It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to David Roberts, the owner and founder of Derby digital marketing agency JDR Group.
In 2023 we saw the introduction of Meta’s social media network Threads and the continuing growth of AI platforms such as Chat GPT, and while they had contrasting fortunes in 2023, they were another reminder of how dynamic and ever-changing the digital marketing world is.
We decided quite early on to explore Chat GPT and to wait and see on Threads and, in the end, that decision paid off, and we were able to advise our 200 or so clients across the UK on what new platforms to adopt – or not – and roll out training programmes to our staff.
We see AI becoming a part of daily working life in 2024, as it becomes increasingly embedded in platforms such as HubSpot, LinkedIn, Google and Microsoft. We have found, if used well, that Chat GPT can be incredibly useful, although the idea that it can turn a novice into a marketing expert are wide of the mark – you really need expertise to be able to use it effectively, otherwise you just produce poor marketing faster.
So AI platforms like Chat GPT will continue to play a big part in marketing, as it will with most areas of business. As regards the social media side of things, it looks for now like Threads has unravelled, although it’s not gone away and Meta will no doubt be making improvements.
In 2024 all eyes will still be on X and whatever plans Elon Musk might have for it.
Otherwise, although the economic outlook for 2024 looks uncertain and marketing technology continues to change, the advice to clients from our industry will be to get the fundamentals right. They should resist the temptation to cut their marketing and look for short term quick fixes but instead invest long term in tried and tested methods, work to a strategy and not immediately jump on whatever the next big thing might be.
