Why your marketing should never be static

Marketing has never been static.

Right now it’s AI. Before that, it was social media. Before that, digital. Marketers have always had to cater to change.

And it’s not just us. Our clients face the changing landscape with us, and bring to us their own changing challenges.

So what do we do? Change with them.

Right now your clients are worried about the top line. The economy is slow, growth is difficult, and your clients are wondering where to find clients (and, once found, keep them). But, in the same breath, we see a real continued focus on the bottom line — managing cost and productivity.

We as marketers can’t approach this like we always have. Of course, there are many ways to meet this change and any ‘answer’ cannot be one size fits all. The answer is not just a robot revolution. But blanket-dismissing technological advancements (like AI) not only put you behind the rest of the industry, but it will really put your clients at risk.

The answer? Keep your ear to the ground.

1. Learn about your clients, their concerns, their challenges, their prejudices, and their needs
2. Learn about the market, how it’s changing, and how you can meet it where its at
3. Do high quality work that you will be proud of even when market trends change

We like to act like this is new (it’s not). Or that it’ll destroy the industry (it won’t). Or that we will have to change everything to keep up (we might). But remember:

We. Have. Done. This. Before.

Now take a deep breath. It will be fine.

In today’s podcast, Alison Simpson talks to Jay Badiani about the shifting B2B landscape and some of the ways that we, as marketers, can meet them. Key to listen to if you’re struggling with the recent shifts in B2B marketing, even more key if you’re Canadian, and still great if you’re not.