So MW's columnists to-do list for 2024.
This is my section of what I think is relevant In no particular order...
Do read the article to get the most out of it.
No 3, 7 and 8 are my favorites.
1. Stop: Wasting money on performance marketing that targets people who were going to buy from you anyway. Yikes!
2. Stop: Marketers need to stop taking themselves too seriously.
3. Planning starts with the realisation that the customer doesn’t give a shit. Sarah Carter at adam&eveDDB.
4. Stop: Thinking only about reach. Read the article for the complete thought. You will be glad you did. Key word: 2.5 secs.
5. All too often brand marketing looks the same across a category and, as such, is easily ignored. If an ad doesn’t reach the attention-memory threshold of 2.5 seconds, it’s as if it never happened.
6. Start: Prioritising attention.
7. Continue: Entertaining. If we’re going to prioritise attention, we have to create brands and campaigns worth paying attention to.
8. TikTok is the fastest growing social media platform not because of its ability to connect you with friends you never see and not for posing in pictures. It’s because it’s an entertainment platform.
9. So much marketing today is chock full of rational messaging, achingly serious, and sales pitchy.
10. Stop: Looking to technology to solve every marketing challenge.
11. Start: Seeing tech as a tool, not a destination. I would add AI in there.
12. Stop: Looking for a one-size fits all solution to marketing: people are different, categories are different, brands are different. Also, speeding through the strategy process with ‘scrums’ and ‘squads’ and the like. Give strategy the time it needs and then you will save time on execution.
13. Continue: Being the voice of the consumer and the conscience of the business.
14. Stop: Worrying about all the on-going uncertainty.
15. Start: Putting together the boldest, most imaginative plans you can muster to entertain and attract new customers.
Wow!
Santa really did bring in some good stuff this year!
This was not done using AI, used the Copy-Paste function as I scrolled through the article.
As we look forward to the year ahead, some of Marketing Week’s roster of columnists have taken a step back to provide a to-do list for next year. Here, they share their thoughts on what behaviours, approaches, attitudes and practices should be reconsidered, ramped up and maintained.
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