The Future of B2B E-commerce Marketing: Trends and Innovations for Success

As we look back on the past year and ponder the future, our team at Elevation Marketing is consistently tuned in to upcoming trends.

From TikTok to AI-powered marketing and long-form articles, there are many trending marketing strategies that are bringing brands to their full potential.

(And yes, we’re eager to share these insights with you!)

In this comprehensive article, we’re going to take a peek at some of the best e-commerce and B2B digital marketing trends that demand our attention in the new year — just think, these strategies may be exactly what you need to elevate your brand in 2024.

So without further ado, let’s hop to it.

E-Commerce and B2B Trends to Lookout for 2024

Short-Form Video

Short-form video content through TikTok, Instagram Reels, and YouTube Shorts remains a dominant force in the digital marketing world today.

In fact, 90% of marketers worldwide increased their short-form video budget in 2023, signaling the undeniable momentum behind this dynamic trend.

As the push for short-form content continues, companies everywhere are excited to be able to connect with a more diverse and engaged audience.

From “how-to” videos to educational videos and beyond, there are many ways that you can get creative when crafting short-form video content.

To strengthen our case for short-form videos, it’s also worth noting that a significant 73% of consumers favor this format when searching for products or services.

(If this doesn’t capture your attention, I don’t know what will.)

This just goes to show that this shift isn’t just a trend—it’s a strategic move.

In virtually any industry, digital marketers universally assert that short-form videos have transitioned from being merely optional to becoming an indispensable tool for achieving success.

Subscription-Based Models

In addition to the short-form video trend, many E-commerce and B2B businesses are increasingly adopting subscription-based models, offering customers a regular supply of products or services.

This trend is prominent in various industries, providing businesses with a predictable revenue stream and customers with a hassle-free experience.

For instance, if you buy supplements off Amazon, the site will often ask if you would like that supplement delivered to your doorstep every month.

Or, if you want to engage in online learning, many online learning platforms will make you opt-in to one of their various subscriptions to get access to their virtual learning library.

This structured approach works great for the rising demand for continuous, accessible learning experiences.

All in all, subscription-based models are becoming a staple in the business landscape, serving as a practical and mutually beneficial approach for both businesses and consumers alike.

Long-Form Articles and Blogs

E-commerce and B2B content marketing is FAR from obsolete.

While short-form videos dominate attention spans, the written word holds its ground, providing a depth of information and context that resonates with your audience.

So before dropping every ounce of your marketing budget on short-form video — keep in mind that long-form content is just as powerful as your video content.

— keep in mind that long-form content is just as powerful as your video content.

It holds its own weight and offers unique advantages that can complement your video strategy.

Some of the benefits of long-form blogs include:

• Better SEO: Long-form content provides ample opportunities to incorporate relevant keywords and comprehensive information; furthermore, boosting
• your website’s search engine optimization (SEO) and increasing discoverability.
• Shareability and Backlinks: Well-researched long-form content tends to be more shareable, potentially earning more backlinks, which can significantly impact your website’s authority.
• Thought Leadership: By discussing complex subjects, long-form content positions your brand as a thought leader in your industry.
• Educational Value: Long-form content allows for a detailed exploration of topics, providing educational value that resonates with audiences seeking in-depth information.
• Establishing Authority: In-depth articles showcase expertise, helping your brand establish authority and credibility within your industry.

Ultimately, don’t let the buzz of TikTok and Reels overshadow the importance of written content entirely.

Written content still holds its own significance and purpose.

Linkedin-thought-leadership

There is a trending push for executives to be more vocal on Linkedin.

It has been shown that executives who actively engage on LinkedIn can build trust and establish authority within their industry.

Thoughtful posts, industry commentary, and sharing valuable content contribute to positioning executives as thought leaders.

And in times of crisis, having executives actively engaged on LinkedIn provides a channel for transparent communication. Executives can address concerns, share updates, and demonstrate leadership, contributing to effective crisis management.

So, if you don’t have a social media plan for your company’s executives, it’s time to create one!

AI-Powered Personalization

The pursuit of a personalized brand experience by consumers is not a novel concept.

In response to this ongoing demand, companies are now actively incorporating Artificial Intelligence (AI) into their marketing strategies.

Shopping Recommendations

Leveraging sophisticated algorithms, AI-powered personalization is transforming the landscape by providing highly individualized shopping or service recommendations.

Through analyzing user behavior, preferences, and purchase history, businesses can seamlessly present tailored product or service suggestions that align precisely with the consumer’s preferences.

As an illustration, if your E-commerce company relies on the Shopify App for its online storefront, you can employ plugins like Wiser to furnish customers with personalized shopping recommendations.

Pretty neat, right?

Email Marketing

Additionally, AI-powered email marketing platforms allow marketers to easily send highly personalized emails at scale.

Rather than bombarding all your contacts with a generic message, each message is tailored to the unique preferences, behaviors, and engagement history of individual recipients, ensuring a more relevant and engaging experience via AI.

Automated Persona Crafting

AI simplifies the process of persona creation by autonomously analyzing data and identifying distinct customer segments.

This enables marketers to craft personalized personas so that their future content resonates with the specific characteristics and preferences of each group.

AI Chatbots

Lastly, AI chatbots are changing the game when it comes to marketing and customer service.

AI-powered chatbots provide real-time, 24/7 responses to visitor inquiries, ensuring immediate engagement.

This instant interaction enhances user experience and increases the likelihood of conversion on your products or services.

Beyond this, AI chatbots free up your customer service representatives from mundane queries, enabling them to focus on more value-added tasks to maximize impact.

With AI in your toolbox, crafting compelling, personalized, content becomes not just a possibility but a dynamic reality that connects brands with their audiences on a profound level.

Future Forward: Anticipating Trends and Transformations in Digital Marketing

One thing is for certain: change is the constant companion of growth.

As you navigate the months ahead, keep a keen eye on the ever-shifting landscape of marketing trends. Today, the trend may lean toward short-form video. Tomorrow, it may be something else entirely.

The key to staying at the forefront of your industry is to remain proactive and adaptable.

My advice to you is to continuously seek knowledge, stay aware of emerging trends, and engage in the dynamic conversation that is the field of marketing.

By doing so, you not only stay ahead of the curve but also position yourself to leverage the latest strategies and innovations.