With new EU legislation now in force, accessible email marketing has stepped into the spotlight, making inclusivity not just a best practice but a must-have for every campaign. In this article, we will give you the lowdown on the European Accessibility Act, outline best practices for accessible email marketing, and show you how to meet the new marketing standards.

What is the European Accessibility Act (EAA)?

The EAA aims to make tech, products, and services more accessible for everyone. The goal is to make society more inclusive by removing inconsistent rules across EU member states. For email marketers, it’s about making sure everyone can access your online content.

This is a sweeping new regulation that came into effect on 28 June 2025. But it’s not the only one marketers need to know about. Other laws and guidelines to be aware of include:

• Americans with Disabilities Act (USA)
• Equality Act (UK)
• Disabilities Discrimination Act (AUS)
• Act on the Elimination of Discrimination against Persons with Disabilities (JAP)
• United Nations Convention on the Rights of Persons with Disabilities (CRPD)
• Web Content Accessibility Guidelines (WCAG)

Why accessibility matters

One in six adults worldwide has a disability. Yet the accessibility of online content is often overlooked. Some common disabilities that impact email engagement include:

• Dyslexia: Affecting approximately 780 million people globally
• Vision impairments: At least 2.2 billion people have near or distance vision impairment
• Color blindness: Color vision deficiency (CVD) affects around 300 million people worldwide
• Cognitive impairment: Over 55 million people globally have a cognitive impairment
• Situational disabilities: Temporary injuries like broken fingers can limit interactions with digital content

Accessible marketing also helps people with older devices or limited internet access. Slow connections and outdated technology can impact a person’s online experience. Accessible email design helps you overcome these challenges. So, if you’re not thinking about accessible emails, you’re missing a huge proportion of your potential customer base.

What accessibility requirements apply to you?

For digital marketers and email marketers specifically, the EAA outlines features businesses must incorporate. These include:

• Alternative text for images
• Keyboard navigation
• Adjustable font sizes
• Text-to-speech and speech-to-text functionalities
• Captioning and audio descriptions
• Accessible customer support services

The effects of the EAA extend further than just improving accessibility. Marketers need to rethink how they design and deliver online experiences, including email.

Why is accessible email marketing important?

Let’s dive into some of the top benefits of accessible email marketing.

1. Broader reach

When your emails are accessible, everyone can receive and understand your message. This seriously extends the reach and impact of your marketing. Inclusivity helps you reach more customers and shows how you value every subscriber.

2. Improved engagement

Studies show that accessible emails can double conversion rates and boost engagement by 18%. Accessible design and copywriting help keep subscribers connecting with your marketing. Easy-to-click CTAs and easy-to-read copy are essential for accessibility and conversions.

3. Better brand reputation

Accessible marketing shows you put your audience first. It builds trust, fosters loyalty, and tells subscribers you understand their needs. By meeting the needs of your whole audience, your brand image will flourish.

Accessibility best practices for email marketing

Email Markup Consortium’s (EMC) research into email accessibility found that 99% of emails contained “serious” or “critical” issues. But the good news is that many of these issues are easy to fix. All you have to do is follow the best practice principles laid out in the WCAG.

Email design best practice

1. Balance text and images

Subscribers with low or no vision must listen to your email using a screen reader. When designing emails, ensure written content delivers the main message of your campaign. Image-based emails (where the copy is part of an image) are not accessible. If the message is lost with images switched off, then screen readers can’t read it either.

2. Use clear and readable fonts

Choose simple, readable, sans-serif fonts (like Arial, Verdana, or Roboto) at a minimum size of 11–14px. This helps ensure that the text is easy to read for all subscribers.

3. Use plenty of white space

Adding padding and white space around your visual elements and copy reduces visual clutter. It also improves the experience for subscribers with cognitive or visual impairments. Think about your line spacing, too. It’s recommended to have a line height that’s 1.5x more than your font size.

4. Be thoughtful with your use of color

Make sure color isn’t the sole method of delivering important information. This isn’t accessible to readers with color blindness or low vision. There should be a high contrast between the colors in your email, especially between the copy and background colors. Aim for a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text between your text and background. You can check your color contrast using this contrast checker.

5. Add alternative text to all images

Every image should have concise, meaningful alt. text. This helps subscribers who use screen readers or have images turned off still get the full context of your message.

6. Create a responsive and mobile-friendly email template

Design email templates that adapt to any device or screen size. Large, tappable buttons and scalable images make navigation easier for everyone, especially on mobile devices.

7. Use accessible GIFs and animations

Never auto-play audio or video, and avoid flashing or fast, animated content. Any flashing elements should meet the three-flashes-per-second rule to prevent triggering seizures. If you include media, also be sure to include captions and transcripts for accessibility.

8. Use semantic HTML and clear language tags

If you need to edit your email template using HTML, use proper HTML and language tags. This helps screen readers interpret and pronounce content correctly. E.g.

• <header>
• <footer>
• <main>
• <html lang=”en”>

Email copy best practice

1. Write accessible copy

Use plain language and define any technical terms. This supports people with cognitive or learning disabilities, as well as those reading in a non-native language. You can check the accessibility of your copy using the Hemingway App (Grade 9 is the average reading score for adults).

2. Use descriptive subject lines

Write subject lines and/or preview text that summarize the email’s content. Avoid vague or strange wording to help subscribers understand the email’s purpose and improve open rates for everyone.

3. Use descriptive link and button labels

Replace generic phrases like “click here” with descriptive copy that explains the action or destination. For example, “Download the guide” or “Shop tracksuits”. Do this for in-copy links and buttons. This clarity benefits all users, especially those relying on assistive technologies.

4. Plan content with a logical structure

Use headings (H1, H2, H3) to break up your content and guide readers through your message. A well-structured email improves readability and helps screen readers navigate the content better.

5. Avoid all caps

Don’t use uppercase text for emphasis or headings. Text in all caps can be difficult to read, especially for users with dyslexia. It can also lead to misinterpretation by screen readers, thinking they are acronyms. Use bold or larger font sizes instead to draw attention.

6. Use copy instead of images of text

Always use text blocks for important messages. Screen readers can’t read images of text, and they may not scale correctly across devices.

How to make your emails EAA-compliant

Laid out in a list, the best practices for accessible email marketing feel like a lot of work. But that isn’t the case. Making your emails accessible is easier than you think, especially with the right tools and a step-by-step approach.

1. Conduct a template audit

Start by reviewing your existing email templates. Check for:

• Alt text for all images: Ensure every image has concise, meaningful alternative text.
• Fonts and readability: Stick to no more than two fonts in a single email, and make sure it’s readable for everyone.
• Color usage and contrast: Are the color combinations in your emails accessible?

2. Use Dotdigital’s built-in accessibility features

Dotdigital offers a range of features to help you create accessible emails, including tools for alt text, responsive template design, and accessible HTML. These features streamline your compliance efforts and ensure your emails reach everyone.

3. Review and update templates regularly

Accessibility standards and best practices evolve. Regularly audit and update your email templates to stay compliant and provide the best experience for all subscribers.

Conclusion

Making email marketing accessible isn’t just about following the rules laid out by the EAA; it’s about connecting with your community. When emails are accessible, you show that you care about everyone, no matter their abilities. This creates a space for real interaction with your content.

By following some simple best practices like using alt text, choosing easy-to-read fonts, and being smart with color choices, emails become more inviting. This focus on inclusivity helps build trust and loyalty with our customers, showing that their experience matters to you.

WhatsApp messaging

Smart marketers like you know that connecting with customers where they are is essential. That’s why we’re looking closely at WhatsApp for 2025. Consider this: 2.5 billion people around the world actively use the app every month, spending significant time on it. This provides a direct line to your audience that is hard to overlook.

You might be wondering if WhatsApp is really for marketing. We get it. It’s still a relatively new channel for many teams. But here’s the exciting part, those who’ve jumped in are seeing some seriously impressive results. According to Dotdigital customers, open rates for WhatsApp are 90%, and click-through rates range from 40% to 70%.

So, why does it work so well? It’s pretty simple: people trust WhatsApp and use it constantly. With shoppers bouncing between different channels, WhatsApp gives you this unique chance to chat with them on a platform they already know and love. It’s not just another place to broadcast; it’s a space for real conversations and engaging experiences.

Here’s why WhatsApp is a prediction we’re excited about for 2025:

• Real, personal chats: You’re reaching people directly in the app they use all day.
• Engaging stuff that gets seen: Think images, videos, quick polls – things people actually look at.
• Building actual loyalty: Sending personalized messages or little rewards feels different here.
• Sharing things people want: Dropping exclusive offers or useful updates directly to them.
• Quick help and updates: It’s perfect for sorting things out fast and keeping customers in the loop.

Multimedia messaging services (MMS) on the rise

MMS is gaining popularity as it offers a more engaging and dynamic channel for brands to connect with their audience, surpassing the limitations of plain text SMS. 

Consider receiving a captivating MMS message featuring a product demo or a personalized birthday offer with a playful GIF showcasing a new clothing line. 

MMS opens up exciting possibilities for interactive campaigns that deliver bite-sized content, capturing attention and encouraging user engagement. MMS allows you to convey your message in a more visually appealing and interactive way, resulting in a higher likelihood of customer engagement and interaction.

For example, brands like Track Optics are using MMS to re-engage customers. The brand successfully used Dotdigital’s MMS capabilities to send visual campaigns across Black Friday, Cyber Monday, and Christmas 2023.

Augmented reality (AR) revolutionizes shopping

Augmented reality is no longer a novelty; it’s a powerful mobile marketing tool poised to revolutionize the shopping experience. AR allows users to seamlessly interact with digital content in the real world through smartphones.

Imagine virtually trying on clothes before purchasing, eliminating the hassle of fitting rooms. Picture visualizing furniture placement in your living room to ensure that the perfect couch complements your décor.

One brand that tapped into the potential of AR ‘try-ons’ is the luxury fashion house, Christian Dior. The brand created an interactive campaign to advertise its Dior Addict Lipstick over Eid 2023, a time during which – according to internal data by Google – searches for beauty products and inspiration increased by 35%.

The ad would load a panel that displayed different lipstick shades on models of various skin tones, before inviting the user to ‘try it on’ using their smartphone camera’s selfie mode. The video ads were also shoppable, with a ‘shop now’ call-to-action taking the viewer straight to the Dior website to buy the product.

