Data is Disappearing: So We Need Traditional Marketers More Than Ever

Here I am, reminiscing about the good old days of 2018, when we marketers had endless streams of data to work with. If anything we had too much. Looking back, we took it for granted because here in the tail-end of 2024, it feels like someone turned off the tap.

Between GDPR, the slow death of third-party cookies, and the ever-changing landscape of essential tools like GA4, being a marketer is starting to feel a bit like trying to navigate a maze blindfolded, as someone with a megaphone stands out-of-site yelling “You’re going the wrong way!” every few minutes. I’m coining this the #DataDrought.

For years, we relied on micro-data to tell us everything about our customers. But now, that cozy safety net is rapidly unraveling.

This isn’t just a headache for your marketing team—it’s a business-wide wake-up call. If your marketers can’t understand your customers, you can bet it’s going to impact your bottom line.

So, what’s the play? Sometimes, when the future gets murky, it’s best to take a page from the past.

The Decline of Data-Driven Marketing

Don’t get me wrong, data is vital. But data that is interpreted incorrectly can be downright dangerous. The stats and metrics we have been provided with over the last couple of decades were incredibly accurate for the most part, and it meant a whole generation of marketers became accustomed to knowing practically everything about the majority of their audience. Now though, it feels like every few months, the data we have access to not only becomes harder to find, but also requires more interpretation. Leaving us increasingly vulnerable to human error.

Data-driven marketing had a great run, and right now it’s still out on the track, but with the mass rollout of AI, consumer trust lower than ever, and our essential tools becoming more and more limited, it’s getting so tough to rely on data alone.

We’re left with two choices: keep chasing our tails or start rethinking our approach.

“All big data comes from the same place: the past.” – Rory Sutherland, Alchemy

Breaking Our Addiction to Micro-Data

Let’s admit it—we’ve been a bit too obsessed with micro-data. Sure, it’s nice to know exactly what every customer clicks, scrolls, and taps on, but there’s a downside. I’d argue, we’ve zoomed in so far that we’ve lost sight of the bigger picture.

When you focus too much on micro-data, you run the risk of getting it wrong. Retargeting ads are a great example of this. Hands up if you’ve ever bought something only to see ads for the same thing for the next week? – Annoying and completely unuseful.

Now compare that to something like the success of those bloody insurance-selling meerkats, which I can assure you were not created off the back of data.

This all points to the fact we’ve always known but are sometimes scared to remember, marketing isn’t just about data points and metrics. It’s about psychology and understanding people, telling stories, and connecting on a human level. And that’s something no algorithm can fully capture.

If we get something wrong using data, that’s fine. We can always just blame the data and no one will bat an eyelid.

But taking a bit of a punt on something truly groundbreaking and creative, that takes real gusto, and possibly the risk of putting your neck on the line.

That’s why I think in the next few years, marketers need to recapture their roots and return to the days of trying to strike the perfect balance between creativity, commercialism, psychology, and economics.

(cue the MadMen theme tune)

The Need to Return to Traditional Marketing

As the digital landscape becomes more restrictive, it’s time to revisit the roots of marketing—the tried-and-true strategies that have stood the test of time. While data-driven techniques have had their day in the sun, the limitations we’re now facing make it clear: we need to balance the precision of modern tools with the wisdom of traditional methods.

So, what does that mean in practice? Let’s break it down into skills that will surely soon be in high demand again:

1. Market Research
   Before data was at our fingertips, market research was the cornerstone of understanding consumer behavior. Deep dives into market trends, consumer habits, and competitor analysis give you a comprehensive view of your audience. It’s not just about numbers; it’s about getting into the mindset of your customers and understanding what drives their decisions. In an era where data streams are narrowing, qualitative data is just as important as quantitative, and robust market research can fill in the gaps and guide your strategy.
2. Personal Experience
   There’s a reason experience is highly valued—it brings perspective that no amount of data can replace. Trusting your gut, shaped by years of navigating the marketing landscape, is more crucial now than ever. Experienced marketers know when something feels right or wrong, even if the data doesn’t spell it out. This intuition, honed over time, will be essential as we steer through less data-rich waters. Ideally, this always needs to be combined with more junior staff to strike a balance between using tested techniques and finding fresh ideas.
3. Creative Advertising
   Remember when ads were more about creativity than clicks? As we move away from hyper-targeted campaigns, the ability to craft compelling, memorable ads becomes vital – whether that’s for TV, podcasts or search. Think of the iconic campaigns that made brands household names—they weren’t about micro-targeting; they were about big ideas that resonated with wide audiences. As micro-data fades, creativity will be the differentiator that grabs attention and leaves a lasting impression.
4. Copywriting
   Words have power, and in a world with less granular data, your messaging needs to be sharper than ever. Strong copywriting can cut through the noise, convey your brand’s value, and build connections with your audience. It’s not just about selling a product; it’s about telling a story, evoking emotion, and persuading your audience in a way that feels personal, even when you’re speaking to the masses. Don’t worry, you can still A/B test to your heart’s content.
5. Marketing Strategy
   With less reliance on data-driven tactics, the importance of a cohesive marketing strategy comes to the forefront. It’s about seeing the bigger picture, aligning your marketing efforts with your business goals, and being adaptable in the face of change. A solid strategy provides the roadmap for your marketing journey, ensuring that every move is intentional and aligned with your brand’s mission. It has never been more vital for businesses of all sizes to have an experienced marketing strategist on hand, whether that’s in-house or as an external resource.
6. The Ability to Utilise Psychology
   Understanding consumer psychology—why people think, feel, and act the way they do—can elevate your marketing efforts. Tapping into these insights allows you to craft messages that resonate on a deeper, emotional level, leading to stronger connections and more effective campaigns.
7. Have a Grasp of Economics
   A basic understanding of economics can be the difference between a great idea and a lead balloon in marketing. Knowing how economic factors influence consumer behavior helps you anticipate market trends and adjust your strategy accordingly. Whether it’s responding to a downturn or capitalising on a boom, economic awareness keeps your marketing relevant and timely.
8. Understand Marketing Theory
   Knowing the theories behind marketing—like the 4 Ps (Product, Price, Place, Promotion) or the AIDA model (Attention, Interest, Desire, Action)—provides a solid foundation for your strategies. These principles have guided successful marketing campaigns for decades and continue to be relevant in today’s landscape. The more your marketer knows, the better.

So, why is this return to traditional marketing so important? Because these are the skills that will help you navigate an uncertain future.

When the data well runs dry, it’s these fundamentals that will keep your marketing effective and your brand strong.

The Call to Action for Business Leaders

As we navigate the evolving landscape of marketing in 2024 and beyond, one thing is clear: it’s time to rethink our approach.

The solution isn’t about abandoning digital tools or the data we have, but rather about integrating those tools with the timeless principles of traditional marketing. It’s about investing in our teams, staying agile in the face of change, and always keeping the customer at the heart of our strategies.

By returning to these fundamentals while still embracing the best of what modern technology has to offer, we can create marketing strategies that are not only effective but also resilient in the face of whatever comes next. – here’s looking at you, AI overlord uprising.

So, as you look ahead, ask yourself: Are we ready to adapt? Are we prepared to blend the old with the new? If the answer is yes, then you’re on the right path to not just surviving but thriving in this new era of marketing.

If the answer is something along the lines of “I better clear my diary to get myself a marketing strategy” then get in touch. Our team is made up of experts in each of their fields, experienced in developing strategies in all kinds of business environments. If you’d like to find out how we could partner with you, use our contact form.