Most Influential Marketing Leaders To watch in 2024

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Envisioning Success n the changing landscape of Our featured leaders represent diverse backgrounds and technology and marketing, it's industries, from established giants to disruptive startups. I imperative to keep a close eye on the Each one possesses a unique perspective and innovative individuals who are not just adapting but approach that inspires us all. They've developed tools, pioneering the MarTech revolution. As we platforms, and strategies that are not only improving the step into 2023, the intersection of efficiency and effectiveness of marketing campaigns but marketing and technology has reached also shaping the future of customer engagement. new heights, and it's essential to acknowledge the visionaries who are We delve into their insights, their journeys, and their leading the charge. In this issue of Insights thoughts on the future of MarTech in exclusive interviews Success, we are thrilled to feature the and profiles, offering a deeper understanding of their "Most Influential Marketing Leaders to strategies and philosophies. Watch in 2024." The marketing revolution promises to be a game-changer, These visionary leaders are at the forefront and these visionary leaders are the architects behind this of revolutionizing how businesses connect transformation. We hope that their stories and ideas will not with their customers and drive growth only inspire you but also provide valuable insights into the through innovative marketing technology. ever-evolving world of marketing technology. We invite you to embark on this enlightening journey with us and They've harnessed the power of data, celebrate the top 10 visionary leaders who are charting the automation, AI, and analytics to reshape the marketing landscape, and their course for a new era in marketing. contributions are leaving a profound impact across industries. As you explore the pages of this issue, you'll meet these remarkable individuals who have not only kept pace with the ever-changing marketing landscape but have often been the ones setting the pace. Editor’s Editor’s They have crafted solutions that resonate Henry Thomson with consumers, foster engagement, and drive business success. N o t e N o t e

Charting Global 08 Success, Ground Up C o Vibha S v t e Thusu’s Perspective on Marketing Success o r r y A r t i c l e s Curating Strategies The Role of Effective Marketing 18 Communications From Likes to Conversions 22 The Evolution of Social Media Marketing

Editor-in-Chief Merry D'Souza Henry Thomson Deputy Editor Executive Editor Assistant Editors Jenny Fernandes Lusy Jameson Art & Design Director Associate Designer Visualizer David King Rosy Scott Angela Ruskin Senior Sales Managers Business Development Manager Bruno Alves, Jack McDowell Sam Latham Marketing Manager Sales Executives James M. Max Floyd Featuring Company Brief Technical Head Business Development Executives Amira Aboushousha Amira is a career B2B technology leader with 15+ years of Human2b Jacob Smile Simon, Tom Founder, Growth & experience across product and marketing disciplines. human2b.com Product Innovation Lead Technical Specialist Digital Marketing Manager Jamie Jamie is designing strategies for brands that create smiles and Ivanti Dominique T. Irvin Wilson Labiberte Whalen ivanti.com influence change in the digital business era. Director, Social Strategy Research Analyst SME-SMO Executive Pam loves the art, science and organic intersection of humans Frank Adams Steve Rodrigues Marketing Nutz Pam Moore and technology and holds 25 years experience working with the theMarketingNutz.com CEO and Founder most successful brands in the world Database Management Technology Consultant Circulation Manager Shilpi Raut Stella Andrew David Stokes Shilpi is systematic and innovative in her approach, making her Robert Brown Cremarc Demand special in the work she does. cremarc.com Generation Manager sales@insightssuccess.com February, 2024 Vibha Thusu Vibha is navigating through a vast network of markets spanning Himel Global Marketing over 65 countries in the dynamic realm of global electrical and Communications himel.com brands. Leader Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess We are also available on : Copyright © 2024 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

