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 2023-2024What’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.

Melbourne, Australia – As works begin to evolve at a fast pace due to the continuous change in the work landscape and modern consumer demands, Australia-based online educational institution RMIT Online has partnered with creative agency Thinkerbell to launch a new campaign reimagining the ‘future of work’.

The campaign leverages the concept that some of the ‘jobs of tomorrow’ follow a natural or intuitive progression, but others will require an unexpected merger of two worlds coming together. These include occupations like ‘Cybersecurity Strategist’, ‘Digital Health Designer’, ‘Brand Scientist’ and ‘Blockchain Accountant’.

While these concepts are non-existent at the moment, RMIT Online aims to merge the familiarness of jobs such as designers and accountants into 21st century-inclined concepts, such as cybersecurity, blockchain, augmented reality, among others.

For Helen Souness, CEO at RMIT Online, the campaign illustrates the ‘defining moment’ in which we find ourselves in the mid of an ever-changing world, accelerated by a rapid uptick in digital technologies that all of us sharply felt over the past years.

“If Australians want to actively participate in the economy of the future, they will need more than an elementary understanding of new technologies, as Thinkerbell’s creative spark illustrates,” Souness stated.

Screenshots from the RMIT Online website, offering future-oriented career courses such as CX strategy and brand experience.

Meanwhile, Adam Ferrier, co-founder and chief thinker at Thinkerbell, commented, “This campaign is about inspiring Australians to lean into their curiosity and dream big about what the jobs of tomorrow will bring. A world where you can be a Space Lawyer is an exciting one full of limitless possibilities.”

The campaign is released in order to promote new courses by RMIT Online that cater to future-focused career opportunities such as CX strategy, content marketing, advanced product management, among others.