And with that, the 2023 season comes to an end. We have a wonderful year behind us, but we already have our eyes on the future – and not just the holiday chocolates and champagne on New Year's Eve.
To get a head start on 2024, we asked our consultants for their predictions about the year ahead. What we got were five key digital sales trends for 2024, summarised for you in this letter!
We also wanted to thank our community for the year. Instead of buying something material, we will be donating to three important charities chosen by the Roadies: Hurstinapu, Save the Children and Red Cross Disaster Relief Fund. Thank you for helping make that possible.
Have the best holidays, friend!
Helmi Korhonen
Five digital sales trends for 2024
Trend 1: Growth is customer-led in 2024
You've heard of growth hacking and conversion rate optimisation. We believe that in 2024, the key to growth is sustainable experimentation combined with deep customer understanding. That's what we call customer-led growth.
Trend 2: Customer data – once again!
Customer data is the fuel for customer-led growth. It’s the raw material for AI applications and the prerequisite for any personalisation efforts. Knowing your customers and having well-structured and enriched customer data will be a key competitive advantage in 2024.
Composable commerce was one of the biggest trends in digital commerce this past year. We see that trend continuing into 2024, as companies are switching ecommerce monoliths for composable alternatives. Keep your eyes open for the quickly developing field!
Trend 4: Leap into personalisation
All the big players in digital commerce are betting on personalisation – its importance is only ever growing in 2024. All the capabilities for personalisation are ready, from tools to data. What's left to do in 2024 is the big leap into personalisation.
Trend 5: Accelerate productivity and personalisation with AI
The opportunities for AI in digital commerce will centre around personalisation and productivity gains in 2024. Content generation, smart customer journeys, conversational interfaces, and process automation are potential AI use cases that will benefit businesses in the sales and marketing arena over the next five years. Make sure you reap the benefits of AI next year.
