As we navigate the evolving digital marketing landscape in 2024, Janice Thomas, managing director of Look Fabulous Forever, reveals why. full funnel marketing is more important than ever. Ahead of his scheduled presentation at his DigitalX conference on May 14th, Thomas will talk about his performance, balancing marketing and brand building, the impact of technological advances, and the importance of customer retention through emotional connection.
Changing dynamics of digital marketing
2024 will be a pivotal year for digital marketing, with big changes coming, including the phasing out of cookies and the introduction of smarter algorithms such as Google's helpful content updates. These changes require a more holistic approach to the customer journey, something Janice Thomas has long championed. By focusing on full-funnel marketing, Look Fabulous Forever aims to not only attract customers but also build deep understanding and trust in the brand. This strategy is complemented by emerging technologies such as generative AI that simplify content creation and enable personalized customer engagement at every stage of the journey.
The impact of technological advances on the role of marketing
Advances in technology are changing not only marketing strategies but also the nature of marketing work itself. The rise of generative AI and smarter algorithms means repetitive tasks will become obsolete and the focus will shift to strategy, creativity, and understanding customer data. Thomas emphasizes the importance of feeding the right data into these models to achieve the desired results, and the important role of human insight in interpreting the results. This shift to more strategic and creative roles highlights an exciting time for marketers, allowing them to engage in more meaningful and impactful work.
Build customer loyalty through emotional connections
In the face of economic challenges such as the cost of living crisis and potential recession, emotional connections with customers are more important than ever. Look Fabulous Forever's approach to full-funnel marketing is about more than just transactions. It's about taking customers on a journey, building trust and establishing a strong brand identity. This method has been successful, with more than half of the customers making their second purchase. Thomas' insights reveal that by focusing on long-term relationships rather than immediate conversions, brands can cultivate a loyal customer base that continues to engage and purchase over time.
To learn more about Janice Thomas' insights on full-funnel marketing and its importance in 2024, check out her at the DigitalX conference, part of RetailX Event's Spring Festival, on May 14, 2024 at Houndsditch 133 Register for the presentation. Further details and the full agenda will be announced in the coming weeks.
