Marketing As We Knew It Is Dead!

Technology and AI Asking Tough Questions of the Industry

You read the headline right - technology advancements are such that the traditional marketing role is dead in 2024 and beyond. Traditional marketers, once hailed as the creative masterminds behind unforgettable ad campaigns, are at the proverbial end of the cul-de-sac. The world has changed, and with it, so has the very fabric of marketing.

The Old Guard vs. The New Wave

Once upon a time, marketing was all about catchy jingles, clever taglines, and ubiquitous billboards along the roadside. Traditional marketers were kings and queens of the 'Mad Men' era, crafting campaigns that aimed to resonate with the masses. But these campaigns often came off as generic as a "To whom It may concern" letter.

Fast forward to today, an era where technology and AI are on the cusp of redefining the marketing industry. A data-driven approach has opened doors to personalisation at scale. There’s never been a debate with that theory, but the reality of content creation that addresses every customer individually has been probative - until now.

Technology is the enabler of personalisation, and tailoring is en-vogue. Traditional marketing is akin to the daggy and baggy All Blacks jersey of yesteryear. Just as those are replaced with individually sculpted jumpers on the players of today, we reasonably expect one-size-fits-all marketing messaging will soon be a relic of the past.

The Metrics Tell an Intriguing Story

It’s well-documented that with personalisation, conversion rates soar, cart abandonment plummets, and user satisfaction scores reach unprecedented heights. Until now, and particularly in smaller, populous nations like New Zealand and Australia, the cost to produce personalisation has been the barrier. But AI gives us unprecedented access to content at scale and, with it, a strong business case toward personalisation.

What's the role of traditional marketers in this brave new world? The answer: adapt and embrace change. The contemporary marketer is part artist, part data wizard, yet very human – an empathetic, intuitive, and creative thinker. Why? Because in a world flooded with personalized content, technology can't replace the unique human ability to connect on a deeper level.

Traditional marketers, grounded in years of practice in building messages that appeal to audiences versus individuals, face a profound transformation. Successful marketing teams of the future will be those that dare to explore new avenues, find ways to blend data-driven precision with creative storytelling, empathy, intuition, and a touch of humour. It's where technology's scale, accuracy, and efficiency meet the human qualities that build genuine connection.

As we navigate the future of marketing, we're left with an open question: Can the transformation be too much for an industry anchored in years of practice?

I don't have all the answers, but what's clear is that change is afoot, and marketers who embrace it will be at the forefront of this marketing revolution. After all, it's in those uncharted waters that true innovation often happens.

About Proximity?

Proximity is a new economy marketing agency; a trailblazer in the world of using technology to liberate individuality.

Our secret sauce is a relentless focus on customers, identifying them as individuals and delivering for their moments, which happen uniquely, yet simultaneously. We imagine the individual journeys and put technology to work to make that happen, in order to fuel measurable customer growth.

We're sought after by brands who strive for connected conversations and help them get there through deep insight into the customer. We orchestrate data, AI, design, media, and tech stacks around human stories. At Proximity, we're not just adapting to the changing landscape of marketing; we're driving it, putting the power of personalisation into the hands of those who believe that every individual deserves a tailored message, and every moment deserves its story. It's how we draw customers closer to brands – we bring Proximity.

www.proximity.co.nz