The video era continues

Video is undeniably popular and continues to dominate social media. Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts have become incredibly influential, and this trend is expected to continue into 2025.

Marketers aiming to make an impact in this competitive space will need to adjust their strategies. We anticipate a rise in short video ads that immediately capture attention, educational content that simplifies complex topics in an engaging format, and user-generated video challenges that foster brand participation and community building.

The key is to create easily consumable video content that evokes emotion, sparks discussions, and seamlessly fits the platform’s format and audience preferences.

Social commerce booms

Social commerce isn’t just booming, it’s changing how we shop. Forget siloed websites and impersonal apps – social commerce seamlessly blends shopping into the social experience we already love, right on our phones.

Imagine discovering a gorgeous pair of shoes on Instagram, clicking the link, and buying them within seconds, all without leaving the app. That’s the power of social commerce. It’s projected to be a trillion-dollar industry by 2028, fueled by our constant mobile connection. As mobile marketers, ignoring this trend would be a missed opportunity.

Zara is using social commerce in its mobile marketing strategy by allowing users to directly purchase clothing through TikTok shop. The fashion retailer offers a curated selection from its women’s, kids’, and menswear ranges on TikTok. Items are available in various sizes and additional images can be viewed by scrolling down on the listing page.

Authentic user-generated content (UGC)

Forget perfectly polished ads – the future of mobile marketing is all about authenticity. UGC isn’t just photos and reviews anymore. It’s creative videos showcasing product uses, funny memes, and stories about how your brand impacts people’s lives. In 2025, this authentic voice will be even more powerful.

Why? Because consumers crave connection and trust. They see through traditional marketing tactics and connect more with genuine experiences shared by their peers.

Smart brands are capitalizing on this by using platforms like Instagram and TikTok to run engaging UGC campaigns.

Think contests that encourage users to share their creations, or product challenges that spark user-made tutorials. This fosters a sense of community and builds trust, ultimately leading to loyal brand advocates.

Take Crocs, for example. They’ve ditched the staged photos and embraced #MyCrocsEra – a hashtag encouraging customers to showcase their unique Crocs styles. It’s a win-win: Crocs gets free, authentic marketing, and customers feel part of a vibrant community. Crocs also works with UGC creator platforms to generate cost-efficient UGC on demand.

App personalization reigns supreme

Imagine this: You open your fitness app and see a personalized workout plan based on your recent activity and goals. Or, you open your news app and find a curated feed of articles tailored to your interests. This is the future of mobile apps – experiences that feel designed just for you.

Customers will crave personalization that goes beyond simple product recommendations. They expect apps to understand their behavior, location, and in-app activity to deliver relevant content, features, and promotions.

Personalized ads will become the norm, ditching the generic retargeting that bombards users today. Imagine seeing ads for items you genuinely might be interested in, based on your past purchases and app behavior. This creates a more positive user experience and leads to higher engagement and conversions.

Location data becomes a powerful tool for personalization. Picture strolling past your favorite coffee shop and receiving a notification for a special offer. This location-based personalization makes apps more relevant and keeps users coming back for the tailored experiences they crave.

So, how can you make this a reality? You can utilize hyper-personalization features to incorporate dynamic content into your mobile apps. This allows you to create unique and tailored experiences for each user directly on their mobile devices.

Targeted in-game marketing

Mobile games have become more than just a form of entertainment. What’s interesting is that the appeal of mobile games goes beyond the gameplay itself. These platforms are turning into vibrant social centers where players connect, chat, compete, and build lasting friendships.

Statista predicts that the number of mobile gaming users will reach 1.9 billion by 2027, creating a huge audience for brands to interact with. This allows brands to use mobile games for marketing.

We can expect to see more focus on targeted in-game marketing. Mobile games provide a unique advertising environment. Unlike traditional ads that can disrupt the user experience, in-game marketing can be seamlessly integrated into the gameplay itself.

Industry giants such as McDonald’s and Coca-Cola are actively exploring mobile gaming as a marketing channel. In 2021, both companies partnered with the popular mobile game “Honor of Kings” in China. McDonald’s integrated its restaurants into the game environment, allowing players to participate in virtual quests that involved visiting physical McDonald’s locations.

On the other hand, Coca-Cola launched a co-branded virtual avatar skin within the game, allowing players to customize their characters with Coca-Cola-themed clothing. This campaign not only offered a unique and engaging way to promote the brands within mobile gaming, but it also highlighted the creative possibilities of targeted in-game marketing.

Conversational AI takes hold

The future of mobile marketing is all about conversation. Gone are the days of static websites and impersonal interactions. Instead, imagine a world where your favorite brands chat with you directly on your phone. That’s the power of conversational AI, and chatbots are leading the charge.

These chatbots are becoming more advanced, enabling brands to connect with customers on a deeper level. Think of a virtual assistant living inside your favorite shopping app, ready to answer your questions 24/7. Track your order? Done. Need personalized product recommendations? No problem – the AI can analyze your browsing history and suggest items you’ll love.

Amazon Alexa is a prime example of a conversational AI. This AI voice assistant is seamlessly integrated across platforms, including mobile devices. Customers can use Alexa to search for products, place orders, and even receive personalized recommendations based on their past behavior. It’s a frictionless, interactive shopping experience that builds customer satisfaction and loyalty.

The future of mobile marketing

By embracing these mobile marketing trends, you can create engaging experiences, reach your target audience effectively, and ultimately achieve your marketing goals. The future of mobile marketing is constantly evolving, and we’re excited to see what innovations emerge in the years to come.

RCS combines the reach of texting with the rich features of modern chat applications. Let’s take a closer look at what RCS is and how you can use it effectively.

What is RCS messaging?

RCS allows you to send messages that go beyond plain text. It operates over data networks (Wi-Fi or mobile data) and allows for significantly richer communication experiences directly within the phone’s default messaging app.

With RCS, you can share: 

• High-resolution images and videos
• Engaging animated GIFs and audio clips
• Interactive carousels 
• Suggested replies and action buttons (e.g., “Add to Calendar,” “View Order,” “Call Support”)
• Location sharing and map integration
• File transfers

This technology makes business communication more dynamic, useful, and efficient. RCS also incorporates features like Verified Sender profiles (so customers know it’s really you) and supports end-to-end encryption for enhanced security, building trust while delivering a superior customer experience.

How RCS messaging works

RCS functions through the native messaging app built into smartphones, provided both the sender and receiver have RCS capabilities enabled on their devices and networks. This is a key advantage – no extra app download is needed for the end user.

RCS relies on the GSMA’s Universal Profile standard to make sure it can seamlessly operate across devices and systems that support this feature. Google has been a major driver of RCS adoption through its Google Messages app on Android devices. 

Apple plans to support RCS on iPhones and this will expand its reach. Communication happens over an IP (Internet Protocol) connection, using mobile data or Wi-Fi, similar to OTT (Over-The-Top) Messaging Apps.

RCS, SMS, MMS, and OTT differences

Messaging has evolved significantly, and understanding the differences between RCS, SMS, MMS, and WhatsApp is important for navigating modern communication. Each platform offers unique features and capabilities, catering to different needs.

SMS (Short Message Service)

SMS marketing is a form of marketing that businesses use to send promotions to customers via text messages. SMS is limited to 160 characters of plain text and relies on cellular networks. 

MMS (Multimedia Messaging Service)

MMS is an extension of SMS by adding the ability to send multimedia content like images, audio, and short videos. MMS also relies on cellular networks and has limitations in file size and quality.

OTT (Over-The-Top) Messaging Apps (e.g., WhatsApp, Facebook Messenger):

These apps run “over the top” of mobile networks, using data/Wi-Fi. They offer rich features like multimedia messaging, voice and video calls, group chats, and end-to-end encryption. 

RCS (Rich Communication Services)

RCS aims to combine the reach and native integration of SMS/MMS with the rich features of OTT apps. It uses mobile data and Wi-Fi, and supports high-quality media, interactive elements, branding, read receipts, typing indicators, and security features, all within the user’s default messaging app.

Key features of RCS messaging

Let’s have a look at the key features you can expect while using RCS messaging.

Multimedia messaging capabilities

With RCS, you can say goodbye to plain text and hello to rich, engaging conversations. Send a carousel of stunning product photos customers can swipe through, deliver a short video tutorial solving a common issue, or share an eye-catching GIF promoting a flash sale. 

These capabilities allow you to communicate more effectively, making complex information easier to understand and marketing messages far more memorable and impactful.

What’s even better? Your customers don’t need to download any extra apps. Everything happens right in their default messaging app. This seamless experience keeps your audience engaged and makes it easier for them to interact with your brand.

Read receipts and typing indicators

Ever wondered if your message was read or if someone is typing a reply? RCS has you covered. Features, like read receipts and typing indicators, give you real-time insights into your conversations. 

Read receipts show you when your message has actually been seen by the recipient. This provides valuable insight, letting you know your communication has landed and been viewed.

The subtle typing animation of “…” signals that the other party is actively composing a reply. This small cue is powerful – it reassures customers that their message is being addressed (especially in support scenarios) and encourages them to stay engaged in the live conversation.

These tools make communication more efficient. They help you time your replies better and create a more interactive experience. For example, if a customer sees that you’re typing, they’re more likely to stay engaged in the conversation. This immediacy creates a sense of connection and keeps the dialogue flowing.

Verified Sender Profiles and branding

No one likes an unsolicited message arriving on their phone, It’s really important to build and maintain trust with the people you’re reaching out to. RCS messaging directly addresses this by replacing anonymous phone numbers with Verified Sender Profiles. This feature is key to communicating honestly and effectively with your customers.

Instead of your customers seeing just a string of digits, RCS allows you to display:

• Your official brand name
• Your company logo
• A verification mark (confirming your identity has been authenticated)

This information appears prominently within the chat interface, often at the top of the conversation thread. The impact is immediate: customers instantly recognize who is messaging them, significantly reducing suspicion and increasing the likelihood they’ll engage with your message.