Charting Global Success, Ground Up Vibha Thusu Vibha Global Marke?ng and Communica?ons Leader Himel Interna?onal Thusu’s Perspective on Marketing Success ibha Thusu—the Global Marketing and Communications Leader at Himel International V is a visionary at the helm of a portfolio that resonates across continents. She is a seasoned professional with 19 years of diverse experience, a maestro in managing seamless brand and customer experiences. Vibha is My strength lies in navigating through a vast network of markets spanning over 65 countries in the dynamic realm of global electrical a diverse skill set, brands. empowering me to Beyond the boardroom, Vibha is more than a corporate approach leader; she’s an avid traveler, exploring the world with the challenges with an same fervor she brings to her work. Her journey extends to her love for animals and a penchant for adventurous unconven?onal pursuits mirroring her resilience in embracing challenges. perspec?ve. Let’s dive into Vibha’s journey that embodies the spirit of leadership, seamlessly blending expertise with a passion for exploration and a commitment to excellence! Global Leadership Vibha directs a diverse team overseeing electrical product Cover brands like Himel. She emphasizes, “My role is to ensure our brands shine across 65+ countries.” Story

Most Influen?al Marke?ng Leaders to Watch in 2024 Collaborating globally, she tailors strategies, understands Vibha’s dedication to the brand’s vision shines through, unique team needs and aligns them with the brand’s vision. ensuring all stakeholders understand the commitment to offering affordable and secure electrical products. Her pride Crafting an overarching marketing strategy is key and her resonates in the great progress made, demonstrating the responsibilities extend to eCommerce, where she asserts, “I brand’s dedication to meeting the unique needs of the formulate and execute strategies for online success in the customers. In her words, it’s about making strides in Con?nuously ask dynamic market landscape.” With a focus on marketplaces quality, reliability and commitment to customer satisfaction yourself the right and online stores, Vibha’s leadership aims to sustain success on a global scale. ques?ons to ensure for the brand. In her words, “It’s about a strong global presence and strategic eCommerce maneuvers for lasting Shared Purpose, Shared Success that all marke?ng impact.” and adver?sing Vibha asserts, “Our campaigns are built on tangible proof Bridging Connections points, not buzzwords.” In the dynamic B2B landscape, she efforts align with the emphasizes that crafting a compelling brand narrative goals of your brand Vibha boasts over 19 years across various industries, from tailored to specific personas is crucial for success. At and business. information technology to education and beyond, and she Himel, the focus is on delving into the unique needs, declares, “I’m passionate about bridging connections challenges and aspirations of each customer type. Vibha’s among brands, businesses and individuals.” Her unique team tailors content that resonates with customer interests, perspective emerges from the convergence of creativity, addressing their specific concerns and showcasing how business objectives and technology. Himel provides solutions for collective success. As a seasoned professional, Vibha acknowledges, “My In the pursuit of meaningful narratives, Vibha notes, “We’ve strength lies in a diverse skill set, empowering me to made significant progress in using storytelling to establish a approach challenges with an unconventional perspective.” connection based on shared purpose.” For Himel, that Her career, spanning FMCG, engineering, energy purpose is safe access to electricity and high-quality yet management, and industrial automation, has honed her affordable products. It’s about value-backed storytelling ability to craft impactful marketing and communication fostering credible partnerships, she shares, highlighting the strategies. brand’s commitment to relatable, purpose-driven communication. Vibha’s approach involves solving challenges with a creative mindset. In her words, it’s about creating Global Impact, Regional Resonance connections, aligning creativity with business goals and navigating challenges innovatively for successful outcomes. Vibha notes, “Globally, we’ve been successfully running the ‘Red Storm’ integrated marketing campaign, creating a Electrifying Progress cohesive brand experience.” This initiative involves engaging potential customers through various channels and Vibha proudly emphasizes, “Himel is an award-winning nurturing leads throughout their journey. The ‘Red Storm’ global manufacturer and supplier, a leader in value- campaign, a 360-degree effort, cultivates interest in Himel’s engineered electric products.” Operating in 50+ countries, products among target audiences and drives significant the brand excels in Power Distribution, Motor Control, business growth by generating qualified leads for sales Industrial Components, and Home Electric products. teams. Their excellence is evident in having earned accolades such Regionally, Vibha highlights impactful campaigns blending as ‘Most Reliable Electrical Products Brand in Southeast traditional and digital marketing strategies. From Asia’ and ‘Top Innovation Award for a recently launched participating in key trade shows to dynamic social media wiring device range in Indonesia.’ These awards reflect the campaigns, the focus is on building a robust brand echo brand’s commitment to exceptional quality and reliability. aligned with the vision and values. She exemplifies success Himel’s success, recognized with the ‘Brand Choice Award in the Philippines, where an integrated campaign with for Home and Living under the MCB category,’ stems CUBO modular homes showcased alignment on from a strong network and partner engagements. affordability and modularity.

