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In November 2024, Digital Marketing Lead, Hope Holman and Creative Lead, Miriam Gooch, attended Web Summit’s renowned conference in Lisbon, where the tech world meets. In this blog, they highlight some key takeaways, including innovative updates in the landscape of content creation and AI, and the importance of brand authenticity in a crowded market.

In today’s fast-paced digital world, achieving sustainable growth depends on more than just attracting new customers—it’s about keeping them engaged and maximising their value over time. Rather than chasing quick wins, businesses should focus on cultivating loyal longstanding customer relationships. This guide explores why Lifetime Customer Value (LCV) is crucial, how to calculate it, and practical strategies to make LCV a cornerstone of your business growth plan.

Thriving in the Era of “Less”

As we wrap up 2024, it’s an understatement to say that this year has been marked by change and transformation. When talking to our clients, it’s clear that marketing and revenue leaders have had a tough year in most industries. Working with shrinking budgets but having to adapt to the ‘never normal’ in a landscape that’s constantly shifting has been a never-ending battle.

Today’s e-commerce landscape is more competitive than ever. In a market with rising costs of acquisition and fierce competition, businesses need to be smarter in the way they generate revenue and go beyond just attracting new customers. Instead, capitalising and maximising revenue from existing customers. Two of the most effective strategies for this are upselling and cross-selling.

As we look back at HubSpot’s annual conference, Inbound 2024, it’s clear that the digital marketing landscape is on the verge of a significant transformation. The buzz surrounding artificial intelligence (AI) continues to grow, with businesses now eager to unlock the power of AI in marketing and in their daily operations. This year has marked a pivotal shift where companies are no longer just dabbling in AI; they’re seeking to integrate it seamlessly into their existing tech stacks. With numerous AI tools released over the past year, the spotlight at Inbound 2024 highlighted how established platforms are embedding AI within their suites rather than releasing separate tools. The introduction of AI Breeze, AI Agents and Co-Pilot exemplifies this trend, showcasing a commitment to enhancing the marketing toolkit available to businesses today.

The rapid evolution of artificial intelligence (AI) is reshaping digital marketing, particularly in how businesses approach search engine optimisation (SEO). Google’s latest AI developments have introduced revolutionary changes to how search results are generated, processed, and displayed. At the forefront of this transformation is the rise of AI overviews, which prioritise concise and relevant content. For businesses and brands, this evolving landscape presents both challenges and opportunities, requiring them to rethink their SEO strategies and adapt to new algorithms and expectations.