Why Verified Profiles are important

1. Combats fraud and spam: Verification serves as your first line of defense against phishing attempts and unwanted impersonators trying to pose as your brand. When customers see that you’re verified, they can engage with confidence, knowing the message is genuinely from you.
2. Boosts credibility and confidence: When customers spot a verified logo and your brand name, it creates a sense of professionalism and trust. They feel reassured that they’re dealing with a legitimate business, which ultimately makes them feel safer in their interactions.
3. Enhances brand recognition: By consistently showcasing your logo and brand name, you reinforce your identity right in the heart of communication. This keeps your brand fresh in customers’ minds, ensuring they remember who you are.
4. Improves deliverability: Having a verified status signals to carriers and messaging apps—and more importantly, to users—that your messages are trustworthy. This significantly lowers the risk of your messages being mistakenly flagged as spam, making sure your messages reach the right audience.

Think of it as adding a layer of digital authenticity to your messages. By using verified profiles and consistent branding within RCS, you don’t just send messages; you build trust and create a more secure, professional communication channel from the first interaction.

Interactive elements and smart replies

RCS messaging takes customer interaction to a whole new level with its interactive elements and smart replies. These features make conversations smoother and more engaging for your audience. Instead of just reading a message, your customers can actively participate in the conversation.

For example, RCS messages can include interactive buttons and smart replies (often called suggested replies or chips). These allow users to take actions like answering surveys, navigating to a webpage, or even making a purchase—all without leaving the chat.

With RCS, you can embed clear calls-to-action like:

• “View Product Catalog”
• “Track My Order”
• “Add to Calendar”
• “Confirm Appointment”
• “Connect to Support Agent”
• “Complete Survey”

These buttons make it incredibly simple and fast for users to accomplish tasks, browse options, or get the information they need directly within the messaging interface. This significantly reduces friction and keeps customers engaged in the journey you’ve designed.

Complementing action buttons, smart replies provide pre-set response options tailored to your message. If you ask, “Would you like to reschedule your delivery for tomorrow?” the customer might see suggested reply bubbles like:

• “Yes, please”
• “No, keep the original date”
• “Choose another day”

Ultimately, these interactive features shift RCS from a simple notification channel to a dynamic platform for creating meaningful, action-oriented conversations that resonate with customers and drive results.

Group messaging and collaboration

RCS messaging isn’t just for one-on-one chats. It also supports group messaging, making it a powerful tool for collaboration. Whether you’re coordinating with a team or engaging multiple customers at once, RCS makes group communication easy and efficient.

With group messaging, you can share updates, files, and multimedia content with everyone in the group. Need to send a product demo video to a group of clients? You can do that directly within the chat. Everyone stays on the same page without switching between apps.

Typing indicators and reading receipts add another layer of convenience. You’ll know who has seen your message and who’s typing a reply. This transparency helps keep the conversation flowing smoothly. Plus, the ability to include interactive elements in group chats means you can gather feedback or schedule meetings with just a few clicks.

Advantages of RCS for modern communication

RCS isn’t just an upgrade—it’s a game-changer for your brand. Here’s why:

Enhanced user engagement

RCS messaging lets you create visually stunning and interactive campaigns that grab attention. Instead of sending plain text, you can use rich media like images, videos, and GIFs to make your messages pop. Imagine showcasing your latest product line with a vibrant carousel or sharing a quick how-to video that answers customer questions instantly. These features make your communication not just informative but also memorable.

With features like buttons and quick replies, users can take action right in the chat, making it easier and faster for them to respond. This kind of interaction keeps users interested and involved, building a stronger connection with the brand.

Improved brand trust and credibility

RCS lets you show your company name, pick colors for chats, and display your logo, much like users can show profile pictures. These small features help users feel secure and build trust.

When a brand has a verified profile with its logo and name, it looks more legitimate. This helps stop messages from being marked as spam and boosts customer confidence. Keeping a consistent brand image across messaging channels helps people recognize the brand and look professional.

Seamless and intuitive user experience

RCS works directly in your regular messaging app, so you don’t have to download anything new. This makes it easy for everyone to use. Features like read receipts and typing indicators give you real-time updates, making conversations feel more engaging.

Website previews let you see what a link is about before you click on it, which helps you stay safe and makes using links easier. This feature is important for feeling secure about the links shared in conversations.

Empowering customers with full features in one place

RCS keeps customers engaged by offering a variety of features in one convenient platform. Users can send boarding passes, accept payments, view interactive maps, and display product carousels, all within RCS. This integration allows users to access everything they need without having to switch between different apps or platforms.

Creating memorable conversations

RCS changes every message into a chance for a conversation. This means you can respond faster, engage better, and provide a smoother experience for customers. Whether it’s sending a PDF receipt, giving live updates, or sharing marketing messages, RCS lets your customers talk to you like they would with friends or family. This makes customers more open to brands and their messages.

Increased efficiency and productivity

Interactive buttons and smart replies simplify customer interactions, allowing users to complete tasks quickly and efficiently. Group messaging capabilities facilitate seamless collaboration, enabling teams to share information and coordinate efforts in real-time. Chatbots powered by RCS provide instant support and automate routine tasks, freeing up valuable time and resources.

Enhanced security

RCS provides end-to-end encryption, ensuring that sensitive information remains secure during transmission. Verified sender profiles add an additional layer of security, protecting users from phishing attempts and fraudulent messages. The platform also offers enhanced verification services, including two-factor authentication, which allows users to copy and paste one-time passwords directly. This feature improves convenience for consumers without compromising security.

Efficient check-ins

RCS makes it easy to connect with Google Wallet, allowing users to manage check-ins for events like flights or tickets without hassle. You can send interactive messages through RCS that include boarding passes or event tickets. With just a button, users can add these passes directly to their Google Wallet. 

This takes away the need for awkward downloads or switching between apps, making check-ins simple and convenient. For instance, an airline can send a message with a boarding pass, and the customer can add it to their Google Wallet with one tap, making traveling easier.

Getting started with RCS messaging

Are you ready to use RCS? Here’s a practical roadmap:

Verify your brand

Establishing a verified sender profile is important for building trust with your customers when implementing RCS messaging. Your brand name, logo, and contact information will be displayed, ensuring recipients know they’re communicating with a legitimate business. This verification process not only enhances customer trust but also helps combat fraud and ensure the authenticity of businesses.

Create engaging content

To create engaging content, plan and design your RCS messages to take advantage of the platform’s rich features. Use high-quality visuals, interactive buttons, and quick replies to create captivating and informative content. 

Consider incorporating storytelling elements and user-generated content to make your messages more relatable and interesting. Additionally, implementing Google Wallet integration can improve the customer experience by enabling seamless transactions within the messaging interface.

Integrate with your systems

Integrating RCS messaging with your existing systems is essential for maximizing its potential. Use API integration to connect RCS messaging with your CRM, marketing automation, and other business systems. This integration allows for automated messaging and personalized customer interactions, enabling you to send tailored content based on customer preferences and past interactions.

Monitor and analyze

Monitoring and analyzing the performance of your RCS campaigns is essential for understanding what appeals to your audience. Track metrics such as open rates, click-through rates, and conversion rates to optimize your messaging strategy. Use this data to refine your approach and make informed decisions that enhance the effectiveness of your campaigns.

Test your campaign 

Before fully launching any RCS campaign, it’s best to test the messages on a small group of users. This allows you to identify any errors and make necessary improvements before sending the messages to your entire customer base. 

With A/B testing, you can compare different approaches and identify which resonates best with your audience. By iterating and refining your RCS messaging strategy based on these insights, you can create more impactful and engaging communications with your customers.

Add RCS to your mobile messaging strategy today

RCS messaging offers a dynamic, engaging, and secure evolution for business communication. With its rich media, interactive elements, verified sender profiles, and enhanced security, RCS transforms simple notifications into genuine conversations within the messaging apps your customers already use daily.

By delivering branded, interactive, and trusted experiences, RCS helps you build stronger customer relationships, improve operational efficiency, and unlock new opportunities. Don’t let your communication strategy lag behind. Embrace the future of messaging and start creating more meaningful, memorable conversations with RCS today.

1. Personalized experiences

Today’s audience expects a personalized experience, and brands that fail to deliver will be left behind. This isn’t just a nice-to-have; it’s a fundamental expectation driving purchasing decisions. The projected impact is significant: personalized content is forecast to boost ecommerce sales by a staggering 40% by 2028. This underscores the crucial role of personalization in driving revenue growth.

Personalization at scale means using data, machine learning, and sophisticated targeting to create content that resonates with each individual on a personal level. It’s about understanding your audience’s needs, preferences, and behaviors, and then tailoring your content to meet those specific demands. This goes beyond simply inserting a name into an email; it’s about creating dynamic, interactive experiences that feel custom-made.

Here’s how personalization is improving customer experiences: 

Product recommendations

Imagine product suggestions so relevant they feel like they were hand-picked just for you. AI-powered systems analyze a wealth of data, including browsing history, purchase patterns, real-time interactions, and even contextual information like current trends, weather in the customer’s location, and social media activity, to provide incredibly precise product recommendations.

For instance, a clothing retailer might recommend items not only based on your previous purchases but also by considering current fashion trends, the weather in your area, and even products you’ve shown interest in on social media.

Dynamic content experiences

Websites and apps are becoming increasingly adaptive, responding in real-time to each visitor’s unique profile. The content, layout, and even calls to action change dynamically based on user demographics, previous interactions, and the current context. A returning customer might see personalized promotions and product suggestions, while a first-time visitor is presented with content aimed at educating them and establishing trust.

Personalized email marketing

Email campaigns have evolved beyond simple segmentation. Dotdigital’s Winston AI can analyze large amounts of data to create highly personalized email content, including subject lines, body text, and special offers. This approach maximizes open rates and click-through rates. Imagine receiving an email triggered by a specific action you took on a website, offering a discount on a product you were considering.

Interactive content

Interactive tools like quizzes, polls, and assessments gather valuable insights into user preferences, enabling the creation of even more personalized experiences. A financial services company, for example, could offer a personalized retirement planning tool that takes into account a user’s age, income, risk tolerance, and financial goals.

Chatbots and AI assistants

These tools provide personalized customer support and guidance, answering questions and offering tailored recommendations based on individual needs. Imagine a chatbot on a travel website helping you plan a trip, offering personalized recommendations for flights, hotels, and activities based on your budget and interests.

The key to a successful personalization strategy is the responsible use of data. Our recent Hitting the Mark report found that only 40% of brands have a preference center, which represents a significant missed opportunity. 

A strong personalization strategy relies heavily on a well-designed preference center. Preference centers help users specify their preferences across various areas, including their favorite communication channel, desired messaging frequency, and specific interests.

