The world is moving at the speed of Nvidia these days, and no career is being disrupted more than marketing.

I host a community called RISE that’s dedicated to the future of marketing. What’s coming next and how does this impact us? I thought it would be interesting to ask some people in the community about their biggest marketing lessons from 2024. Some of these are personal, some of them are enlightening, but all the lessons are worth your time today …

Sarah Stahl, ROI Driven Marketing Executive at Sarahstahl.com

Sarah Stahl

This year reminded me that marketing holds the power to make or break businesses, often in ways we underestimate. I watched the startup I work with navigate every business phase—highs, lows, and everything in between. The lifeline that kept cash rolling in? Instagram.

When we surveyed guests, nine out of 10 said they discovered us on Instagram—not through third-party booking apps like Airbnb, which most vacation rentals rely on. By the end of the year, 87% of our bookings were direct, driven by consistent Instagram growth powered by strategic influencer partnerships.

No viral stunts. No massive budgets. Just clear, focused marketing that turned Instagram into a revenue machine. This simple yet powerful strategy helped a startup reach breakeven within its first year. I’ve always believed in the craft of marketing, but 2024 showed me its unparalleled ability to save a business—or sink it.

Mike Carr, Cofounder of NameStormers & Autism Labs

AI is forcing us to be more human. As LLMs and agents emerge that can mimic how we talk and even how we look, authentic and raw content that reveals our feelings and emotion behind what we say will never be more important.

Polished, scripted, and overly-rehearsed podcasts & even keynotes will give way to communications that are more real, vulnerable, and reflective of who we are as flawed human beings. The sign of a true professional will be a combination of invaluable insights presented with unquestionable passion.

Brian Piper, Director of Content Strategy and Assessment, University of Rochester

Integrating AI into your marketing workflow is not a technology project. It’s a change management project.

Many companies and brands must clean up their data and content significantly before AI integration into their marketing or content workflows is successful.

Roxana Hurducas, Brand Strategy Advisor

2024 taught me an uncomfortable truth: Hate is the most efficient fuel in marketing, and the most powerful buying argument.

Roxana Hurducas

This revelation came from the presidential elections in my nation of Romania, where a candidate turned an electoral campaign into a marketing campaign. There were no substantial policy proposals, no detailed plans to address the challenges the country is facing. Instead, his campaign was pure marketing, built entirely on one central message: hate. Hate the system, hate the establishment, hate the political class. And it worked.

In marketing terms, he identified the pain point (a broken system) and offered a solution (himself as the alternative). The messaging was emotional, not rational. And as we know, people don’t buy products, services, or even candidates. They buy feelings, and hate is a feeling that unites people more strongly than almost anything else.

The fact that we long to belong, as Mark Schaefer has pointed out, is painfully relevant here. Georgescu’s campaign didn’t just sell hate; it sold a sense of belonging. They weren’t just voting; they were joining a movement. The against-the-system movement. This is the same dynamic that powers communities – only here, it was used as a weapon for political gain.

But this lesson applies far beyond elections. Hate and Belonging are two of the most powerful forces in human behavior, and marketers know this.

So, do we accept that hate sells and lean into it? Or do we, as marketers, take responsibility for the narratives we create and the emotions we amplify?

For me, the answer lies in ethics. Yes, hate is efficient. Yes, it works. But at what cost? The lesson of 2024 is as much a warning as it is a revelation: the fuels we choose to power our messages can burn more than we intend. And sometimes, what they destroy is trust, unity, and hope.

Tyler Stambaugh, Co-Founder of MAGNETIQ

Digital experiences are heavily undervalued as a way to differentiate and create a competitive advantage.

Iris van Ooyen, Life Navigation Mentor, Founder of Bright Eyes

Genuine enthusiasm sells— and that ripples through best in live interactions. This summer I crafted a new mastermind and I was so thrilled about the concept that when I spoke to a former client about it, he signed up on the spot. AND offered to share it with two peers (one registered as well). This would not have happened through an email exchange. I learned that your personal energy and enthusiasm are crucial and most effective live and one-on-one.

Aaron Hassen, Chief Marketer at AH Marketing and host of Business with Humans YouTube series

B2C channels are also B2B channels.

Aaron Hassen

Earlier this year, I was developing a campaign for a B2B client, pulling a prospect list from their CRM, when I noticed the data was woefully inadequate: company emails, company phone numbers and office locations. Not very useful. See, I had interviewed scores of their best customers, and when asked where they went to find solutions like theirs, the answer wasn’t corporate newsletters, cold calls or trade magazines, it was a trusted colleague, podcast and social media.

