What does this all mean?

Let customers lead

Our experts’ advice hinges on leaning into tools that help you succeed. Marketers who use tech to flex time could hit a process improvement jackpot and spend more hours trying new things.

Notably, the odds favor truly knowing your audience to design richer experiences for them and draw them closer. Brand and demand activity will be backed by first-party data to draw more authentic conclusions for strategy in 2024.

"Marketing is changing so quickly that it can be difficult to decide where to focus and how to take insights from trend reports and put them into practice. The questions I would ask are: How does this change what marketing teams do day-to-day? How should teams balance long-term vs short-term objectives? How to test new ideas and innovate while driving performance using tried and tested tactics?

The customer is a good reference point for deciding what to prioritize. Consider how to experiment with new technologies using an 80/20 split. Allocate time to review progress regularly and identify what’s working well - it’s much easier to grow by amplifying strengths. Identify the trends most likely to have the biggest impact and then break these into small steps, with processes in place to test and learn - but don’t expect to find the winning formula immediately!”

Simon Lord,
VP of Marketing at Turtl