Grey Dog

14 Lessons from 14 Years

by ailbhegreydogie

This January, Grey Dog marked 14 years in operation, a journey filled with growth, challenges, and invaluable experiences. As we reflect on the journey so far, we’ve gathered 14 key lessons that have shaped who we are today. These insights have guided us through both successes and setbacks, and we know there are still many more lessons to learn in the years ahead. 

1. Surround Yourself with People Who Bring Energy.  

Energy is contagious. It fuels creativity, drives innovation and makes the hardest days brighter. Over the years, we’ve learned that building a team of passionate, enthusiastic individuals is crucial. Their positive energy not only elevates the work environment but also inspires everyone to strive for excellence. 

2. Be Respectful. Of Everyone. Always. 

Respect is non-negotiable. Treat everyone with kindness, regardless of their position or role. A positive, respectful environment fosters trust and collaboration, which are ultimately essential for long-term success. New ideas and creative solutions can only flourish in a trustworthy and supporting environment.  

3. While Goals Matter, True Growth Comes from Focusing on the Process. 

Goals can provide direction, but the journey is where the true lessons lie. Obsessing over the destination can distract us from the valuable lessons along the way. Enjoy the journey, learn from every step, and the goals will take care of themselves. 

4. Everything Can Be Learned If You’re Willing to Start as a Beginner. 

Every skill, challenge, or new direction starts with a learning curve, and embracing that discomfort is what leads to real progress. There is power in recognising when you need to educate yourself or start from the beginning. Everyone starts somewhere and the ability to learn and adapt is a powerful asset in any field. 

5. Detach from “How We’ve Always Done It” While Preserving What Makes It Special. 

Tradition is comfortable but sticking to Business-As-Usual tendencies can stifle innovation. We’ve learned to balance between preserving the core values of Grey Dog while remaining open-minded. Don’t be afraid to challenge the traditions but always honor the foundation your organisation was built upon.  

6. Trust your gut 

While information provides a solid foundation for decision-making, it’s the combination of data and intuition that leads to the most effective and authentic choices.   

7. Everyone is Winging It, Find Peace with Uncertainty  

Uncertainty is a constant in business, and learning to embrace it is just as important as any strategy. Instead of fearing the unknown, we’ve learned to see it as a space for possibility. Growth happens when you stop waiting for certainty and start moving forward with confidence, even when the path isn’t fully clear. 

8. A Calm Mind Makes Clearer Choices. 

We’ve learned that a calm, focused mindset is essential for making rational choices. Taking a moment to breathe, reflect, and consider all potential outcomes allows us to approach challenges with clarity and confidence. Take calculated risks when you’ve reached a state of peace with all possible results. 

9. Learn from Everyone, but Don’t Cling to Any Single Way of Doing Things. 

Fortunately, we encounter people with an abundance of knowledge, and we always have something to learn from them. We have understood the importance of being open to different perspectives and approaches but to also maintain your own unique values.  

10. Adaptability is a Superpower. 

The marketing and events industry are constantly evolving and the ability to adapt has kept us afloat. Being responsive to new challenges allows us to stay ahead of the curve and thrive in any environment.  

11. Know when to hand batons on and when to take them on 

Flexibility within roles is just as crucial. We’ve learned to be flexible and willing to step into different roles as needed. Knowing when to delegate and when to take on new responsibilities is a sign of true leadership. Be prepared to pass the baton when the time is right, and equally ready to step up when needed.   

12. Small steps – Continuously – Lead to Bigger Things 

Big changes often start with small consistent steps. We’ve learned not to underestimate the power of daily habits and incremental changes; they can be the difference in long term success.    

13. Productivity Isn’t About Doing More; It’s About Doing What Matters. 

Being busy isn’t the same as being productive. True productivity comes from having the mental clarity to focus on what actually matters. Instead of chasing endless to-do lists, we’ve learned to prioritise meaningful work, the tasks, projects, and ideas that drive real progress.  

14. Consistency is Key 

Business growth comes from showing up daily. Even when it is challenging, avoid the temptation of sporadic bursts of effort and instead focus on steady progress.  

