As the new year unfolds, the world of marketing offers a wide range of possibilities for mighty middle-market brands led by daring marketers. But it's not just another year; it's an era demanding evolution and adaptability. Your organization needs to embrace the spirit of 2024 and recognize that consumer expectations and market dynamics have shifted dramatically. The evidence is all around you for what your customers and prospects want from you and where they expect to see you.
For the craft you practice with the brands you represent, we wish the following:
Advocates to bolster marketers
Marketing is an art, and it needs endorsement. As the Great Resignation has faded, the C-suite is less focused on pushing marketing, HR and recruiting teams together. It’s a mistake by brands that created early wins working to articulate their value to the labor market and your existing teams, as demographic trends still do not favor brands. Despite this postulation, supporting marketers is crucial to brand success.
Budget support to achieve your vision
Getting the support you need includes having the budget to accomplish your ideas. The fuel that keeps the engine running smoothly is consistent and steady funding. Budget support is not just a line item; it's an investment in the brand's future. Recognizing the cyclical nature of marketing endeavors, brands must commit to providing marketers with the financial stability needed to execute visionary campaigns and initiatives.
Respect for brand governance and curation
For the craftspeople sculpting brand identities, a plea for brand governance echoes loud and clear. Building and maintaining a robust brand identity requires steadfast commitment. Your job is tough enough without having to clean up other’s efforts that go rogue on brand language and visuals. Helping to curate a brand is meticulous work that should be recognized.
Modernized organization structures
Outdated organization structures impede marketers. It's time to revamp the framework to realign roles within brand management, marketing, product, digital and customer experience (CX). This modernization aims to foster synergy among these critical functions, ensuring adaptability, creativity and responsiveness in an ever-evolving business environment.
For marketers themselves, we want:
Appreciation for your committment
Small teams should give themselves the grace they deserve. You’ve been battling Herculean responsibilities despite being understaffed and under-resourced and doing a pretty damn good job. It's essential to have compassion for yourself and your team as you face and overcome adversity.
Perpetual channels of creativity
In the quest for resources, creativity should extend beyond campaigns. It involves innovative approaches to securing essential tools, talent and budgets. Resourceful creativity is the catalyst that propels marketing initiatives toward success. It's not just about what you say; it's about how you strategically position and resource your message.
Concentration on building your brand
As we embark on the journey of 2024, the canvas of marketing is vast, dynamic and filled with both challenges and opportunities. But if you are experiencing a slowdown, don’t let your investment in your brand diminish while chasing easier-to-track sales supporting metrics.
Success hinges on an unwavering commitment to adapt, innovate and prioritize amidst evolving consumer landscapes. Focusing on these key aspects can steer your brand toward thriving in this transformative era.
Happy marketing in 2024!
:: Jason Therrien, CEO