1. Stay focused on practical AI applications.

2. Embrace a culture of experimentation and learning.

The best marketing strategies come from a test-and-learn approach. Brands that refuse to experiment are likely to stagnate. On the flip side, some companies dive into new tech with great eagerness, but may struggle to integrate it effectively.

• Develop a framework for experimentation. Structured testing helps separate effective tools from ineffective ones.
• Accept failure as part of the process. Failure isn’t wasted effort if it leads to valuable insights.
• Use AI to detect patterns faster. Rather than relying on instinct alone, leverage data to guide decisions.

TL;DR: The most successful marketers learn just as much from the things that don’t work as the things that do. Failure isn’t the end point. It’s a mile marker.

3. Don’t rely solely on paid media for engagement.

Many brands still prioritise paid media strategies without fully evaluating their effectiveness. Just because a campaign appears successful on the surface doesn’t mean it’s driving real value.

• Look for ‘the smoke’. Metrics like session time and first sign-in (FSI) speed can reveal fraud or inefficiencies.
• Audit traffic sources. Not all clicks are created equal. Some paid networks inflate KPIs without delivering real customers.
• Shift focus from vanity metrics to revenue impact. Cut underperforming paid strategies and reinvest in more effective engagement tactics.

TL;DR: If cutting ad spend doesn’t impact revenue, you’ve uncovered inefficiencies worth eliminating.

4. Rethink CRM and email engagement.

Traditional CRM channels – especially email – are showing signs of fatigue. Customers are inundated with generic messaging, leading to lower open rates and engagement.

• Segment your audience more intelligently. Not all subscribers should receive the same messages.
• Make email an extension of your brand community. DTC beauty brands, for example, treat email as a relationship-building tool rather than just a promotional channel.
• Measure the right indicators. Channel health, customer retention, and product visibility are stronger success metrics than email open rates alone.

TL;DR: Engagement is about quality, not quantity. Sending more emails won’t fix customer fatigue. Better messaging will.

5. Focus on the ‘persuadable’ audience.

Not every customer is equally likely to engage with your brand. Identifying and targeting those most likely to respond can prevent wasted marketing spend.

• Recognise three key customer segments. Always engaged. Never engaged. And sometimes engaged. This last segment is your persuadable audience.
• Optimise messaging for those on the fence. Test different tones, formats, and content strategies to move them toward conversion.
• Use dynamic engagement throttling. Adjust communication frequency based on user behavior rather than a fixed schedule.

TL;DR: Don’t just send more messages—send the right messages to the right people at the right time.

6. Get more creative with customer engagement.

Today’s customers expect more than the same old marketing tactics. Brands must use their tech stack more creatively to capture attention.

• Gamify interactions. Interactive elements (like streak messaging or rewards for repeated actions) increase engagement.
• Test new formats. Videos, interactive experiences, and immersive campaigns drive better retention than static content.
• Make engagement fun. Customers respond better to messaging that surprises and delights them.

TL;DR: Creative engagement isn’t about gimmicks. It’s about making interactions feel fresh and valuable to the customer.

7. Leverage retail media more effectively.

Many enterprise brands operate marketplaces with huge advertising potential, yet they rely on outdated banner ads that fail to engage customers meaningfully.

• Shift from static ads to immersive experiences. Integrate interactive product placements rather than generic banners.
• Use first-party data for smarter targeting. Brands have more valuable data on their customers than Google or Facebook. Make use of the in-store experience at the point of sale.
• Turn engagement into a revenue driver. Customer interactions should contribute directly to business goals, not just serve as a marketing expense.

TL;DR: Your first-party data is more valuable than ad clicks. Use it to build better customer experiences and increase conversions.ent isn’t about gimmicks. It’s about making interactions feel fresh and valuable to the customer.

8. Build marketing teams that function like product teams.

Marketing is evolving beyond traditional campaign-based work. The future of engagement lies in a hybrid approach – one that blends product thinking with creative execution.

• Automate repetitive tasks. Free up teams to focus on strategy and innovation.
• Appoint ‘owners’ for key metrics. Dedicate people to customer retention, first-time activation, or ancillary service adoption.
• Balance automation with human ingenuity. Let AI handle scaling, while marketers focus on creating remarkable experiences.

TL;DR: The best marketing teams of the future won’t just launch campaigns—they’ll design experiences that customers actually want to engage with.

One key takeaway: good engagement runs on evolution.

AI, automation, and data-driven personalisation offer massive opportunities, but only if they’re used strategically. By focusing on smart technology adoption, creative engagement, and customer-centric decision-making, enterprise marketers can reimagine how they connect with customers – and build loyalty that lasts.