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Marketing is more than campaigns and KPIs—it’s connection. In an environment that’s always evolving, the brands that break through are the ones that listen deeply, move with purpose, and communicate with clarity. Today’s marketers aren’t just pushing messages—they’re building trust, sparking curiosity, and showing up with meaning.
According to a HubSpot survey conducted in October 2024 with 1200 marketers from North America, Europe, Asia and Australia across various industries, respondents identified the following as the most significant shifts in the marketing industry over the past year. The percentages indicate how many marketers said each area has become more important:
- 44% said that focusing on the customer and their overall experience with the brand has become more important.
- 35% said that creating content aligned with their brand’s values (such as social responsibility) has become more important.
- 35% said that using data to guide marketing decisions has become more important.
- 31% said that using data to prove marketing’s ROI and overall business value has become more important.
- 29% said that offering customer service through social media direct messaging apps has become more important.
In a rapidly evolving landscape, marketers are recalibrating their priorities to meet the moment—and the message is clear: empathy, authenticity, and data-driven strategy are no longer optional. They’re the foundation.
As brands navigate shifting expectations, the marketers who thrive will be those who lead with customer-centricity, align with purpose, and back it all up with smart, measurable insights.
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