marketer/brand/business should prepare and benefit.

8.1 Audit your current digital marketing maturity

Which channels are you using? (search, social, email, display)
What portion of your marketing budget is digital vs traditional?
Do you have measurement & analytics in place?
Are you using automation or AI tools?
Is your content optimized for mobile, voice, video?

From this audit you’ll see where you are, where you need to go.

8.2 Re-allocate and increase budget toward growth channels

Given the growth landscape, you should consider shifting budget toward channels that are growing: mobile, social commerce, short-form video, search, programmatic, and emerging market channels.
Keep monitoring ROI to ensure growth is sustainable.

8.3 Invest in content and creative formats for 2024

Short-form video (TikTok, Reels, Shorts)
Interactive content (polls, live, quizzes)
Creator partnerships and user-generated content
Localised content for emerging markets
Voice and visual search optimisation

8.4 Leverage technology & data

Adopt AI/automation tools for bidding, targeting, creative generation, personalisation.
Focus on first-party data—build CRM, loyalty programs, customer data platforms (CDPs).
Use analytics to tie spend to business outcomes (sales, leads, retention).
Experiment with programmatic, real-time optimisation.

8.5 Embrace mobile & social commerce

Ensure your digital funnels are mobile-first: website speed, mobile payment, mobile UX.
Look into social commerce: in-app checkouts, shoppable posts, live-commerce.
Tap into influencer/creator ecosystems to connect with younger audiences.

8.6 Prepare for privacy & regulation changes

Build strategies that don’t rely on third-party cookies alone.
Use context targeting, first-party data.
Be transparent with consumers about data use.
Stay updated on regulations (GDPR, CCPA, regional laws).

8.7 Expand into emerging markets

If appropriate for your business or clients, look into markets with strong digital growth: Southeast Asia, Africa, India, Latin America.
Localisation is key: language, mobile behaviour, local platforms.
Often costs are still lower, and mobile penetration is rising.

8.8 Build or improve measurement & attribution

Set clear KPIs linked to business outcomes.
Use attribution modelling (multi-touch, data-driven) to evaluate channel performance.
Use analytics tools and dashboards to monitor in real time.
Optimise continuously based on data.

Part 9: Case Studies & Illustrations

9.1 Regional example – India

A recent report by Bain & Company predicts India’s digital advertising market to grow at 15% annually between 2024-2029. The Economic Times
What this means: brands expanding in India will need larger digital marketing budgets, more mobile-first/social-first strategies, and local content. That growth doesn’t just happen—it requires strategic investment and adaptation to local context.

9.2 Global ad spend crossing USD 1 trillion

According to the Wall Street Journal: Global advertising spending is projected to exceed USD 1 trillion in 2024, with digital formats leading. Wall Street Journal
This milestone demonstrates scale—digital marketing isn’t just niche; it’s mainstream business. We see both the size and the momentum.

9.3 Emerging trends from practitioners

From Reddit discussions:

“The best digital marketing companies are increasingly utilizing artificial intelligence (AI) to personalize customer experiences, automate routine tasks, and optimize advertising campaigns for better targeting and ROI.” Reddit
And:
“In 2024, the lines between online and offline channels continue to blur, driving the rise of omnichannel marketing strategies.” Reddit
These practitioner comments reflect the same themes found in the data: AI, automation, omnichannel, personalization.

Part 10: What “Growth” Might Look Like Practically in 2024

10.1 Increased budget share for digital

Many companies will allocate higher percentages of their marketing budgets to digital. For example: if previously 50% of budget was digital, many will push 60-70%.
Expect more spend on social commerce, mobile, video, search.

10.2 New campaign types & channels

Shoppable posts on social platforms.
Live-commerce events (brands selling via live streaming).
Short-form video campaigns (15-30 seconds) with high engagement.
Chatbot/AI-powered customer journeys.
Voice search campaigns and visual search optimisation.
Omnichannel experiences linking physical and digital worlds (e.g., QR codes, AR pop-ups).

10.3 Rising role of creator economy

Brands will invest more in micro-influencers, creator alliances, user-generated content—especially in social and emerging markets.
This is more authentic and resonates with younger audiences.

10.4 Mobile-first and regional focus

Mobile-first strategy becomes default; brands optimise for mobile speed, micro-moments, in-app engagement.
Also regional variations: local platforms (WeChat in China, WhatsApp in Africa, etc.) will receive more attention.

10.5 Emphasis on measurement, ROI, data-driven decisions

Marketers will demand not just impressions but conversion, value, long-term impact.
Growth means not just spending more but spending smarter.
Expect more use of dashboards, data science, real-time optimisation.

10.6 Adaptation to privacy & cookieless world

As tracking changes, marketers will invest in first-party data, contextual advertising, zero-party data, brand-safe environments.
Those who adapt will continue growing; those who don’t may stagnate despite increased spend.

Part 11: Forecasts & Projections for 2024

Let’s summarise where we expect growth numbers to land.

Global digital marketing market size in 2024: ~USD 600 billion (approx). Research and Markets+1
Growth from 2023 to 2024: roughly 8-12% globally in many segments. (Based on ~10% increase cited). demandexperts.com
Component growth: Social media advertising ~15%+; search advertising still largest but modest growth; mobile ad spend growing at double digits.
Emerging market growth (India, SEA, Africa): mid-to-high teens (e.g., 15% in India from 2024). The Economic Times
By 2030 market size may exceed USD 1 trillion globally. DesignRush

Thus, for 2024 you can reasonably assume digital marketing will grow strongly, though growth won’t be uniform across channels/regions.

Part 12: Key Takeaways and Strategic Implications

12.1 Yes—digital marketing will grow in 2024

Given the data, the drivers, and the trends, it is safe to say: digital marketing will grow in 2024—in spend, in innovation, in importance. It’s not a speculative statement—it is already happening.

12.2 But growth requires active strategy

Growth is not passive. Brands and marketers need to act: invest in digital, update skills, adopt new tech, optimize content, monitor measurement. Those who treat digital marketing as an afterthought risk falling behind.

12.3 Focus on the right channels and trends

Growth is strongest in mobile, social commerce, short-form video, AI/automation, emerging markets. These are the ‘where’ and ‘how’.
Don’t just throw more budget blindly—target where the future is going.

12.4 Skills and infrastructure matter

For agencies, in-house teams, and professionals: build capabilities in data/analytics, AI tools, video content, mobile marketing, social commerce.
Invest in systems, processes, measurement.

12.5 Preparation for headwinds

Be aware of challenges: rising costs, privacy changes, platform dependency, saturation. Build diversified strategies, measurement flexibility, first-party data work-arounds.

12.6 Outcomes and business impact

Growth in digital marketing should translate into business outcomes: leads, conversions, customer retention, ROI. Don’t measure only impressions; measure value.
If digital marketing grows in your organisation, make sure it correlates with business growth, not just more spending.

Part 13

As we look ahead to 2024, the evidence is clear: digital marketing will not just continue—it will accelerate.
The convergence of consumer behaviour (more time online, mobile devices, social shopping), technology (AI, automation, data), and business imperatives (measurability, agility, globalisation) creates a perfect growth storm for digital marketing.

For businesses and marketers, 2024 is a pivotal year. It is a year to move from experimentation to scaling digital marketing. To shift from legacy media to digital-first. To prioritise mobile, social, video, automation. To invest in skills, technology, data, and measurement. Those who do will ride the wave; those who don’t may find themselves left behind.

Digital marketing is no longer optional—it is business. If your organisation invests in it wisely, or if you as a professional build your skills in it, you stand at the edge of a growing opportunity in 2024.