Where is the Marketing World Headed?

Each month, I host a Zoom roundtable with marketing leaders to share insights and ideas. During the most recent meeting, we got into some new and interesting territory, including non-traditional media channels, creative partnerships, and the need to take the occasional risk. 

Let me share some highlights—and hopefully spark some ideas for your next campaign.

The Creator Economy

One topic that took center stage was the rise of non-traditional platforms. We discussed a recent Adweek article about the shifting landscape of media persuasion, with platforms like Twitch, podcasts, and the creator economy driving change.

For marketers in traditional industries like accounting, engineering, or financial services, this shift might feel daunting. But it’s also an invitation to get creative. Think about how niche creators could connect with your audience in ways mainstream media can’t. Consider partnering with an influencer, as exemplified by this case study between the Maryland Marketing partnership and Salary Transparent Street. 

As the Adweek article points out, channels like Instagram with its focus on short-form videos and reels were instrumental in shaping political campaigns and influencing young voters this election season. 

The takeaway? Don’t ignore emerging platforms. They might seem niche now, but their influence is growing—and with a little research and outreach, you can find effective partners to share your message. 

Another important reminder is that you don’t have to do everything. Pick a channel where your business hasn’t had a voice and experiment. When determining where to start, think about meeting your audience where they spend time. 

For example, one of our panel’s participants runs marketing for a digital media company that works with libraries and schools around the world. Recently, the company took a bold step by creating an original content series for middle-grade readers—a demographic often overlooked. The lesson? Take a risk. Invest in something unique that might not pay off immediately but has the potential to build tremendous value and brand loyalty.

Collaboration Is the New Competition

One of my favorite parts of the discussion focused on mid-tier companies teaming up to amplify impact. In other words, why go it alone when you can pool resources with like-minded brands?

One of our panelists who runs communications for a government agency, shared how his team is exploring collaborations with complementary organizations. Rather than footing the entire bill for a large sponsorship, they are teaming up to expand budgets, extend reach, and try new ideas without the pressure of going solo.

Finally, we landed on a theme close to my heart: setting realistic goals. Not every campaign needs to go viral. Sometimes, success is about getting the right people in the room—whether that’s business owners, new recruits, or curious customers.

Looking Ahead to 2025

As we closed the meeting, I felt excited about the possibilities ahead. Whether it’s experimenting with new platforms, creating original content, or collaborating with others, the future of marketing is full of opportunity for those willing to take a leap.

So, what’s your next bold move? One of the things our firm has invested in over the years has been our Innovation Lab, a workshop that helps clients get out of their own way, so to speak. We have developed a proven methodology – inspired by the creative leadership of none other than the Walt Disney Co. – that allows marketers to think bigger and generate numerous “what if…” solutions with the power to transform their business. 

Sound interesting? Let’s keep the conversation going… just reply to this email or drop a note to greg@abelcommunications.com. 

Lastly, an offer to the marketing leaders on this email. If you’d like to join my monthly roundtable with other marketing execs, please reply and just mention your interest and I’ll add you to the invite. It’s always a lively discussion and you’ll meet some great people along the way. 

Have a great holiday season and keep those creative ideas coming!