In the past year, businesses have navigated through a landscape marked by rapid technological evolution and economic flux. This journey, challenging yet transformative, witnessed B2B Chief Marketing Officers rise to the occasion and redefine their roles by honing their financial acumen, forging stronger alliances with C-Suite executives, and placing an amplified focus on brand development and creative strategies to gain a competitive advantage.
While this progress sets a strong foundation for marketing leaders in 2024, we spotlight three marketing trends poised to shape the future world of work, blending technological innovation with a human touch.
Embracing AI for enhanced marketing impact
Marketing in 2024 will be underpinned by the potential of AI, and how it promises to free up time to allow professionals to focus on work that matters – investing in creativity and nurturing customer relationships to unlock new opportunities. Chief Marketing Officers (CMOs) are optimistic about how the technology will power their strategy with one in three marketing leaders in APAC planning to integrate Gen AI into their marketing mix as per LinkedIn’s B2B Marketing Benchmark report.
Gradual integration of AI into their existing workflow will not only help marketers smoothly transition to the new era of work but also help maximize return on tech investments.
CMOs will prioritise improving the measurement framework
In the past year, the role of CMOs has transformed significantly, becoming more central in driving revenue and business growth. Marketers are focusing on demonstrating how their efforts contribute to revenue generation and return on ad-spend. This focus is important not only for securing budgets but also for improving stakeholder understanding about the value of brand building. While data-driven tools can help marketers reach and engage with their audiences effectively, experimenting with new measurement tools can help them build the financial fluency that’s needed to showcase their ROI.
Authenticity and human-centric approach will be key to building trust
In an AI-driven marketing landscape, maintaining authenticity will be crucial to driving growth. While AI offers powerful capabilities, it’s important to remember it’s a tool to augment human creativity. Marketers are recognising the importance of investing in new ways to connect with their audiences authentically by leveraging creativity, emotion, and humour in their campaigns.
As we navigate the AI era, cultivating a learning culture – not just enhancing AI literacy but building human skills like leadership, problem-solving and creativity will help create agile marketing teams for the future.
This article is written by Matt Tindale, Head of Enterprise APAC, LinkedIn Marketing Solutions, LinkedIn.
The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.