The sources of B2B influence have shifted. Forrester predicts that more than 50% of B2B buyers, particularly younger ones, will rely on social media and their value network to help make purchase decisions in 2025. And according to LinkedIn, social media was a top source of B2B marketing investment (75% of companies) in 2024. The fastest growing B2B channel? Streaming television! 55% of B2B marketers said they plan to increase investment there in the coming year.

It’s clear that in today’s work-from-home environments, B2B professionals are consuming information like B2C consumers: from their laptops, iPads, smart watches, smartphones, smart home devices and smart TVs. Reaching busy professionals in their everyday lives and getting them talking about our brand is difficult. This is why we must move past traditional B2B channels toward consumer channels that better connect us with our customers.

Emiliano Reisfeld, Marketing Manager

In 2024, marketing evolved toward more agile and compact funnels, where investment in conversion is key to empowering consumers who demand instant personalization.

An example: From Zero to Millions: TikTok Shop’s GMV Journey

Trona Freeman, Social Media and SEO Specialist for small businesses

Trona Freeman

More people are looking for alternatives to the Meta platforms for their small business marketing.

People are increasingly finding these platforms difficult for a host of reasons. 2024 has also been a very challenging year socio-culturally, and people want to have an escape online, and that place is moving toward Pinterest. Pinterest is people’s happy space, a place to go to escape the noise of the internet and the world at large.

Research shows that Gen Z is the fastest-growing audience on Pinterest, making up 42% of its global user base. And they’re searching and saving more than other generations.

Lush discovered this a few years ago when they moved from the Meta platforms and now use Pinterest as a key platform online as a positive way to promote and connect with their audience. Context matters, so make sure you are meeting your customers in a place that resonates with them. That could be Pinterest or smaller, more intimate spaces like Discord.

Joeri Billast, Host of the Web3 CMO Stories podcast

In 2024, I discovered that authenticity, consistency, and patience are the keys to building a personal brand that resonates globally.

In Belgium, I’m seen as a peer. At conferences in Toronto, Barcelona, and Lisbon, I received incredible feedback about my podcast. And in Cairo, I felt like a hero after my keynote (I killed it!). People lined up for selfies, connected with me on LinkedIn, and two days later, my AI workshop sold out, so much so that it was moved to a larger room in another hotel.

The surprising part? Context matters, but consistency and authenticity build relationships that transcend borders. People don’t connect with perfection—they connect with real stories and genuine engagement. The takeaway: Keep showing up, even when it feels like no one’s watching … because they are!

Zack Seipert, Marketing and Communications Specialist

This year, I (re)learned that relevance is the cornerstone of modern marketing success. Whether it’s crafting a social media post or developing a full campaign, the key is understanding what truly resonates with your audience in the moment. Even the most creative content will fall flat if it doesn’t align with your audience’s current needs, values, or environment. Staying tuned in to the pulse of culture and pivoting when necessary can make all the difference in creating content that truly connects and moves.

Bruce Scheer, Co-Founder of ValuePros.io

My lesson was the power of a consistent online presence.

Being part of the RISE community transformed my perspective on digital engagement. Mark Schaefer’s Personal Branding Masterclass provided the foundation. The real magic happened when I finally conquered my imposter syndrome and committed to regular online participation.

Bruce Scheer

My journey began with a simple decision: show up consistently. This meant producing weekly content and engaging daily, particularly on LinkedIn. I had Mark and others in the RISE community as role models to follow. The initial hesitation gave way to a natural rhythm of authentic interactions.

I next launched the “ValuePros Show” across YouTube and podcast platforms, which became a gateway to extraordinary conversations. Each guest brought unique insights, making 2024 a year of remarkable learning and growth. Finally, I set up a weekly newsletter that already has 1,500 subscribers and is growing.

This has been a year of deeper professional relationships, expanded business opportunities, and enhanced visibility for our tech-forward consulting firm.

Consistency truly reigns supreme in marketing. By maintaining a steady presence and authentic engagement, what started as a personal branding challenge evolved into a powerful business strategy.

Julie Van Ameyde, Founder of Simply Social Media

When a long-time client sold their business, my routine was turned upside-down. While I continued working with the new ownership, the transition highlighted the need for adaptability and resilience to navigate unexpected changes. Marketing success isn’t just about being prepared for technological change. It means you have to be resilient enough to be ready for anything. 

Rob LeLacheur, Owner of Road 55 in Edmonton, Canada

Traditionally, my team has produced Triple A, polished video content and we’re proud of that. But we learned in 20204 that there is a large space for low fidelity (Lo Fi) content, and in many cases, that content performs much better than Hi Fi.

