Date: August 2023

The marketing industry is constantly evolving, yet, one thing remains consistent; how imperative it is to understand and connect with the intended audience. As we embrace the digital era, this relationship becomes incredibly complex especially when targeting the demarcation between millennials and Gen Z. These two groups share similar characteristics but also have a plethora of different preferences and behaviours that shape how they perceive the world, which is essential for marketers to learn how to overcome.

The realm of marketing is currently undergoing a revolutionary transformation, fueled by the predictive capabilities of artificial intelligence (AI). As technological advancements surge forward at an unprecedented pace, the infusion of AI has emerged as a game-changer, equipping marketers with tools that not only decipher historical trends but also forecast future trajectories. This predictive prowess is poised to redefine how businesses interact with consumers, allocate resources, and devise strategies for triumph.

In the realm of ASX-listed companies, annual reports are more than just a compilation of financial figures and regulatory disclosures. They serve as a window into the company's journey, its brand and the value it brings to the market. Having done many ASX Annual Reports over the years, companies are forced to go beyond just Accountants, Lawyers and Board Members to develop annual reports and bring in marketing teams that use branding and creativity to speak volumes to shareholders.

Unless you have been sitting under a rock, the workplace as it was once designed no longer exists. The dynamic between employer and employee is often marked by a subtle yet powerful force: entitlement. This multifaceted environment weaves threads of expectations, rights and perceptions, shaping interactions and influencing the very fabric of organisational culture and influence.

In the fast-changing realm of social media, where trends are becoming increasingly unpredictable, a new term, "planted" influence has surfaced. However, rather than benefiting influencers, it questions the genuineness of some influencers. This concept suggests that some content creators have been carefully positioned, perhaps by platforms, brands, or external forces, to gain rapid popularity, raising questions about the organic nature of their rise to fame. A recent incident involving the rising star Bobbie Althoff has brought this intriguing phenomenon to the forefront, prompting us to delve into the murky waters of influencer marketing.

Only a few weeks ago, I had never heard the name Bobby Althoff. Today, I watch and rewatch her viral videos over and over again and am obsessed. At just 25 years old, Bobby has managed to capture the attention of the world with her unique approach to celebrity interviews, making her podcast, aptly titled "The Really Good Podcast," an overnight sensation. But how did she rise to such fame and what sets her apart from the rest in a world that is exhausted by influencers?

As I reflect on my journey in the world of marketing, spanning three transformative decades, I am humbled and invigorated by the evolution this field has undergone. From the early days when I started at the front desk in an advertising agency to now leading an international marketing firm catering to a diverse clientele, the path has been a blend of challenges, triumphs and most importantly, continuous learning.

The landscape of marketing has witnessed tectonic shifts over the years. From traditional advertising and brick-and-mortar stores to the digital age of social media, influencers and AI-driven campaigns, the journey has been nothing short of exhilarating. At Marketing Eye, a company I started 19 years ago, we've grown with these changes, adapting strategies that resonate with the times while staying true to the core principles that define our approach. In that time, we had to learn new things like social media through trial and error, as an early adopter that didn’t have the luxury of a course to teach us the do’s and don’ts. 

The Learning Curve: Navigating the Eras

In the realm of marketing, the one constant is change. Navigating this fluidity requires a relentless pursuit of knowledge and a willingness to embrace new tools and techniques. The digital era brought about an unprecedented level of connectivity and information sharing. We had to unlearn the old ways and absorb the intricacies of SEO, social media algorithms and data analytics. This is much harder to accomplish than you think, and even now we struggle to help our marketing teams adapt to change.

A noticeable disparity emerged as we transitioned. Many seasoned marketers hesitated to embrace platforms like TikTok, considering them fads rather than viable channels for brand growth. This reluctance to adapt to the new paradigms often led to missed opportunities. As the world went viral, brands that dared to be unconventional captured the hearts of a younger audience while those who stuck to the familiar risked fading into obscurity.

Conversely, younger marketers displayed a proclivity for the glitz and glamour of celebrity endorsements, sometimes overshadowing the essence of sound business strategies. While influencer collaborations can be effective, the focus should never shift from understanding the underlying business dynamics that drive marketing decisions. I can almost hear the echoes of a high pitch AI voice on TikTok telling me “If you use TikTok, you will get 10 times the return just by taking on this one piece of advice…It’s a secret but I’m going to tell you anyway.” As a person who knows a thing or two about marketing, I know that this is mostly just the same message told by different AI voices or people that most probably have never actioned their piece of advice.

Authenticity: The True North in Marketing

One of the most important lessons I've learned during this journey is the value of authenticity. In a world inundated with content and messaging, authenticity acts as a compass, guiding brands to resonate with their audiences genuinely. A brand's story, values and mission should be at the core of every marketing effort. This principle has been the bedrock of our client relationships, ensuring that their messages are not only impactful but also resonate deeply with their target market.

Using AI for instance, we can capture information faster and smarter than ever before, but when we share it with our audience, it will only resonate if we humanise it.

The Birth of Robotic Marketer: Addressing a Skills Shortage

The dynamism of the marketing sector has also exposed a significant skills shortage within the industry. As marketing became more sophisticated and data driven, finding the right talent to drive campaigns and strategies became increasingly challenging. This prompted me to develop Robotic Marketer, an AI-driven marketing platform that empowers businesses to access comprehensive marketing strategies tailored to their unique needs. This innovation not only bridged the skills gap but also reinvigorated the respect that marketing deserves as a critical business function.

Looking Forward: Embracing the Future with AI

As I step into my fourth decade in marketing, my passion for learning remains as strong as ever. With the advent of AI, we have the tools to delve deeper into data analysis, consumer behaviour insights, and campaign optimisation. This has enabled me to be more effective in developing strategies that yield better results for our clients.

AI has not only afforded us efficiency but also empowered us to think creatively and strategically. By allowing technology to handle the repetitive tasks, we can channel our energy into cultivating innovative ideas and delivering an even higher level of service. This shift has also reinforced the importance of a collaborative approach, where humans and AI work in tandem to achieve extraordinary outcomes.

Where to from here?

As I reflect upon this harrowing journey, I'm reminded that marketing is an art form that requires constant adaptation, innovation and authenticity. The past three decades have been a whirlwind of change, challenges and new discoveries. While the path forward remains dynamic, one thing is certain: my love for learning and my dedication to helping businesses thrive through effective marketing strategies have only grown stronger.

Thank you for joining me on this journey. Here's to embracing the future, staying authentic, and letting our passion for marketing continue to shape the world of business.

The modern buyer-driven market places immense pressure on B2B marketers to not only capture leads but also nurture and convert them into loyal customers. Successful lead nurturing involves fostering strong relationships with prospects at every step of their journey, ultimately earning their business when the time is right. In this pursuit, B2B email automation emerges as a powerful ally.