Strategic use of measurement, talent and AI: Marketing executives share their priorities for 2024

As we enter the new year, we're excited about what we're working on in three areas: personal interactions, data, and measurement.

First, after years of pivoting to a digital-first strategy, our customers and communities are demanding more personal, direct and real interactions. For the past few years, we've prioritized creating that experience through Config, our annual conference for people who design and build products. Last year he had over 8,000 participants and is looking forward to expanding the experience even further this year. I am a strong believer in the power of in-person gatherings as an opportunity to deeply engage with customers and as a way to support his Figma brand.

Second, while data has always been at the core of our field, marketing teams are undergoing a massive transformation. An important new driver in modern marketing is how businesses operate, rather than over-indexing (and paying for) top-of-funnel metrics like visits, reach, and impressions. It's about promoting it. I will continue to evaluate the success of his campaigns through this lens in 2024, working carefully to balance data with user research and insights.

Third, the marketing technology stack has grown significantly over the past few years. We have more systems and tools available to us, and while this presents incredible opportunities, it can also be overwhelming. At Figma, like his traditional B2B team, we prioritize tools that help with sales funnels and lead tracking, as well as using exciting new technologies to help us better understand our product-driven growth funnels.

Unlike traditional B2B funnels, our sales leads come primarily from self-service tools and more than other referral sources. Our demand generation team focuses primarily on nurturing these leads and leveraging the intent signals we own internally, rather than just investing in external intent signals and search terms. And of course, I'm very excited about advances in artificial intelligence and marketing. This allows us to move faster and more efficiently and maximize our individual impact on today's teams. I believe AI can make certain parts of our workflows more efficient and amplify what makes us special: our creativity, our brands, and our deep connections with our customers. I am.

Google started 2024 with a lot of data and tracking changes. This means CMOs are focused on getting the most out of their marketing measurement approach. Or at least focus on ensuring data blindness doesn't hinder your marketing progress and, by extension, your business growth goals for the year.

First, Google Analytics 4 has been rolled out to all enterprise customers since its initial release last year. This is a big move by Google to give more analytics and measurement back to customers. While this is the right thing to do in the long run as it allows for a more customizable and precise approach, there are some quirks and requirements that may require marketing teams to either upskill or find new partners. there is. Google also plans to implement a new tracking cookie consent mode by March and gradually remove third-party cookies from the Chrome browser through 2024 to improve data privacy. All of these changes mean that digital tracking, software skills, and data science will become the most sought-after skills within your company. A forward-thinking marketing team.

Judging from its use by UK marketing teams, AI continues to advance beyond Google's shenanigans. This recent study shows that the adoption of AI has increased return on investment from marketing by 79% through improved workflow processes, channel scalability without additional headcount, and improved marketing channel performance. Suggests. 2024 is the year that these early tests begin to become fully integrated into organizational setups and broader businesses.

One of the biggest trends in marketing, and one of the things we're focused on, is measurement. How do you spend your pounds to get maximum profit? So you have to think about three things: what to market, where to market, and how to market.

For us, it's a physical product, but it's also a set of benefits, including a 15-year warranty, purchase options, and a great delivery service. Where's the really interesting part, especially in the post-cookie context? We are an omnichannel business and 80% of our sales are online, but we have nine stores. And we've found that when customers are close to a retail format, they're much more likely to buy from us. This means that instead of paying per click where your customers are, you can actually target the right mix of spend not just across marketing channels, but where you have the best chance of converting potential customers into active customers. That means we are considering it. customer.

And how we do that is by constantly challenging and experimenting with different ways to use channels (direct mail, paid search, paid social, etc.) and how that works with creative and geographic factors. How do they interact?

There are several other priority areas that we have identified. The first is talent. We are a hybrid business and many of our colleagues have remote arrangements. This has many advantages and disadvantages, and while it poses many challenges for management and leadership, it also has great advantages in terms of flexibility. This is great for your employer brand, especially at a time when attracting and retaining quality marketing talent is critical. What we've seen in the marketing world is that “Type I” people, who are experts in areas like performance marketing, have been around for five to 10 years. We are now in a space where we need 'T-shaped' people with a wider range of skills and more commercial awareness. It's both a challenge and an opportunity.

The second is AI. All marketers are already using AI indirectly. If you're using Google services, meta services, or other measurement technologies, you're using a form of AI. As direct applications of AI start to get really interesting, how can we use this technology to solve commercial opportunities and commercial problems?

2024 will be the year of personalization, with a wider range of preventive and digital health solutions. This trend has emerged over the past few months and is likely to become even more pronounced in people's lives as consumers seek highly personalized solutions that meet their individual needs. They want the best experience, the best products, and the best service, all while being sustainable.

New habits, expectations, and care models around health and personal wellness are creating a continuous rethink for companies to deliver the most relevant brand experiences. This opens up a huge opportunity for health brands to capitalize on growing consumer demand and engagement. It also comes with the responsibility of building relationships based on trust, respect, and transparency.

Awareness, education and empowerment are essential to fully understand the science behind brands, and taboos and myths are constantly challenged, especially when it comes to health. Humanizing science and leveraging creativity can drive consumer engagement in meaningful ways.

What about challenges? Global reach and accessibility limitations are certainly important issues to address. This is part of Bayer's mission of “Health for All, Hunger for No One” to support underserved communities and people who lack basic care.

Technologies such as AI, mobile apps, wearable devices, and digital platforms are also part of the solution to provide a comprehensive ecosystem that provides consumers with personalized health insights and recommendations every day. Indeed, as the world we live in becomes faster and the information we are bombarded with every day increases, authenticity and simplicity are becoming increasingly difficult to find.What is the best solution my situation?what will you do I really necessary my Do you have a personal situation where you are experiencing these symptoms?

Now more than ever, people are living a healthy lifestyle and playing a major role in treating themselves.