The 10 hottest topics to focus on when planning your Ecommerce Expo itinerary

If you didn’t know, now you know – the Ecommerce Expo is almost here and its sights are set firmly on the future.  

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.