<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11c7563a0997c89bc33f_654b5f97f043cc07ffe50f23_2024%2520(1)%2520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Leader’s Perspective: What Marketers need to know right now for a stronger 2024</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>9 November 2023</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">We're one year on from our <a href="https://www.thegonetwork.com/resources/the-go-network-pulse-check-2023" target="_blank"><strong>2023 Pulse Check report</strong></a>, that cited brand loyalty and resource management as two of the largest priorities for in-house marketers in the year ahead.</p> <p class="gn-reveal">However, as <strong>channels and tactics continue to expand and diversify</strong>, and platforms continue to update at a rate of knots, the risk of analysis paralysis isn't going anywhere fast.</p> <p class="gn-reveal">So, this month, we asked agency leaders and marketing experts from The GO Network to help us prioritise, and share <strong>one thing every marketer should be doing right now to start strong in 2024.</strong></p> <p class="gn-reveal">Featuring Lynsey Carolan of Spark Market Research, Marshall Davies of the human tech agency, Simon Douglass of Curated, Keir McCarton of Rich, and Laura Weldon, Founder and Creative Director at StudioLWD - here's what to think about <strong>today</strong>, <strong>not tomorrow</strong>.</p> <h2 class="gn-reveal">5 things marketers need to do right now for a stronger strategy in 2024</h2> <p class="gn-reveal"><strong><em>Whether it's a short-term action (setting something up in GA4), or a wider strategy question (resource allocation or outsourcing options), what's one thing in your area of expertise that you think in-house teams should be looking at right now to get ahead in the new year?</em></strong></p> <h3 class="gn-reveal">1. Start doing your homework with market research and performance analysis</h3> <blockquote class="gn-blockquote gn-reveal">'They should be thinking about what they need to put in place to understand their market and customers better; how markets are evolving, how customer needs, attitudes and behaviours are changing, and most importantly; <strong>understanding what the business will need to do to adapt.</strong> They should be analysing trends, <strong>tracking competitor performance</strong> in their target segments, as well as getting up close and personal with customers via <strong>market research</strong>, <strong>customer immersions</strong>, and <strong>social media listening</strong>. A good research programme allows you to be one step ahead so you can be there with <strong>the right solution at the right time</strong>.'<cite>Lynsey Carolan · Managing Director, Spark Market Research</cite></blockquote> <p class="gn-reveal">Read: <a href="https://www.thegonetwork.com/news/getting-ahead-how-to-use-market-analysis-to-outdo-your-competitors" target="_blank"><strong><em>Building a Market Research and Analysis Strategy that Boosts your Brand</em></strong></a></p> <h3 class="gn-reveal">2. Start streamlining your workload with automation and AI</h3> <p class="gn-reveal"><a href="https://www.linkedin.com/in/marshall-davies-42b10093/"><strong>Marshall Davies</strong></a>, Account Director at <a href="https://www.thehumantech.agency/"><strong>the human tech agency</strong></a>, shares that there's no time like the present to start leveraging AI and automation if you haven't already.</p> <blockquote class="gn-blockquote gn-reveal">'What can you be doing to harness the power of AI to drive efficiency in 2024? AI can replace humans for certain tasks, allowing them to focus on higher-value work, or it can augment a process to achieve results it would have taken more time or effort to achieve. <strong>Do you have time-consuming, repetitive tasks that ChatGPT could perform?</strong> <strong>Can calls be transcribed to replace note-taking?</strong> <strong>Can the perfect image be generated rather than searching Shutterstock?</strong> <strong>Can a site be crawled to glean insights?</strong> AI will undoubtedly save your business time, but how will you utilise it?'<cite>Marshall Davies · Account Director, the human tech agency</cite></blockquote> <h3 class="gn-reveal">3. Think hard about the opportunities to integrate your paid and organic search strategies</h3> <p class="gn-reveal"><a href="https://www.linkedin.com/in/simondouglass/"><strong>Simon Douglass</strong></a>, Founder and Chair of <a href="https://curated-digital.com/"><strong>Curated Digital</strong></a>, highlights the potential of embracing a more integrated approach to your digital marketing strategy.</p> <aside class="gn-quote gn-reveal"><q>Diversifying focus towards SEO now will fortify a brand's digital foundation for years to come.