All the e-commerce marketing trends of 2024

You don't need a crystal ball for the trends of the coming year. We take you through all the important changes and shifts in e-commerce land. That way, you can fine-tune your marketing strategy for 2024 and grow your webshop. In this blog more about the following trends:

1. Shift to omnichannel marketing
2. Optimizing with website data
3. Optimizing with AI
4. Google's new anti-spam policy

Trend 1: Shift to omnichannel marketing

If you take a close look at your webshop's current marketing, you will see that you are using different channels. Your website, social media, e-mail and maybe even offline communication. Each channel contains interesting data that are of high value for your marketing. But, because all the data is so scattered, a lot of it is not used much, if at all.

In 2024, we're going to do it all differently. Data from different channels will come together in one location: a Customer Data Platform (CDP). Using a CDP makes omnichannel marketing a lot more accessible. In one platform you create a complete customer profile. You then use this profile to set up your marketing channels. Having all data in one place makes e-commerce marketing clear and insightful.

Trend 2: Optimization thanks to website data

Following the shift to omnichannel is the second trend: personalization. You probably know this important trend from past years. It is also high on the list for 2024. Customers are less and less content with impersonal messages and offers. Communication tailored to each unique need works much better.

A CDP fits this trend perfectly. With all data in one place, you create complete customer profiles, making a personal approach for each customer within reach. Think of webshop data such as profile, product and order information, but also website data such as viewing behavior, search results and recommended products. Don't just analyze this data, use it to optimize your webshop and marketing.

An example is using profile data for personal recommendations. Cross sell products (blocks like "Others also bought" or "Recommended for you") are adapted to viewing behavior and previous purchases. Whereas you previously had to select the cross sell products for each product yourself, these products will soon be generated automatically for each user based on website data. You can then display these recommendations across different channels, such as on your webshop, in advertisements and in emails.

A second way to optimize your webshop through website data is to provide a personalized search experience. How does this work? Suppose a regular customer searches for a certain product on your website by using the search bar. In the search results, you show the product the customer is looking for, of course, but along with recommendations. These recommendations are (again) based on viewing and purchasing behavior. In addition, you use search queries from website visitors to gain more insight into their behavior. For example, compare the five most used keywords of a month with those of the previous month and act proactively based on these insights.

Trend 3: Optimizing thanks to AI

By 2023, AI was rapidly conquering the world. Everywhere you read tips on how to use AI in your daily operations. This trend will not diminish in 2024. However, a shift is taking place. We no longer let AI do all our work, but we use AI as inspiration.

How do you use AI for your marketing automations? A few examples:

1. Personalization of emails. With AI, personalized data is collected from your customers such as name, age, gender and interests. Based on this data, the content, subject and timing of your emails are customized. Thus, each subscriber receives a personalized email that suits each person's interests and needs.
2. Optimization of subject lines. Using AI, predictions are made about how well your subject lines will do with your target audience. So you can easily A/B test subject lines and determine which one works best for your target audience.
3. Verzendtijden optimaliseren. Het is handig om te weten wanneer je het beste je e-mails naar je doelgroep kunt sturen. AI helpt je hierbij door de ideale verzendtijd te bepalen op basis van historische gegevens.

Trend 4. Google's new anti-spam policy

In 2024, we're going to see a big change at Gmail. Google is tightening its anti-spam policy. The new rules go into effect Feb. 1, 2024.

What are the new, strict rules? Google states that any party sending more than 5,000 emails daily to Gmail addresses must meet certain requirements. These requirements were created to allow the sender to prove that he is actually the one who sent the e-mail. Spam and phishing are addressed this way, and this protection makes the inbox a lot safer. Every large sender should:

• Mail from a validated domain.
• Provide the ability to unsubscribe. Unsubscribing should only take one click and the unsubscription should be processed within two days.
• Prevent the email list from being bombarded with unwanted emails.

Any sender who does not follow the above rules will soon be barred from entering Gmail's inbox. Reason enough to be well prepared for Google's tightened anti-spam policy.

Reloadify versus trends of 2024

As you read above, there are a lot of big changes ahead in e-commerce land. The appetite for personal communication has become even greater and the drive for convenience is greater. Rapid technological developments are a perfect fit. Where does Reloadify fit into this picture?

The answer: Reloadify is expanding. Use website data for personalized recommendations on your webshop, help your customers with a personalized search experience. In addition, approach them with hyper personalized marketing automations. Don't just use standard profile data for this. Filter on viewing behavior and shoot your own data to Reloadify. The last clothing size ordered, the name of your customer's pet or the brand of car your customer drives. Everything you need to offer your customer an even more personalized experience. The best part? All of the above will soon be possible in a single platform.