My lookout on marketing trends for 2024

In 2024, these marketing trends will contribute to business growth, i.e. to acquire new and engage with customers. I want to outline the main trends I expect to impact brand strategies next year, from AI to the comeback of brand building.

1. Artificial Intelligence:

Content Delivery: Hyper-Personalization

One important part of AI integration in marketing is hyper-personalization. The question is whether this tailored messaging is essential or excessive. As every customer gets customized messages, it improves their experience, but balancing personalization with privacy is crucial for ethical and effective marketing.

Content Creation: Intellectual Property

When it comes to content creation, there will be happening a lot in 2024. Managing data protection and intellectual property will be important. As content grows quickly, ensuring originality and respecting ownership become essential legal and ethical aspects of content strategy.

2. Social Commerce

As we advance in the digital age, combining shopping features with social media is of increasing importance. This change is altering how businesses reach their customers, and enhancing the shopping experience. Businesses are quickly adjusting to use social commerce for displaying products, engaging with customers, building brand and consequently boosting sales. 

3. User-Generated Content

User-generated content (UGC) plays a significant role in modern marketing by providing authentic and trusted information for consumers. Its symbolic relationship with influencers, particularly valuable also within the financial sector, creates a new era of credibility. Consumers value genuine experiences and peer recommendations, making UGC powerful. By collaborating with trusted financial influencers, for example, brands can build trust, create meaningful connections, and offer transparent financial information. This approach not only enhances marketing but also promotes financial education and informed decision-making.

4. Brand Building: The Resurgence of Long-Term Investment

In 2024, brand building will continue to be crucial. Investing in brand equity over time will lead to success. 

To create the best sales results and improve mental availability, a balanced budget approach, with 60-70% in long-term brand building and 30-40% in short-term sales activation, depending on the industry and brand status, is essential.

Marketers need to adapt to these changes. Technology, content, social trends, and brand will influence marketing strategies and customer engagement. By focusing on innovation, ethics, and customer needs, marketers can maximize opportunities in 2024 and the future.

My personal highlights of 2023

Reflecting on the events of 2023 brings contentment and appreciation for the experiences that unfolded. This past year was filled with memorable moments, both in my personal life and in my professional endeavors, that left a lasting impression on me.

First and foremost, the highlight of the year undoubtedly revolved around my family. Witnessing the growth and progress of my children throughout the year was a source of immense joy and pride. From their first steps to their achievements in school and personal development, every milestone marked a significant moment in our journey together. The bond we share and the memories we've created are the foundation of my happiness and fulfillment.

Professionally, 2023 was a year marked by achievement and progress. It was a time of execution, where projects that had been in the works for some time finally came to fruition. Seeing these endeavors go live and succeed was incredibly rewarding. Whether it was launching a new product, completing a major initiative, or hitting significant milestones, each accomplishment was a testament to the dedication and hard work of the entire team.

Moreover, the satisfaction derived from these accomplishments extended beyond mere recognition. It provided a sense of momentum and confidence, opening doors to new opportunities and possibilities. The success achieved served as a driving force, motivating me to continue striving for excellence in the year ahead.

However, amidst the professional achievements, it was the personal connections that truly stood out as a highlight of the year. Building meaningful relationships with colleagues, friends, and loved ones fostered a sense of camaraderie and support that enriched both my personal and professional life. The collaboration and empathy shared within these relationships contributed to a positive and fulfilling experience.

As I look ahead to the coming year, I do so with optimism and enthusiasm. I eagerly anticipate the opportunities for growth, connection, and cherished moments that await. With each new year comes the promise of new experiences and adventures, and I am excited to see what 2024 has in store. Here's to another year of progress, happiness, and fulfillment! 🚀

What I learned about group dynamics

In October, we had a workshop about a very interesting topic: Understanding Rank Dynamics – A Model for Group Dynamics by Raoul Schindler

We learned about the fascinating exploration of the interactions within groups consisting of 6 to 20 individuals and different types of group members. There are 4 types, and I want to share some interesting insights with you. Let’s start with the Alpha type.

Schindler categorizes alphas into three distinct archetypes:

𝗡𝗮𝗿𝗰𝗶𝘀𝘀𝗶𝘀𝘁𝗶𝗰 𝗔𝗹𝗽𝗵𝗮𝘀: These individuals tend to believe that everything within the group revolves around them. They take credit for successes and deflect blame onto others when things go wrong.
𝗛𝗲𝗿𝗼𝗶𝗰 𝗔𝗹𝗽𝗵𝗮𝘀: Positioned at the forefront, they fight fiercely for their team. Loved for their protective nature, they often sacrifice themselves for the group’s well-being. However, their departure might cause the group’s structure to collapse due to a lack of succession planning.
𝗘𝗺𝗽𝗮𝘁𝗵𝗲𝘁𝗶𝗰 𝗔𝗹𝗽𝗵𝗮𝘀: Driven by caring deeply for their team, they prioritize resolving individual team members’ issues. However, this intense focus on individuals might overshadow the completion of tasks, potentially affecting productivity.

