Personalization isn ' t just using someone’ s first name in an email. It’ s understanding where they are in their journey and delivering meaningful, relevant value- at the right time, on the right channel.
Consumers, especially Gen Z and Millennials, want to support brands that align with their values. Marketing isn’ t just about selling anymore- it’ s about standing for something. Authenticity will continue to be the currency of connection.
So inconclusion, to business leaders, don’ t ask marketing for miracles- ask what it needs to succeed, and truly listen when the answer is time, budget, or trust. Include marketing early and often, recognizing it not as a final step but as a strategic lever throughout the business journey. Reward long-term wins by celebrating sustained engagement, not just short-term spikes. And foster psychological safety so marketers can bring bold, creative ideas without fear of being dismissed for being“ too different.”
Encouragement to Marketers
To the marketer reading this who has ever felt overlooked, dismissed, or reduced to“ just the marketing person”- please know this: you matter more than you know.
The campaign that didn’ t go viral, the post that barely got likes, the pitch that was turned down in the boardroom- none of those moments diminish your value. They are part of the process, not a reflection of your worth. Every piece of copy you’ ve written, every insight you’ ve uncovered, every creative idea you’ ve defended- it all counts. Even when no one claps, your work is moving something forward.
Marketing is rarely about instant applause. It’ s about showing up every day to translate value into meaning, ideas into movement, and strategy into connection. So don’ t wait for validation- lead with impact. Let your results, your curiosity, and your courage speak for you.
Keep learning. Stay sharp. Tools and platforms will evolve, but your creative instincts, your empathy, and your ability to read people- that’ s your edge. Celebrate the small wins, because they’ re often the seeds of bigger change. When a headline clicks, when a client finally sees your vision, when the data proves what you knew all along- those moments matter.
And above all: stand in your power.
You are not a supporting role- you are central to how businesses grow, connect, and endure. You are a strategist. A cultureshaper. A builder of trust. You are the bridge between what a company believes and what the world sees. You are not a cost to be justified- you are an investment that multiplies. So, keep experimenting. Keep measuring. Keep speaking up. Take your seat at the table- and if there isn’ t one yet, build it.
Because marketing is not a nice-to-have. It’ s how customers discover, understand, and decide whether to believe in a brand. In a world full of noise, marketing is what makes a brand matter.
And you? You’ re the one who makes that happen. Keep going.
Poppy Lydia Sello is an emerging marketing leader based in Botswana. With a passion for digital marketing and innovation, Poppy is dedicated to helping brands navigate the everchanging marketing landscape. You can reach her at: Poppylsello @ gmail. com.