</q><cite>Simon Douglass · Founder and Chair, Curated Digital</cite></aside> <p class="gn-reveal">'For years now, brands have been predominantly channel-focused (I'm specifically looking at you, big brand names!) but there's a real need to recalibrate. Many have over-invested in paid media for too long, sidelining SEO. Yep, paid offers quick wins, but organic growth ensures long-term visibility and credibility. Approaching 2024, in-house teams <strong>must prioritise a balanced approach between paid and organic strategies</strong>. Diversifying focus towards SEO now will fortify a brand's digital foundation for years to come.'</p> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-4-ways-to-maximise-brand-consideration-with-organic-and-paid-search" target="_blank"><strong><em>4 Ways to Maximise Brand Consideration with Organic and Paid Search</em></strong></a></p> <h3 class="gn-reveal">4. For eCommerce marketers - get your platforms right</h3> <p class="gn-reveal"><a href="https://www.linkedin.com/in/keir-mccarton-35564b2b/"><strong>Keir McCarton</strong></a>, Head of Search at <a href="https://richersearch.com/"><strong>RICH</strong></a> (part of <a href="https://thisisaudience.com/uk/"><strong>Audience Collective</strong></a>), advocates for getting your platform right the first time.</p> <blockquote class="gn-blockquote gn-reveal">'If you're thinking about diversifying or launching into eCommerce, then for your launch the only platform you should consider is <strong>Shopify.</strong> The tech stack available for both small and enterprise-level businesses is quite staggering. None of the competitors match the variety, ease of use and possibilities straight out of the box without costing thousands. 3 reasons we think Shopify is the best: <strong>User-friendly interface</strong>, <strong>Wide range of sales channels</strong>, <strong>Built-in marketing tools</strong>. It's the perfect launchpad for 2024, it's likely to suit your immediate needs, and <strong>grow with you for years to come</strong>.'<cite>Keir McCarton · Head of Search, RICH</cite></blockquote> <h3 class="gn-reveal">5. Start getting internal buy-in for your strategy now</h3> <p class="gn-reveal">Finally, when it comes to creative strategy and activation, <a href="https://www.linkedin.com/in/laura-weldon-80a04624/"><strong>Laura Weldon</strong></a>, Founder and Creative Director at <a href="https://studiolwd.co.uk/"><strong>StudioLWD</strong></a> highlights the importance of internal engagement.</p> <blockquote class="gn-blockquote gn-reveal">'If you are coming up against issues or problems with your creative, it's important to <strong>create a behavioural change internally</strong>. Make sure <strong>everyone's voices are considered</strong> – if they feel like they're part of the process, you tend to get easier buy-in and things run a lot smoother. A simple way of doing this is <strong>undertaking a company-wide questionnaire</strong> to get people's thoughts and opinions so they feel more involved.'<cite>Laura Weldon · Founder and Creative Director, StudioLWD</cite></blockquote> <p class="gn-reveal"><em>If you're preparing to build out your marketing strategy in 2024, make sure you're getting the most out of your resource. GO! offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more.</em> <a href="https://www.thegonetwork.com/get-in-touch"><strong><em>Get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/digital-pr-strengthening-your-reputation-and-building-trust-in-2024" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Digital PR - Strengthening your Reputation and Building Trust in 2024</span> <span class="gn-related__excerpt">Five agency experts cover social proof, digital footprint strategy, and how to handle the most common in-house online reputation challenges.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-your-seo-strategy-6-things-you-need-to-know" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in Your SEO Strategy - 6 Things You Need to Know</span> <span class="gn-related__excerpt">Expert panel advice on setting goals, allocating resource, and picking the right SEO approach so your agency can build a strategy that actua</span> </a> </li> <li class="gn-related__item"> <a href="/articles/getting-ahead-how-to-use-market-analysis-to-outdo-your-competitors-505d1" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Getting Ahead - Using Market Analysis to Outpace the Competition</span> <span class="gn-related__excerpt">Turn raw data into growth: agency experts share how to plan, manage, and leverage market research to build pipeline and beat rivals in your </span> </a> </li> <li class="gn-related__item"> <a href="/articles/ecommerce-101-what-brands-need-to-do-right-now-for-a-strong-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">eCommerce 101 : What Brands Need To Do Right Now For A Stronger 2023</span> <span class="gn-related__excerpt">Three experts outline five moves to lift client eCommerce performance, fix retention gaps, and stay ahead of platform shifts before the new </span> </a> </li> </ul> </aside>