Recently, we had the opportunity to attend the 2024 Marketing Summit in New York City, hosted by Marketing Brew. We heard from industry leaders like Laurie Lam, Chief Brand Officer at e.l.f. Beauty, Shana Stephenson, Chief Brand Officer at NY Liberty, Katherin Chan, Global Social Media Director at Duolingo and experts from brands like Mastercard, eos, Saucony, Sesame Workshop, Lulus, Carmax, FP Movement and more!
It was an insightful day filled with keynotes, panels, and discussions that inspired us to throw away our ‘Playbook’ and think deeply about the future of marketing as we creep closer to 2025. Between the speakers and conversations with fellow marketers, we came away with several valuable lessons. Here are the top takeaways that stuck with us:
- The Rise of Hyper-Personalization
Personalization is no longer just a nice-to-have; it’s an expectation. Brands that excel at tailoring their messaging and experiences, like e.l.f. and GoPuff, are the ones winning loyalty. What really stood out to us was the shift toward hyper-personalization—using real-time data to deliver a completely customized customer experience. This approach requires not only having the right tools but also ensuring that brands are using data ethically. Consumers are becoming more aware of privacy concerns and state laws (effective in Maryland coming October 1, 2025) are mandating giving residents more control over how companies collect and use their personal data. The challenge is balancing hyper-personalization with trust and transparency. - AI Can’t Replace Creativity (But It Sure Can Boost It)
AI has continued to dominate conversations in the marketing world, and this summit was no exception. While AI can assist with automating processes, generating quick insights, and even creating content, the consensus was clear: AI will never replace human creativity. Using AI as a tool for rapid prototyping and data-driven decisions can give marketers a huge advantage, but the emotional connection and out-of-the-box thinking will always come from human ingenuity. Rather than hiring AI ‘experts,’ our key takeaway was that building a team of agile learners who can adapt and leverage AI effectively is far more valuable. - Content That Matters > Content for Content’s Sake
Another big theme was the shift in how we think about content. It’s not enough to churn out content consistently—brands need to focus on quality, relevance, and purpose. Audiences are looking for content that brings value to their lives, whether through education, inspiration, or entertainment. Brands on X, like Lyft, swiftly capitalize on Uber’s missteps, while Sesame Street surprises its audience by using Elmo to tackle important issues like mental health. We couldn’t help but reflect on how we approach content for our clients at Planit. Moving forward, the challenge will be creating meaningful content that sparks conversations and keeps audiences engaged with the brand in a way that feels most authentic. - The Art of the Pivot
The marketing landscape is evolving at lightning speed, and companies are embracing the move fast and fail quickly model. Success in this fast-paced environment isn’t about playing it safe and sticking to old strategies. Brands like Edible (formerly Edible Arrangements) and Saucony are learning from their history and refining their brand strategies to stay ahead of the curve. Claire’s, a traditional brick and mortar store –remember that place you got your ears pierced?– is letting Gen Zalpha lead them into the Metaverse and beyond. At Planit, we’re continuing to encourage our partner’s big, bold brands to be brave. - The Growing Spotlight on Women’s Sports
One of the most exciting trends discussed at the summit was the growing recognition and marketing opportunities in women’s sports. Historically, women’s sports have been underfunded and under-marketed compared to men’s sports, with a noticeable gap in sponsorship deals, media coverage, and audience engagement. However, the landscape is shifting. We learned that viewership and fan engagement for women’s sports are on the rise, with major brands starting to invest more seriously in these platforms.
Still, there’s a long way to go to truly level the playing field. Women’s sports are often measured against men’s in terms of revenue, ratings, and social media traction, but this comparison can be unfair due to the historical imbalance in funding and media attention. What’s exciting is that with increased visibility comes greater opportunity for brands to connect with passionate, loyal audiences in this space. It’s about time that women’s sports get the spotlight they deserve, and for marketers, the potential here is huge.
It was an energizing, thought-provoking day and we’re excited to bring these learnings back to Planit as we continue crafting innovative campaigns for our clients.
If you’d like to chat more about how these insights can influence your brand’s marketing strategy, don’t hesitate to reach out! We’d love to talk.