Despite global economic challenges, the ecommerce industry continues to grow, driven by digitalisation, consistent consumer spending, and trends like AI and the expansion of the middle class. In this changing environment, content marketers and SEO experts face new challenges as competition intensifies for consumer attention. Our 2024 predictions intend to provide insights for crafting effective global content and marketing strategies in ecommerce to stay ahead of the competition.
1. Demanding consumers: “Respect me, understand me, surprise me”
Consumers have transformed from passive participants to active demanders, asking brands to live up to their heightened expectations. Privacy is non-negotiable, with 82% pressing for responsible data usage in brand messaging. Meanwhile, there’s also a hunger for personalised experiences, with 82% preferring brands that treat them as unique individuals. On top of this, they still want to be surprised, with 72% expressing a preference for brands that draw them in with unexpected rewards. In this landscape of evolving consumer demands, mastering the delicate balance between privacy, personalisation and surprise is the key to connecting authentically with your audience.
In a world where generative AI and AI democratisation continue to thrive, crafting content for the masses is no longer enough. Standing out now requires human elements that resonate and linger in the memory of consumers.
2. Segmentation and personalisation
Acknowledging the specific needs of individual buyer personas is vital. Almost half of consumers feel frustrated when they receive irrelevant content or offers. To address this, successful segmentation strategy is essential, as is tailoring your marketing and content efforts to certain buyer types, such as the Luxury Shopper and the Responsible Shopper. The key lies in creating custom-made content that resonates with each segment. By personalising the shopping journey for diverse audiences, ecommerce brands can not only meet but exceed the expectations of each buyer type, creating lasting connections with engaging content in a market where a one-size-fits-all approach falls short.
3. Rise of industry experts and nano influencers
In the upcoming year, we predict a surge in the impact of nano influencers and industry experts, whose authenticity often holds more sway than endorsements from high-profile macro influencers. A shift towards authenticity and trust is underway, demonstrated by the emerging concept of ‘de-influencing.’ Here, influencers transparently guide their followers on product choices, fostering a deeper sense of trust. As the creator economy reshapes content creation dynamics, it is essential that ecommerce brands harness the power of genuine voices.
What’s more, incorporating EEAT (Experience, Expertise, Authority and Trustworthiness) concepts into content strategies will become increasingly important as Google prioritises authoritative content. These concepts emphasise the ability to genuinely connect with audiences, thereby solidifying trust and authenticity in brand interactions.
4. Optimising product discovery on social commerce and ecommerce platforms
In 2024, the rise of social commerce is set to reshape ecommerce, with consumers engaging directly with brands on platforms like TikTok. This trend may shorten the sales funnel, providing a direct route for purchase decisions, as well as prompting marketers to optimise products and offers for channels not previously considered for direct sales. At the same time, the evolution of ecommerce search platforms, with giants like Amazon and Etsy refining their search algorithms, further highlights the importance of channel optimisation. As ecommerce platforms transform into autonomous search engines, they become channels for product discovery, blurring the lines between traditional search engines and online marketplaces.
5. Diversify your social proofs and user-generated content
Consumer trust in customer reviews has dropped as people become warier of potential business influence, whether through paid endorsements or automated bots. In 2019, over 60% of US consumers found customer reviews helpful; however, this figure dropped to around 40% in 2023.
Beyond product reviews, diversifying social proofs is crucial. As a marketer in 2024, you need to actively curate and showcase authentic reviews, testimonials and user-generated content to build credibility and foster trust in the minds of consumers.
6. Generative AI’s impact on multilingual content
Generative AI presents an alternative way to obtain translated content. While it is transforming the way language services are provided, easier access to translated content is intensifying competition in global markets. However, mere translations and AI-generated content still fall short when it comes to capturing consumer attention and winning their trust. Effective communication demands stories and emotions, where translations often miss the mark. The true differentiator lies in multilingual content creation, written by native speakers in local languages – a superior approach to ensure you stand out in the global marketplace.
7. Defining Generative AI use cases and AI workflows
Generative AI continues to dominate headlines in 2024, as more top companies incorporate it into their services and products. The initial fears of job displacement are decreasing, with people now embracing its integration into daily life. Teams are gaining clearer insights into the specific uses where Generative AI can provide scalability and speed. This technology is increasingly recognised as an enabler, allowing humans to shift towards more creative and strategic tasks. Moreover, AI content workflows are becoming more defined, while regulators are paying more attention to generative AI to navigate this evolving new environment.
8. Transforming the search landscape
Google search will be reforming in 2024, as Google implements GenAI into their SGE, to answer user’s questions directly on the search engine result page. This shift in search requires brands to adapt their strategies, considering the potential impact on their web traffic. Brands must explore new ways to stay visible and engage users effectively in this evolving landscape. Staying on top of changes in Google’s updates and observing consumer search behaviour is essential for marketers and SEO content writing experts navigating this intersection of GenAI and SEO.
Ready to enhance your ecommerce content marketing strategy?
At Key Content, content creation and multilingual marketing agency specialising in creating ecommerce content that drives conversions and fosters enduring connections. With the help of AI, we streamline content generation while maintaining top-notch quality. Enhance your brand’s visibility and thrive in the competitive digital consumer market. Reach out to us today to get started.
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Publicis Commerce. 2023 Review & 2024 Trends (2024). URL: https://www.publiciscommerce.com/insights/publicis-commerce-2024-trends-and-predictions-report