2. The rise in employee-generated content (EGC)

Let’s be honest, we all know user-generated content (UGC) is a big deal. People trust authenticity, and a huge 79% of us say that UGC sways our buying decisions. Customers want to see real experiences from real people, not just polished ads.

But this year, we’re taking things a step further with employee-generated content (EGC). Think about it: instead of just your customers sharing their experiences, you can use your own team as storytellers and content creators. That’s a powerful way to connect with your audience on a whole new level.

And guess what? The stats back it up. A massive 93% of marketers believe UGC (including EGC) is more trustworthy than anything a brand creates itself. In a world that’s hungry for authenticity, EGC makes your brand feel human, relatable, and real.

Take a look at brands like Refy, Sheerluxe, and Mejuri. The brands are nailing EGC by using platforms like TikTok to showcase a more spontaneous and authentic side. From office outfit checks to “get to know the team” videos, the brands are offering a behind-the-scenes glimpse into the people who make the magic happen. Often, the content has nothing to do with the actual product, and that’s the point. It’s about building genuine connections and showing the human side of the brand.

Now, if you’re in the B2B space, LinkedIn is the place for EGC to shine. It’s not just about posting job openings or sharing company news anymore. With over 800 million users (and growing), LinkedIn offers a massive audience of professionals hungry for authentic insights. Think about it: your employees are experts in their fields.

Encourage them to share their perspectives on industry trends, discuss challenges and solutions, or even offer quick tips and tricks related to your product or service. For example, a sales team member could share a short video on how they use your software to solve a common client problem. This type of authentic, helpful content builds credibility, strengthens your brand’s reputation, and positions your employees as thought leaders.

Bottom line? EGC isn’t just a trend; it’s a must-have. People want to hear from the people behind the brand. And who better to share those authentic stories than your own team? By giving your employees a platform to share their unique perspectives and experiences, you’re tapping into a goldmine of engaging, trustworthy content that truly resonates.

3. Combining human and AI-generated content

Let’s face it: content creation can be challenging. However, what if you could boost your content production by combining the best of both worlds? This is becoming a reality with the rise of AI-powered content creation. AI tools can produce content up to ten times faster than humans, helping you save valuable time. 42% of businesses are already using AI to cut costs. Imagine what you could achieve with that extra time and budget.

An impressive 69% of marketers are already using AI to help them create content, and an even more impressive 72% report seeing better results. This isn’t just about saving time; it’s about creating higher-performing content that resonates with your audience.

By using AI, you can focus on crafting high-quality content that provides value to customers while also meeting Google’s E-E-A-T quality rating criteria. This helps improve search rankings and increases the chances of appearing in essential AI-generated summaries.

The future of content creation isn’t about choosing between humans or AI; it’s about using the capabilities of both. AI can take care of the heavy lifting by providing a foundation of high-quality, on-brand content at scale. 

Then, you can add a creative touch: emotion, insight, and the unique perspectives that only humans can provide. This collaboration results in captivating content that leaves a lasting impression on your audience. It’s not a competition between humans and AI; it’s a partnership that creates content greater than the sum of its parts.

4. The importance of video content

An impressive 92% of internet users watch videos online every week. This isn’t just a statistic; it’s a transformation in how we consume content. People are no longer just scrolling; they are actively watching, engaging, and connecting through video on a massive scale.

What’s even more striking is that 84% of marketers believe video content is essential to their marketing strategies. Why is that? Because video has a unique ability to tell stories, evoke emotions, and forge genuine connections with audiences in ways that text and images cannot.

The financial benefits are significant as well. Brands incorporating video content experience almost 50% more growth. It’s evident that video content not only enhances engagement, but also significantly improves conversion rates.

But it’s not just about the numbers. Video is the key to cutting through the noise and building deep connections with your audience. Whether through short-form social media videos, immersive virtual experiences, or captivating long-form storytelling, video presents limitless opportunities for creativity and engagement.

Consider platforms like TikTok, YouTube Shorts, and Instagram Reels. These are not merely social media channels; they are storytelling platforms where brands can showcase authenticity, creativity, and truly connect with their audience. A 30-second video can achieve what a thousand-word blog post cannot: it can create an immediate, emotional connection.

Looking to the future, 44% of marketers are incorporating AI into their content production. This powerful combination promises to revolutionize content creation by increasing both efficiency and creative potential, paving the way for personalized and highly engaging video experiences.

Video content embodies authenticity, creativity, and human connection. It’s less about hard-selling and more about crafting resonant, inspiring stories that captivate and genuinely engage your audience.

5. Sustainable and ethical content

Today’s shoppers are not just buying products; they’re investing in values. As environmental and social consciousness grows, your content must reflect a genuine commitment to sustainability and ethical practices. 

It’s no longer enough to simply say you care; you must demonstrate it through your actions and your content. Whether it’s showcasing your brand’s eco-friendly initiatives, amplifying the stories of your diverse team, or advocating for important social causes, your content must authentically reflect a dedication to making a positive impact.

Customers are increasingly demanding transparency and ethical behavior from the brands they support. 66% of shoppers are now looking for eco-friendly brands. This powerful trend is driving brands to create content that goes beyond mere marketing and truly highlights their sustainability efforts and ethical practices. It’s about building trust and demonstrating accountability.

Here’s how to effectively integrate sustainability and ethical considerations into your content strategy:

Show, don’t just tell

Instead of simply stating your commitment to sustainability, showcase concrete examples of your initiatives. Share stories about your eco-friendly manufacturing processes, highlight your use of recycled materials, or detail your efforts to reduce your carbon footprint. Visual content, like videos and infographics, can be particularly impactful in showing your commitment.

Amplify diverse voices

Highlight the stories of your diverse team members. Share their perspectives, experiences, and contributions to your company. This not only demonstrates your commitment to diversity and inclusion but also humanizes your brand and makes it more relatable.

Support relevant causes

Advocate for causes that align with your brand values and resonate with your target audience. Partner with non-profit organizations, participate in community initiatives, and create content that raises awareness about important social and environmental issues. However, ensure that your support is genuine and not just a marketing ploy. Consumers can easily spot “greenwashing” or performative activism.

Be transparent and authentic

Transparency is key to building trust. Be open and honest about your sustainability challenges and the steps you’re taking to address them. Admit when you’re not perfect and be transparent about your supply chain and manufacturing processes. Authenticity is paramount.

Engage in meaningful conversations

Don’t just broadcast your message; engage in conversations with your audience. Ask for feedback, answer questions, and address concerns about your sustainability and ethical practices. This two-way communication builds stronger relationships with your audience.

Refine your content strategy for a successful 2025

As we look to the rest of 2025, it’s clear that the content marketing landscape is evolving at a rapid pace, becoming more dynamic and sophisticated. The five trends we’ve discussed highlight a significant shift in how brands create and distribute content. By keeping up with these trends and adapting your strategies, you can stay ahead of the curve, connect more deeply with your audience, and drive meaningful engagement. 

On January 15 2025, Klaviyo shared its latest pricing news, and there is no shortage of response from the market. From February 18, its pricing model will automatically apply upgrades or downgrades based on the “active profile count” of subscribers. Whereas last year’s pricing changes from Klaviyo (effective date: April 2, 2024) only applied to new customers, this years’ represents an automatic enforcement that will impact their customer base including legacy customers.

Speaking as one SaaS to another, we get it. It’s normal to review your pricing periodically. Especially in an industry as competitive as martech where everyone is trying to innovate, stay in the race, and get ahead by delivering on their ballooning roadmaps. 

These pricing changes could raise red flags for Klaviyo users. Whereas Klaviyo used to be the platform of choice for the price-conscious marketer, its continued pricing changes could lead brands to (re)consider more advanced Klaviyo alternatives that offer both innovation and stability.

What do Klaviyo pricing changes mean for marketers?

Klaviyo pricing has long been considered very attractive for small to medium businesses. It’s commonly known that once you grow, it gets expensive fast. So what can you do? 

Start spring cleaning early

Many focus on the short term fix of list cleaning (which, by the way, should also be habit). This can involve moving profiles to a deactivated segment because they haven’t engaged in some time, or creating an automation program so that profiles are automatically sunset after they reach your ‘lapsed’ criteria. 

Whilst cleaning your lists from time to time is generally a good idea for deliverability’s sake, you should consider an always-on automation alongside this. By sunsetting lapsing profiles through a flow, you’ll have a better handle on list growth and budget required in future as you scale.

Balance good, fast, cheap

The second to consider is to review your provider. As mentioned above, marketing technology is a fast-moving space, with vendors changing their offering frequently. 

A wise marketer once told me you should pick two. If it’s good and cheap, it won’t be fast. If it’s fast and good, it won’t be cheap. And so on. Rule of thumb (and budget-permitting), never ever pick a marketing platform just because it’s cheaper. 

With Klaviyo’s pricing changes approaching, and depending on when you last reviewed the Klaviyo alternatives, you may well find that it’s time to jump ship.

Key considerations when migrating platforms

Will they integrate with your (ideal) tech stack? 

Fast-forward a year when thinking about this too, what tech do you plan to purchase (web personalization anyone?) – and does your provider offer coverage across the main players? The cornerstone to many tech stacks is typically a CRM or Commerce platform, so you’ll want to get assurance they play nicely here first.

The Dotdigital platform seamlessly integrates with your chosen tech stack. It is built to work effortlessly with Shopify, allowing you to seamlessly connect your data and use our powerful features easily. So whether you’re managing multiple Shopify stores, operating across various brands, or expanding into new regions, our platform is built to handle the complexities of ecommerce with ease. Additionally, we have over 200 integrations so you can be sure your long-term business goals stay on track even if you make changes to your stack.

What does their people support look like? 

There are many review sites out there that will give you insight into vendors’ strengths and weaknesses. Whilst technical needs can vary greatly, most of us value speedy, thorough response when we run into a question and want to get on with our jobs to be done. Trustpilot is particularly popular for reviews around service levels:

• Klaviyo on Trustpilot.com
• Dotdigital on Trustpilot.com

All Dotdigital customers have access to dedicated support and we believe it is key to our customers’ success, whereas Klaviyo recently changed their pricing to only offer people support when customers spend upwards of $3,000 dollars a month.

Are they up to today and tomorrow’s challenges? 

Two forces that will continue to grip the marketing and ecommerce community are data privacy and AI. And uncertainty around either can lead to inertia which is the nemesis of growth.