These lessons represent just a glimpse of these past 14 years of building Grey Dog. We’re grateful for the team we’ve built and our journey so far. We are looking forward to what the future holds and the many more lessons we will learn along the way. Here’s to many more years of Growth, learning and success! 

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Event Advice

Building a Personal Brand through Thought Leadership: A Practical Guide

by ailbhegreydogie

In today’s digital-first landscape, building a personal brand is vital for both individual growth and company success. At Grey Dog, we recognise the value of establishing a trusted and influential voice that aligns with your broader objectives. Personal branding is more than self-promotion; it enhances credibility, fosters meaningful connections, and positions you as a go-to resource in your industry. A strong personal brand not only amplifies your visibility but also builds client trust and reinforces your company’s values, ultimately driving business growth and supporting long-term development.

Common Challenges

Business owners and professionals often face hurdles when establishing a personal brand:

Corporate Caution – Organisations may be wary of personal brands overshadowing corporate identity.

Time Management – Thought leadership requires consistent, quality engagement.

Finding the Right Tone – Balancing personal and corporate voice is essential to maintain professionalism.

Gaining Stakeholder Support – Approval from colleagues and leadership is needed to ensure alignment, which can slow down momentum.

Get comfortable with your “personal elevator pitch”

By nature, we often feel uncomfortable talking about ourselves. To avoid rambling or sounding awkward, script it! We’ve developed a guide to help you script your personal introduction, tailored to the length you need (as shown in image 3). A big shoutout to Fiona O’Carroll for her guidance on this one!

Framework for Success 

To build an impactful brand through thought leadership, we recommend adopting a structured approach that aligns your personal passion with professional purpose. Here’s our step-by-step guide:

Find Your Niche
Choose an area where your skills and market needs align. Concentrate on topics you’re passionate about and good at—this makes your brand feel more genuine and impactful.

Create Valuable Content
Share insights that tackle important issues and offer solutions in your field. High-quality, well-researched content helps establish you as a credible expert. Posting consistently builds a reliable presence.

Share Your Vision
As a thought leader, it’s important to think ahead. Talk about emerging trends, industry changes and new solutions. This forward-looking perspective helps connect with audiences on a deeper level.

Engage with Your Audience
Be active in industry discussions, webinars and social media. Engaging with peers and leaders boosts your visibility and strengthens your network.

Pursue Speaking Opportunities
Conferences, panels and webinars are great places to build your brand. Speaking engagements increase your credibility and allow you to make valuable connections.

Connect with Industry Leaders
Work with experts in your field to grow your influence. Collaborative projects, joint articles, or co-hosted events boost credibility and widen your reach.

Stay Consistent
Building a strong brand takes steady effort. Regular updates, engagement, and interactions show commitment and build trust over time.

Grey Dog’s Hot Tips for LinkedIn Success

Optimise Your Profile: Keep your profile updated with a professional photo and detailed work experience. Think of it as your shopfront—make it inviting and credible.

Grow Your Network: Connect with colleagues, clients and industry peers. Join groups relevant to your target sectors.

Engage Actively: React, comment and share content to boost your visibility and show expertise.

Post Consistently: Share valuable insights regularly, using formats like videos, polls and images to keep it interesting.

Stay Active: Spend a few minutes daily engaging with content and responding to connections.

Measuring Success

To gauge the impact of your LinkedIn efforts, it’s essential to track key metrics and establish goals. Here are Grey Dog’s hot tips for measuring success:

Track Key Metrics
Monitor metrics like audience growth, post impressions, and engagement rates to see how your brand is resonating with your audience.

Set Timelines and Benchmarks
Establish timelines for achieving specific goals and set benchmarks to track your progress over time.

Use an ROI Framework
Assess the long-term value of your efforts by using an ROI framework, which helps you evaluate the impact of your personal brand and thought leadership over time.

Tools and Resources 

Download Grey Dog’s Personal Brand Checklist to streamline your efforts and access our Content Planner for a structured approach to sustaining your thought leadership.

Final Thoughts

Personal branding is essential for those looking to make an impact, both for themselves and their organisations. Through thoughtful engagement, consistency and strategic content, business owners and professionals can develop a brand that positions them as trusted voices within their industry.

