The world is waiting. For economic stability, for political clarity, for new technology to settle…but while the state of limbo persists, pockets of business move on, seeking paths to growth and higher ground that capitalizes on disruption.
In communications and marketing, the first half of the 2020s taught us how to better balance short-term agility with long-term vision. The second half? In an era that continues to be defined by uncertainty, we must identify and build upon the most reliable approaches, while staying ready to quickly deploy the right messages when windows of opportunity crack open.
For 2025, consider three strategic elements as you plan: a quick-shift mindset, a message that is on point and authentic, and blending time-tested tactics with new capabilities.
Investing in the near term, building vision for the long term
Leaping from one uncertain quarter to the next, companies have grown accustomed to either a “what will work for me now” or “wait and see” mentality. Both those approaches have a shelf life. You can’t achieve your long-term goals if you’re not moving forward with clarity and purpose.
That said, the past several years may also have wiped out any tendency to “set it and forget it,” which was not historically unusual in marketing for finance and professional services. A measured pace for marketing programs has benefits, however it must also move quickly enough and be adaptable enough to engage with audiences in real time.
Companies need to consider the potential arc of the business over the next one, three, and five years, and develop a marketing plan that can run in short bursts, be measured, and be adapted based on lessons learned.
This focus on a marketing function that is more adaptable and more highly valued is a direct result of the ever-quickening rate of change and the technology we have at our disposal.
Artificial Intelligence (AI) is going to bolster this approach, as well. There is a long way to go in the development of relevant tools, but those that shy away from integrating new capabilities will fall behind fast. Whether you consider it the equivalent of this generation’s internet, the steam engine, or the wheel, there is no doubt AI will open doors to incredible efficiencies on the marketing front.
The key to maximizing marketing going forward? Understand that we’re in a new phase of development. Set goals for the mid and long term, and in the short term invest accordingly in content and tactics that will create connections and carry the most weight.
Case in point:
An investment management firm experiencing fast organic growth believed in the steadfast message of its long-term vision. Given the expansion of services and headcount, they saw that marketing must reinforce that message while also illustrating their varied capabilities and sharp reflexes when it comes to servicing clients. They embraced a strategy that significantly increased content production and amplification, underscoring that their insights are now wider and deeper with a new generation of experts on the team.
Messaging for a wary audience
Trust is a major factor in marketing. This was true before the pandemic and is intensified tenfold by the nature of living in unpredictable, stress-laden times. The theme of credibility and reliability is not going away, and marketing initiatives need to embrace that. An authentic message that promotes confidence and forward thinking is perhaps the most important component for businesses examining their current state.
This is well documented, including in the annual Edelman Trust Barometer, which found in 2022 that 88 per cent of consumers say trust is a deciding factor when choosing between brands. When it comes to B2B and professional services, conveying expertise, transparency, credibility, and empathy helps support the strength of direct relationships with clients and prospects.
Companies that dismiss these audience trends will quickly see the effects. Brand loyalty is no longer about nostalgia and habit, emotional drivers that served as pillars of marketing for decades. Now, audiences choose a provider based on trust and a future-oriented mindset.
This is not surprising given the climate of the past year: a consistent battle with inflation, an uncertain economic future, political upheaval…the list goes on. Customers want to partner with those they can trust, who can help them thrive in challenging and prosperous times alike. In short, they’d like their business partnerships to be more reliable than the rest of the world.
Marketing strategy is built on a thoughtful message. Develop a roadmap of key phrases that capture the strengths of your business and services in the context of your audience’s needs and values. Consistent use of your messaging will serve as a crucial component of successful brand awareness and engagement.
Case in point:
An accounting and consulting firm with deep roots in the nonprofit sector built its brand on community engagement and support. As the firm grew, it placed an emphasis on its “People First” culture and its commitment to bringing out the best in its team members. This led the company to retain its reputation of authenticity and reliability even as it expanded into new territories.
It’s a digital world – but old school is new again
For obvious reasons, digital marketing was the only game in town in the early 2020s. This was a shift for some sectors, especially in the conservative arenas of finance and professional services.
Today, an element of digital marketing is entry fees for any growing organization. What has changed, however, is the resurgence (with a vengeance) of trust in traditional tactics; call it a “pendulum swing” after the digital-only era of the pandemic.
There is evidence of digital weariness, while events, face to face meetings, and public relations are proving more effective. That’s likely why the PR industry is expected to grow to over $133B by 2027, regardless of the influx of digital tools and AI. Overall, public relations in 2024 proved indispensable, particularly for companies that wanted to build credibility, enhance trust, and foster long-term relationships with both media and their customers.
The world is fully digitally connected, and it’s going to stay that way – but companies should increase their use of offline tactics as well. Maintain a thoughtful, measurable digital presence while focusing on content and third-party visibility that promotes trust.
Case in point:
A multinational management consultancy looking to break into a new market found that paid digital marketing was showing diminished returns. They reallocated investments to support conference sponsorships and media relations, a strategy that cultivated third party credibility in key publications. The exposure reinforced their brand at in-person events and provided valuable content to circulate among clients and prospects. The team was able to foster a more productive pipeline by better coordinating scaled down, targeted digital initiatives with public relations and event participation.
While it feels like we’re at the end of a chaotic time, the truth is that we are simply on the threshold of more disruption. The world will move from uncharted waters into more uncharted waters, applying newly attained wisdom to an environment that remains, for the foreseeable future, relatively unpredictable.
For those that embrace marketing strategy as a living, breathing part of the business, the time is right to step back and assess their direction. With an emphasis on flexibility, and a message that fosters trust, and a mix of tactics that blends traditional and digital, forward-thinking companies can be prepared for the next phase.
Is your public relations execution giving you an edge? Contact us to find out how we can help.
