Evolutionary Strategies for Marketers in 2024

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Grace Kite, founder and managing director of Magic Numbers

Do not waste money on performance marketing targeting people who were already going to buy from you. Marketers should also refrain from reporting last click or multi-touch attribution numbers to the board, as they are not suitable for decision-making at that level.

Utilize YouTube and other online video platforms in creative ways to enhance brand building, as this channel is often overlooked.

Additionally, invest in your team by providing access to high-quality marketing training that can be completed alongside full-time work. Well-trained employees will enhance the effectiveness of all your marketing efforts.

Measuring the effectiveness of your marketing efforts is crucial, especially in the challenging economic climate of 2024. It is imperative to maximize the impact of every pound in your budget. Rather than reporting last click or multi-touch attribution numbers to the board, focus on more relevant metrics for decision making at that level.

Grace Kite, Magic Numbers

In order to achieve that, it is important to maintain a focus on finance. With ongoing high inflation rates, pricing will continue to be a key consideration. Marketing needs to advocate for the customer in these conversations, otherwise there is a risk of setting prices too high and suffering significant loss.

Jon Evans, chief customer officer at System1Group

Cease: It's time for marketers to stop taking themselves too seriously. The announcement that Cannes Lions is adding a humor category indicates that we may have hit the pinnacle of purpose and are re-discovering that advertising should truly be entertaining. As the insightful Sarah Carter at adam&eveDDB pointed out, the planning process begins with the realization that the customer doesn't care.

I began the year as a skeptic of AI, but now I believe it will revolutionize the marketing industry more than we expect. Its efficiency in handling mundane tasks and delivering results quickly and affordably is remarkable.

As a result, we must prioritize creativity, human collaboration, innovation, and learning methods. If we can effectively integrate AI with human ingenuity, it will make for a compelling year.

Continue: The key to success. The top-performing brands of 2023, ranging from start-ups like Lucky Saint to contenders like Aldi and industry leaders like Guinness, all shared a common approach – they stuck to what already worked. Instead of making significant changes, they truly grasped what worked well and remained focused on consistently delivering at a remarkably high level. Let’s hope that more brands follow this example and make fewer changes in 2024. It may not generate as much attention, but it could lead to a stronger financial performance. As Jeff Bezos famously said: “tell me what won’t change in the next ten years”.

Helen James, CEO, CPB Europe

Don't just focus on reach. It's not widely known, but not all platforms are equally effective at capturing attention (and Meta is actually pretty bad.) The high-speed scrolling nature of Instagram and Facebook significantly impacts 'viewability', or the amount of time someone spends engaging with an ad in milliseconds and seconds.

Considering the 2.5-second mark needed for a brand to create crucial memory structures and mental availability, it's alarming that 85% of Facebook and IG assets tested don't meet that threshold. This doesn't mean we should ignore Meta, but reaching an audience without capturing their attention is ultimately pointless.

Prioritizing attention is essential in marketing. The ultimate goal is to make sure the target audience remembers and chooses a specific brand when making a purchase. Without attention to the brand's marketing efforts, it becomes a wasted investment. Unfortunately, many brand marketing efforts blend in with others in the same category and are easily overlooked. If an advertisement fails to capture attention for at least 2.5 seconds, it is as if it never existed.

In order to prioritize attention, we need to develop brands and campaigns that are worth paying attention to.

Helen James, CPB London

TikTok's rapid growth as a social media platform isn't due to its potential for connecting with distant friends or for taking posed photos. It's because TikTok is primarily an entertainment platform. In today's marketing landscape, there is an overabundance of rational messaging, overly serious content, and sales pitches, which is absurd considering that people dislike feeling like they are being sold to.

Fortunately, there has been an improvement in our comprehension of this topic, and according to Kantar research, there has been a consistent increase in the resurgence of humorous ads on our TV screens since the pandemic. Hopefully, this trend will continue for a long time.

Andrew Tenzer, co-founder of Burst Your Bubble 

Enough with relying on technology to solve every marketing challenge. In the last year, marketers have become even more obsessed with new technologies. Just look at the trend decks for 2024 and you’ll see what I mean. Everywhere you turn, there’s talk of generative AI and how it will revolutionize and solve the biggest problems in marketing.

In addition to positioning themselves as social warriors, marketers have also been discussing how technology can address some of society’s major issues, like sustainability. One CMO recently compared the transformative impact of AI to the invention of electricity. We need to dial back our 'techno optimism' and stop blindly relying on technology as the solution every time.

Viewing technology as a tool, not the ultimate goal, is crucial. While technology can empower effective marketing, it should be seen as a means to an end rather than the end itself. The focus should always be on finding human-centered solutions rather than relying solely on technological advancements.

Furthermore, it is essential to prioritize understanding the consumer. There is concern that excessive optimism about technology is leading marketers away from the core principles of marketing. It is crucial to maintain a strong market orientation and to gain a deep understanding of the real-world customer.

Helen Edwards, director of Passionbrand

Cease: Searching for a universal marketing solution: individuals vary, categories vary, brands vary. Additionally, rushing through the strategy process with ‘scrums’ and ‘squads’ and similar approaches. Allow the strategy the necessary time, and in doing so, you will ultimately save time on execution.

Get out of the communication silo and utilize all the marketing tools available.

Helen Edwards, founder Passionbrand

Continue: Being the voice of the consumer and the conscience of the business – because you know that business value comes from adding value to people’s lives.

Andrew Geoghegan, chief marketing and transformation officer at PZ Cussons

Stop: Worrying about all the on-going uncertainty.

Crafting the most daring and creative strategies to captivate and engage a fresh clientele and deriving satisfaction from your endeavors, despite the need to always have backup plans for unforeseen circumstances.

Joe Glover, co-founder of The Marketing Meet-Up

Avoid seeking one-sided opinions and instead, embrace complexity. Take the conversation on AI, for instance. It often falls into two categories: "AI will revolutionize everything" or "it's insignificant compared to human intelligence". The reality typically lies somewhere in between. Ultimately, it's about cultivating a mindset of curiosity, being open to listening, and actively pursuing opportunities for learning.

Let's start 2024 by prioritizing communication and collaboration with non-marketing team members. Too often, there is a mindset of 'marketing vs.' other departments, but we need to work together effectively. With another year of tight budgets ahead, changes like how Chrome handles cookies will make direct digital attribution even more challenging. We have evidence that long-term investment leads to success, but we must ensure our colleagues understand and value our efforts.

Beginning with open and effective communication, a genuine interest in our colleagues' perspectives, and a flexible approach to our work, marketing encompasses both internal and external aspects. As we continue to learn and grow, it's important to acknowledge the significant progress that has been achieved in a relatively brief period. Notable milestones in recent marketing history include the release of the Long and Short of It and the introduction of Our Website's Mini MBA.

This is stuff that we can build on in 2024. The information is there – we just have to keep on digesting and using it.