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Branding

Graphic design trends reshaping marketing and events in 2024 

by Siobhan Fitzgerald

The world of graphic design and branding moves fast. What was ‘in’ one year can be very much ‘out’ the next. Here, our trend-savvy design team, Michele Brosnan and Órfhlaith Carragher bring their fresh perspectives on the key trends reshaping marketing and events this year as well as a peek into what’s on the horizon for 2025.   

1. Retro revival  

Source: Ana Antonov on Behance 

Vintage-inspired typography, colour palettes and imagery have been making a comeback, adding a touch of warmth and familiarity to corporate communications. As Adobe noted earlier this year, this contrasts with the rapid advancements in AI technology, with the prevailing mood now being to ‘take things back to a simpler time with some inspiration from the past.’ 

2. Bold typography  

No more playing it safe with fonts! In 2024, we’re seeing a surge in expressive, bold typography that commands attention. ‘Bubble text’, as has been seen in Oatly campaigns, is being seen more and more, bringing a sense of playfulness to design. This trend is particularly effective for event signage and digital marketing assets, where making an immediate impact is crucial. 

3. Minimalism with a twist  

While minimalism isn’t new, it’s evolving. The current iteration focuses on clean layouts with unexpected pops of colour or unique design elements. This approach is perfect for businesses looking to balance professionalism with creativity. 

4. Sustainable and inclusive design  

Source: Unilever 

Sustainability isn’t just a buzzword—it’s becoming a design imperative. We’re seeing a rise in eco-friendly materials for print collateral and a focus on digital-first designs that reduce environmental impact. Additionally, inclusive design practices are gaining traction, ensuring marketing materials and event spaces are accessible to all. As Venngage point out ‘gone are the days of generic, faceless figures representing “everyone.” Instead, designers are incorporating visual elements that celebrate a broader spectrum of races, ethnicities, genders, abilities and body types.’  

Relatedly, accessibility requirements for websites have changed with the AA WCAG Web Content Accessibility Guidelines impacting colour choice. This has resulted in more high-contrast and unique colour palettes.  

5. AI-generated design 

When it comes to AI in design, the team is cautiously optimistic. Órfhlaith shares, ‘it looks really useful for different elements, but maybe not for a full-on design.’ For Michele, design that has been generated by AI alone is ‘obvious’ and she feels that the best use case for AI is to use it as an assistant for quick mockups to give a sense of direction for branding and campaigns. The key takeaway? Lean on the expertise of designers and use AI as a way to speed up processes, instead of overtaking them entirely. 

Looking ahead: 2025 design predictions 

As we look to the future, our design experts anticipate some exciting shifts: 

1. Ultra-minimalism 

Source: McDonalds & Nivea

Michele predicts that ‘the outlook is going to be ultra clean minimalist.’ She points out that there’s nothing new about minimalism in design, but the departure is that ‘it’s going to go to the extreme, with really restrained colour palettes.’ 

2. Evolution of typography

 

Source: Apple 

Bold, expressive fonts will continue to dominate. Órfhlaith adds, ‘I think high contrast typography, similar to what Apple have been doing, will be seen more and more.’ 

3. Farewell to pastels and gradients 

Source: Anastasia Design on Behance 

The colour palettes of the past couple of years have been dominated by variations and gradients of pastel colours. However, as Michele notes, ‘there’s going to be a move away from the pastels . . . what we’ll see more of is a restrained, yet strong, colour palette.’ 

Easy ways to make your branding more effective  

With all eyes on your brand at an event, it can be tempting to include your entire value proposition on backdrops and banners. But for event branding, less is often more.  

As Michele advises ‘too much copy is always a no-no. You really want the brand to stand out with just a couple of bullet points or even just one catchy tagline.’ 

For website and social media marketing, high-resolution imagery is key. Órfhlaith stresses the importance of quality: ‘photos do a lot better on Instagram and LinkedIn, maybe more so than graphics. So, it’s important to have high-res imagery.’ 

What does ‘high-res’ mean? A high-res image is usually the original file and is ideally 300 DPI (dots per ink.) In contrast, if you download an image from a website, this will typically be 72 DPI, resulting in lower-quality or grainy imagery when used in design.  

How Grey Dog can elevate your brand 

Grey Dog’s comprehensive branding and design services ensure your company stands out in the competitive business landscape.  