presence. Leveraging social media platforms like Facebook, In the UAE, participation in the Middle East Energy Instagram and LinkedIn, Vibha notes, “We engage with a Exhibition featured live demos and a virtual reality game, diverse audience, sharing our brand story to build a loyal engaging almost a thousand visitors. following.” At Himel, the focus is on engaging with the audience personally, ensuring customers not only recognize Vibha emphasizes, “Our core focus remains on enabling a product value but also interact to build stronger brand seamless experience at every touchpoint.” Through these recognition and recall. initiatives, Himel not only strengthens its market presence We have built an but also strategically collects valuable data, contributing to Innovation with Purpose the continuous refinement of targeted approaches. It’s about engaged digital creating resonance, strengthening presence and strategically community, reinforced Vibha underscores the importance, stating, “Market refining approaches for sustained success. research and customer feedback are indispensable tools for customer and partner crafting an exceptional brand experience for Himel.” By Consistency in Complexity trust while also receiving understanding the pulse of the target audience, Vibha and her team tailor interactions and campaigns to align media coverage with a Vibha emphasizes that at Himel, maintaining a unified seamlessly with their needs, preferences and expectations. brand message across diverse global markets is paramount. reach of over a billion. She highlights a meticulous approach involving in-depth As a global brand, Vibha emphasizes the need to analysis of each market’s unique cultural, social and consistently capture invaluable insights into customer economic nuances. Through extensive research, they tailor demographics, behaviours and motivations. This enables messaging to resonate with local sensibilities while them to proactively innovate with purpose identifying upholding core brand values. opportunities, addressing pain points and staying ahead of Vibha stresses the importance of a robust brand style guide as our beacon, providing clear directives on visuals, language and tone. This guide regularly updated ensures messaging remains contemporary and relevant. Cross- functional collaboration between regional teams and the central brand unit fosters a cohesive strategy, facilitating the exchange of insights and best practices. Data analytics, as Vibha notes, allows them to monitor real- time audience responses and enable agile adjustments to their messaging strategy. Regular audits ensure adherence to brand guidelines, guaranteeing consistency. In her words, it’s about navigating complexities and ensuring authentic resonance across diverse markets globally. Beyond Clicks and Impressions Vibha emphasizes that in digital marketing, the dynamic landscape demands a focus on customer delight. As a marketing leader, her goal is to listen to customers, present engaging product information and help them cascade it to their customers. Passionate about building brand connections organically, Vibha strives for customer retention through better sales and service experience. She highlights the use of digital marketing and technology as facilitators to build strong partnerships and community engagement. Successful strategies have connected Himel with customers globally, establishing a strong global