Our recent CMO tracker report found that 48% of marketing leaders feel unprepared to evolving regulations, particularly around data privacy. And 33% of marketers lack confidence in AI usage. Ask your prospective vendor about both. Especially if your business spans jurisdictions like ours does, you’ll want to know where data is stored, what happens to data whilst it’s at rest, and the list goes on.

What can you expect in terms of deliverability? 

This is worth sounding your prospective vendor out on as it’s a big, big deal. Ask everything from what a ramp up plan might look like when you come on board, to how they prevent bad actors from adversely affecting delivery on shared IPs. With Dotdigital, you can experience laser-fast delivery with dedicated IPs for transactional sends. This means that all-important messages such as order confirmations and password resets always land at the top of the inbox.

What do you want your marketing goals to be 1 year on? 

There’s always a bunch of immediate problems-to-solve in marketing. But assuming that you deliver against your growth ambitions, where will you go next? Whether it’s international growth where multi-storefront and currency come into play, product category diversification, or the testing of new channels to meet new audiences, you need a provider that can handle complexity. 

The above considerations are just the tip of the iceberg. Stay tuned and subscribe as we launch a martech buyers checklist soon that will help you navigate the decision with confidence. Ultimately, it’s a buyers market as many vendors out there will be keen to offer stability to customers put out by the Klaviyo pricing changes. All that to say, come talk to us and we’ll make it worth your while. 

AI summaries and diversification of the search landscape are indicators that the way we find and digest content online is changing. It’s become increasingly important for marketers to stay on top of regulatory and industry changes as the impacts of these are poised to be more far-reaching and immediately impactful than we’ve experienced to date. ‘Knowledge is power’ rings true in today’s digital age.

Personalization Renaissance

The future of marketing lies in personalization. You’ve probably heard that before. But 2025 is set to be defined by something of a personalization renaissance with the driving force of this revival being data. 

The amount of data on the internet is measured in zettabytes (with 1 zettabyte being equivalent to one trillion gigabytes – or 22 billion DVDs for the millennials amongst us). The internet reached 1 zettabyte back in 2016. In 2024, this amount of data is projected to be 147 zettabytes, having doubled in just four years. Clearly there is no shortage of data here, but sheer volumes of data alone won’t deliver better customer experiences.

Case in point; our recently released cross-channel marketing report, Hitting the Mark, uncovered that there is a worldwide data disconnect. Businesses achieved a very conservative 22% for their data collection practices, whilst achieving a lowly 8% for their ability to convert that data into personalized experiences. 

Personalization can be hard because whilst many brands are sitting on heaps of data, it’s often in a state that I like to call nearly useful. And nearly useful is pretty useless to marketers. 

Marketers will drive the shift towards owned data

Despite Google’s cookie-shaped u-turn earlier this year, the move away from third-party data continues. Marketers will reap benefits from employing more responsible data collection practices, with a focus on owned and earned data. 

There will also be greater transparency in the data collection process, with businesses more overtly communicating how data will be used responsibly and to improve the customer experience. The same goes for AI, consumers increasingly want transparency as to whether they are interacting with a bot or a human. 

Brands will need to embrace a zero-and first-party approach to data. This will help them take control of their data and drive personalized experiences. Earned data is where AI can play a significant part. Starting from good data foundations, opens up the door to predictive analytics, where brands can anticipate customer desires and preferences based on historical data. 

This moments-based marketing approach will be crucial for driving conversions and fostering long-lasting customer relationships. By tailoring interactions to specific moments in the customer journey, brands can deliver highly relevant and engaging experiences.

The future of customer engagement lies in delivering seamless and hyper-personalized experiences across all marketing channels. Whether it’s through a text message, email, social media, or a mobile app, customers expect a consistent and tailored experience. This evolution in personalization is not merely a trend; it’s a fundamental shift in how brands interact with their customers.

Hybrid retail

While the convenience of online shopping has become undeniable, consumers still crave the sensory and social aspects of in-person interactions. A study of 4,000 consumers found that generation alpha and baby boomers, each on opposite ends of the generational spectrum, were the only two generations to favor in-store to online shopping. 

Physical stores can serve as more than just retail outlets. By transforming them into community hubs, brands can foster deeper connections with customers. In-person events, workshops, and masterclasses offer opportunities for personalized interactions and memorable experiences. 

These gatherings not only drive brand loyalty but also generate invaluable opportunities for user-generated content. Brands need to think about how they make their physical presence instagrammable and tiktokable, allowing consumers to make the connection between the physical and digital themselves. 

To replicate the personalized touch of in-store interactions, brands can leverage technology to create immersive online experiences. Virtual try-on technology empowers customers to visualize products on themselves, reducing uncertainties and boosting confidence. This innovation enhances the online shopping journey, leading to higher conversion rates and fewer returns.

By creating seamless cross-channel experiences, marketers can cater to the evolving needs and preferences of modern consumers. This hybrid model offers the best of both worlds: the convenience of online shopping coupled with the sensory and social aspects of in-store experiences. 

Commercialization of AI

In 2025, we’ll see AI personalization become even more deeply woven into the fabric of everyday platforms and applications. This widespread integration will bring AI to a broader audience and create entirely new opportunities for marketers.

This widespread adoption will be driven by AI’s ability to provide a level of personalization that was previously unimaginable. For marketers, this means a shift away from one-size-fits-all strategies toward more sophisticated, data-driven campaigns that deliver content to the right person at the right time.

Imagine a future where your favorite book app evolves into a highly personalized reading companion. By examining your reading history, preferences, and even your current mood (gleaned from your device usage), AI algorithms can create a reading list specifically designed for you. Say goodbye to standard recommendations; instead, you’ll uncover hidden treasures and revisit forgotten classics, all made possible by the power of AI.

AI is maturing

AI has moved beyond the hype and is set to further transform the marketing landscape as it changes how consumers search, find, and interact with content online. 

Google’s search domination will be shaken

The world of search engines is changing fast thanks to new implementations of AI. By 2025, we’re expecting things to heat up even more between big players like Google, ChatGPT Search, and Bing Chat, offering a more conversational and interactive search experience.

Google has also rolled out new features like AI Overviews. These AI-generated summaries give you quick, relevant info on complicated topics, making searching a whole lot easier and more satisfying.

Meanwhile, other AI-driven search engines, like Chat GPT Search, are starting to gain traction. With advanced natural language processing, these platforms give you direct answers, changing the way we engage with search results. They offer a chatty, interactive way of searching that feels different from the usual list of links.

This whole shift toward AI in search is going to shake things up for digital marketing in a number of ways:

1. SEO changes: Marketers will have to rethink their SEO strategies and focus more on optimizing for those AI summaries and conversational search queries.
2. Content strategy: There will be a bigger push for crafting detailed, authoritative content that can be picked up by AI for those summaries.
3. Paid ads: The way paid search ads work might change as AI starts influencing which results get the spotlight.

As 2025 progresses, we can expect a search landscape that’s more diverse and competitive. Google’s got a solid foundation with its data and infrastructure, but it will need to keep innovating to stay on top whilst AI challengers continue to emerge.

Human oversight in AI

AI is a powerful tool that excels at automating routine tasks, but when it comes to creativity, empathy, and strategic thinking, human input remains irreplaceable.

Take Coca-Cola’s AI-generated Christmas ad, for example. Although the ad was technically sound—featuring polished visuals and a catchy soundtrack—it fell short in capturing the emotional depth and authentic brand spirit traditionally associated with Coca-Cola’s holiday campaigns. The ad failed to show the warmth and nostalgia that audiences expect during the festive season.

Marketers should aim to blend human creativity with AI technology. While AI can generate content quickly, it often lacks the nuanced understanding and creativity that human writers provide. By leveraging AI for initial drafts, marketers can save time and focus on polishing the content to align with their brand’s voice, tone, and messaging. 

Additionally, AI-generated content typically requires fact-checking, editing, and optimization to meet the high standards needed for search engine rankings. By combining the efficiency of AI with the expertise of human writers, marketers can produce high-quality content that resonates with their audience and drives results.

Social media evolution

As 2025 progresses, social media platforms are expected to continue evolving rapidly, with significant shifts towards short-form video content, direct messaging, and the emergence of new platforms. Marketers will need to adapt by diversifying their social media presence and investing in innovative ways to engage with customers.

WhatsApp will become the channel of choice for direct engagement

WhatsApp is emerging as a leading platform in “dark social,” a term used to describe social sharing that happens outside of traditional social media platforms like Facebook, Twitter, or Instagram. This means that conversations and interactions on WhatsApp are often private and not publicly visible.

This unique characteristic offers brands a powerful opportunity to connect with customers on a one-to-one level. By leveraging WhatsApp, businesses can bypass traditional marketing channels and directly engage with their audience. This personalized approach fosters stronger customer relationships, driving higher levels of trust and loyalty.

With its vast user base and intuitive interface, WhatsApp is poised to become the primary channel for direct customer service. By providing real-time support and personalized assistance, brands can significantly enhance customer satisfaction and loyalty.

The platform’s instant messaging capabilities allow for quick resolution of issues, enhancing the overall customer experience. By responding to inquiries in real-time, brands can significantly cut down on wait times and make customers feel appreciated.

Moreover, the use of chatbots can address common questions at any time, while more complicated matters can be easily passed on to human representatives. This blend of automation and personal interaction guarantees that customers receive prompt and relevant assistance.

Marketers can use the channel to share rich media content, including images, videos, and documents. Visual content helps customers make informed decisions and provides a more engaging shopping experience. This visual personalization allows you to:

1. Showcase products with high-quality images directly in the chat window
2. Provide detailed visual instructions or product demonstrations
3. Use GIFs or images to highlight new arrivals based on a customer’s browsing history

WhatsApp enables brands to enhance customer relationships by sending easy referral links after positive experiences. By encouraging happy customers to share the brand with their network, businesses can tap into new leads and continue to cultivate their existing customer connections. Note that WhatsApp has rules around what type of messages can be initiated by businesses which requires pre-approval of templated messages. 

The diversification of TikTok’s audience

TikTok’s influence is on the rise, moving beyond its early image as a hub for viral dances to become a significant platform for marketers aiming to engage a wide-ranging, multi-generational audience. While Gen Z remains a key demographic, recent statistics show that TikTok’s user base is broadening to include older generations, with Gen X now making up about 28% of users.

