22.06.2023

Marketing & Growth

The state of marketing trends with Jess Gamble

7 min read

Daryn

The state of marketing trends with Jess Gamble

In this blog post, I delve into the fascinating discussion I had with Jess, exploring the balance between expertise and management in the marketing realm, the power of personalisation, the evolution of influencer marketing, and more.

In the fast-paced world of marketing, staying on top of emerging marketing trends is crucial for success. 

Recently, on the Digital Surfing podcast, I had the pleasure of hosting Jess Gamble, Huble's VP of Consulting Services and a seasoned marketing professional with a passion for managing teams and driving results. 

Let's take a look at the key takeaways from our discussion.

Should managers be experts in their field?

The question of whether managers need to be experts in their specific area sparks ongoing debate. 

According to Jess, "While having a foundational knowledge in the field is valuable, a manager's primary focus should be on managing teams and enabling their growth. It's about creating an environment where expertise can flourish." 

She believes that managers should empower their team members and allow them to choose between people management and specialisation.

Balancing expertise and management roles

While managers may not need to be experts themselves, they play a vital role in leveraging the expertise of their team members. 

Jess emphasises the significance of this balance, stating, "Identifying subject matter experts within your team is essential. As a manager, it's crucial to create a collaborative environment and empower individuals to shine in their respective areas. By doing so, you can harness the diverse strengths within your team and drive exceptional results."

The role of personalisation in marketing

In today's digital landscape, personalisation has become a game-changer for effective marketing strategies. Jess discusses the increased availability of customer insights and the growing trust in data-driven approaches. 

She highlights the importance of moving beyond simple personalisation tokens and creating tailored experiences that resonate with individual customers. 

According to Jess, "Personalisation is about forging deeper connections with your audience. It's about understanding their unique needs and desires and creating experiences that feel personalised and meaningful to them."

Segmenting and targeting specific audience groups

Traditional segmentation techniques are evolving, and marketers now understand the importance of diving deeper into unique audience characteristics. Jess explains the significance of understanding customer motivations and segmenting based on their goals rather than broad demographics alone. 

She states, "Segmentation based on motivations and goals allows marketers to truly understand their audience on a deeper level. It enables them to create targeted campaigns that speak directly to the desires and aspirations of their customers, resulting in more impactful outcomes."

Addressing concerns about marketing spend and personalisation

As personalisation efforts expand, some concerns arise regarding the associated costs and workload. However, Jess emphasises that marketing investment is essential for business growth. She advises marketers to focus their efforts on high-value segments and leverage tools like CRM systems and smart content. 

According to Jess, "Investing in personalisation is crucial. By focusing on high-value segments and utilising technology to optimise resources, marketers can achieve meaningful personalisation without overwhelming their budgets."

Evolution of influencer marketing

The world of influencer marketing has seen a significant transformation in recent years. Jess shares her experiences with Instant Grass, an agency at the forefront of influencer marketing, and highlights the shifting landscape. 

She explains, "Influencer marketing has evolved with the rise of platforms like TikTok. It's not just about numbers anymore; it's about building trust and authenticity through influencers who can genuinely connect with their audience and make recommendations that resonate."

Jess's experience as a beauty influencer

As the co-founder of Smudged Beauty, a South African beauty blog, Jess provides insights into the power of beauty influencers. 

She discusses the trust and credibility associated with beauty influencers and shares her personal experience, saying, "I've seen firsthand the impact we can have. When we recommended a product, our followers trusted us. It's about creating a genuine connection and providing valuable insights that resonate with them."

Wrapping Up

My conversation with Jess Gamble sheds light on the dynamic relationship between expertise and management in marketing. It emphasises the importance of trust, personalisation, and the evolving landscape of influencer marketing. 

As marketers navigate these trends, they are better equipped to adapt their strategies, foster meaningful connections with their audience, and drive impactful results. 

So, embrace the power of personalisation, leverage your team's expertise, and stay attuned to the ever-changing marketing landscape to succeed in the exciting world of modern marketing.

If you want to dive deeper into our fascinating discussion with Jess Gamble and gain valuable insights from her vast experience, I invite you to listen to the full podcast episode. 

Visit Spotify or Apple Podcasts to access the full episode and explore more expert perspectives on marketing, management, and the future of the industry.

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