Lo-Fi reduces the barrier to entry by creating a feeling that you’re not being sold to. The content is more real and people are willing to give it a chance. An example of Lo Fi that works well is an imperfect,
behind-the-scenes blooper reel.

Hi Fi is most appropriate for situations where the consumer is already engaged, like a website or presentation.

Valentina Escobar-Gonzalez, Co-Author of The Most Amazing Marketing Book Ever

People crave being back at live, in-person events. I just attended a conference that was sold out, and that hasn’t happened since before COVID. There is an unmissable magic that happens when people gather together. When in doubt, make it in-person and make it awesome!

Martin O’Leary, Creator of “Uncharted” Newsletter

Taste is the new superpower.

Martin O’Leary

Remember endless Slack messages and three-week waits for a simple video edit? Those days are dead. But this isn’t just another AI story. The real shock isn’t that AI can help make content – it’s that it’s forcing marketers to become master craftsmen.

Think about it: when everyone can create anything, the differentiator isn’t access to tools. It’s taste.

Pre-2024: Marketing meant being a professional coordinator. You managed designers, video editors, and endless Figma feedback loops. Your job was orchestration. Post-2024: Marketing means being a filmmaker, designer, and writer rolled into one. One person with Claude, Getimg.ai, Runway.ai, and CapCut isn’t just replacing a team – they’re rewriting the rules of what makes marketing great.

The winners aren’t the tech-savvy marketers. They’re the ones studying Kubrick’s camera angles, dissecting Nike’s brand guidelines, and obsessing over typography. Because when AI democratizes creation, deep craft to write better prompts becomes the moat. Just like the iPhone killed Blackberry by making computing personal, full-stack marketers are killing the assembly line approach to creativity.

Sharon Joseph, VP Marketing

“Advertisements suck, I don’t care, Please Make It Stop.”

That quote from my eight-year-old, mocking the streaming ads, hit a nerve. Growing up, I loved ads—their creativity, humor, and storytelling inspired me to pursue a career in advertising.

Over two decades, I’ve seen the industry evolve, from a passion-driven art form to a relentless stream of noise. Now, as a VP of Marketing, I market to the very people creating the ads that my child—and frankly, most of us—find unbearable.

It was the first week of 2024 when two campaigns stood out: Calvin Klein’s Jeremy Allen White spot and Brlo Brewery’s parody. They reminded me that authenticity and storytelling can still resonate. But most ads in the past year? Forgettable.

As marketers, we must rethink our approach. People crave connection, not interruption. If we can’t offer something meaningful, maybe we shouldn’t offer anything at all. Because in a world tuning out, it’s not about shouting louder—it’s about creating with purpose.

Mark Schaefer, blogger-in-chief

I learned so many lessons in 2024 but here are a few significant ones.

• The world is changing at an overwhelming pace, and I cannot remain relevant on my own. Being part of a supportive community is the only way to survive this onslaught.
• Every day is a new marketing day. What was true yesterday may not be true today. Be willing to let go to grow.
• Competence is a commodity. Competence is ignorable. If you are merely competent, you’re vulnerable.
• It’s easy to get caught up in the latest AI magic trick, but don’t lose sight of the fact that marketing is a people business. Work through the tech hype and stay focused on fundamentals.
• 99% of the people in the world have no clue what’s about to happen to their lives through AI.
• As the big tech companies race toward AI dominance, they are systematically and unabashedly breaking the law as part of their business strategy. 2024 was the year that “character” went out of fashion.
• In all of history, this is the most fun and interesting time to be in marketing!

Many thanks to my brilliant and generous community for adding their wisdom to this post today.

Need a keynote speaker about the future of marketing? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustration courtesy MidJourney

The post What we learned about marketing in 2024 appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Pilot Ernie Meeks is one of the new influencers building trust for brands

By Aaron Hassen, {grow} community member

The most difficult job in marketing today is determining how to effectively connect with our customers in a fractured media landscape. Fortunately, we have informative research and experts like Ed Keller to guide us on where to turn next … and that might include a surprising crop of new influencers.

Here’s a little story to set up the findings of Ed’s research.

I was reading the news, and an article from The Dallas Morning News jumped out at me. The article, The new social media influencer? Pilots and flight attendants, tells the story of Southwest Airlines pilot Ernie Meeks. Ernie was disappointed when his daughter, who had dreamed of following in his footsteps, considered dropping out of pilot school. Meeks was determined to change her mind, so he created videos for YouTube and Instagram highlighting his daily routines as a pilot.

After a year, his subscribers had grown to 57,300 on YouTube and 130,000 on Instagram … and his daughter decided to remain in pilot training school. But rather than quit, Meeks expanded into podcasting, and his show is now fully backed and sponsored by his employer, Southwest Airlines.

