five currents we’re
excited about in 2024
POSTED JANUARY 30, 2024
BY MONICA VICENS, VP OF STRATEGY
Monitoring technology, design, and marketing trends is one of the many ways we drive resonance between brands and consumers.
As 2024 begins, we’ve identified five powerful B2B tendencies that represent a larger shift within the landscape of B2B marketing. At Somnio, we call these trends “currents,” and there are five especially powerful currents at play for the start of this year:
Personalized business experiences that leverage first party data.
Minimalist UI that simplifies and improves user experience.
Dynamic data dashboards that enable users to control their content.
Immersive AR & VR capabilities that enhance user experience.
Ethical, accessible, inclusive design focused on impactful change for people and the planet.
What are currents?
Currents are Somnio’s proprietary categorization of trends in technology, design, and marketing that we’ve identified as key drivers for establishing resonance between brands and consumers. While a trend can be fleeting, transitional, and impermanent, Somnio currents are long-term indicators of a deeper and more permanent shift within our industry. Identifying and understanding these currents not only allows us to help our partners and customers, it allows us to achieve scalable results for more predictable success.
What impact do these five currents have?
The correlation between technological advancement and scalable solutions is not always a 1:1 game. With these five currents, we see technological trends that directly impact the way we’re able to work for and with our clients, allowing us to deliver optimal results that are as predictable as they are repeatable.
Let’s take a closer look at the 5 currents we’re keeping an eye on in 2024, and how these currents are set to impact our industry.
/ CURRENT 01
Hyper-personalized business experiences that leverage 1st party data.
Today’s rapid deployment of AI-driven CX tools allow for quickly distilling insights, optimizing intelligent document processing (IDP), and utilizing a myriad of data points to help identify specialized solutions that serve the unique needs of each individual client. Leveraging more 1st party data helps to deliver hyper-personalized experiences while simplifying, streamlining, and enhancing the customer experience to better achieve scalable growth.
/ CURRENT 02
Uber minimalist UI that simplifies decision-making and improves user experience.
Content overload is enemy number one, so digital experiences that simplify the decision-making process and shorten the path to purchase prove to be an invaluable asset for increasing conversions. Minimalist UX/UI still allows you to have all the fun you want with your design, but it prioritizes simple information content for an easier path to customer conversion.
/ CURRENT 03
Dynamic data, dashboards, and micro-interactions that give users control and guide them to take action.
The enhanced use of interactive visual cues via data dashboards and micro-interactions invite users to interact with their virtual landscape in a way that brings static information to life. Additionally, micro-interaction tools like dynamic cursors and triggers can now guide users through their virtual experience, nudging them to desired actions and giving them control over the content they want to see. Take a look at Salesforce’s Tableau Public for a taste of their best-in-class examples.
/ CURRENT 04
The evolution of 3D Websites including immersive AR/VR capabilities that enhance user experience.
Thanks to the evolution of web technologies like WebGL, WebXR, and unprecedented access to 3D libraries, creating sophisticated 3D experiences on the web has become more feasible and scalable than ever before. 3D websites represent a future-forward approach in web design and user experience that create a more engaging user experience through enhanced visualization and user immersion that lends itself to increased accessibility, innovative branding and marketing solutions, and exciting AR/VR integrations.
/ CURRENT 05
Ethical, accessible, and inclusive design that positively impacts people and the environment.
One of the most exciting shifts of 2024 is the consistent rise in ethical, accessible, and inclusive digital experiences. Beyond simplifying design to reduce a website’s carbon footprint, better choices in color, typeface design and functionality are essential for properly representing all digital users. Accessible and inclusive content is essential for a good user experience, and by removing barriers for people with diverse abilities we can enhance engagement, deepen our connection with users, and celebrate global diversity.
Wrapping up
We hope you enjoyed learning a little more about the five currents we’re closely monitoring in 2024. We look forward to keeping you updated as the year goes on, especially in regards to how these currents are shaping the B2B marketing landscape. Don’t forget to follow us on our social channels for key insights into how we’re helping brands resonate!
Check our instagram and stay current
/ POSTED JANUARY 30, 2024
ABOUT THE AUTHOR / MONICA Vicéns, VP OF STRATEGY
Monica has been an invaluable member of Somnio for six years. With a background in psychology and over two decades of experience in the communication arts, she currently serves as the VP of Strategy. In her role as a brand compass, she navigates the convergence of technology innovation, product solutions, and people’s unmet needs along their journey. Monica excels in distilling complex ideas into simple truths, laying the foundation for powerful and compelling strategies. Her passion lies in uncovering the essence of brands’ purposes and aligning them authentically with their audience needs. With a dedicated focus on future potential, Monica’s strategic vision has been instrumental in Somnio’s success.