Survival to Strategy - how marketers can help businesses thrive in the age of intelligent marketing, by JAB Communications Director, Helen Morgan-Parra - CMktr FCIM

Adapting to an Ever-Changing Landscape 

I have been a marketer for over 20 years, and I recognise that marketing has always been a fast-moving, almost mercurial industry. Trying to work out what Google wants from us on an ever-changing basis, for instance, has never been easy. Lately, though, if feels as if the ground shifts daily. 

AI, automation, and digital transformation across almost every industry, and marketing perhaps more than most, are all shaping how we plan, deliver, and measure our work.  

For those marketers working in or alongside SMEs, the pace can feel both exciting and overwhelming. Most small teams are expected to keep up with technological change whilst juggling day-to-day campaigns, customer engagement, and a mountain of operational responsibilities, and in many businesses, one person alone holds the title of ‘marketing department’. This one-person marketing department often also acts as the digital transformation lead (and frequently a number of other ‘hats’ thrown in for good measure.) The idea that we can ‘do it all’ and keep up with the changes in our industry can be overwhelming.  

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