The future of your role with Katy Potter

Katy's role is Marketing Manager, and she is currently working across our cleaning and glass portfolios. Her main duties include planning and implementing creative and innovative marketing campaigns across a full range of media including digital, social media, PR and offline campaigns. Strategic marketing responsibility for the events including creating ideas for content, researching into target audiences and identify routes to market and ways to improve results.

Where do you see your role in 5 years’ time?

Within 5 years’ time I believe my role will have evolved and grown with new technologies, new channels to market on, improved ways of gathering data, and better tools to monitor campaign performance and results. The customer journey is always at the forefront of any business, and I believe new technologies will enhance the ways in which we communicate our messages to customers; whether that is via websites, improved methods of getting in touch, or by enhanced personalisation tools to ensure all marketing messages are personalised and tailored to the customers wants and needs.

Keeping up to date with the latest trends within the wider marketing world is so important to my role. Making sure we are always ahead of the game, keeping our marketing strategies innovative, and constantly looking into ways to improve and coming up with new messaging - we are constantly evolving. Marketing is one role that does not and cannot ever stand still.?

The ways in which customers consume marketing changes based on the latest trends, and external factors can have a huge impact on this. During the pandemic there was a huge shift in the marketing world in terms of advertising. Digital marketing was pushed to the forefront and gained a huge advantage over other channels, this is a trend which has continued post-pandemic. I also believe social media and influencer marketing will continue in its popularity in the ways businesses market themselves, with a huge percentage of customers now turning to influencers for a more authentic review of businesses and services.

To summarise, I see my role over the next 5 years continuing to adapt and evolve to suit external factors, and looking at ways to continue developing a strong relationship with our customers.