Be brief, be brilliant, be gone

Attention is dead, and intention is the new marketing currency.

This is an extract from last week's IMTW.

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Issue № 126 | London, Sunday 23 February 2025

Read on to learn why:

① Your marketing execution needs to evolve. And fast.

② Tech can help your marketing be both highly targeted and relevant.

③ T+1 settlement will be the norm by 2027.

④ Boring old payments might be the most exciting area of finance.

⑤ Speaking in person at events is a powerful way to increase your influence.

⑥ Managers should go to see the people and places where real work gets done.

⑦ Generative AI is a con.

?? But first, flashback to a few weeks ago when I told you that if you’re still on Twitter, you’re doing social media all wrong. This week, Legal & General became the latest asset manager to abandon the platform.

What's new

This week, I attended a marketing leader masterclass that examined what CMOs are doing differently in 2025. Some key takeaways:

AI is marginalising search…

…so your content needs to breakthrough

Personalisation should be 1:1

AI is here to help, not replace

Attribution models are now indirect

Why it matters

① Marketing fundamentals don’t change. Strategic elements like having a deep understanding of your customers and competitors - and the water-tight positioning that flows from that - remain critical to your success. But the speed at which technology like AI is evolving, the frequent changes to social media platforms, the unrelenting pressure to demonstrate ROI, all mean that the tactics that have served you well until now no longer will. Your marketing execution needs to evolve. And fast.

What to do about it

Take action

② Marketing technology can help you:

1. Diversify your paid media strategy: Understand that your customers need multiple touch points before taking action and spread your media appearances accordingly.
2. Design campaigns that are multi-channel: Be where your customers are. Integrate digital and physical channels (as we discussed last week).
3. Localise your playbook: Rolling out the same messaging and tactics globally will inevitably mean your marketing is less effective and you miss opportunities to delight.
4. Leverage AI: Your marketing team’s creativity and strategic nous is as important as ever. But let AI help with research and initial generation of content for the team to curate. Remember: it’s a bicycle for the mind.
5. Personalise and experiment at scale: Unify your customer data and leverage new tools to personalise your marcomms on a 1:1 basis. Get comfortable with the idea of testing and iterating at scale.

Get help

Two ways I can help you: 1) hire me as a full-time member of your team; or 2) use InMarketing, an advisory service for senior leadership teams in finance and tech.

???Audit ?? Strategy ????Positioning ??Planning ?????Problem-solving ???Counsel

More...

To learn why:

③ T+1 settlement will be the norm by 2027.

④ Boring old payments might be the most exciting area of finance.

⑤ Speaking in person at events is a powerful way to increase your influence.

⑥ Managers should go to see the people and places where real work gets done.

⑦ Generative AI is a con.

Visit InMarketing This Week for the rest of this issue >

About

Written for senior leadership teams in finance and technology, InMarketing This Week is a showcase for news likely to impact you - delivered with insight on why it matters and ideas on what to do about it. It’s published every Sunday at six to give you a head start on the week. Read extracts?here on LinkedIn, or subscribe to?have each full issue delivered straight to your inbox, before it's available anywhere else.