emerging trends through initiatives like periodic trainings, customers and brand partners.” At Himel, strategic content Vibha states, “By approaching partnerships with a workshops and retailer as well as distributor connects. creation positions them as an unbiased voice for safe access strategic, analytical mindset, a B2B brand can to electricity and value engineering, providing insights that harness the collective power of decision-makers Vibha shares, “For a B2B brand like Himel, direct address audience needs. extending its marketing reach and fostering engagement is facilitated by the business development and sustained mutual growth.” sales teams, serving as a real-time barometer of our brand’s Their strategy focuses on delivering high-quality, relevant performance.” Through strategic collaboration, Vibha and and informative content beyond mere promotional Mastering Market Dynamics her team refine the approach to ensure every interaction messaging. Vibha notes, “Sharing a mix of technical and fosters positive brand sentiment. Vibha concludes, conversational content demonstrates our deep industry Vibha, with a role demanding a deep understanding understanding,” fostering trust by establishing Himel as a of market trends and dynamic relationships, “This data-driven approach empowers us to cultivate a reliable source of expertise. emphasizes, “I cultivate a continuous learning brand deeply appreciated for its commitment to customer mindset, regularly reviewing the market and industry satisfaction and success.” Participation in industry conferences and publications, landscape.” Vibha and her team pay attention to according to Vibha, contributes to building a showcase of customer feedback, relying on tools and platforms to gain insights into evolving customer preferences. Precision and Agility insights and engaging in meaningful dialogues. This transparent approach reinforces the brand’s credibility, Vibha asserts that data analytics is the lifeblood of effective building trust with stakeholders. Navigating innovation challenges in the electrical domain, Vibha notes that staying informed is marketing. By harnessing data’s power, they gain deep insights into customer behavior, campaign performance and She believes that consistency is key in both content paramount. Cultivating a deep understanding of market trends. This critical information empowers informed marketing and thought leadership efforts. At Himel, this industry-relevant technologies involves reviewing reports, attending conferences and fostering decisions, enabling the team to optimize strategies and means delivering valuable content consistently, enhancing achieve measurable results. Vibha highlights, “Data the brand’s reputation and solidifying trust among partnerships with tech experts. She emphasizes the analytics has become the cornerstone of modern marketing, customers and brand partners who recognize them as importance of establishing cross-functional teams, including technology specialists, for a holistic enabling us to navigate the ever-evolving landscape with thought leaders committed to collective success. precision and agility.” perspective and accelerated integration of Forging Synergies innovations into marketing strategies. Illustrating with Himel, she notes, “We have different customer personas. Data analytics helps us keep a tab on Vibha emphasizes that creating robust partnerships with key Balancing the adoption of new technologies with who, what, when, and how much of several metrics decision influencers and trade bodies is a strategic scalability and sustainability is a significant challenge and Vibha sees it as a change management indicating brand success.” The data-driven approach allows imperative for a B2B brand like Himel. She stresses the them to offer tailor-made experiences instead of a broad importance of a comprehensive analysis of potential role. She states, “Adopting agile methodologies approach. Vibha underscores that data allows for faster collaborators, ensuring alignment with the industry and allows for rapid testing but enabling the organization to adapt swiftly to emerging trends keep-or-kill decisions, helping them purge strategies that values that foster a synergistic relationship. don’t yield results. It’s about precision and focus; she takes time.” emphasizes data’s role in refining and optimizing strategies. According to Vibha, establishing clear communication Vibha has fostered a culture of continuous learning channels is pivotal. Open dialogue facilitates a shared The Art of Building Trust understanding of objectives, enabling the alignment of and experimentation allowing her to encourage the marketing strategies and fostering long-term relationships team to embrace a growth mindset. Providing search.” The focus remains on driving insight-based and data- opportunities for skill development ensures they Vibha emphasizes, “Content marketing and thought built on trust and shared goals. She sees strategic co-created driven approaches to improve digital maturity. leadership are instrumental in cultivating trust with content as a powerful tool, noting that collaborating on remain adept at leveraging new technologies seminars, training, or joint thought leadership pieces effectively. In her words, “It’s about embracing In other brand initiatives, she plans to keep stacking efforts like amplifies the brand’s reach and positions it at the forefront change, fostering a growth mindset and ensuring building omnichannel marketing communication and enhancing of industry discussions. continuous skill development to navigate the presence on industry-focused platforms and forums while also challenges of evolving technology.” echoing sound technical authority in value-driven content. Himel’s success is evident in the positive response from Simultaneously, Vibha emphasizes the use of webinars and industry events solidifying partnerships. Vibha sees active Educate, Engage, Lead sponsored opportunities to educate the audience and position Data analy?cs helps us keep a participation in exhibitions as a means to enhance visibility Himel as an industry leader. The approach is clearly adapting to and credibility. She believes that performance metrics Vibha outlines the digital strategy, stating, “In 2024, tab on who, what, when, and digital trends, enhancing brand presence and positioning Himel as should underpin collaboration, ensuring accountability and we will touch on digital marketing trends like social a thought leader in the industry through diverse channels. how much of several metrics allowing for iterative improvements. commerce and developing content focused on voice indica?ng brand success.

