It's that time of year again—planning season is upon us! As marketers scramble to wrap up the fourth quarter, it's crucial to pause and engage in some forward-thinking, innovative brainstorming.

Insights from Marketing Leaders

In a recent discussion highlighted by MARKETING-INTERACTIVE, Eugene Lee, the International CMO of McDonald’s, emphasized the importance of passion when choosing investment areas. He cautioned that brands should avoid jumping on fleeting trends just because they seem popular at the moment. Instead, he advocates for a robust brand and business case before any financial commitment is made. "Establish clear KPIs to ensure that investments aren’t merely passion projects," he advised.

Adding to the dialogue, Vanessa Yeo Barger, GM of marketing at Lenskart, shared her approach, which combines instinct with data-driven insight. “The first consideration is alignment. Does this new trend or technology mesh well with our brand's core identity and goals?” she stressed. “It’s essential that it adds value to the customer experience instead of just being a reaction to market fads."

Investment Frameworks

Andrew Yeoh, Group Head of Marketing at Time, offers a practical framework he affectionately refers to as the "ABCs" of investment decisions: - **A - Always Be Curious**: Stay informed about industry trends and developments. - **B - Be Helpful or Delightful**: Use technology only if it adds real value for customers—not for the sake of using the latest gadget. - **C - Constantly Experiment**: Allocate a budget for testing new concepts and learning from them. Yeoh further explained that his investment strategy breaks down into three categories: 70% on current successful initiatives, 20% on new ventures, and 10% on experimental projects. "Make new mistakes, but don’t repeat old ones," he reminds his team.

Ultimately, the goal is to ensure every investment contributes positively to brand development, whether it drives immediate sales or builds long-term brand equity. Yeoh succinctly captures this sentiment: "You're either harvesting current demand or building future demand."

Convincing Management on New Areas of Investment

Today's marketers face the challenge of justifying their spending. Yeo notes that while innovation is vital, it must align strategically with the brand's overall journey. She adopts a phased approach that examines the customer journey from adoption to ROI: 1. **Adoption**: Are customers engaging with the new technology or trend? 2. **Triggered Consideration**: Are these interactions leading to purchases or heightened loyalty? 3. **Customer Satisfaction**: Is the experience being enhanced? 4. **ROI**: What does the increased revenue or cost-saving look like?

Despite the management’s natural enthusiasm for novel trends, Yeo leverages her expertise to propose intelligent investments backed by potential ROI projections and real-world case studies. “It’s essential to evaluate the excitement surrounding new trends while considering their practical application and impact on our customers,” she explains.

Eva Lui, Director of Marketing and Communications at The Park Lane HK, a Pullman Hotel, resonates with this strategic alignment perspective. She insists that any monetary investment should correspond with the company’s objectives, including proper measurement mechanisms for outcomes. She also emphasizes the importance of addressing both the potential benefits and risks to facilitate informed decision-making.

Final Thoughts

“Fostering discussions about new opportunities with my team and management ensures alignment and participation in the decision-making process,” Lui concludes.

As we gear up for 2025, the key takeaway from these marketing leaders is clear: while the allure of new trends is strong, successful marketers will balance curiosity with strategic foresight. Understanding customer needs, advocating for smart investments, and actively involving teams in discussions will lay the groundwork for meaningful and impactful marketing strategies in the year ahead. Don’t miss out—2025 could be your best year yet!