This interview was originally published by DesignRush on June 27, 2024.

Article written by Vianca Meyer.

In the 52nd episode of the DesignRush Podcast, I had the pleasure of talking with advertising expert Dr. Stephanie Gutnik about what makes a good marketer great in 2024.

Spoiler alert: it’s a blend of creativity, data skills, and understanding consumer psychology.

Being a successful marketer in 2024 means mastering the art of balancing creativity with analytical prowess. But what exactly does this mean, exactly? Let’s break it down.

First off, a great marketer is both imaginative and data-savvy.

"There's a big element of how creative can you be as a marketer and you have so many different platforms and media channels to do that these days. And then you have the other end of the spectrum, which is how analytical can you be as a marketer," says Stephanie, highlighting the myriad of platforms and media channels available today.

This creative spark is the secret ingredient for crafting compelling stories and engaging content that resonates with audiences.

On the flip side, marketers need to be analytical wizards. With so much data at our fingertips, it's important to dive deep into analytics to understand consumer behavior and measure campaign effectiveness. Moreover, marketing analytics tools are a great way to help you keep abreast of what’s going on in your marketing strategy.

This dual skill set of creativity and data analysis is the cornerstone of marketing. Here’s a run-down of the characteristics of a great marketer needs:

• Adaptability and drive for continuous learning: Successful marketers are lifelong learners, always curious and eager to embrace new tools and techniques.
• Customer-centric approach: Great marketers are excellent observers and communicators. They know how to ask the right questions and listen to what customers truly want.
• Embracing innovation and risk-taking: Great marketers aren’t afraid to try something new and break the rules. They see challenges as opportunities and are always on the lookout for innovative ways to convey their messages.
• Collaborative and accountable: Finally, teamwork and accountability are must-have traits of successful marketers. They can collaborate effectively with their teams, sharing insights and working together to solve problems. They also take responsibility for their actions, using data and feedback to improve and optimize their campaigns constantly.

Consumer Psychology Makes an Emotional Impact

Understanding how media and advertising impact consumer feelings is your first step to hooking your audience.

As Stephanie says, "It's about the consumer. It's all about how media and advertising make people feel. There's such a complex process into how people will respond to an ad."

She's spot on. Successful marketing isn't just about showing off your product; it's about connecting with your audience on an emotional level.

Emotions play a massive role in consumer decisions. Ads that evoke strong feelings — whether it's joy, nostalgia, or even fear — are significantly more persuasive. Ads with an above-average emotional response can generate a 23% spike in sales volume. Impressive, right?

So, it’s clear that tapping into emotions is a great way to drive consumer behavior.

Visuals are also a major player in establishing this emotional connection. Our brains process visual information 20% faster than text and using color psychology can evoke specific emotions and behaviors. For instance, red can create a sense of urgency, while green often brings up feelings of nature and sustainability. This is why the choice of imagery and color schemes in ads is so important.

Social proof and influencer marketing are powerful tools.

Seeing others endorse a product through reviews or social media influencers can significantly boost credibility and trust. This is especially effective with younger generations, like Gen Z and Millennials, who are highly influenced by what they see on social media. It's no wonder that 64% of Gen Z find products and services via social media platforms.

Finally, creating a persuasive narrative can guide consumers through their decision-making process. It's not just about listing features but telling a story that connects the product to the consumer’s life. For example, 71% of customers are likely to recommend a brand they feel emotionally connected to; once again, showing the power of emotional engagement.

So, remember, tapping into consumer emotions and understanding their psychological triggers can take your marketing strategy from just another ad campaign to a memorable brand experience that resonates with your audience.

Great Marketers Adapt To Trending Technologies

Keeping up with new trends and technologies in marketing can often feel like you’re aiming for a moving target, but what many marketers may not realize, is that just because a new fad has emerged, doesn’t mean you have to uproot your entire strategy to entail it suddenly.

Stephanie puts it best when she says:

"Having the confidence to focus on your strategy and your plan is important here because things do change every day and new tech will be available every day. If you get distracted by all these different choices and think that every new thing is something that you need to adapt to, that at the end of the day, you probably won't have much to show for it."

In other words, you’ve got to have faith in your strategy and ask yourself, “Is it worth it to fix something that ain’t broke?”

This is not to say that you shouldn’t be aware of new trends coming out, though, and if we’re looking at the stats, 48% of content marketers are currently focusing on learning new technologies to stay relevant.

Here are some current trends and technologies to keep an eye on in 2024 and how they can play nicely into your marketing strategies:

• Artificial Intelligence: AI can help you analyze customer behavior, predict trends, and personalize content at scale. For instance, AI-driven personalization can enhance customer experiences and increase engagement.
• Hyper-Personalization: Moving beyond just basic personalization, hyper-personalization uses AI and predictive analytics to tailor content and offers to individual preferences. This deepens consumer connections and boosts your brand loyalty.
• Video Content: Short-form videos on platforms like TikTok and Instagram Reels continue to be major players. They align with fast-paced attention spans and are great for engaging audiences quickly. Short-form videos are often more impactful than long-form ones due to their quick, easily digestible nature.
• Immersive Experiences: Technologies like AR and VR are taking over how brands engage with their consumers. These immersive experiences can create memorable interactions that differentiate brands in a crowded market.
• Sustainability and Social Responsibility: Consumers are increasingly favoring brands that demonstrate a commitment to social and environmental causes. Highlighting these values in your marketing strategy can build trust and loyalty among your more socially conscious audience.
• Voice Search Optimization: With the rise of voice-activated devices, optimizing content for voice search is a must. This involves creating content that aligns with how people naturally speak and search for things.

Communication and Collaboration Are Marketers' Top Skills

Stephanie emphasizes the importance of fostering effective communication within teams.

She points out, "We all rely on each other to bring something to the table, and it goes back to communicating. So, if you have a bunch of people in a group that each has a talent that you need, the only thing stopping that from being an amazing success is the ability to communicate."

Why is communication so important?

Good communication ensures everyone’s on the same page and understands their role, contributes ideas, and maximizes their expertise toward a common goal. Often, misunderstandings, missed deadlines, and project failures stem from poor communication.

On the other hand, clear and open communication also leads to enhanced decision-making, engaged team members, and successful projects.

Types of Communication:

• Verbal Communication: This includes face-to-face discussions, phone calls, and virtual meetings. It’s the most direct way to express your thoughts and ideas.
• Nonverbal Communication: Body language, facial expressions, and tone of voice play a massive role. More than half of communication is nonverbal, adding depth to interactions.
• Written Communication: Email marketing, project management tools, and messaging platforms are important for documenting and sharing information.
• Visual Communication: Using slides, videos, and other visual aids helps in comprehending and retaining information during meetings and training sessions.
• Listening: Active listening matters in a team environment. It shows engagement and helps in understanding the conveyed message.

Best Practices for Team Collaboration:

• Use Collaboration Tools: Tools like Slack, Microsoft Teams, Asana, and Trello streamline communication and project management. These platforms help track tasks, share files, and keep everyone updated in real-time.
• Promote Transparency: Encourage open and honest communication. Transparency builds trust and ensures everyone is aligned.
• Encourage Active Participation: Foster an environment where everyone feels comfortable sharing their ideas and feedback. This can be achieved through regular team meetings and brainstorming sessions.
• Resolve Conflicts Quickly: Address issues directly and respectfully to prevent small problems from escalating. Teaching conflict resolution strategies can help maintain a harmonious work environment.
• Set Clear Roles and Responsibilities: Clear role definitions enhance accountability and efficiency. When team members know what’s expected of them, they can work towards their goals more effectively.

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