Change is a constant, and the unknown will always challenge professionals in every industry. Yet today’s technological and ideological shifts feel particularly monumental, leaving marketers questioning whether this time is truly different.

As ANZ’s Executive Manager of Marketing Strategy and Capability, envisioning the future of marketing is both a responsibility and a passion of mine. What tools, skills and mindsets will marketers need to thrive in this rapidly evolving landscape? But while embracing innovation is vital, the core of marketing’s future lies in the same place it always has, in its fundamental principles and being inherently human-led as a craft.

By ‘human-led’, I mean leveraging empathy, creativity and intuition to build meaningful connections with customers. It’s about understanding human behaviour and emotions to create relationships that resonate through compelling messages and experiences. Brands that excel in these areas will stand out, differentiate themselves, and ultimately achieve growth.

Marketing is modernising, but principles remain timeless
Throughout my 25-year career spanning diverse marketing roles, I’ve witnessed the industry adapt to new tools, technologies and paradigms. Yet, history consistently shows that, even amidst disruption, the foundational principles of marketing endure.

Leaders in the marketing field frequently emphasise the importance of scientific rigour. These fundamentals grounded in empirical evidence and robust methodologies enable marketers to create value for customers and drive business outcomes. At ANZ, we’ve embraced these constants while evolving to meet the demands of a modern marketplace.

One initiative demonstrating this balance is our Marketing Masters program, launched in 2019. This program combines foundational marketing knowledge with contemporary capabilities, equipping marketers to thrive in today’s complex environment. Its success demonstrates modernisation in marketing doesn’t replace the past, but builds upon it.

Role of technology and data in a human-led future
Modern tools like AI, machine learning and predictive analytics are transforming customer engagement and campaign execution. Automation and augmentation will undeniably change some aspects of how we work.

Specifically, one of GenAI's greatest strengths lies in enhancing creative and content development. From brainstorming conceptual ideas to generating brand-safe copy, images, videos, and music, these tasks represent some of the most significant opportunities for GenAI to transform marketing. A recent study from Capgemini revealed 48 per cent of organisations see the most potential of GenAI on their marketing and communications. Additionally, many organisations are leveraging GenAI to automate aspects of media planning and buying, using natural language interfaces to deliver actionable insights and recommendations for optimising media spend and achieving marketing goals.

However, technology is not a substitute for human insight and creativity; it is an enabler. Humans play a unique role as the originators of true innovation, creating entirely new and original ideas that go beyond patterns or insights derived from existing data.

Marketers who harmonise data-driven decision-making with the art of storytelling and relationship building will define the future of the profession. While data is crucial, its power lies in how it is applied. Foundational principles, such as the 4 Ps – Product, Price, Place, and Promotion – remain the backbone of effective strategies. Without a deep understanding of these fundamentals, even the most sophisticated tools cannot deliver results.

At ANZ, we equip our marketers to balance this dynamic. Programs like Marketing Masters blend evidence-based marketing with scientific rigour, empowering marketers to harness data while preserving the human perspective that makes marketing impactful. When it comes to new and emerging capabilities, our focus is on equipping our people with practical skills they can apply now and in the immediate future. Rather than exploring broad possibilities, we prioritise actionable training tailored to leveraging new technologies. We believe hands-on coaching, applied directly to real business challenges and opportunities, is critical to embedding these skills effectively.

Evidence-based marketing: Driving growth and success
At ANZ, blending foundational principles with modern capabilities has delivered remarkable results. The Marketing Masters program demonstrates this fusion, emphasising evidence-based practices, technical marketing principles, and scientific rigour to achieve growth.

This approach has enabled marketers to execute strategies that improve customer engagement and drive measurable business outcomes. Additionally, it has fostered a culture of learning, growth and development – with a 96 per cent engagement rate. Year after year, employee satisfaction has increased, with team members reporting a stronger sense of growth and support within the organisation. We have seen a 21 per cent incremental uplift of staff feeling they had access to growth opportunities since launch in 2019. Similarly, an incremental uplift of 29 per cent of staff felt “someone in the organisation has an interest in their growth. Attrition rates have dropped to single digits, reflecting the program's positive influence.

Externally, the program has garnered significant recognition, including industry accreditation from the Australian Marketing Institute and were been named the Winner in the Best Learning and Development category at Campaign Asia’s Best Places to Work 2024 Awards for the Asia-Pacific region. These accolades affirm the universal relevance of balancing timeless principles with modern tools.

Voices from the team: success stories
The success of Marketing Masters is best reflected in the achievements of those who have participated. Robyn Johnston, Head of International Marketing at ANZ and recipient of ANZ’s Marketer of the Year award in 2023, attributes her success to the program’s emphasis on growth and continual improvement.

Another standout, Maggie Joyce, ANZ Campaign Initiative Manager, shared how the program has “[taken] the guesswork out of where to focus,” providing a transparent growth pathway for marketers.

Recently, Alice Callaghan, ANZ Strategy and Proposition Manager, was named the Australian Marketing Institute’s 2024 Emerging Marketer of the Year. She credits her growth to the program, saying, “It’s only possible if you have support from your broader business, and I’ve been lucky enough to receive that from the wider marketing team through the Marketing Masters program.”

These stories illustrate how foundational principles, coupled with innovative tools, empower marketers to thrive in a rapidly changing environment.

Humanising modern marketing
I don’t also believe an algorithm can replicate fully understanding customer emotions, needs, and motivations. Creativity, empathy, intuition and strategic thinking are the elements that make marketing distinct and will remain critical for fostering differentiation.

John Lewis’s Marketing Director, Becky Brock, recently told Marketing Week: “You must embrace tech and digital but you can’t let it lead you, you have to take the lead. Humans still want human exchanges and I still feel that’s the best way to connect on a deeper level. Human interactions are still the primary and core driver of loyalty, and that’s where we’re putting a lot of our energy”.

As we embrace the future, the most successful marketers will not be those who rely solely on technology. Instead, they will remain true to what drew them to this profession in the first place – the art of storytelling, the power of human connection, and the ability to inspire and engage audiences on a deeply personal level.

Our focus on continuous learning, growth and development has created a culture where marketers are empowered to connect meaningfully with their audiences. By fostering skills like storytelling and critical thinking alongside technical expertise, we ensure our team can navigate both the art and science of marketing.

Reflections from the industry
At the recent SXSW conference, speakers highlighted the critical role of creativity and human insight in an AI-driven world. One quote stood out: “Technology can amplify creativity, but it cannot replace it.” This sentiment emphasises the path forward for marketers – embracing innovation while staying resolutely human-led.

Elsewhere in industry discussions, a particularly poignant question was posed: “If AI is unlocking all this extra value through technology, what is the unlock we can make happen for how our humans contribute to marketing in new and remarkable ways?”