What’s in, what’s out? eCommerce marketing in 2024
As we navigate the explosion in AI, data privacy, and disruptive technologies, marketers are reimagining every stage of the customer lifecycle as well as their own organisational structures. Here's an inexhaustive list of ‘ins and outs’ for 2024, from Jamie Hoey, general manager Australia at Wunderkind
The lead up to 2024 was a busy one for many of us. Looming end of year deadlines and expectations to get everything done before heading into the Christmas and New Year break. Just a few weeks into the new year, it feels like the industry has collectively picked up where we left off.
With continued demands from internal stakeholders for growth, and external consumer pressure for better service and lower prices, 2024 comes with a continual challenge to rethink how marketers do business.
As we navigate the explosion in AI, data privacy and disruptive technologies, marketers are reimagining every stage of the customer lifecycle as well as their own organisational structures. With that being said, here’s an in-exhaustive list of my ‘ins and outs’ for 2024.
In: @grandma_droniak
Older generations may not capture the attention of marketers the way Gen Z does, but as they continue to embrace the conveniences of technology, 2024 will be the year marketers create content, campaigns and promotions that not only engage these consumers, but feature them prominently.
In: Asking Gen AI “what’s up doc?”
ChatGPT’s response: “Hello! Not much, just here and ready to help. What can I do for you today?”. 2024 is my year of embracing generative AI to enhance activity through copy generation, ideation and automation.
In: The power of individuality
Every December when Spotify Wrapped launches, we see the power of personalisation in marketing. This kind of data-value trade encourages active user participation and engagement. It is also how Spotify knows I have a (not quite) two year old who’s already obsessed with the Wiggles.
In: Bold patterns
Talking about the power of individuality, I’m here to make a statement. Last year, I made my first purchases from CAMILLA and I won’t be looking back.
In: Identity solutions
Recognizing who can be reached via owned channels rather than a paid ad using third party cookies will make a huge difference in your growth potential. Identity solutions are the key.
In: Donating blood / plasma
Okay, it’s not strictly an eCommerce ‘in’ but saving lives, a little moment of me-time and a sweet treat at the end. A win-win-IN for sure.
In: Empathy
In an ever changing and challenging environment, a little bit of empathy across the spectrum goes a long way. From brands empathising with customers to vendors empathising with their partners, let’s just all try to be a little kinder in 2024.
Out: Cookie jars
Consumers should never compromise, or lose control over their data and businesses can, and should, be building relationships without relying on cookies. It’s finally time to bid farewell to the cookie jar as Google will ramp up third-party cookie restrictions to 100% of users in Q3.
Out: Calling everything under the sun ‘AI’
2023 saw the explosion of AI. While it will no doubt be a transformative force in eCommerce marketing, 2024 is about steering clear of vendors (MarTech and otherwise) who simply slap an AI wrapper around their SaaS subscription models.
Out: One hit wonders
“Alexa, play What’s Up by 4 Non Blondes.” I’m as big of a fan of this song as most people, but one-hit wonder customers – the ones that purchase from you once and then vanish – aren’t quite so fun. With customer acquisition getting more expensive, this level of escalating spend is out for 2024. Instead, re-engaging lapsed customers – and converting ‘one-hit wonders’ into loyal repeat buyers – is in.
Out: Endless zooms
The balance between time spent vs value obtained often makes things like coffee meetings viewed as a disproportionate benefit. However, swapping the zooms between meetings for a brief breakfast or a drink often goes a long way to building key relationships and partnerships which drive real value.
Out: Teaching consumers to shop exclusively during sales periods
Despite retailers beginning Black Friday and Boxing Day sales weeks early, consumers are tracking sales throughout the week before converting to purchase.
Out: Streaming services
There’s quite simply too many, the prices have been hiked yet again, ads are being introduced to make you pay even more, and somehow that show I want to watch is on none of them anyway. A bonus ‘out’ is doom scrolling looking for something to watch and not finding it.
Jamie Hoey is general manager, Australia, at Wunderkind