Building a Billion-Reach Brand Vibha expresses, “Being named one of Passion Vista Magazine’s ‘Women Leaders to Look up to in 2023’ is always an honor.” She humbly acknowledges the recognition for her diverse career and contribution to developing organic digital communities. Additionally, she received the ‘Outstanding Leader in Marketing and Advertising’ award at the Marketing 2.0 Conference. Vibha considers it a privilege to be among visionary leaders in the marketing and advertising industry. Choose As the leader of Himel, she takes pride, stating, “We have built an engaged digital community, reinforced customer Excellent and partner trust while also receiving media coverage with a reach of over a billion.” These accolades, according to Vibha, are a testament to the hard work and dedication of Choose the entire Himel team. Insights. Ask the Right Questions Vibha highlights that in the rapidly evolving landscape of marketing and advertising, it’s important to focus on the fundamentals. She emphasizes building organic engagement through word of mouth, telling compelling stories backed by evidence and establishing connections with end customers. Vibha advises, “Continuously ask yourself the right questions to ensure that all marketing and advertising efforts align with the goals of your brand organization.” Considering how ideas can improve customer experience and drive sales is crucial. According to Vibha, “Staying grounded in these principles allows you to build a fulfilling career.” She reinforces the idea, stating, “As the famous saying goes, ‘Don’t ever underestimate what starting at the grassroots can do for you.’”

Curating Strategies n the realm of marketing communications, the art of storytelling has emerged as a powerful tool for brands I seeking to connect with their audiences on a deeper, more meaningful level. This article explores the pivotal role of storytelling in crafting effective marketing communications, delving into curated strategies that captivate and resonate with consumers. The Power of Emotional Connection: At the heart of effective marketing communications lies the power to forge emotional connections with the audience. The Role of Storytelling in The Role of Storytelling in Storytelling transcends product features or services, tapping into the emotions and experiences that resonate with consumers. By creating narratives that evoke empathy, joy, or nostalgia, brands establish a more profound and lasting connection. Effective Effective Building Brand Identity and Values: Marketing Marketing Storytelling serves as a conduit for expressing and reinforcing a brand's identity and values. Through narratives, brands can articulate their mission, beliefs, and Communications Communications unique qualities, allowing consumers to align themselves with a brand that shares their values. Consistent storytelling shapes and solidifies a brand's identity in the minds of the audience. Humanizing the Brand: Effective storytelling humanizes brands, transforming them from faceless entities to relatable companions. By weaving stories that highlight the people, culture, and ethos behind the brand, marketers create a sense of familiarity. This human touch fosters trust and loyalty as consumers connect with the real faces and stories that make up the brand. Engaging and Retaining Attention: In a world inundated with information, storytelling acts as a beacon that draws and retains attention. Well-crafted narratives captivate the audience, sparking curiosity and encouraging them to stay engaged. Whether through compelling visuals, anecdotes, or relatable characters, storytelling ensures that the audience remains captivated throughout the marketing journey. Differentiation in a Crowded Market: Storytelling becomes a potent tool for differentiation in highly competitive markets. Brands that can articulate their February 2024 | 18 | www.insightssuccess.com February 2024 | 19 | www.insightssuccess.com

