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.