This demographic shift offers a unique opportunity for B2B brands to utilize TikTok for sharing informative and educational content. As Gen X users look for valuable insights, they seek practical information that can enhance both their personal and professional lives. This includes educational materials such as quick tips, life hacks, and career-focused resources that help them manage their busy schedules and promote professional growth.

By sharing industry-specific knowledge, brands can effectively meet the needs of older users while aligning with TikTok’s evolving content landscape. This strategy not only meets the needs of older users but also fits well with TikTok’s changing content landscape.

At the same time, Gen Z’s increasing presence in the workforce makes TikTok an excellent platform for brands to enhance their reputation among young professionals. By providing career-oriented content, skill development resources, and insights into industry trends, brands can establish themselves as essential partners in the professional growth of this emerging workforce.

To effectively engage this diverse audience, brands should:

• Create authentic, relatable content that appeals to various age groups
• Develop informative videos that deliver real value to professionals across generations
• Highlight company culture and behind-the-scenes glimpses to humanize the brand
• Use TikTok’s features like duets and challenges to foster user engagement
• Partner with industry influencers to broaden reach and enhance credibility

By embracing TikTok’s expanding influence and tailoring content strategies for a multi-generational audience, B2B brands can significantly boost their reputation, attract top talent, and forge meaningful connections with both current and future business decision-makers.

New data regulations and privacy laws

The marketing landscape is undergoing significant changes, driven by evolving data privacy regulations and rapid advancements in technology. As new laws emerge globally, marketers are under increasing pressure to prioritize data privacy. This means ensuring compliance while also maintaining customer trust. Failing to adapt to these changes could leave brands struggling to navigate an increasingly complex environment.

Our CMO Tracker has pinpointed two primary challenges: disruptive technology (33%) and data privacy (32%). As we move toward 2025, these issues are becoming more intertwined, underscoring the urgent need for integrated solutions that address both.

To remain competitive in this fast-evolving landscape, marketers need to adjust their strategies. 

One of the simplest ways to achieve this is by streamlining their martech stacks. By focusing on data privacy, investing in strong technology, and staying updated with industry trends, marketers can effectively navigate these challenges and drive business success.

How Dotdigital can help

Dotdigital, a customer experience and data platform (CXDP), is here to help you navigate this complex landscape. Our comprehensive suite of tools empowers you to deliver personalized customer experiences across multiple channels.

With Dotdigital, you can:

• Personalize customer journeys: Leverage AI-powered insights to create tailored experiences that resonate with each individual customer, from personalized product recommendations to targeted marketing campaigns.
• Master WhatsApp marketing: Build deeper connections with your customers through two-way WhatsApp messaging, offering instant support, personalized promotions, and timely updates.
• Retarget your customers on TikTok(and more): Utilize TikTok leads and audiences to capture valuable customer data directly from the platform, enabling you to retarget potential customers with highly personalized ads. 
• Streamline your martech stack: Integrate Dotdigital seamlessly with your existing marketing tools to optimize your workflow and improve efficiency.

By choosing Dotdigital, you’ll be equipped to thrive in the ever-changing marketing landscape and deliver exceptional customer experiences.

Prepare your marketing strategy for 2025

As 2025 progresses, we expect trends in AI, personalization, and industry regulations to keep us on our toes and continue to affect the marketing landscape. By taking control of data, operating a policy of transparency and authenticity, and thinking progressively about your channel mix, brands will be better equipped to deliver better customer experiences and drive meaningful results from their marketing.

Our latest Hitting the Mark report delves deep into the current state of marketing, revealing key trends and challenges that marketers face. By understanding these trends and insights, you can refine your marketing strategy, enhance customer experiences, and stay ahead of the competition. Before you dive into the report, check out our handy infographics below, highlighting our top findings, industry insights, and regional breakdown.

Hitting the Mark: Key findings

To truly understand the state of modern marketing, we evaluated 100 brands across key categories including:

• Website: From search functionality to sustainability policies, we assessed the entire user journey.
• Data collection: We examined the range of data collected and how it’s being used to personalize experiences.
• Personalization: We assessed the level of personalization, from first-name salutations to dynamic product recommendations.
• Email best practices: We evaluated email marketing campaigns based on factors like subject lines, content, and design

These were our stand-out results:

Hitting the Mark: Industry breakdown

To gain a deeper understanding of industry-specific marketing trends, we analyzed 100 brands across five key sectors:

• Food, drink, and grocery: From D2C brands to global food chains, we examined the marketing strategies of a diverse range of brands.
• Health and Lifestyle: We delved into the marketing tactics of health and wellness brands, from gyms to athleisure apparel.
• Travel: From airlines to travel agencies, we analyzed the marketing strategies of the travel industry.
• Events and Hospitality: We explored the marketing techniques used by hotels, restaurants, and ticketing providers.
• B2B: We investigated the marketing strategies of B2B companies, from software providers to wholesale suppliers.

Examining these industries allowed us to identify best practices, emerging trends, and potential pitfalls in modern marketing.

Hitting the Mark: Regional breakdown

For a global perspective on marketing trends, we analyzed 100 brands across three key regions:

• APAC: We examined the marketing strategies of brands in Australia, New Zealand, and Singapore to understand just some of the nuances of the APAC market.
• EMEA: We delved into the marketing tactics of brands based in the UK, ranging from local businesses to international corporations.
• Americas: We analyzed the marketing strategies of brands primarily in North America, from domestic companies to global giants.

Our key regional findings included:

Hitting the Mark provides valuable insights into the current state of marketing. By understanding the key findings, industry trends, and regional nuances, we hope you can make informed decisions, optimize your strategies, and drive business growth.

As the marketing landscape continues to evolve, it’s crucial to stay ahead of the curve. By embracing data-driven insights and personalized experiences, you can build stronger relationships with your customers and achieve lasting success.

On-device categorization in Mail

One of the most notable changes in iOS 18 is the introduction of on-device categorization in Apple Mail. Incoming emails will now be automatically sorted into four categories: 

1. Primary for personal and urgent messages
2. Transactions for confirmations and receipts
3. Updates for news and social notifications
4. Promotions for marketing emails and coupons

The categorization is similar to current practices in platforms such as Gmail, where users are accustomed to having separate inboxes like ‘focused’ and ‘others’.

How on-device categorization will affect your marketing KPIs

While on-device categorization might seem like a minor update, it has significant implications for marketers: 

1. Impact on open and click-through rates

Emails sorted into the Primary tab are more likely to be seen and opened quickly. This makes it a prime objective for many marketers. The promotions tab also has potential, as users often browse this section while shopping, showing a willingness to engage with marketing messages.

2. Shift in focus to onsite conversions 

Given the potential for lower open and click-through rates in the Promotions tab, marketers should focus more on driving onsite conversions. By optimizing your website for conversions, you can still achieve your marketing goals even if your emails don’t get as much immediate attention.

How to optimize your campaigns for on-device categorization

Here are some ways you can optimize your marketing campaigns:

• Segment your email list: Tailor your content to different segments based on preferences or behavior.
• Optimize for the Primary tab: Prioritize your most important emails for this tab.
• Leverage the Promotions tab: Experiment with different subject lines and call-to-actions to see what resonates best.
• Track performance: Monitor your email performance metrics across different categories.

Apple Mail digest view

iOS 18 introduces a new digest view for Apple Mail, revolutionizing how users interact with their inboxes. This feature compiles relevant business emails into a single, easily accessible format, allowing users to quickly scan and access important information at a glance. The digest view groups messages from a single sender into a unified view, making them easier to locate and scan.

Each sender appears to have their own digest view with two distinct modes:

• Snippet mode: Displays brief excerpts of emails for quick scanning.
• Preview mode: Shows a text preview of each message, which does not appear to be AI-generated at this time.

This organization helps users stay on top of their communications without sifting through a cluttered inbox, ensuring that important information is not overlooked.

For marketers, this update emphasizes the importance of crafting concise, engaging subject lines and content. Emails without a clear message and call-to-action may struggle to capture attention in the digest view. 

How to optimize your campaigns for Apple Mail digest view

To optimize for this new format, consider the following strategies:

• Craft compelling subject lines: Write clear and concise subject lines that accurately reflect the email’s content and entice recipients to open it.
• Prioritize key information: Structure your email content with the most important details at the top, ensuring they’re visible in the snippet or preview modes.
• Use a clear writing style: Avoid jargon and technical terms that may confuse recipients, focusing instead on straightforward language that conveys your message effectively.

By adapting to this new digest view, marketers can ensure their messages stand out and remain effective in the evolving landscape of email communication.

Personalized notifications

iOS 18 enhances notification management by personalizing and summarizing alerts based on user interactions. This AI-driven feature prioritizes notifications that are most relevant to users, allowing them to focus on the most important information without being distracted by less significant alerts. 

For marketers, this shift underscores the importance of crafting timely, relevant, and valuable notifications to ensure their messages are not filtered out.

To effectively utilize this new notification system, marketers can leverage marketing automation to send timely and relevant emails:

• Behavioral triggers: Automate notifications based on user actions, such as sending reminders for abandoned carts or follow-ups after a purchase.
• Time-based campaigns: Schedule notifications to align with key events, holidays, or user-specific milestones to enhance relevance.
• Location-based alerts: Implement geofencing to send notifications when users are near a store or location, providing timely offers or information.
• Personalized content: Use dynamic content to tailor notifications based on user preferences, past interactions, or demographic data.

Optimizing notifications for iOS 18

To maximize the effectiveness of notifications, marketers should consider the following:

• Relevance: Ensure notifications align with user interests and behaviors to increase engagement.
• Clarity: Use clear and concise language to make notifications easy to understand and act upon.
• Testing: Experiment with various notification settings and formats to see what works best for your audience.

By incorporating marketing automation into your strategy, you can enhance user engagement and ensure your messages are prioritized in iOS 18.

Rich communication services (RCS)

iOS 18 marks a pivotal shift in mobile messaging with the introduction of rich communication services (RCS) support in the Messages app. This update is set to revolutionize interactions between iOS and Android devices, gradually phasing out traditional SMS in favor of a more advanced and feature-rich messaging standard.

For marketers, this transition opens up exciting new possibilities for customer engagement and campaign effectiveness. The adoption of RCS by Apple is particularly significant for marketers, offering a powerful tool to enhance customer interactions and achieve better outcomes.

