"Last year was exhausting for many people for many reasons. It's not just job and family stress, or changes in our industry. But as the book title says, it's everything, everywhere, all at once. It felt like I was constantly cartwheeling from one thing to another, from the news to the stock market, the impact of tariffs and so much more. There's always one more thing to deal with."
"That led many of us to cut back or cut off our news consumption. Unfortunately, that's a luxury marketers can't afford. Following the news helps you see how today's developments could translate into business opportunities or casualties. Last year was another year spent learning how to pivot and adapt our plans to cope with swiftly changing conditions in the ways we do business and market to our customers."
"I don't do predictions for the coming business year. I prefer to suggest trends people should watch for and offer guidance so they can understand what's happening in our industry and where it may go over the next 12 months. In 2024, I predicted that top retail companies would end their collective pause on new technology. I expected companies that had not invested in martech upgrades would come out of their shells and spend their budgets."
Last year was exhausting for many people because of job and family stress, industry changes, global news, market swings, tariffs, and constant distractions. Many people reduced or stopped their news consumption, but marketers cannot afford that luxury because following the news reveals how developments translate into business opportunities or casualties. Businesses spent the year learning to pivot and adapt plans to cope with swiftly changing conditions. Business acumen developed during the COVID years proved useful. Signs point to improving conditions and a possible technology replacement year in 2026 as martech contracts come up for review. In 2024 many firms investigated upgrades but deferred purchases, resulting in tire-kicking rather than conversions.
Read at MarTech
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