2024 IN REVIEW : Your 10 takeaways, from loving Research and Finance, to reminding ourselves of the Basics
As we reflect on a tumultuous year in this 3rd Annual wrap, it makes it even more pertinent to reflect on the covered areas, and with it, renew our considerations of the evergreen.
Tis the season! That final week before you attempt to call it. Seeing what needs to be done now, setup for limbo week and what (mostly) can be diarised for New Year.
2024 has been something, and one thing that I am not shifting into next year is my quick annual review of the 10 themes covered in Front of Mind this year. For me to maintain the fundamental subjects, I aimed to approach a couple of arguably ‘duller’ but important ones. The thing is, tricky and dull can give rise to credible, and those habits repeated build credibility. For you, for your marketing, for the discipline.
So, excitingly, open your email stocking, and reveal your 10 takeaways for the year, including thoughts and links to originals…
#1. Start the year with some reading and PD
In the spirit of renewed focus and betterment to befit the typical ‘new me with new goals’ January, we touched on 4 books, of which there were 3 marketing ones. With insights and extra resources, it is worth a revisit to recoup some brain food for the down time.
January’s article : PERSONAL DEVELOPMENT more…
#2. 29 observations for a Leap month
To make the most of the calendar anomaly, I took the opportunity to highlight, from the perspective of my then 40 years (half of which in marketing/commercial roles) to share some insights from my career experiences, observations and truths. From the professional to the personal throughout my career, from corporate employment to the consulting work I do spanning the world today. Hope it helps in some small way.
February’s article : LEAP YEAR SPECIAL : 29 real experiences/observations.. more…
#3. Learn to sell Marketing to Finance
As per the title of this wrap, there are some seemingly unglamorous realities that need considering, but were surprisingly well received as practical. One of which was a reality and pain point for many a marketing professional; justifying marketing function and investment to the purse string holders. A combination of research and experience to help you here have those fiscal chats.
March’s article : NEW FINANCIAL YEAR? more…
#4. What Loyalty Is (and is NOT)
What better way to start the new financial year than to indeed Thank You for your Loyalty (as a reader still I hope!). It is often a misunderstood term. But it is so often nuanced, and conflated with preference, inertia and schemes deriving repeat purchase. It is worth considering what it is and just as importantly, what it is not.
April’s article : Thank You for your LOYALTY… more...
#5. Consistency isn’t dull, but important for brand growth
Buoyed by my own company’s brand update at the time, which was building on my brand codes and iterating whilst remaining fit for purpose, I wanted to ensure I preached what I practiced. Wild changes aren’t always the order. Data invariably shows consumers get bored way slower than marketeers. This explores the themes of little things over time, and consistency being what you can feasibly deliver.
May’s article : CONSISTENCY & BRANDS… more...
#6. Maintain Optimism in challenging times
Definitely a reflection of the climate (including own experience at the time) of the general sector consensus of the challenges of the economy and industry; redundancies, pressures, budgets etc. This fact check of economic, sector and human facts (that aren’t all doom and gloom) was shared to spread community positivity.
June’s article : SUMMERTIME - 3 sunbeams of optimism… more…
#7. Fundamentals, not dogmas. It almost always depends
One of my favourite and ever-present bees in my bonnet, the importance of seeing marketing as a toolkit, of nuance, of absolutely not one-size-fits-all. Fundamentals are rules and basics. But Dogma is persevering with a way/channel/focus without an informed approach for that advertiser. Think about all the requisite differences in brands, and with it should command a different approach, because after all, it depends.
July’s article : IT DEPENDS… more…
#8. [Most Popular of 2024] Do your Research!
After my annual hiatus to mark the typical holiday season (not to mention my own anniversary of being on this planet), we came right back to basics, and with one that, to my surprise anyway, proved to be the most read, shared and quoted. It is asymmetrically one of (if not the) most important piece of forming solid marketing strategy and work, whilst being the least invested in time and money wise. Some is better than none. Herein lies some of the ideas and approaches, I myself would use.
September’s article : RESEARCH - getting real insights… more...
#9. People are what matter in this human business
Another reminder that we are a human business, doing the work to engage humans to sell things to humans. For true marketing and advertising effectiveness we need to include all the brains and personas we’d encourage our clients to consider. I also co-launched my side initiative Neurodiversity in Media at this time too, so really keen here to shine a light on the multi-faceted brains behind the work.
October’s article : TALENT - a quick one but… more...
#10. Be mindful of shifting platforms for audiences
Finally, in a world of fundamentals and toolkits, it’s worth remembering that your audience evolve. They don’t stagnate. They shift platforms and occasional behaviours. Here I showcased my own transitions over time, and if that’s just me, imagine how different all the millions of other consumers are. Cut and paste planning not allowed!
November’s article : PLATFORMS - shifting audiences… more…
To close (here, and for 2024)
It’s been a year! As great and enjoyable as some of the conversations have been in Front Of Mind, it has been a challenging and mixed year. My own business work dipped slightly earlier in the year but is fine now. But there’s also been great progress, marketers learning more of the basics. I think we can all relate to some of this.
There is no easy time as a marketing professional in the 2020s. It’s never been more divisive, more dogmatic, more opinionated or indeed congested with content, tips, platforms, opportunities and competition. Content, reels and socials for the sake of it at times. However I take comfort that there’s enough of us to want to embrace the fundamentals, and give marketing the love and prominence it deserves, from research through to selling to the CFO. Long may that continue.
On that note, we need a break. Well I do! I wish you a great break however you celebrate - let’s reconvene for a 4th year (well initially, let’s see)!
SA
P.S. I really hope you are getting a semblance of value out of this. If so, and you think any other marketer or business owner would, feel free to share/forward this to them. Also, follow me on LinkedIn, The place formerly known as Twitter,or even my company page. If you want to discuss anything, you need some marketing advice, or you just want to discuss something I’ve said, drop me a line. Thanks and happy reading/marketing!