1. E-Commerce: Hyperpesonalization and dynamic pricing
In 2024, the concept of personalization will evolve beyond content and product recommendations. Companies will use AI to dynamically adapt their target group approach as well as pricing for individual customers with dynamic pricing. Attention: Retailers in particular must offer a combined and differentiated customer experience! This requires a range of new technologies, services and models that all interact seamlessly with systems, services and clean, controlled data; keyword: "first-party data ownership". The days of cash register systems, customer data and marketing tools running in parallel are over.
And once again, Shopify shows us how it's done.
2. E-Commerce: Shopify POS – A benchmark
In "Shopify POS" retail systems, customer data from the online store and retail store is recorded in a single backend so that all processes and data flows are optimized and synchronized. The perfect recording of offline and online sales and the synchronization of this data for social media, newsletters and campaigns are the basis for successful omnichannel marketing. However, providers still have some catching up to do in terms of native applications.
3. CMS: Webflow – A platform designed for growth through localization and real-time design synchronization
Webflow's new localization offers an end-to-end solution for different regional target groups. With functions such as design, automated and AI-based content translation as well as publication control, both web design and the development of multilingual websites are greatly simplified and allow visual developers to build larger corporate sites.
Real-time synchronization from Figma to Webflow
Design iterations that used to be time-consuming and inconsistent in their workflows are now optimized through real-time synchronization between Figma and Webflow. Changes in Figma are immediately reflected in Webflow.
Seamless API integration
Integration with marketing platforms, especially HubSpot and Salesforce, are now effortlessly possible. These innovations are not just advances; they transform and simplify workflows, emphasize webflow engagement and expand the creative possibilities for developers and marketers.
4. Flat-file CMS: Maximum speed and independence
As an alternative to Webflow and Framer, Statamic is becoming increasingly popular in classic development. This independent CMS is a flat-file CMS based on Laravel and PHP that combines the performance and speed of a static website with the user-friendliness of a traditional CMS. Instead of being stored in a database (Wordpress, Typo3 etc.), the flat-file approach stores all website information in files and folders, enabling faster access times and easier editing and versioning. In addition to use as a classic CMS, it can also be used as a headless CMS via a REST or GraphQL interface. In this way, the content can be decoupled from the front end and used flexibly on various websites, mobile applications and other digital platforms.
5. KI in 2024: AI is a button in your app
Microsoft 365 Copilot was released on November 1, 2023. GPT-4 was integrated into the entire Office software with the latest knowledge - i.e. in the calendar, emails, chats, documents, Word files, OneDrive, meetings, teams and contacts. GPT-4 combines and links these to complete tasks via chat or voice control, for example.
"Create a 15-slide presentation on last quarter's financial results using [file name]"
This integration is groundbreaking for the further development of all major software applications in 2024: whether design, development, office software, CRM, task management, EAP, e-commerce, talent management ... Artificial intelligence is here to stay and will become an assistant or button in your favorite software.However, a security issue is looming large here, because AI in the cloud, or more precisely the "B2B AI cloud", is becoming unavoidable.
6. Post-Cookie-Era: All good things come in threes - are cookies facing their third end in Q4?
Chrome plans to disable third-party cookies for 1% of users from Q1 2024 to facilitate testing. From Q3/2024, the era of cookies will then be over for 100% of users. It is important that companies react to this by the beginning of the new year at the latest - it is all about first data ownership and transparent consent management solutions. The switch to server-side tracking is becoming an important point, as current customer reports already make it clear to us that we have to accept tracking losses of more than 70 %. First and foremost, this also means an impact on attribution models, resulting in declining ROAS and declining sales if countermeasures are not taken quickly enough.
Of course, Google (Privacy Sandbox) and Meta (Conversions API) are reacting, but the trend is clearly moving towards proprietary customer data platforms and proprietary attribution models. As a result, CRM systems, deeply integrated into all ecosystems, from e-commerce to websites and various other platforms, will experience their breakthrough.
7. Agencies 2024: Agencies under cost pressure
In an article on the future of agencies in 2024, Forbes presents a development that I see differently:
Low-cost AI solutions will help increase agency revenue and reduce internal costs.
The use of AI initially leads to increased costs in employee training and in adapted recruiting in order to find talent with existing AI skills. Even if an entire agency process is supported by AI, the core focus and core competence is strategic consulting, idea and creation as well as touchpoint-oriented implementation.
8. Digital production: Next level efficiency
Our design tools, such as Figma and Midjourney, are complemented by new AI content tools such as Canva Studio.
Canva is an Australian company that was named one of the TIME100 World's Most Influential Companies by Times 2023. Designers often use Canva to create templates: After creating the design in Figma, the graphic is imported into Canva to share any kind of mutation, adaptation, format, video or HTML with the social team, media agency or HR team, for example, or to edit collaboratively.
In many cases, assets for content production need to be changed quickly, resulting in tens of mutations and channels - this tool completes such tasks in seconds. AI-supported production tools of this kind will take digital asset production to a new level.
9. Dynamic display management: Publishr shows how it's done
Canva is the new up-and-comer in asset production, but an intelligent tool is also needed for coordination with customers, the media agency or marketing. Publishr is the platform where advertising material is uploaded to the cloud. The tool automatically creates a production plan, approvals and coordination are carried out in cooperation with all parties involved and A/B testing can also be set up at any time
10. Designtrends 2024
While bento grid designs gained popularity as early as 2023, they are experiencing their breakthrough into the mainstream in 2024. This layout concept, inspired by the Japanese bento box, is revolutionizing the way content is arranged on websites. By dividing the screen into customizable 'cells', it allows for a flexible, efficient yet aesthetically pleasing display of information, resulting in a more intuitive and user-friendly experience.
Integration of 3D on websites
The integration of 3D into web design continues to gain momentum in 2024. Tools such as Spline and Webflow allow designers to easily integrate impressive 3D content into websites. This development opens up new possibilities for product presentation and interactive visualizations that enrich the online experience and make it more versatile.
Typography in focus
Typography will become a key element of web design in 2024. Experimental fonts and typographic layouts will not only improve the visual appeal of websites, but also create new opportunities for interaction. Interactive text effects and creative typography will enhance the user experience by presenting information in an engaging and creative way.
Tools to look out for in 2024:
- Design: Figma, Canva
- Video: Runway ML 2, DaVinci Resolve
- Concept: Miro, FigJam
- AI text: ChatGPT
- AI images: Midjourney, DALL-E 3
- CMS: Webflow or headless apps such as Statamic
- Presentations: PowerPoint with Microsoft Copilot, Pitch
- E-commerce: Shopify and Shopware
- Agency software: Kanbert
- Display/banner management: publishr