Why would an airline invest in an employee’s social media presence? How does this connect to modern marketing realities?  The answers are found in Ed Keller’s latest research, Unveiling Influence: A Suzy Report on The Impact of Creators on American Consumers’ Lives.

Known for his groundbreaking studies on Word-of-Mouth Marketing, Ed Keller is the CEO of the Keller Advisory Group and Executive Director of Market Research Institute International. Recently, Ed turned his attention to the new influencers and their impact on consumer behavior. If you’re like me, the findings will excite you.

27 million creators … and counting

The Keller Advisory Group worked with research firm Suzy to conduct a nationally representative study of over 1,100 consumers ages 16-54. The study focused on the impact creators and influencers have on consumer attention and purchasing behaviors. Keller had previously surveyed thousands of creators to get their points of view. This time, he decided to take a look at the other side of the equation, which of course is most interesting to brands and marketing and advertising professionals like me.

Keller defines a creator as someone who self-identifies as one and makes money creating. An influencer is someone who posts content on social media regularly and has a significant following. Often, these individuals are one and the same, so I’ll be using the terms interchangeably in this article.

The study estimates there are 27 million paid creators in the U.S. or 14% of all consumers ages 16-54. But all creators are not alike, and the breakdowns are important: 

• 12.22% (3.3m) are macro-influencers with 250k+ followers 
• 25.18% (6.8m) are mid-tier influencers with 50k – 250k followers
• 39.5% (10.4m) are micro-influencers with less than 10k followers. (This segment is reported to be the most influential)

Let’s move on to some of the key takeaways from the study.

Creators are far more influential than ads

According to the survey, 7 in 10 consumers follow creators, and 80% of those followers take some sort of action due to the influence of creator content. These actions are significant and include:

• visiting the brand’s website (55%),
• following the brand on social media (46%),
• recommending the brand to someone else (42%), and
• resharing the creator’s content (29%).

The best part? An eye-popping 43% of consumers report making a purchase! This meant that compared to advertising, creator content was 2.6 times more influential in purchasing decisions for those polled.

So, what exactly is driving these results? In a word, trust.

New influencers mean trust

The study finds that creator content outperforms traditional advertising across several key attributes.

Creator content is trusted 2.9 times more than advertising and is considered more exciting, unique, relevant, and shareable. Creator content also creates a stronger emotional connection, as 83% of consumers report that they like or love the creator’s content. These qualities appear to contribute to the higher effectiveness of creator content when influencing consumer perceptions and actions compared to ads. 

Brands follow the money

As Mark Schaefer highlighted in his recent article, How big is the creator economy? Three times larger than we thought, brand spending on influencers is surging.

Keller found that nearly 6 in 10 have an ongoing relationship with brands. In his latest survey, between 73% and 76% of consumers said that creator content influences their perceptions of both large, well-known brands and lesser-known emerging brands. So, it’s no coincidence that trusted brands like Amazon, Microsoft, Walmart, and Apple invest in creators.

Money is shifting away from advertisers and toward the new influencers. This year, brands will reportedly spend around $8.14 billion on sponsored social media content. According to Reuters, legacy advertising outlets like “Google and YouTube have faced competition for ad budgets from other online platforms, including Facebook, Instagram, TikTok and Amazon.com.”

The Washington Post notes that even “Well-known news outlets have seen a decline in the amount of traffic flowing to them from social media sites, and some of the money that advertisers previously might have spent with them is now flowing to creators.” The shift in investment from digital advertising to creators highlights the increased importance and effectiveness of creator partnerships for brands.

Ultimately, it’s clear that creators are funded because of their ability to create customers, which is why Southwest Airlines would eagerly support their pilot/creator. Creators are now the arbiters of consumer attention and trust, and brands are leveraging that trust to drive purchases. 

So, the next time you have your finger on the button ready to launch yet another ad campaign, consider the data from Ed Keller and invest in a social media word-of-mouth campaign with a micro-influencer instead. That’s certainly what I’ll be doing.

Aaron Hassen is a well-respected marketing leader, strategist, and hands-on practitioner. In 2004, Aaron began his career by launching an online and print advertising service, acquired by a competitor four years later. For the next 18 years, Aaron led marketing for emerging B2B technology companies helping them multiply their annual revenues. Today, Aaron runs AH Marketing, a full-service fractional marketing team focused on Go-To-Market strategy, demand generation, and brand development for B2B revenue leaders with little time or sufficient help to address their marketing challenges.

The post The new influencers beat traditional advertising effectiveness appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.