unique stories stand out amidst the noise. Whether it's the iteratively refine their storytelling strategies, ensuring origin tale of a family-owned business or the journey of continual resonance and relevance. overcoming challenges, these stories create a distinctive narrative that sets the brand apart in the minds of Storytelling in B2B Marketing: consumers. Storytelling is not confined to consumer-facing brands; it Sequential Storytelling Across Platforms: holds equal significance in B2B marketing. Complex technical details or intricate services can be made more Curated storytelling strategies extend beyond individual accessible through narrative structures. Brands in the B2B narratives to encompass sequential storytelling across space employ storytelling to convey expertise, showcase various platforms. Marketers strategically unfold stories successful partnerships, and build relationships based on over time, creating a series of interconnected messages that trust. form a cohesive and compelling brand narrative. This sequential approach builds anticipation, keeping the Localization and Cultural Relevance: audience invested in the unfolding story. Effective storytelling takes into account cultural nuances User-Generated Content and Community Stories: and local context. Brands adapt their narratives to resonate with diverse audiences, ensuring that the stories told are The advent of social media has opened avenues for user- culturally relevant and considerate of local sensitivities. generated content and community stories. Brands can This localization enhances the relatability of the brand, encourage their audience to share their experiences and fostering a deeper connection with the target audience. become part of the brand narrative. By showcasing these authentic stories, marketers foster a sense of community Employing Storytelling for Social Impact: and inclusivity, transforming customers into brand ambassadors. Brands increasingly recognize the potential of storytelling in driving social impact. Through narratives that champion Narrative Consistency Across Channels: social causes, address environmental concerns, or promote inclusivity, brands align themselves with values that Consistency is key in effective storytelling. Brands curate resonate with socially conscious consumers. Storytelling strategies that ensure narrative coherence across various becomes a powerful tool for driving positive change and channels, be it social media, websites, or traditional contributing to societal conversations. advertising. A consistent brand story reinforces messaging, creating a cohesive brand experience for consumers Storytelling for Long-Term Brand Loyalty: regardless of the platform. Beyond individual campaigns, storytelling contributes to Visual Storytelling and Multimedia Integration: long-term brand loyalty. Consistent and compelling narratives build a narrative arc that evolves over time, creating a brand story that resonates with consumers on a In the digital age, visual storytelling takes center stage. Brands leverage multimedia elements, including images, continuous journey. This long-term approach fosters videos, and interactive content, to enhance their narratives. enduring brand loyalty and advocacy. Visual storytelling not only captivates the audience but also facilitates a more immersive and memorable brand In conclusion, the role of storytelling in marketing experience. communications extends across various facets of brand interaction. From product launches and testimonials to Measuring Impact and Iterating Strategies: crisis management and social impact, the art of storytelling remains a dynamic and indispensable tool in the marketer's Quote? The effectiveness of storytelling in marketing toolkit. As brands continue to navigate an ever-evolving communications is measurable. Brands employ analytics landscape, the ability to craft compelling narratives will be and feedback mechanisms to assess the impact of their a cornerstone of effective and resonant communication narratives. By gauging audience response, marketers can strategies. (4-5 Words) February 2024 | 20 | www.insightssuccess.com