From brand creation and refreshes to product launches and event activations, our team of experts craft tailored solutions that resonate with your target audience. 

Whether you need a complete brand overhaul or a stunning event design, Grey Dog has the expertise to bring your vision to life. Our data-driven approach, combined with our creative flair, delivers measurable impact and helps you achieve your most ambitious goals. 

Ready to transform your brand and make a lasting impression for your next event or marketing campaign? Get in touch! 

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Flawless events
Event Advice

The Secret to Flawless Events: Insights from Grey Dog’s Events Experts 

by ailbhegreydogie

Founders and CEOs are increasingly recognising the power of live, hybrid and online events as both marketing tools and revenue generators. At Grey Dog, we pride ourselves on our events expertise, helping our clients create unforgettable experiences that drive results. 

We recently sat down with three of our events experts – Clare, Laura and Jill – to gain insights into their journeys, the challenges they face and the trends shaping the future of events. Their combined expertise offers valuable lessons for anyone looking to venture into the world of professional events. 

About the team 

Each of our experts found their way into event planning through different routes, highlighting the diverse skill sets that contribute to success in this field. 

Clare’s journey began in financial publishing, where she discovered her enthusiasm for events while working on delegate sales. “I just loved, from the start, being at the events and seeing them in action,” she shares. Her experience in audience acquisition and sponsorship management provided a strong foundation for her current role as Event Development Manager at Grey Dog. 

Laura, on the other hand, transitioned from digital marketing to events, drawn by her natural organisational skills and attention to detail. “I’m very organised, very detail-oriented,” she explains. “Being able to multitask and work across multiple different events just came naturally to me.” 

Jill started her career initially focusing on marketing and content creation before seizing the opportunity to move into event planning at Grey Dog. She has since gone on to become qualified in Event Planning.  

The thrill and challenges of event planning 

When asked about their favourite aspects of event planning, our experts highlighted the diversity of experiences and the satisfaction of seeing their hard work come to life. 

Laura appreciates the change of scenery and the opportunity to meet clients in person. “I like the fact that it’s not in the office five days a week,” she says. “Getting to meet the clients in person and work with them is really valuable.” 

Clare echoes this sentiment, emphasising the sense of achievement: “My favourite thing about working in events is seeing all of your hard work, including the wider team’s, come to fruition.” 

However, event planning is not without its challenges. Our experts identified several key areas that require constant attention: 

  1. Maintaining clear and timely communication 
  1. Always having contingency plans 
  1. Overcoming budget constraints 

As Clare notes, “You’re kind of constantly changing and adapting.” This adaptability is crucial in delivering successful events that meet and exceed client expectations. 

From concept to execution: the Grey Dog approach 

At Grey Dog, we believe in a thorough, client-centric approach to event planning. Our process begins with a comprehensive client briefing to understand their goals, target audience and vision for the event. 

Clare explains, “I would start off with that initial client briefing… getting a full brief from them as to what they want to achieve in this event. What’s their goal? Who are they targeting?” 

This information forms the foundation of our internal brief, which guides our team throughout the planning process. We consider every aspect, from venue selection to attendee experience, ensuring that each element aligns with the client’s objectives. 

When it comes to venue selection, our team considers factors such as: 

  • Location and accessibility 
  • Capacity and layout 
  • Technical capabilities for hybrid events 
  • Branding opportunities 
  • Alignment with the client’s brand and attendee expectations 

Jill highlights the importance of understanding the client’s standards and target audience: “We usually have an idea in terms of the client standard, for example, a five-star hotel or if they’d be more interested in an event-based venue.” 

Measuring success: beyond numbers 

While attendance numbers and staying within budget are important metrics, our experts emphasise that success in event planning goes beyond these quantitative measures. 

“I guess it’s probably twofold,” Clare explains. “There’s, what does a client’s success look like? And then our goal is to get absolutely everything in the brief spot on.” 

This client-focused approach ensures that we not only meet but exceed expectations, creating events that leave a lasting impact. 

