Marketing can feel very noisy these days!
I recently shared some insights with Nelson Magazine on the importance of strategy, knowing your audience, and simplifying your marketing efforts so they’re more human and ‘connected’.
AI increases noise, and while it offers huge potential, it also means authenticity, human connection, and more tailored communication matter far more.
What’s the biggest mistake you see businesses making with their marketing right now?
Businesses are often doing the marketing activities they feel they ‘should’ be doing – creating content, running digital ads and campaigns – without first looking at what is right for their business and what is actually delivering return. From a broader perspective, local presence and offline activity such as signage, events, outdoor advertising and PR are often undervalued, despite being some of the strongest ways to create trust and genuine connection.
For a business owner who feels overwhelmed by marketing, where should they start?
Start with people, not platforms. Look at where your customers are, listen to them and put yourself in their shoes. When they search for your service, what do they see and experience? That shift in perspective is often where clarity comes from.
How important is authenticity in marketing today, and what does that actually look like in practice?
This is one of my soapbox topics: we have to be ourselves. People connect with people. Your ‘About’ page is one of the most visited parts of your website because people are trying to understand the human behind the business. The best marketing feels natural and true to who you are.
What role does data play in shaping smarter marketing decisions?
Data is essential and helps inform decisions, but it only tells part of the story. The final click rarely reflects the full customer journey. That’s why brand plays such a big role – being clear on who you are and what you stand for builds trust and connection across every touchpoint.
Looking ahead, what marketing trends or shifts should businesses be paying attention to?
AI increases noise, and while it offers huge potential, it also means authenticity, human connection, and more tailored communication matter far more. Conscious marketing and sustainability are becoming more influential, as people increasingly place value on how businesses operate and behave.
Final word of advice?
There’s no single formula for good marketing, and that’s the point. The businesses that do it well stay close to who they are, clear on why they exist, and connected to the people they’re trying to serve. When those three things align, marketing stops feeling noisy and starts feeling human.