Tech Driven Perspective The Evolution of Social Media Marketing ocial media has transformed the way businesses connect with their audiences, and the evolution of social media marketing is a fascinating journey that S transcends mere engagement metrics. This article explores the dynamic changes in social media marketing strategies, focusing on the shift from chasing likes and follows to a more sophisticated focus on driving meaningful conversions. The Era of Likes and Follows: In the early days of social media marketing, success was often measured by the number of likes, follows, and shares. Businesses competed for attention, aiming to amass large follower counts as a testament to their online popularity. While these metrics provided a surface-level indication of brand visibility, marketers soon realized the need for more tangible outcomes. Rise of Engagement Metrics: As social media platforms introduced more sophisticated analytics, marketers began to delve deeper into engagement metrics. Comments, shares, and click-through rates became pivotal indicators of audience interaction. Brands sought to foster meaningful conversations with their audience, recognizing that active engagement was a precursor to building a loyal and invested customer base. Content Quality and Storytelling: The evolution of social media marketing brought forth a realization – quality content and storytelling were paramount. Brands shifted their focus from quantity to quality, recognizing that compelling narratives and visually appealing content were more likely to capture and retain audience attention. Storytelling became a powerful tool for conveying brand values and establishing emotional connections. Introduction of Influencer Marketing: The emergence of influencer marketing marked a significant shift in social media strategies. Brands began collaborating with influencers – individuals with large and engaged followings – to leverage their credibility and reach. Influencer marketing introduced a more authentic and relatable dimension to brand promotion, expanding the scope of social media influence beyond traditional advertising. February 2024 | 22 | www.insightssuccess.com February 2024 | 23 | www.insightssuccess.com

Data-Driven Decision-Making: The Future: Personalization and Interactivity: With the advent of advanced analytics tools, social media Looking ahead, the future of social media marketing is marketing embraced data-driven decision-making. poised to revolve around personalization and interactivity. Marketers started leveraging insights into audience Tailoring content based on individual preferences, demographics, behavior, and preferences to tailor their leveraging augmented reality for immersive experiences, strategies. The ability to track user journeys and analyze and facilitating two-way communication will define the conversion funnels became essential for optimizing social next phase of social media evolution. media campaigns for tangible results. Mobile-First Approach and Short-Form Content: E-commerce Integration: With the proliferation of mobile devices, social media The evolution of social media marketing intersected with marketing has shifted towards a mobile-first approach. the rise of e-commerce. Platforms like Instagram and Brands are optimizing content for mobile consumption, Facebook introduced shopping features, allowing users to recognizing the dominance of smartphones in user make purchases directly through the platforms. Social interactions. Additionally, short-form content, such as media transformed from a space for brand visibility to a Stories and Reels, has gained prominence, catering to the seamless pathway for users to discover, evaluate, and preferences of users for quick, engaging, and easily purchase products. digestible content. Focus on Conversions and ROI: Integration of Live Video and Virtual Events: The contemporary era of social media marketing is Live video and virtual events have become powerful tools characterized by a pronounced emphasis on conversions in social media marketing. Platforms offer features for live and Return on Investment (ROI). Businesses are now more streaming, enabling real-time interaction with audiences. interested in quantifiable outcomes – whether it's driving Brands leverage live video for product launches, behind- website visits, lead generation, or actual sales. Social media the-scenes glimpses, and interactive Q&A sessions. Virtual campaigns are meticulously designed to guide users events, especially in response to global events affecting through the conversion funnel. physical gatherings, provide opportunities for meaningful engagement. Integration of Chatbots and AI: The evolution of social media marketing is an ongoing To enhance user experience and streamline customer narrative of adaptation, innovation, and responsiveness to interactions, social media marketing has embraced chatbots the changing landscape of digital communication. From its and Artificial Intelligence (AI). Automated chatbots assist early days of seeking likes to the current focus on users with inquiries, provide personalized conversions and meaningful engagement, the journey recommendations, and even facilitate transactions. This continues, shaped by technological advancements, user integration optimizes the customer journey, making social preferences, and the dynamic interplay between brands and media platforms more than just promotional avenues. their audiences in the digital sphere. Community Building and User-Generated Content: Building communities and encouraging user-generated content has become a central theme in contemporary social media marketing. Brands recognize the power of user testimonials, reviews, and content creation. Engaging with Quote? audiences as active participants, rather than passive consumers, contributes to a sense of community and fosters brand advocacy. (4-5 Words) February 2024 | 24 | www.insightssuccess.com

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Most Influential Marketing Leaders To watch in 2024

Most Influential Marketing Leaders To watch in 2024

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