As the events industry continues to evolve, our experts have identified key trends that clients should consider: 

  1. Hybrid events: Laura notes, “Definitely hybrid events… because with COVID, people have gotten very used to not attending in person.” This trend allows for greater flexibility and broader audience reach.“
  1. Sustainability: Clare highlights the growing importance of eco-friendly practices in events. “There’s the sustainability, ESG side of things to consider now,” she says, emphasising the need for innovative, environmentally conscious solutions in branding, marketing, and exhibitions. 
  1. Interactive networking: our experts stress the importance of facilitating meaningful connections at events. Strategies include networking apps, topic-based roundtables and speed networking sessions. 
  1. Engaging content distribution: Laura advises, “Disperse the most popular panel sessions throughout the day in order to avoid any lulls in engagement.” 
  1. Immersive experiences: From interactive food stations to live polling, creating engaging touchpoints throughout the event keeps attendees invested and interested. 
New to events? Start here 

For founders and CEOs looking to venture into event organisation, our experts offer the following advice: 

  1. Start small: begin with online events to build your audience and understand their needs before investing in larger, in-person events. 
  1. Understand the investment: recognise that events, especially first-time ones, can be expensive and may not generate immediate revenue. 
  1. Focus on value: remember that events offer benefits beyond monetary returns, such as networking opportunities and brand visibility. 
  1. Partner with experts: consider working with an experienced events agency to navigate the complexities of event planning and execution. 
  1. Be prepared: always have contingency plans and be ready to think on your feet when unexpected challenges arise. 

As Clare wisely notes, “Things that are out of your control but inevitably with travel, technology, and so many third parties – something will go wrong! It’s how you deal with that and find a solution. Keep calm in a crisis!” 

Be a guest at your own event 

Our philosophy at Grey Dog is simple: we want our clients to be guests at their own events. We take care of all the details, allowing you to focus on what matters most – connecting with your audience and achieving your event objectives. 

From initial concept to final execution, our team of experts handles every aspect of your event with precision and creativity. We leverage our years of experience, industry connections and innovative strategies to create events that not only meet but exceed expectations. 

Whether you’re planning your first webinar or a large-scale international conference, Grey Dog has the expertise and resources to make your vision a reality. We understand that each event is unique and we tailor our approach to meet your specific needs and goals. 

Ready to take your events to the next level? Get in touch with Grey Dog today and discover how we can help you create unforgettable experiences that drive results. 

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Fill the room at your next event!  

In October, our event marketing experts, Clare McSwiggan and Ailbhe Cooke, will be sharing the strategies, tactics and best practices you need to drive registrations for your next event.  

Join us in this 45-minute session and you’ll:  

✍️Gain proven strategies to craft captivating marketing that drives registrations    

🗣️Learn tactics for building buzz and maximizing turnout through multichannel promotion    

👩‍💻Discover how to engage attendees and create memorable experiences by leveraging technology    

🎯Learn how to measure event success against defined goals    

We’ll also have a Q&A section at the end to answer any questions you have about events.  

Register now!
Event Advice

Christmas planning in July 

by ailbhegreydogie

Why it’s the perfect time to plan your end-of-year events 

  1. Why the summer months are perfect for planning end-of-year events 
  2. Effective Christmas planning in July 
  3. Grey Dog’s event planning resources 
  4. Be a guest at your own event 

As we approach the summer holidays, thoughts of Christmas seem distant, but savvy businesses are already laying the groundwork for their end-of-year celebrations. July, with its quieter business and events calendar, presents an ideal opportunity to get ahead with planning your Christmas parties, incentive trips, and awards ceremonies. Here’s why starting your festive preparations now can lead to greater success and less stress later. 

Why the summer months are perfect for planning end-of-year events 

Beat the rush and secure top venues 

The most sought-after venues book up quickly for the holiday season. By starting your planning in July, you’ll have your pick of locations, ensuring you can secure the perfect space for your event.  

Benefit from cost savings 

According to the latest Cvent PULSE survey, a persistent challenge for event planners is rising costs for goods and services, along with budget constraints and airline pricing. 

Taking early action also comes with the bonus of early bird discounts, allowing you to gain significant savings on venues, catering, and entertainment, so you can stretch your budget further. What’s more, with more time, you can also research and negotiate better deals, potentially allowing for higher-quality elements within your budget. 

