News, Articles & Knowledge

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. And you’re not alone! According to Gartner's 2024 CMO Spend Survey, marketing leaders are navigating an "era of less", where the need to optimise every dollar spent is critical.

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.

With approximately 8.5 billion searches per day, it’s no secret that Google dominates the search engine space. With such a large volume of users and search queries, it makes sense for your business to advertise on Google Ads to capitalise on this, right? The reality is that this isn’t such a clear-cut answer in 2024, with many factors emphasising the importance of diversifying your advertising portfolio and avoiding the over-reliance of a single platform, whilst continuing to maintain some level of presence on Google Ads where possible.

In today’s rapidly evolving digital landscape, personalisation has become a key element of effective marketing strategies. With the increasing influence of AI, businesses are discovering new ways to tailor their marketing efforts to individual consumer needs and behaviours. In the latest episode of Digital Marketing Answered™, our CEO, Tim Butler has an insightful discussion with Yuwon Song, Sales Director and Head of Business Development at Symanto, as she delves into the intriguing connection between AI and personalised customer interactions.