Key features of RCS you can leverage include:

1. Rich media content: Send high-quality images, videos, and personalized messages to create more visually appealing and engaging content
2. Interactive elements: Implement quick-reply buttons and chatbot-like features to streamline customer interactions
3. Branded messaging: Enhance credibility with verified sender profiles, complete with logos and brand colors
4. Location-based services: Offer targeted suggestions for nearby stores or local deals based on user location
5. Dynamic carousels: Allow users to swipe through various options, enhancing the interactive experience

Dotdigital’s mobile messaging solutions

Dotdigital is already ahead of the curve. In our September release, we’re inviting you to pre-register your interest to try new mobile messaging channels that offer a richer customer experience. This includes:

• Native WhatsApp: Provides self-service campaign management, two-way chat, and user-friendly editing, along with easy reporting and segmentation
• Branded mobile messaging: Allows sending SMS-like messages branded with your logo and a verified tick, reassuring recipients that the message is legitimate.

As RCS becomes more prevalent, marketers who adapt quickly will gain a competitive edge. This new standard not only enhances communication but also provides a robust platform for creating more immersive, interactive, and personalized customer experiences. By leveraging these advanced features, marketers can expect to see increased engagement and relevance in their mobile marketing campaigns.

Distraction control

Apple Safari distraction control feature in iOS 18 offers users the ability to customize their browsing experience by selectively eliminating unwanted web elements. While intended to enhance user experience, distraction control can pose challenges for marketers who rely on certain web elements to engage and convert visitors.

The elements that will be affected will include:

• Popovers: Popovers, often used to promote offers or collect email addresses, may be blocked by distraction control.
• Banners: Banners announcing sales, new products, or other promotions could be hidden, reducing their visibility.
• Sign-in windows: Websites requiring users to sign in to access content might find that distraction control prevents the sign-in window from appearing.

How to adapt to distraction control

To reduce the potential negative impact of distraction control, you should consider the following strategies:

Prioritize user experience

• Optimize for clarity and efficiency: Create a clean, uncluttered website design with intuitive navigation and fast load times.
• Minimize distractions: Reduce the number of unnecessary elements on your website to avoid overwhelming users.

Leverage in-page links

• Improve navigation: Use internal links to guide users to relevant content, making it easier for them to find what they need without relying on external elements.

Optimize for mobile

• Ensure compatibility: Design your website to be fully responsive and mobile-friendly, as mobile devices are increasingly used for browsing.

Consider alternative call-to-actions

• Forms: Incorporate forms or chatbots to capture user information without relying solely on pop-ups.
• Sticky headers: Use sticky headers to keep your primary navigation or call-to-actions visible at all times, even as users scroll down the page.

By adopting these strategies, you can adapt to the changing landscape of web browsing and ensure that your website remains effective in the face of distraction control.

And that’s what you need to know

Apple’s iOS 18 update brings important changes to the mobile landscape, presenting new opportunities and challenges for marketers. From the on-device categorization in Apple Mail to distraction control in Safari, it’s essential to understand and adapt to these updates to reach your target audience.

By focusing on providing value to users—whether through crafting compelling subject lines, leveraging RCS capabilities, or optimizing notifications—you can continue to achieve your marketing goals.

Prioritizing user experience and strategizing to maximize your email and mobile campaigns in light of these changes will ensure you stay ahead of the curve and maintain a strong connection with your audience in the iOS 18 era and beyond.

The time is right to make some important decisions. Streamlining your cross-departmental tech stack is essential for continued recovery and increased growth. For marketing departments in particular, unified tech stacks allow you to deliver tailored experiences – something that is vital in the fast-paced world of sports and entertainment.

Managing a complex tech stack to achieve the necessary level of personalization is a significant challenge for many sports and entertainment brands. Siloed data, outdated systems, and fragmented customer journeys often hinder your ability to deliver meaningful experiences.

Dotdigital offers a comprehensive solution to these challenges. As a leading provider of personalized cross-channel marketing automation, we specialize in helping sports and entertainment brands build streamlined tech stacks that drive fan engagement and revenue.

So, whether you’re a sports club or organization, theater, venue, or ticketing vendor, we can support you to achieve your growth ambitions.

The challenges: Building a winning tech stack in sports & entertainment

The sports and entertainment industry is a complex ecosystem, characterized by a multitude of platforms and data sources. From ticketing systems and CRM software to social media platforms and mobile apps, you’re juggling a vast array of tools to engage your audiences. This fragmented landscape can make it difficult to achieve a unified view of the customer and deliver personalized experiences.

One of the biggest challenges sports and entertainment brands need to overcome is siloed data. Customer data is often scattered across different platforms, making it difficult to access and analyze. This can hinder your ability to understand your audience’s preferences, behaviors, and needs.

What’s more, in today’s competitive environment, personalization is essential for building strong relationships with fans and customers. However, achieving true personalization is difficult when data is siloed and the tech stack is fragmented. You need a unified view of the customer journey in order to deliver tailored experiences that resonate.

The fast-paced nature of sports and entertainment requires real-time engagement with fans and customers. An inefficient tech stack can limit a brand’s ability to respond quickly to events, such as game results or breaking news. This can lead to missed opportunities and a decline in customer satisfaction.

Top tech stack challenges facing sport & entertainment brands

• A fragmented landscape: Multiple platforms and data sources lead to missed opportunities.
• Data silos: Data trapped in different systems makes data-driven decision-making inaccessible.
• Lack of personalization: With a fragmented ecosystem and siloed data delivering tailored experiences is almost impossible.
• Real-time engagement: Turning engagement into conversion requires you to respond to events quickly.

Building the dream team: The ideal sports & entertainment tech stack

So, what should your tech stack look like? What’s the real dream team?

To overcome the challenges facing your industry, you need a robust and integrated tech stack. Here are the key components to consider that need to sync data seamlessly for unparalleled success:

1. Customer relationship management (CRM)

A robust CRM system acts as the central nervous system of your tech stack, providing a unified view of the customer journey. It enables you to collect and manage customer data and track interactions and preferences across your marketing channels. Overall CRM tools like Spektrix and Salesforce can help you:

• Track customer interactions: Keep a record of all interactions with customers, from sales calls to support inquiries.
• Manage customer data: Store and organize customer information in a centralized database.
• Personalize fan experiences: Use customer data to tailor interactions and provide personalized service.

2. Marketing automation

Marketing automation tools help you automate repetitive tasks, personalize campaigns, and deliver content at the right time. This enables you to nurture leads, increase conversions, and improve customer engagement. Cross-channel marketing automation platforms like Dotdigital allow you to automate campaigns that run across email, SMS, retargeting ads, apps, and more.

3. Data management platform (DMP) or customer data platform (CDP)

Where a CRM tool is designed to manage customer interactions and relationships, a DMP or CDP is focused on collecting, organizing, and activating customer data from various sources. It’s like a central hub that gathers information about your customers from different touchpoints, such as websites, mobile apps, social media, and offline channels.

As well as integrating with leading DMPs and CDPs, Dotdigital’s CXDP also provides key functions including:

• Data collection and aggregation
• Data enrichment
• Audience segmentation
• Data activation

4. Ticketing & event management platform

While many sports and entertainment brands already have established ticketing and event management platforms, it’s essential to ensure that these platforms integrate seamlessly with your overall tech stack. This will allow you to capture valuable customer data and provide a unified experience.

A truly seamless, personalized experience requires clear communication pre- and post-event, making integration with your marketing automation platform essential.

5. Analytics & reporting

Measuring your marketing campaign’s performance and understanding fan engagement nuances is vital for optimization and continual improvement. As your tech stack grows and the number of channels you engage fans on expands, having a central hub for analytics and reporting will contribute significantly to your success.

Additional considerations

• Content management system (CMS): A CMS provides a user-friendly interface for managing your website content, including articles, blog posts, and landing pages. Consider a CMS that integrates with your other tech stack components for seamless content creation and distribution.
• App management: If you have a mobile app, ensure it integrates with your other tools for data collection, push notifications, and personalized content delivery.
• Advanced personalization tools: Explore AI-powered personalization tools that can deliver highly targeted and relevant experiences. These tools can analyze customer data to identify preferences and behaviors and then use that information to personalize content, recommendations, and offers.

Streamlining your tech stack for success

At Dotdigital, understanding the unique needs and challenges facing our users is at our core. Built by marketers, for marketers, our expertise lies in building perfect marketing tools that enable the building of streamlined tech stacks. The result: you deliver exceptional results, every time.

The Dotdigital advantage

1. Seamless integrations

One of the key benefits of partnering with Dotdigital is its ability to integrate seamlessly with various platforms, including CRMs, DMPs, and ticketing systems. This creates a single source of truth, allowing you to have a unified view of your customers across all channels.

What’s more, we’re trusted by giants in the industry such as Spektrix, Sports Alliance, and Jonas Sports to provide sport and entertainment marketers with the tools you need to build powerful relationships with fans.

2. Data-driven marketing

Data is the fuel that drives successful marketing campaigns. Dotdigital’s platform empowers you to leverage customer data to deliver highly personalized experiences. By understanding your fans’ preferences and behaviors, you can create targeted campaigns that resonate and drive engagement.

3. Real-time engagement

In the world of sports and entertainment, real-time engagement is crucial. Dotdigital’s platform allows you to send targeted communications based on event triggers, such as pre-game emails or post-event offers. This ensures that you’re always reaching your fans at the right time with the right message.

4. Actionable insights

Our advanced analytics tools provide you with the insights you need to measure campaign performance and optimize your marketing strategies. By analyzing data on open rates, click-through rates, and conversions, you can identify what’s working and what’s not, and make data-driven decisions to improve your results.

And, as a bonus, Dotdigital’s AI-powered marketing intelligence engine (WinstonAI) looks at fan engagement patterns to offer predictive analytics such as likely next purchase date and churn probability. With Dotdigital, proactive and real-time marketing is easy.

Building a winning tech stack for the future

It’s clear that in the competitive world of sports and entertainment, having a streamlined tech stack is no longer a luxury; it’s a necessity. A unified approach allows you to deliver personalized experiences, engage fans in real-time, and drive business growth.

Dotdigital is your trusted partner in building a winning tech stack. Our platform offers seamless integrations, data-driven marketing, real-time engagement, and actionable insights. By partnering with us, you can unlock the full potential of your marketing efforts and achieve lasting success.