❗ You can be an Alpha in one team and a different type in another team because in different teams we usually have different roles.

Beyond the Alpha type, the model introduces secondary roles:
𝗕𝗲𝘁𝗮 𝗜𝗻𝗱𝗶𝘃𝗶𝗱𝘂𝗮𝗹𝘀: Often seen as successors or very loyal supporters, they play a crucial role in supporting the Alpha’s initiatives.
𝗚𝗮𝗺𝗺𝗮 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗼𝗿𝘀: Guided by specific prerequisites, hard-working team members.
𝗢𝗺𝗲𝗴𝗮 𝗠𝗲𝗺𝗯𝗲𝗿𝘀: Individuals who might lag or feel detached within the group, requiring varied approaches for integration or support. These individuals potentially disrupt group dynamics and require attention to mitigate any adverse impacts. Omegas originate from Gammas.

𝗠𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀:
A successful Alpha understands their role isn’t permanent and focuses on holding the group together while acknowledging the inevitability of transitioning leadership at some point. Contrary to common belief, the boss isn’t always the Alpha, highlighting the nuanced nature of leadership within a group setting.

It’s important to know the model and to be able to react. Gammas are hard-working, that’s why you should care for them and make sure they don’t turn into Omegas at some point. Appreciation is key to that end. And be considerate of Betas, knowing they could be successors. Don’t be afraid of them, but rather support and promote them. In the best case, your team consists of one Alpha, max. 2 Betas and many Gammas, but ideally no (or only temporary) Omegas.

I share 4+4 key learnings for my 44th birthday

𝗠𝘆 𝗧𝗼𝗽 𝟰 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀:

𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 𝗲𝗮𝘁𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝗹𝘂𝗻𝗰𝗵: No matter how great your plans are, it’s the action you take that truly counts. Execute relentlessly, adapt, and keep moving forward.

𝟴𝟬/𝟮𝟬 𝗿𝘂𝗹𝗲 (𝗣𝗮𝗿𝗲𝘁𝗼 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲): 80% of your results stem from 20% of your efforts. Identify the vital few and focus your energy there for maximum impact.

𝗟𝗲𝗮𝗱𝗶𝗻𝗴 𝗯𝘆 𝗲𝘅𝗮𝗺𝗽𝗹𝗲: Leadership isn’t just about telling; it’s about showing. Be the change you want to see in your team and organization.

𝗣𝘂𝗿𝗽𝗼𝘀𝗲 𝗳𝘂𝗲𝗹𝘀 𝗽𝗮𝘀𝘀𝗶𝗼𝗻: Instead of looking in the past, we can channel our energy into asking "what for" to determine the goals and motivation for our actions.

𝗠𝘆 𝗧𝗼𝗽 𝟰 𝗟𝗶𝗳𝗲 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀:

𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆 𝗶𝘀 𝘁𝗵𝗲 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝘀𝗼𝗽𝗵𝗶𝘀𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Sometimes, less is more. Embrace simplicity in your life, and you’ll find elegance and clarity.

𝗟𝗼𝗼𝗸 𝗳𝗼𝗿 𝘁𝗵𝗲 𝟭 𝗿𝗲𝗮𝘀𝗼𝗻 𝘄𝗵𝘆 𝗶𝘁 𝘄𝗶𝗹𝗹 𝘄𝗼𝗿𝗸: Instead of dwelling on the 99 reasons something might not work, focus on the one compelling reason why it will. Positive thinking is a game-changer.

𝗖𝗵𝗮𝗻𝗴𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗼𝗻𝗹𝘆 𝗰𝗼𝗻𝘀𝘁𝗮𝗻𝘁 𝗶𝗻 𝗹𝗶𝗳𝗲: Life is an ever-evolving journey. Embrace change and be adaptable. It’s the key to growth and resilience.

𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴, 𝗮𝗻𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝘀 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Effective communication underpins all aspects of life. From relationships to business, how you express yourself and listen to others can make all the difference.

Thank you for being part of my journey, and here’s to another year of learning, growing, and evolving! 🥂🥳 Let’s keep striving for the best and make each day count.

Change is the only constant in life (and business)

When it comes to organizations, change happens on 3 levels:

1. Strategy Level:
At the content level, change typically involves altering the core strategies, products, or services offered by a company. This may include shifting from traditional business models to more modern, digital ones, like transforming a brick-and-mortar store into an online shop. This kind of change often arises from changing circumstances such as evolving customer preferences, market trends, or technological advancements.

