Accelerate your growth in 2025

 

  • Insights from 25 digital experts
  • 50 practical tips you can apply
  • Topics include: AI, data, content marketing, video marketing, customer experience, social selling, customer journeys, personalization and more
  • 65 pages full of growth accelerators
  • 4 podcasts with 4 top marketers
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Digital marketer Dorien Aerts’ vision on 2025

As part of our white paper ‘The vision of 25 digital marketers for 2025,’ we asked Dorien Aerts, Business Applications Go to Market Lead for Microsoft Austria, Belgium and Luxembourg, for her vision for 2025 and two practical tips she would give to readers. You can read her response below.

Who is Dorien Aerts?
Dorien Aerts is Business Applications Go to Market Lead for Microsoft Austria, Belgium and Luxembourg. She is driving this Dynamics 365 and Power Platform business together with marketing, sales and partner teams. High on Dorien’s agenda is diversity and inclusion, and how marketing can play a role.

In today’s rapidly evolving market landscape, the role of a marketer extends beyond traditional boundaries. To remain competitive and relevant, marketers will prioritize sustainability, accessibility, and security. These three pillars are not only ethical imperatives but also strategic advantages that align with the European Union’s guidelines and regulations.

Sustainability is no longer a buzzword; it is a critical business strategy. The European Green Deal aims to make Europe the first climate-neutral continent by 2050.

This ambitious goal requires businesses to adopt sustainable practices across all operations, including marketing. Marketers play a pivotal role in promoting sustainable products and practices, thereby influencing consumer behavior towards more eco-friendly choices. By highlighting a brand’s commitment to sustainability – when true and not greenwashing -, marketers can build trust and loyalty among increasingly environmentally conscious consumers. Moreover, sustainable marketing practices can lead to cost savings and operational efficiencies, further enhancing a company’s bottom line.

Accessibility is another crucial aspect that marketers will focus on. The European Accessibility Act (EAA), set to be fully implemented by 2025, mandates that products and services be accessible to all, including people with disabilities. This regulation covers a wide range of areas, from websites and mobile applications to customer support and e-commerce platforms. By ensuring that marketing materials and digital platforms are accessible, businesses can reach a broader audience, including the 101 million people with disabilities in the EU. Accessibility not only enhances user experience but also demonstrates a brand’s commitment to inclusivity and social responsibility. Marketers who prioritize accessibility can differentiate their brands and foster a positive reputation.

Security is the third pillar that cannot be overlooked. With the increasing prevalence of cyber threats, the EU has implemented stringent regulations to protect consumer data. The General Data Protection Regulation (GDPR), in effect since 2018, sets high standards for data privacy and security. Marketers must ensure that their strategies comply with GDPR requirements, safeguarding personal data and maintaining consumer trust. By prioritizing security, marketers can mitigate risks associated with data breaches and cyberattacks, which can have severe financial and reputational consequences. Transparent communication about data protection measures can also enhance consumer confidence and loyalty.

Incorporating sustainability, accessibility, and security into marketing strategies is not just about compliance; it is about creating value for both the business and its stakeholders. It holds a lot of opportunities. Marketers who embrace these principles can drive innovation, build stronger customer relationships, and contribute to a more sustainable and inclusive society. As the EU continues to advance its regulatory framework, businesses that proactively align with these guidelines will be better positioned to thrive in the future.

In conclusion, marketers can and will lead the way in creating a more sustainable, more inclusive, and more secure future for all.

Tip 1: Accessibility

Accessibility is a vital consideration for any marketer. This encompasses ensuring that event venues are fully accessible for all attendees as well as utilizing ‘Alt Text’ for images shared online. 3.6 million individuals have already completed the Accessibility Fundamentals Course initiated by Microsoft’s Chief Accessibility Officer, Jenny Lay-Flurrie. I strongly recommend participating in this course or exploring other ways to enhance accessibility efforts.

Tip 2: Security

More than 80% of security incidents are attributed to human error. Given the critical role marketers play in this area and the potential effect on a brand, it is necessary to ensure that employees receive comprehensive training and communication on security protocols. With the emergence of generative AI, such measures are not optional but essential. As an example: Microsoft rolled out its Secure Future Initiative internally, making sure every employee understands and follows the principles ‘Secure by Design’, Secure by Default’ and ‘Secure Operations’.

Would you like to discover the other 24 digital marketers’ visions for 2025? Download the whitepaper here.

14 redenen waarom jouw contentmarketing niet werkt

Heb je weinig of zwakke leads, weinig bezoekers, weinig clicks? We sommen in deze whitepaper 14 redenen op waardoor het fout kan lopen en geven tips hoe je dit kan vermijden.