Ecommerce retailers have to embrace the opportunity to try new tactics, tools, and strategies. That’s the only way you’ll achieve the growth you’re striving for. 

With that in mind, this year’s Ecommerce Expo is an unmissable opportunity to hear from and network with industry-leading marketers, brands, and retailers. There will be over 200 hours of insightful sessions across 12 theatres.  

So, how do you decide where to spend your time? Have no fear. We’ve put together our top 10 list of the hottest topics being covered this year to make your itinerary planning much simpler this year.  

1. Engagement hubs

As an ecommerce marketer, you should make your website immersive and personalized to improve customer experiences and stand out from the crowd. Utilizing data to understand your customers’ preferences and tailoring the website experience accordingly is key.

You can achieve this by using a marketing automation platform such as Dotdigital. Dotdigital enables you to automate tasks like email and SMS marketing, personalize content, and deliver it to customers at the right time and place.

For instance, you can personalize the homepage based on the customer’s browsing history or location. Additionally, targeted email marketing can be utilized to promote products relevant to the customer’s interests.

By making your website immersive and personalized, you can create a more engaging and enjoyable experience for your customers.

To learn more about turning your website into an engagement hub, attend our top talk hosted by Dotdigital’s Frank Brooks. Frank, a digital marketing expert, will share insights on utilizing data to create personalized and engaging experiences.

Top talk  

Name: How to turn websites into engagement hubs
Date and time: 18 Sep 2024 11:10 – 11:35
Speaker: Frank Brooks, Head of EMEA marketing – Dotdigital

2. Generative AI

Generative AI is rapidly reshaping the marketing landscape, offering unprecedented opportunities for ecommerce retailers. This powerful technology can create original content, personalize customer experiences, and optimize marketing campaigns in ways that were previously unimaginable.

As generative AI continues to evolve, you need to stay ahead of the curve and explore its potential benefits. By leveraging this technology, you can enhance customer satisfaction, drive sales, and gain a competitive edge.

Don’t miss the top talk on the future of digital commerce. Ann Stanley, Founder and CEO of Anicca, will be sharing the latest data and insights on how recent innovations and changes in search behavior will transform Google forever.

Top talk  

Name: The future of digital commerce
Date and time: 18 Sep 2024 12:20 – 12:45
Speaker: Ann Stanley, Founder and CEO – Anicca

3. Email marketing

Email marketing remains a powerful tool for ecommerce businesses, offering a direct channel to reach and engage customers. Understanding key email marketing metrics like open rates and click-through rates is crucial for assessing your campaigns’ effectiveness and identifying areas for improvement.

Open rates indicate the percentage of recipients who open your email. A high open rate suggests that your subject line and sender address are compelling enough to pique interest.

Click-through rates measure the percentage of recipients who click on a link within your email. A high click-through rate signifies that your email content is relevant and engaging.

By analyzing these metrics, you can gain valuable insights into your audience’s preferences and tailor your campaigns accordingly. If your open rates or click-through rates are falling short, it’s time to re-evaluate your email strategy and explore ways to optimize your content and delivery.

In this session, Matthew will share the best tips and tricks for boosting your open rates and click-through rates. He’ll discuss how to create compelling subject lines, optimize your email content, and personalize your campaigns.

By attending this talk, you’ll learn how to benchmark your email performance against industry standards and identify tactics used by top-performing retailers.

Top talk

Name: How to improve your email performance
Date and time: 18 Sep 2024 10:45 – 11:15
Speaker: Matthew Walsh, Director of Data and Retail – IMR

4. Black Friday

Black Friday and Cyber Monday are the busiest time for ecommerce marketers. Intense competition and high customer expectations make it essential for you to plan your Black Friday strategies carefully. This includes discounts and promotions to capitalize on peak trading opportunities and maximize success.

By planning and executing Black Friday promotions carefully, you can drive sales, increase customer loyalty, and differentiate your brand from competitors in a crowded market.

Join Andy Mulcahy, Strategy and Insight Director at IMRG, for a talk on how to win this Black Friday.

Top talk

Name: How to win this Black Friday
Date and time: 18 Sep 2024 13:00 – 13:30
Speaker: Andy Mulcahy, Strategy and Insight Director – IMRG

5. Women’s leadership in ecommerce

The progress that women have made in marketing and ecommerce is undeniable, and it’s important to acknowledge and celebrate the significant strides that have been taken. Today, women represent 60% of the marketing workforce and hold 52% of CMO positions, marking a substantial increase in their representation in a field that was traditionally dominated by men.

Despite this progress, there is still much work to be done to achieve true gender equality within the industry. This networking lunch presents a valuable opportunity to come together, engage in meaningful discussions, and strategize ways to further promote diversity and create a more level playing field for all professionals.

Attending this networking lunch offers a platform to actively contribute to fostering a more inclusive and equitable industry. By connecting with other women leaders, sharing experiences, and building a strong network of support, attendees can play a role in advancing diversity, equality, and representation in marketing.

Don’t miss out on this invaluable opportunity to network, gain insights, and inspire positive change within the industry.

Top talk

Name: Women’s networking lunch: building strong networks for success
Date and time: 18 Sep 2024 12:00 – 13:30
Chairperson: Roisin O’Brien, International eCommerce Trading Manager – Kurt Geiger
Speakers: Holly Crossley, ecommerce director – DASH WATER
Claire Ferreira, Founder and Chief Marketing Officer – Mums in Marketing

6. Cross-channel customer journeys

Today’s customers move between online stores, physical stores, and social media easily. This makes it hard for businesses to provide a consistent and personalized experience.

Understanding how customers move between these channels is important so you can identify problems customers face and provide a better shopping experience. However, it can be difficult to get information from different data sources.

The talk on the path to purchase will help you understand:

• Common problems customers face: What challenges do customers have when they shop online and in stores?
• Using data: How can you use information to understand your customers better and improve their experience?
• Different types of customers: What are the different types of customers and what do they expect from businesses?

By attending this talk, you can learn how to better understand your customers and provide a better shopping experience.

Top talk

Name: The path to purchase: navigating customer pain points and rising expectations
Date and time: 18 Sep 2024 10:00 – 10:25
Speakers: Richard Lim, CEO – Retail Economics
Kim Johal, Senior Sales Manager – Infobip

7. Customer retention

Customers are now switching brands more frequently, with a 40% increase in willingness to try new ones compared to five years ago. This shift makes it crucial for ecommerce businesses to concentrate on retaining customers.

To succeed, prioritize strategies that create personalized experiences, engage with customers regularly, reward loyalty, and provide streamlined after-sales support. Understanding your customer’s needs and preferences is crucial. Utilize that data to tailor their experience with your brand.

Consider experimenting with initiatives like subscription-based models, personalized offers, and referral programs to incentivize customers to stay engaged.

By addressing these aspects, you’ll be better equipped to meet the evolving demands of modern consumers and build stronger relationships with them.

To learn more about effective customer retention strategies, join Robert Manning’s talk. He’ll discuss the changing landscape of customer loyalty in 2024 and how to integrate social media into your retention channels.

Top talk

Name: Addictive loyalty: strategies for retaining customers in the era of instant gratification
Date and time: 18 Sep 2024 15:35 – 16:00
Speakers: Robert Manning, Head of Direct to Consumer & eCommerce – Biotiful Gut Health

8. Personalization

Personalization is an important part of successful ecommerce strategies. Customers now anticipate customized experiences. Effective use of personalization can significantly enhance customer engagement, satisfaction, and overall profitability.

Personalization involves leveraging data-driven insights to develop unique and relevant experiences across all customer touchpoints. This includes tailored product recommendations, personalized email campaigns, and dynamic website content.

However, implementing personalization on a large scale can present challenges. This is where marketing automation comes into personalized experiences.

By combining customer data with automated processes, you can create highly targeted, timely, and relevant interactions that resonate with your audience.

For a deeper understanding of how to utilize personalization and automation in your marketing efforts, don’t miss Maciej Ossowski’s upcoming talk. He delves into the ways automation can enhance your personalization strategies.

Top talk

Name: The game-changing role of marketing automation in driving sales growth
Date and time: 18 Sep 2024 12:20 – 12:45
Speakers: Maciej Ossowski, Managing Director – GetResponse MAX, Board Member

9. Checkout conversion

Optimizing the checkout process is crucial for ecommerce success because it directly impacts conversion rates and overall sales. A well-designed checkout process can significantly reduce cart abandonment and increase customer satisfaction, leading to improved customer retention and loyalty.

By streamlining the steps involved in completing a purchase and offering multiple payment options, you can create a more seamless and satisfying experience for your customers, ultimately driving higher sales and revenue.

If you want to improve your checkout conversion rates, don’t miss Matthew Walsh’s talk. Whether you’re dealing with cart abandonment or want to optimize your checkout process, this talk will provide valuable information for your ecommerce business.

Top talk

Name: How to improve your checkout conversion
Date and time: 18 Sep 2024 14:00 – 14:30
Speakers: Matthew Walsh, Director of Data & Retail – IMRG

10. Social-first marketing

Social-first marketing has become a game-changer for brands aiming to connect with their audience in meaningful ways. 

Duolingo’s incredible success on platforms like TikTok shows the power of this approach, turning the language learning app into a cultural phenomenon.

Social-first marketing focuses on creating content specifically for social media platforms, tailoring messages to each platform’s unique characteristics and audience expectations. This strategy has proven highly effective in building brand awareness, engagement, and loyalty.

However, executing a successful social-first strategy can be challenging, requiring agility, creativity, and a deep understanding of each platform’s nuances. 

Duolingo has excelled in this area, mastering the art of creating viral content that resonates with its audience.

For a detailed look at how to implement a social-first approach and transform your brand’s social media presence, don’t miss Zaria Parvez’s upcoming talk. She’ll share insights into Duolingo’s strategies for creating engaging content and building a strong community on social platforms.

Top talk

Name: The Rulebook of creating a social-first brand
Date and time: 18 Sep 2024 13:30 – 14:15
Speakers: Zaria Parvez, Senior Social Media Manager – Duolingo

See you at the Ecommerce Expo

Like you, we’re delighted to be back at the Ecommerce Expo. Be sure to keep an eye out for our Dotdigital representatives who will be there, ready to answer all your questions about data-first marketing automation.