Today glee is celebrating eight years in business. And, eight is a pretty special number. A quick Google AI search describes its significance in various religions, cultures and even science and math. Meanings and adjectives include “prosperity” in Chinese culture, “stability” in Chemistry, and “power and abundance” in numerology. When turned on its side, it’s the symbol of infinity in math. It also represents “new beginnings” in Christianity. 

In this moment in marketing, “new beginnings” feels like the right fit. Marketing is an ever-changing art as much as it is a science. The key is to appeal to the buyer’s right brain decision making process with left brain creativity. And the best ways have constantly changed since someone in 11th century China decided to make a print ad for their needle business.

Right now, after eight years managing my own business, the biggest questions my industry faces are: how do we do things differently to produce marketing? What new locations do we need to go to reach our audiences? How do we stand out? How do we build trust when we’re moving into a place where people can’t trust what they see or hear? How do we keep up with technology that’s changing what we’ve gotten used to? 

But the questions and evolution are the best part of the job. A marketing career would be boring if we produced the same message, the same way, through the same channels all of the time. The thing that has always excited me about this field is learning something new. And over the past 20 years, I’ve reinvented my career a lot. I did it when social media came along, when content marketing came into its own, when video became essential and now I’m incorporating AI tools into my work. 

What has always excited me about marketing is continual. Over the past 20 years, I’ve reinvented my career when social media came along, when content marketing came into its own, when video became essential and now with AI.

What doesn’t change—your core value proposition and your brand story. The need for strategy. The need for a partner who cares about your mission and knows how to connect it to customers and prospects. AI is a great tool that saves us time which means we have more time to work on that connection.

Your core value proposition, your brand story, your need for strategy and for a partner who cares about your mission and knows how to connect it to customers doesn’t change.

My bold prediction is authenticity wins in the end. When the shine wears off the new toy, people will seek something that is real. Blending authenticity with AI will be the driving force behind marketing over the next five years. 

Thanks for your support of my business over these years! And if you have questions about how to reach and connect with today’s B2B buyers, let’s talk.

Photo by handespics