Time to get creative 

With the pressure of imminent deadlines off your shoulders, you have the luxury of time to brainstorm unique ideas. Whether it’s an innovative theme for your Christmas party or a memorable location for your incentive trip, early planning allows for more creative and impactful event concepts. In need of inspiration? Check out this comprehensive list of 200 event ideas from Skift. 

Higher attendance rates and improved guest experience 

Not only can you get creative with the event itself, but having some time to get more creative with marketing campaigns boosts interest. Plus, giving guests plenty of advance notice will also increase the likelihood of good attendance.  

Meanwhile, early planning allows time to consider and accommodate special requirements, dietary needs, and accessibility issues, improving the overall guest experience. 

Avoid last-minute stress 

The final quarter of the year is often hectic. By tackling your event planning now, you’re freeing up valuable time later when you’ll likely need it most. This proactive approach can significantly reduce stress levels for you and your team and avoid last-minute rushes. Plus, it allows for more flexibility to adjust; if unexpected changes occur, you have more time to pivot and adjust plans without major disruptions. 

Effective Christmas planning in July 

End-of-year events are excellent opportunities to reinforce company values and celebrate achievements. By planning now, you can ensure your events align perfectly with your business objectives for the year, creating more meaningful experiences for your team. 

To ensure your corporate Christmas events are a resounding success, here’s what you should be doing in July: 

Set clear objectives  

Define what you want to achieve with your end-of-year event. Is it team bonding, client appreciation, or celebrating yearly achievements? Clear goals will guide all subsequent decisions. 

Establish your budget  

Determine how much you’re willing to spend. Include all potential costs: venue, catering, entertainment, decorations, and any travel or accommodation if necessary. 

Form a planning committee  

Assemble a diverse team to bring different perspectives to the planning process. Assign roles and responsibilities clearly. 

Choose and book your venue  

Start researching and visiting potential venues. Once you’ve found the perfect spot, book it immediately to avoid disappointment. 

Draft your guest list  

Begin compiling your guest list. For large corporations, determine which departments or levels of staff or clients will be invited. 

Develop your theme and concept  

Brainstorm potential themes or concepts for your event. This will influence many other aspects of planning, from décor to entertainment. 

Research vendors 

Start researching and reaching out to potential vendors for catering, entertainment, décor, and any other services you’ll need. 

Publish save-the-date communications  

Send out a save-the-date notification to your guests. This is especially important for events that may require travel. 

Gift planning  

If you plan to give out corporate gifts, start brainstorming ideas and researching suppliers. 

Assess risk 

Conduct a preliminary risk assessment. Consider potential issues like weather (for outdoor elements) and start thinking about contingency plans. 

Sustainability considerations  

Think about how to make your event more sustainable. This could involve choosing eco-friendly vendors or implementing waste reduction strategies. 

Technology needs  

Assess any technology requirements for your event, such as audio-visual equipment or event apps. 

By tackling these elements in July, you’re setting a strong foundation for your end-of-year event. This proactive approach allows ample time for creative development, thorough research, and thoughtful decision-making, ultimately leading to a more polished and successful event. 

Grey Dog’s event planning resources 

For a comprehensive overview of effective event planning, see our recent webinar, recap and event planning guideline. To avoid any clashing date snafus, we’ve also created a key dates calendar. 

Be a guest at your own event 

At Grey Dog we understand that every business has unique needs when it comes to event planning. That’s why we offer a range of event packages designed to suit different scales and complexities: 

  1. Our basic package is perfect for businesses new to large-scale event hosting or those planning smaller gatherings. It covers essentials like venue sourcing, basic AV management, and operational support. 
  1. For more complex events, our mid-tier package offers comprehensive management including content production, marketing support, and full event branding. 
  1. Our premium package delivers full-scale management for high-impact events, featuring extensive AV capabilities, high-profile speaker recruitment, and sophisticated marketing campaigns. 

No matter the scale of your event, starting your planning in July sets the stage for a successful and stress-free festive season. Ready to get started? Get in touch [INSERT LINK] with us today, and let’s make your end-of-year events truly memorable. 

