As I look back on my 10 years on the AMI Board, I reflect on the changing marketing landscape and developments over that time.

It’s not surprising that AI now leads the charge of marketing change; but over the past decade we’ve seen other significant changes.

Since 2015, marketing has transformed from broad digital efforts to highly personalised, ‘big data’ analytics-based strategies.

Technology advancements have enabled greater focus on personalised customer experiences.

Consumer behaviour has evolved with more sophisticated mobile and voice search capabilities allowing marketers to focus on providing personalised experiences across multiple platforms. The integration of smart phones, tablets and apps into marketing strategies created new opportunities for marketers to engage with their target audiences. We saw businesses investing in mobile friendly websites, ensuring seamless user experiences. The growth of mobile apps also revolutionised customer engagement and loyalty – dedicated apps offering personalised experiences, exclusive promotions, loyalty programs and fast transactions. Of course, mobile apps also facilitated data collection enabling greater insights into consumer and customer preferences and behaviour.

Further, video content has become a highly engaging format. Platforms like Instagram, TikTok and You Tube have become central to many marketing strategies.

The rise of social media influencer marketing and user generated content (UGC). This has transformed the way many marketers position their brands and market their products and services. 10 years ago, social media influencers were in their infancy.  Today, an influencer, with a significant following, can sway consumer opinions and impact purchasing decisions. Additionally, UGC has become a powerful tool for marketers as customers proactively share their experiences, reviews and testimonials to further amplify brand authenticity.

Podcasts have emerged as both an entertainment medium as well as an influencing medium.

Content marketing has shifted from being focused on creating promotional material to offering informative and engaging content that resonates with the target audience.  Marketers have recognised the importance of storytellingand authentic narratives to connect with customers on a deeper level – building brand loyalty and trust.

As search engine algorithms became more sophisticated, SEO strategies shifted from key word searches to providing high quality, relevant and authoritive content. This gave marketers a refined way to interact with their audiences.

These evolving technology-based changes saw a switch in focus by clients to digital marketing; the ‘bean counters’ (without any real understanding of digital) saw this as a much more cost-effective way to market. Of course, marketers and creative agencies had to adapt to these pressures, in particular squeezed budgets.

Marketing Automation (MA) has evolved considerably over the past 10 years and has played – and will continue to play – a pivotal role in underpinning any marketing strategy.  Progression from a largely single system environment to a multiple integrated environment followed. Today we are seeing MA being powered by AI for deeper-personalisation, analytics, and customer journey mapping. Over the past decade, it has shifted from manual email blasts and simple lead nurturing to creating integrated, data-driven campaigns across multiple channels, while also navigating increased data privacy regulations. Key advancements include AI-powered chatbots for 24/7 support and sophisticated algorithms for predictive analytics and content optimisation.

Marketers have had to evolve their skills and expertise in line with these technological impacts. This will continue, no doubt at a faster pace, as AI ushers in a new era of marketing automation. The integration of AI and automation is streamlining marketing processes. This will mean that marketers will need to focus on creativity and strategy.

Moving forward. If the past 10 years are anything to go by, marketing will continue to evolve at a rapid pace. Geofencing, augmented reality and other emerging technologies will further shape marketing strategies, providing new opportunities and challenges. Marketers will need to stay adaptable and be response-ready to succeed in the dynamic, ever changing, marketing landscape. Exciting times ahead.

Andrew Thornton

October 2025