A fresh era of digital engagement beckons in 2024. As brands consistently vie to outdo each other in a challenging economic climate, the decisive factor is no longer solely the excellence of the product or service but rather the digital experience (DX).
Recently, a global Contentsquare survey uncovered some trends digital professionals globally have identified as key priorities for brands to stay ahead in 2024 and beyond. Here are the ABCs of the highlights from the findings:
A = AI in Personalisation
Experts in the digital field anticipate that AI will take centre stage in shaping customer experience this year. The rapid integration of AI, exemplified by the ascendancy of Chat GPT and large language models (LLMs), has firmly established its presence in the digital landscape.
One of the most important aspects of AI in DX for brands is the ability to create highly personalised experiences visitors crave by analysing customer data and online visitor behaviour. For example, AI-powered recommendation engines can suggest products or content based on each user's browsing history, purchase history and real-time interactions with site content. This not only increases the likelihood of conversions but also enhances customer satisfaction. Users feel seen and understood, fostering loyalty to the brand.
Furthermore, AI has the capability to broaden personalisation to communication channels. Chatbots and virtual assistants can engage in natural, context-aware conversations with users, addressing their questions and concerns. This human-like interaction enhances the user experience and frees human resources for more complex and strategic tasks.
Brands that embrace AI-driven personalisation will stand out in a crowded market. They will delight their customers and drive growth and profitability in the digital age.
B = Build Trust
As third-party cookies are gradually phased out in 2024 and concerns about data privacy intensify, brands must proactively adapt to a cookieless landscape, especially with the need to provide hyper-personalised experiences. Building trust with customers and finding direct ways to capture customer data are the keys to creating meaningful and unique experiences that are tailored to the unique needs of the individual. Additionally, as consumers increasingly prioritise ecological and environmental considerations, integrating sustainability and assessing business impact in customer experiences becomes crucial.
Brands will need to continue evolving the way they track user behaviour, such as turning to cookieless analytics platforms to better understand their users without the use of traditional browser cookies.
C = Create Immersive Omnichannel Experiences
From in-store browsing to mobile apps, smartwatches and the metaverse, customer experiences span more channels than ever before. In fact, the number of touchpoints consumers use before buying has tripled in the last 15 years—from two to six on average. But the approach to omnichannel experiences is changing; it's no longer just about providing seamless experiences regardless of the channel a customer uses. In 2024, it's all about creating one unified experience, and brands must take action now to support future front-end innovations.
Advances in immersive technology such as augmented reality (AR), virtual reality (VR), and 3D content are helping bridge the gap between physical and digital experiences. These technologies are already prevalent across many industries, particularly in retail and eCommerce, where they're helping bring in-store experiences (such as trying on clothes and testing out furniture and makeup) into the digital space.
D = Digital accessibility is a necessity for all businesses
With 16% of the world's population (that's one in six of us) experiencing a significant disability, companies must ensure they provide inclusive experiences that allow everyone access to the same information and services. In 2024, this means embedding accessibility into business culture and existing processes.
Responsibility for digital accessibility extends beyond just the development team—everyone in the product design, marketing, and customer-facing teams has a part to play. This leads to a sharing of responsibilities, such as digital content creators adding image descriptions and alt text to content rather than relying on the development team to do this for them.
Integrating the trends above into your digital CX this year is a strategic imperative to future-proof your brand and ensure success in the months ahead. As customer expectations for digital experience become more sophisticated, brands need to leverage these opportunities to stand out in a crowded market and drive growth and profitability.