2. Organizational Level:
The organizational level of change entails modifying the structure and processes within a company. This could involve moving away from rigid hierarchical structures to more flexible and agile methods. Practices like implementing shorter work cycles, adopting Scrum or other agile frameworks, and encouraging cross-functional teams are common in organizational change.

3. Execution Level:
Execution-level change goes beyond just the “what” and “how” of a company’s operations. It involves shifting the culture, values, mindset, goals, and actions of the organization. This is often the most challenging aspect of change because it requires changing the behaviors and beliefs of employees. The phrase “culture eats strategy for breakfast” underscores the importance of aligning the company’s culture with its strategies. For sustainable change to occur, the organization must consistently and consciously work on fostering the desired cultural traits, even in the face of resistance.

Most people look for 99 reasons why it won’t work …

… instead of looking for 1 reason why it will work.

It’s giving up before you’ve even tried. This happens a lot. Often out of doubts, or because we just grew up like that. How often have you heard “Be careful not to fall. You’re going to hurt yourself.” as a kid?

Whether it’s a new opportunity or a new job — how often don’t we even try to get what we want? Simply because we know there are so many others… Like hundreds of applicants who might be much better, so we convince ourselves we won’t stand a chance anyway. This attitude has settled into our innermost being. But is that really true? I personally don’t think so.

👉 On the contrary, I am convinced that our mindset has a strong influence on our success. There’s this thing called willpower. Willpower helps us to change our lives in a positive way. If we don’t look for 99 reasons why something won’t work but rather seize opportunities as soon as they arise, our chances to be successful rise exponentially.

Becoming a Thought Leader: Nurturing Ideas & Inspiring Change

In an era where information is abundant, being a thought leader sets you apart from the crowd. Thought leaders are visionary companies, experts, and change-makers whose ideas resonate with others and influence the way people think and act. They play a significant role in shaping industries, inspiring innovation, and driving positive change. But what exactly is thought leadership, and how can your company become a thought leader in your field? In this blog post, I’ll explore the essence of thought leadership, its benefits, and actionable steps to help you nurture your ideas and inspire change.

Understanding Thought Leadership Thought leadership is not a mere title, it is a state of influence earned through expertise, credibility, trust and a willingness to share valuable insights. Thought leaders are not only knowledgeable in their domains, but also adapt at articulating and contextualizing their ideas for their audience. Whether in business, technology, science, or any other field, thought leaders go beyond simply expressing opinions. They offer unique perspectives, innovative solutions, and well-researched perspectives that challenge the status quo.

Embracing Thought Leadership in Your Company Thought leadership isn’t limited to individuals, companies can also establish effective thought leadership within their industries. Encourage employees to share their expertise, participate in industry events, and contribute to relevant discussions. By nurturing a culture of knowledge-sharing and innovation, organizations can amplify their impact and position themselves as industry leaders. Customers of those companies will benefit from being well-informed and updated on the latest trends, innovations, and success stories across various industries. They will be provided with valuable insights and informative content that can drive their personal and professional growth.

The Power of Thought Leadership

Being a thought leader – whether as a person or as a company – comes with numerous benefits. Firstly, it establishes your credibility and trust within your industry, making you a go-to source for insights and expertise. This reputation opens doors to new opportunities, partnerships, and collaborations. Secondly, thought leadership enables you to shape conversations and trends, allowing you to contribute actively and efficiently to the growth of your field. Finally, thought leaders have a profound impact on their audience, inspiring others to take action and adopt progressive ideas.

Nurturing Thought Leadership

Becoming a thought leader is a journey that requires dedication, consistency and continuous growth. Here are some practical steps to nurture your thought leadership:

1. Develop Expertise: Dive deep into your chosen domain and continuously expand your knowledge. Stay updated with the latest trends, research, and innovations to maintain relevance and stay ahead.

2. Define Your Unique Voice: Discover what sets your company apart and embrace your unique perspective. Authenticity is key to building trust and connecting with your audience.

3. Share Your Ideas: Don’t shy away from sharing your company's insights and ideas through various platforms such as blogs, articles, social media, and public speaking engagements.

4. Engage with Your Audience: Foster meaningful connections by actively engaging with your audience, responding to comments, and addressing their concerns.

5. Collaborate and Network: Collaborate with other experts and thought leaders in your field to exchange ideas and broaden your perspective.

6. Be Consistent: Building thought leadership takes time and consistency. Stay committed to your ideas and keep honing your craft.

In summary, thought leadership is a powerful force that can shape industries and inspire positive change. By embracing your expertise, sharing valuable insights, and engaging with your audience, you can embark on a journey of thought leadership that leaves a lasting impact on your field.

Remember, thought leadership is not about fame or popularity, but rather about the profound influence that companies or individuals have on the world through their ideas and actions. Embrace your potential, nurture your thoughts, and pave the way for a brighter, more innovative future.