We've all heard of Spotify Wrapped, so this year we thought it would be fun to create Industrial Marketing Wrapped! Lee Chapman and I discuss the many changes to marketing in 2023 and what we and our clients are focusing on in 2024.
In 2023, TREW Marketing celebrated its 15th anniversary! While we've seen tons of changes in industrial marketing over the years, 2023 seems to be unique in its changes due to the rise of artificial intelligence (AI) and the need to update many channel strategies. In this episode Lee Chapman, TREW's President and I discuss the biggest changes and lessons learned from 2023 and how we will approach industrial marketing in 2024.
We start off the episode with the year's biggest topic, AI. We, like many marketers out there, spent many hours this year researching and testing different AI tools such as ChatGPT, Claude, Bard, Writer, Jasper, and all the built-in features of our favorite tools like HubSpot and Moz.
Also with the rise of AI came its ripple effects across search behavior, how users consume data, and in turn how marketers should approach different channel strategies. As AI, LLMs and Google's Search Generative Experience (SGE) start to take away opportunities for traffic to our own websites, marketers need to focus on their email strategy (newsflash, the trick is NOT to spam your database) and their social strategy. We've seen an uptick in engagement on LinkedIn as well as really interesting ways marketers are using LinkedIn whether that's the carousel posts, informal "letter" style posts or adding links in comments instead of directly in the posts.
Another channel or medium to focus on in 2024 is YouTube and video in general. Our research shows YouTube is a top channel for engineers and technical buyers of all ages and experience levels. YouTube is a great place to build out your thought leadership, subject matter experts, and brand authority,
In this episode we also touched on Moz's new Brand Authority measurement tool and our 2023 European and global research as well as the upcoming Industrial Marketing Summit. 2024 is shaping up to be a major year of growth for marketers to enhance their skill set and for industrial brands to reach new audiences on new channels.
While planning your new year remember: successful marketers will be focusing on building a strong brand and a differentiated channel strategy and they will remain agile, curious, and creative.