The excitement is building ahead of 2024’s Technology for Marketing and eCommerce Expo, with more than 12,000 industry professionals expected to attend and discuss the latest developments across ecommerce, marketing, and technology. Ahead of the conferences, we sat down with some of the event’s leading voices to explore the emerging trends, challenges and technologies shaping the industry. Here’s a rundown of the top themes that will define this year’s events:

AI and Personalisation are Reshaping Customer Experiences

The use case for artificial intelligence within digital marketing grows louder and louder. This year, it’s all about personalisation as marketers continue to look for innovative ways to connect with their customers. As Amie Lane, Senior Manager, Partner and Field Marketing at Mention Me, puts it, “With consumers expecting more tailored interactions, the push towards hyper-personalised marketing strategies is more relevant than ever.”

Tjeerd Brenninkmeijer, EVP EMEA and Brand & Communications at Bloomreach, echoes this sentiment, believing that AI has “increased efficiency and allowed for more precise targeting and personalisation, leading to better customer retention and higher conversion rates.” From automating email campaigns to enhancing customer service through AI-powered chatbots, the technology is shaping the future of marketing in ways we couldn’t have imagined just a few years ago, Brenninkmeijer says.

AI Quickly Becoming the New Favourite Colleague

AI has gone from being a futuristic concept to a key player in day-to-day marketing. Ben Barnes, Director at Neural Edge, notes that brands are increasingly leveraging AI within digital marketing campaigns and that AI’s growing role is “delivering better efficiency and higher ROI”. Looking forward to 2025, he also points towards the changes happening in the Search marketing space (SEO & PPC) and how these might soon impact budgets and strategies going into the new year.

For this year’s conference, Greg Landon, Head of Marketing at Leadoo, is most looking forward to seeing “concrete case studies and data on the impact of AI in everything from supply chains to marketing.” He notes that AI is no longer a forward-looking dream but a reality driving business transformation.

The Rise of Omnichannel Marketing

With marketers keen to reduce friction and fragmentation in their tech stack, omnichannel marketing is fast becoming the standard for modern businesses. Sam Heaton, CEO and Co-founder of Stannp.com, certainly agrees, arguing that marketers today need to move beyond channel silos and embrace a more holistic approach. 

Sam also emphasises the importance of direct mail in omnichannel strategies, explaining, “For any marketer worried about rising digital advertising costs, it’s been proven that direct mail can actually reduce the cost of those clicks. Sending programmatic and timely communications across a range of channels – such as email, direct mail, and SMS, in addition to Search Engine Marketing and Remarketing – can elicit reduced cost per click and strong ROI.

Navigating Economic Uncertainty During Peak Season

As ecommerce retailers prepare for Q4 and peak shopping season, economic uncertainty remains a top concern. The rising cost of living, inflation, and fluctuating consumer spending habits have made it harder than ever for retailers to forecast demand. Frank Brooks, Head of EMEA Marketing at Dotdigital, says his advice to retailers and brands is to embrace the “peak season rollercoaster”. “It’s an intense ride, full of highs and lows,” Brooks says, “but the rewards are unparalleled for those who embrace the adventure and rise to the occasion.”

Vanessa Mallia, Head of Growth at WeDoCRM, adds that leveraging customer data will be critical for success during this busy period. “Delivering personalised, omnichannel experiences that resonate with customers is crucial,” she says, highlighting the vital role CRM systems and marketing tools play in order to enhance customer engagement during the most important time of the year for retail.

Collaboration and Innovation Thrive at In-Person Events

In the post-pandemic world, there is a renewed appreciation for in-person events like Technology for Marketing, representing a chance for the industry to come together, discuss newideas and witness the latest developments for themselves. For Tjeerd Brenninkmeijer, he says the event is a “special time for us to collaborate, meet up with colleagues we’ve known for years, and share what we’re working on.”

These gatherings foster industry-wide innovation and spark the creative ideas that push marketing forward. As Greg Landon puts it, “While you can hear the same talks via webinars and Zoom, seeing them live at these events makes a real difference.”

Advice for Newcomers: Stay Curious and Be Adaptable

For those new to the ecommerce and digital marketing industry, adaptability and curiosity are key. Amie Lane advises new entrants to, “Stay curious and open to learning. Don’t be afraid to experiment, as innovation often arises from testing and iterating.”

Sam Heaton encourages resilience and creativity: “In 2024, you must be the marketer that gets sales. Roll up your sleeves and try new tactics.”

Frank Brooks also emphasises understanding customer needs: “Immerse yourself in understanding your customers and sculpting the perfect customer journey. Dare to initiate honest conversations with customers to truly grasp their needs, expectations and desires,” he says.

The consensus among industry leaders is clear – don’t be afraid to take risks, embrace change, and, most importantly, keep the focus on the customer.

Technology For Marketing 2024

Join Propeller Group, the official PR partner, at Technology For Marketing on 18–19 September 2024 at ExCeL London to hear more from industry leaders shaping the future of marketing. Don’t miss Group Director of Content, Branwell Johnson’s panel – What is Gen Alpha’s big ask of ecommerce? – where he’ll be discussing key Insights into Generation Alpha and what they are looking for in their retail experiences alongside Boots, Snapchat, behave and The Fara Foundation. 

Sign up now to attend and stay ahead of the game in this rapidly evolving industry. For full details and to secure your spot, visit the official agenda at the Technology For Marketing 2024 website.