Published on October 29, 2023, 8:54 pm
In today’s dynamic business environment, marketing leaders are increasingly focused on building deeper and more valuable connections between customers and brands. According to Emily Weiss, a principal researcher in the Gartner Marketing practice, marketing in the coming years will face greater scrutiny as business leaders seek strategies to drive results and regain confidence.
The COVID-19 pandemic has forced marketers to appreciate the value of digital marketing and communication. Lawrence Yip, a seasoned marketing professional in Asia, noted that while the pandemic highlighted the importance of digital channels, there is also a renewed appreciation for human interaction. Yip emphasized the significance of face-to-face meetings and personal connections that were once taken for granted.
When it comes to artificial intelligence (AI), Yip believes that different people have different interpretations of what AI means to them. He compared this diversity of views to digital marketing, where individuals have varying perspectives on its definition. Yip stressed that there is no right or wrong way to define AI or digital marketing—it all depends on individual needs and objectives.
Gartner predicts that organizations using AI in their marketing functions will shift 75% of operational activities from production to analytics by 2025. This shift towards AI will enable marketers to respond more swiftly and effectively to ever-evolving challenges.
Yip also highlighted the need for marketers to balance their dependence on technology with preparedness for contingencies. The pandemic has prompted a shift from “just-in-time” thinking to “just-in-case” within industries like manufacturing. Marketers must shore up their digital skills while harnessing technology’s potential for better performance and outcomes.
To succeed in 2023 and beyond, CMOs should consider several key factors: leveraging past lessons learned, adapting to significant changes unleashed by the pandemic, transforming recession threats into opportunities, operationalizing AI effectively, developing new skills essential for growth and resilience, evaluating technology’s role in supporting business objectives, and offering advice for aspiring marketing professionals.
For more insights, Lawrence Yip shares his recommendations and perspectives in a recent PodChat session. To listen to the full discussion on CMO strategies that deliver value and trust, visit the original article on FutureCIO.
In conclusion, marketers must stay ahead of the curve by embracing digital marketing strategies while also recognizing the lasting importance of human connections. AI will play an increasingly pivotal role in refining marketing operations and enabling data-driven decision-making. By blending technology with human ingenuity, marketers can navigate the challenges ahead and build stronger relationships with customers and brands.