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Marketing trends in 2024: Adopting AI as your strategic co-pilot
Marketing Tips

Marketing trends in 2024: adopting AI as your strategic co-pilot 

by Siobhan Fitzgerald

How is AI changing marketing in 2024? 

Since the launch of the large language model, ChatGPT, in late 2022, the marketing landscape has undergone a massive transformation. Since the use of AI in marketing is seeing rapid technological advancements and consumer behaviour is evolving, it’s more crucial than ever for business owners and entrepreneurs to stay ahead of the curve. Let’s take a closer look at some of the key marketing trends that have emerged and how they are playing out in consumer culture. 

Consumer culture and brand innovation 

While significant attention has been given to data-driven marketing, AI, and other technologies, creating brand awareness based on a clear strategy remains crucial. AI-driven efficiency cannot be denied; however, the challenge now is for companies to find the right balance between emerging technologies and proven brand-building methods. 

In this sense, ‘innovation’ extends beyond adopting new technology. As Nicki Morley, Head of Thought Leadership at Kantar, emphasises: “successful brands share five key characteristics: consumer-centricity, strong brand foundations, category leadership, sustainability focus, and a willingness to be brave through testing and learning.” 

Google’s content quality rater: optimising content for SEO 

Google’s latest update seeks to reduce low-quality, unoriginal content in search results by 40%. While Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) framework has existed for a decade, but this year, Google added an extra ‘E’ for ‘Experience.’ 

This implies that content that is memorable, creative, and attention-grabbing that aligns with buyer needs and drives lead generation is essential. On the one hand, as Ogilvy predicts, AI is an indispensable ally in this regard, enabling brands to sift through extensive consumer data and craft hyper-personalised content at an unprecedented scale and speed. 

However, adding the human touch is key for authenticity. While the excitement of adopting new technology and the efficiency it bring are undeniable, brands must strike a balance by infusing AI-generated content with a human touch through face-to-face videos, stories, and anecdotes fostering trust and engagement with their audience. 

Making user experience a priority 

In tandem with generating high-quality content, these updates have also underscored the importance of delivering exceptional user experiences (UX). According to Beymard, 39% of users stop engaging with a website if loading time is too slow and 90% of users stop using an app due to poor performance. Businesses that prioritise UX optimisation, seamless navigation, and engaging, buyer-centric content will reap the rewards in terms of higher engagement and conversion rates. 

As a social media report by Hubspot points out, social media platforms have swiftly integrated AI capabilities, from TikTok’s personalised feed customisation to Instagram’s AI-generated stickers and LinkedIn’s AI-powered profile assistance. As AI capabilities continue to evolve, brands will be able to leverage these tools to drive productivity and creativity in campaign conceptualisation, copy generation, short-form video and visual content creation. 

Meanwhile, there is a growing shift towards raw, unfiltered content that resonates with audiences craving real, entertaining, and personality-driven experiences. As mentioned, brands who incorporate a human touch into AI’s content creation capabilities will likely witness increased engagement and brand loyalty.

Don’t sleep on LinkedIn!  

While most of social media platforms are seeing a decrease in engagement rates, LinkedIn has just hit a billion members worldwide with an expected rise in high-quality thought, leadership, advice, and support. 

For best practices on using LinkedIn effectively, please see our handy checklist. 

DOWNLOAD THE LINKEDIN CHECKLIST

Adopting an omnichannel approach 

With numerous channels available, creating a holistic brand experience is crucial. Businesses that adopt an omnichannel approach, leveraging multiple touchpoints with consistent messaging across digital and in-person interactions, are fostering well-rounded brand awareness that forges stronger connections with their audiences. 

Face-to-face interactions are regaining prominence in B2B marketing. Engaging booth experiences, activations, and events play a vital role in fostering connections and building trust with potential clients. It is wise for businesses to prioritise developing robust virtual and hybrid event strategies to complement their digital efforts. 

For an in-depth look at mastering an event, please see our latest webinar. 

Conclusion 

Embracing AI as a strategic co-pilot while maintaining a human-centric approach, prioritising user experiences and personalization, and delivering authentic, omnichannel brand experiences will be key to staying ahead of the curve. 

Need help adapting your marketing strategy to the latest trends? Our team of experts is here to help you navigate the ever-evolving landscape and position your business for success. 

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